mia kevin gibbons - 01.10.2013
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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 [email protected] @KEVGIBBOBLUEGLASS.CO.UK