Content Marketing for Artists

33
Making collectors swoon with content marketing

description

This presentation was given at the 2014 Society of American Mosaic Artists national convention. I'd highly recommend looking up the videos from Gwenn & Matt. They're great.

Transcript of Content Marketing for Artists

Page 1: Content Marketing for Artists

Making collectors swoon with content marketing

Page 2: Content Marketing for Artists

2006 - Will It Blend – 600% increase in sales

Page 3: Content Marketing for Artists

Content Marketing is making what you do interesting in other contexts

Page 4: Content Marketing for Artists

Gwenn Seemel’s series, Crime Against Nature

Page 5: Content Marketing for Artists

Open up the artistic process

Page 6: Content Marketing for Artists

Passionate non-art topics

Page 7: Content Marketing for Artists

Major coverage from huge websites

Page 8: Content Marketing for Artists

How do you get to this point? (besides owning what you’re worth)

Page 9: Content Marketing for Artists

How do artists actually make money?

• Art galleries• Direct to collector sales• Prints & product sales• Commissions• Licensing

Page 10: Content Marketing for Artists

Xanadu Gallery’s sold glass mosaics: $1800+

Page 11: Content Marketing for Artists

Portfolios for Gallerists, Curators & Collectors

Page 12: Content Marketing for Artists

Online art sales sites - start small, test “loss leaders”

Page 13: Content Marketing for Artists

AnnRea.com’s Commissions

Page 14: Content Marketing for Artists

Making the Internet work for you

Page 15: Content Marketing for Artists

Journaling

Page 16: Content Marketing for Artists

Capture your emotions, as well as what you did

Journaling alternatives: • Talk in front of a camera

• You can also have a friend “interview” you about your art. Keep it casual and light.

• Talk about why you make art, what your inspiration was, why you chose the subject

Page 17: Content Marketing for Artists

Taking pictures of your art

• Lighting is super important• Natural light on an overcast day or in the shade is ideal

• Recommended starter lighting. These are NOT necessary. You can use a Smartphone if you want

• DSLR LED Light - $40• Ring Light - $249• Three Point Lighting Kit - $179• 5 in 1 Light Reflector - $18

Page 18: Content Marketing for Artists

This was taken with an iPhone

Page 19: Content Marketing for Artists

Behind the Scenes – Matt Richards

Page 20: Content Marketing for Artists

Storytelling

Page 21: Content Marketing for Artists

Distributing your message

Page 22: Content Marketing for Artists

Blogging

What works: • Work in a series• The why of your work• WIP images• Curating your favorites• Rallying your tribe

Page 23: Content Marketing for Artists

Installations in Progress

Page 24: Content Marketing for Artists

Kelly Rae Roberts & Kindness missions

Use short paragraphs,size 14 - 16 font

Break up text with imagesUse bold and italics

to emphasize important words

Page 25: Content Marketing for Artists

Don’t do newsletters, send stories & gifts instead

Page 26: Content Marketing for Artists

The importance of lists

• Reaching people who are interested in you

• Marketing to people who like you is cheaper in time & money

• You’ll make more money• Gather up your contacts & organize them

Page 27: Content Marketing for Artists

Sign up for Mailchimp.com (or other email service provider)

Mailchimp has excellent tutorials on how to set up auto responders and lists.

Page 28: Content Marketing for Artists

Be careful of Digital Sharecropping- you can lose everything

"We expect organic distribution of an individual page's posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.” - Facebook, December 2013

Page 29: Content Marketing for Artists

which social media to use?

Page 30: Content Marketing for Artists

JoanneDaschel.com30 Day Challenge

Page 31: Content Marketing for Artists

Show them the process

Build the value of your time &help them understandthe level of thoughtthat goes into eachpiece

Page 32: Content Marketing for Artists

Results

• 15 - 20 blog posts in 30 days• Mosaic Process page (link)• Each 6" square tile is $75 with free shipping

• Sold 11/30 pieces, with sales still ongoing

• Generated 3 additional commissioned works that were significantly larger in value

Page 33: Content Marketing for Artists

Find out more at TheAbundantArtist.com/content