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Content marketing for artists
Housekeeping
• Agenda–Overview of Content Marketing– Capturing Your Stories, ID your
audience, give them what they want to see
– Artists who are doing it well
• How to ask questions in the Webinar
Who am I?
• BFA in Theater• Actor, Storyteller,
Husband• Six years in corporate digital strategy• Three years helping artists sell art online
what is content marketing?
1904 – cook book sells Jell-
O
1982 comic book revolutionizes toy
sales
Nike+ revolutionized running and exercise
2006 - Will It Blend – 600% increase in sales
Content Marketing is making what you do interesting in other
contexts
The Unfair Advantage
“…what people are looking for online is original and remarkable media content…the less your content looks like advertising, the more effective it will be at advertising.” – Mark McGuinness
Open up the artistic process – Gwenn Seemel
Action Item #1
• Document your process, from start to finish, in whatever medium feels right - audio, video, pictures, whatever. • Be sure to include your why
OK, I have my process – now what?
Building content for each persona
• Professional art collectors & investors• Art enthusiasts• Curators• Gallery owners• Interior designers• Corporate buyers
What does it mean to sell art online?
• eCommerce – shopping carts & credit cards• Selling commissions – showing off
your work so you can sell this service• Showcasing for galleries, museums
and agents
Action Item #2 – ID your niche
• Every artist has one• Understand your Uniquity• Get in the minds of your audience
Build Content Your Collectors Want to See
• They want to see your process & get a “behind the scenes” look• Create content for each stage of
the purchase cycle• automate & outsource
The Marketing Funnel
• Content for the buying cycle– awareness
• Traffic & Lead generation– email opt-in, lead
magnets
• Nurture leads– blogging, email, social
media– build value through
exclusivity, authenticity, status
• Tell your story• Credibility• Courting the Press• The purchase
experience• Testimonials• Exclusivity and
Status• Building buzz
Content Marketing – The Checklist
Behind the Scenes – Matt Richards
Matt Leblanc – charity, fun
• Content for the buying cycle– awareness
• Traffic & Lead generation– email opt-in, lead
magnets
• Nurture leads– blogging, email, social
media– build value through
exclusivity, authenticity, status
• Tell your story• Credibility• Courting the Press• The purchase
experience• Testimonials• Exclusivity and
Status• Building buzz
Content Marketing – The Checklist
Driving traffic
• Offer up something incredible, in the right context
• Search Engine Optimization – keyword research
• Blog about controversial topics, take a stand
• Blog about other artists you love/hate• News drafting techniques• Guest posting• but, remember…
Melissa Dinwiddie – Creativity Coaching
Lisa Firke – the Rabbit, Rabbit emails
Jolie Guillebeau – Daily Stories
Hugh Mcleod – Gaping Void daily cartoons
• Content for the buying cycle– awareness
• Traffic & Lead generation– email opt-in, lead
magnets
• Build relationships– blogging, email, social
media– build value through
exclusivity, authenticity, status
• Tell your story• Credibility• Courting the Press• The purchase
experience• Testimonials• Exclusivity and
Status• Building buzz
Content Marketing – The Checklist
Blogging Content Strategy
• Research what other artists are doing• Talk to your readers• Create content from your art process–what you love, why you make art, how it
gets done
• Create a calendar
Automate distribution of content
• Schedule posts in advance• RSS to Email is your friend• Auto-post to social• Tweet Archives
Scheduling
Auto-posting
&
Social Media Management - Hootsuite
Amber Jean - exclusivity
• Content for the buying cycle– awareness
• Traffic & Lead generation– email opt-in, lead
magnets
• Nurture leads– blogging, email, social
media– build value through
exclusivity, authenticity, status
• Tell your story• Credibility• Courting the Press• The purchase
experience• Testimonials• Exclusivity and
Status• Building buzz• Build urgency
Content Marketing – The Checklist
Storytelling
Translating the Monomyth to the Artist’s Journey
• Gwenn Seemel’s bio page• Obstacles–making your art happen– technical challenges– funding
• Going dark• Growing as an artist and person
then, enable others to tell your story
• Optimize your images & page titles for discovery/sharing• image sharing sites: FB, Pinterest,
Tumblr, Flickr, imgur, Photobucket, Shutterfly, SmugMug, Youtube, Slideshare• individual pages/urls for each image• sharing buttons• form a sharing alliance
copyright concerns
• leverage Creative Commons• use low-res images (72dpi)• keep them small (500 pixels wide or
less)• don’t use scripts that disable right-
clicking or sharing
• Content for the buying cycle– awareness
• Traffic & Lead generation– email opt-in, lead
magnets
• Nurture leads– blogging, email, social
media– build value through
exclusivity, authenticity, status
• Tell your story• Credibility• Courting the Press• The purchase
experience• Testimonials• Exclusivity and
Status• Building buzz• Build urgency
Content Marketing – The Checklist
Shows, awards, press
• Content for the buying cycle– awareness
• Traffic & Lead generation– email opt-in, lead
magnets
• Nurture leads– blogging, email, social
media– build value through
exclusivity, authenticity, status
• Tell your story• Credibility• Courting the Press• The purchase
experience• Testimonials• Exclusivity and
Status• Building buzz• Build urgency
Content Marketing – The Checklist
Press releases & relationships
• Find out what your ideal collector reads• Form relationships with your local
journalists• Form relationships with art bloggers• Learn to write press releases –
informal and formal
• Content for the buying cycle– awareness
• Traffic & Lead generation– email opt-in, lead
magnets
• Nurture leads– blogging, email, social
media– build value through
exclusivity, authenticity, status
• Tell your story• Credibility• Courting the Press• The purchase
experience• Testimonials• Exclusivity and
Status• Building buzz• Build urgency
Content Marketing – The Checklist
You don’t just want traffic, you want readers & leads
eCommerce, commissions, packaging & shipping
• Content for the buying cycle– awareness
• Traffic & Lead generation– email opt-in, lead
magnets
• Nurture leads– blogging, email, social
media– build value through
exclusivity, authenticity, status
• Tell your story• Credibility• Courting the Press• The purchase
experience• Testimonials• Building buzz• Build urgency
Content Marketing – The Checklist
Ask collectors for testimonials, get pictures
• Content for the buying cycle– awareness
• Traffic & Lead generation– email opt-in, lead
magnets
• Nurture leads– blogging, email, social
media– build value through
exclusivity, authenticity, status
• Tell your story• Credibility• Courting the Press• The purchase
experience• Testimonials• Building buzz• Build urgency
Content Marketing – The Checklist
Plan the release of new pieces, partner with others
• Work in a series, have something to say• Find bloggers or journalists who are
interested, give them inside access• Have a group of early access
collectors
working in a series
• Content for the buying cycle– awareness
• Traffic & Lead generation– email opt-in, lead
magnets
• Nurture leads– blogging, email, social
media– build value through
exclusivity, authenticity, status
• Tell your story• Credibility• Courting the Press• The purchase
experience• Testimonials• Building buzz• Build urgency
Content Marketing – The Checklist
Urgency = power
• Buy it now, before I release to the wider public• I’m leaving to go to …• This series is the only time I’ll do this
work• Limited edition prints
Michael Whitlark
Measurement tools
• Web analytics• Social analytics• Email measurement
Google Analytics – most important stats to watch
Google Analytics – most important stats to watch
Referring sites Top pages on your site
Facebook Insights
Hootsuite analytics
Mailchimp analytics
What’s next?
Advanced Content Marketing for Artists Course
• 3 live sessions, with recordings–Generating Content That Makes Collectors Swoon–Advanced Blogging and Email Marketing –Social Media Hacks by the Pros
• Evaluate your existing content and look for ways to repurpose, reuse and recycle• How to take a blog post and turn
it into audio, video, and image material• Understanding analytics and how
to make decisions based on data
Part 1: Generating Content That Makes Collectors Swoon
Part 2: Image Optimization, Blogging, & Email Marketing
Strategy
• Build a content strategy & calendar• Guest posting• Search engine optimization• Autoresponder madness –
automating your lead nurturing and sales process
Part 3: Social Media Hacks from the Pros
• How to find your target collectors online• Collaborating with other artists• Drafting off of more successful
artists and social media celebrities• Automating and analyzing social
What you get• Three hour-long classes that show you
exactly how to build an automated marketing program that grows your audience in ways you never thought possible
• Video recordings and transcripts of the courses for you to review and implement later, so you can focus on learning, not taking notes
• Access to a members-only mastermind group on Facebook that will allow you to ask questions and collaborate with other artists
Want to join us?
Go here now: theabundantartist.com/cont
ent
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