Updated: Sep 22
The term, “Content Marketing” has been a buzzword for several years now, but what does it entail?
Content Marketing is, as Joe Pullizzi, founder of the Content Marketing Institute and writer of Epic Content Marketing, one of “Five Must Read Business Books of 2013” by Fortune Magazine, defined: a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
What are some of the elements in creating a Content Marketing strategy and the most important question, how could we make it relevant for today’s Asian music industry?
1. Knowing your audience: To plan better and run a more cost effective campaign, I cannot stress the importance of understanding the audience of the music you market. With the myriad of social media platforms and marketing efforts placed on them, get access to the data the platforms provide. The more data, the better for a solid content marketing foundation.
Some key metrics that could be important: - View/Stream numbers - Time of day users engage with your video/stream - Day of week user engagement peaks - Countries your engagement comes from Alternative ways to obtain relevant data include: Similarweb, Google Trends and Tubular Labs (assuming some social media marketing is done)
2. Identifying goals: Once there’s some knowledge of the fans, it’s time to recognize the outcomes you’ll like to achieve from the content marketing campaign. Be as specific as you can. (i.e. To increase artist following by 10% of the current figures in a region/country)
3. Editorial Calendar: Be sure to include an Editorial Calendar as part of the plan. Not only will this help you track content that’s released, it serves as a great reminder for special occasions and festivities in target markets. More on that in a bit. An editorial calendar is particularly effective for communicating with remote teams. Asana and Google Calendar are great tools to organize your projects.
4. Determining how Content is presented: Contrary to most beliefs, content isn’t purely just a music file or a video. A blog or Facebook post, even an e-newsletter could be considered content. It’s a matter of what goes in and how the “meat” of the content is packaged each of these mediums. Some examples of content: - blog post/news articles - social media posts - music playlists/collections - newsletters - e-books - press releases
5. A/B Test: Not sure if your fans respond better to hashtags or mentions? Or if a video is more effective livestream? Why not experiment? With reference to the post titled, "ABCs of A/B testing", the concept compares two versions of the same subject to a similar target audience group. Keeping all things constant, such as time between posts, day and time of release, create your test posts that will identify which one of the two versions works well.
6. Analyzing performance: For A/B testing to work, you need to ensure performance data could be retrieved. Once the reports are in, analyse the key metric points, including others such as engagement duration, next piece of content engaged with etc. This will formulate the basis of #7.
7. Rinse & Repeat or Tweak: Once the campaign is done, be sure to use your analysis from #6 to build on your next campaign. If everything went well from the first campaign, congratulations! You could rinse and repeat or switch up the creative game by modifying various elements for the next.
Content marketing was designed for building long term relationships with your fans, which also means dynamic changes in your campaigns are highly vital and valuable in gaining greater insights. Good luck!