Digital Marketing in Music

KEVIN GIBBONSBLUEGLASS.CO.UK

@KEVGIBBO

Kevin Gibbons

• SEO Consultant 2003-2006• Founder – SEOptimise – 2006• UK Managing Director BlueGlass - 2012

1. Evolution of digital marketing2. Why content is so important3. 10 digital marketing tools

Agenda

The game is changing…

Old tactics hold an uncertain future...

More commonly experiencing disappointing results…

All while the forward-thinkers are taking a lead…

And celebrate very successful results…

Old tactics used to work very well…

Old Fashioned Tactics Traditional Link Building

But now it’s a game for forward thinkers…

Free-Flowing Football Content Marketing

You’ll still get results with traditional tactics

Typical Stoke City Goal

But it will only take you so far…

Be ahead of the curve – and you’ll get rewarded

Typical Barcelona Goal

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=40349

Because Google says it is!

Correlation of content vs traffic proves it is

Scaled quality content = organic search success

Make content the centre of your online strategy

http://www.copyblogger.com/content-marketing/

How are music brands using content?

Music industry spends £1.9m on content marketing

http://blog.midem.com/2013/09/music-business-spends-e2-3m-on-content-marketing-but-how-and-why-exclusive-white-paper/

Use Marus info about music….

Social media is hugely popular in music industry

http://blog.midem.com/2013/09/music-business-spends-e2-3m-on-content-marketing-but-how-and-why-exclusive-white-paper/

• 100% of executives agreed that content marketing is important to music• 62% of all social shares in the music industry are Facebook likes• Each tweet refers an average of 3.56 visits vs 2.92 for Facebook shares• Google+ represents less than 0.1% of social network traffic to music

websites• Case studies and infographics are the most effective form of content

marketing• On average, infographics generate 193% more social shares than blog

posts• Negative/controversial topics such as piracy, royalties and artist exploitation

drove the most social shares

HTML5 Interactive/Personalised Content

http://www.chromeexperiments.com/arcadefire/

Infographic / Data Visualisation

http://www.informationisbeautiful.net/2010/how-much-do-music-artists-earn-online/

Interactive Infographics

Expert Interviews

User Generated Content

http://www.shwoodwind.co.uk/Reviews/Saxes/Bari/Bari_sax_reviews.htm

Video Promotion

Video Promotion

Be agile…

Be quick…

Be prepared to adapt!

Online media has changed…

£5,000 advertising spend at £0.50 per click = 10,000 visits

You don’t need a huge budget!

$4,500 creative video campaign = 10m+ views

Rather than paying to promote average content…

Just create the best content!

Content is all about the audience you can influence

Use Review Content to Improve PPC CTRs

The whole should be greater than the sum of all parts

10 Quick Content Tools

1) Get Blogging

2) Identify Keyword/Content Gaps

3) Find influencers

3) Brainstorm & Research Content Ideas

4) Review Seasonal Topics in Your Niche

5) Find top performing content ideas

6) Hire authors, not copywriters

7) Monitor social conversations

8) Build a Seasonalised Editorial Calendar

9) Create an Action Plan, Assign Responsibilities & Stick to It!

10) Manage outreach conversations

Summary

You need an integrated digital strategy

Key Takeaways • Content is the driving force behind high-quality, natural

SEO and traffic generation• Enterprises have an advantage in their knowledge, people

and relationships• Content marketing is the solution for long-term growth,

and relies on the creation and promotion of high-quality content

KEVIN GIBBONS KGIBBONS@BLUEGLASS.CO.UK @KEVGIBBOBLUEGLASS.CO.UK