Marketing Tips for Classical Music:    Digital Content MarketingChristopher Gruits, Director of eStrategy             Carn...
Outline• What is Content Marketing?• Creating Content Online• Case Studies• Distribution and Measurement• Questions and Me...
What is Content Marketing?        … an umbrella term encompassing all marketing formats that involve the creation  and sha...
What are the Formats?
Why Bother?• Digital requires a multifaceted approach• Facilitate dialogue between artists and audiences• Enhance audience...
Why Bother?• 15% of adults in the US participate in the arts      through electronic media only.• 26% of those who partici...
Creating Content• Who is the audience?• What story are you telling? What are you trying to  achieve?• Where is the audienc...
What should it achieve?“People will forget what you tell them, but will   never forget how you make them feel.”           ...
Creating Content• What content do you already have?  - Archives, written material, images, audio, etc.• Budget?• Low-cost ...
Creating Content    Unexpected+    Emotional+    Compelling+    = Viral!      (37M Views)
Case Study: Blog Series       • Schedule and         calendar your posts       • Mix post-type         within series      ...
Case Study: Blog Series       • Formulaic         consumption       • Editorial features       • Repurpose       • Utilize...
Case Study: Artist Interviews• We all do them!• Important for providing context• We can diversify and experiment• Have you...
Case Study: Artist Interviews
Case Study: Artist Interviews
Case Study: Microsite• 120th Anniversary Celebration  – Microsite, fully produced in-house  – Tell the story of the season...
Case Study: Microsite
Case Study: Microsite       • Point to microsite         in blog and in SM       • Use optimized         keywords in title...
Case Study: Mobile App• Content app: celebrates 120th Anniversary Season and provides context  and information to support ...
Case Study: Mobile App• Original content leverages mobile while expanding on season themes• Uses locations and quotes from...
Case Study: Carnegie Hall Live• 13 broadcasts on-air and online• Live streaming on wqxr.org/ch.org/nprmusic.org• WQXR Mobi...
Case Study: Carnegie Hall Live
Measuring Engagement• Blog: Page views, SM referrals, shared posts,  subscribers• Microsite and App: U.V., page depth, T.O...
Distribution• Now that you’ve  made it, get it  out there.• What platforms  should you start  with?
Distribution Considerations•   Be careful not to fragment your audience•   What does the data tell you?•   Consumption pat...
Distribution: Owned Media
Distribution: Paid & Partner
Questions?• What are some of your own experiences?• Are you distributing content?• What’s worked? What hasn’t?• Platform p...
Thank you/Merci/Gracie/Danke!      Christopher Gruits   cgruits@carnegiehall.org        @MusicYankee   Mentoring Sessions ...
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Marketing Tips for Classical Music Artists - midem 2012 Carnegie Hall presentation

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Marketing Tips for Classical Music Artists - midem 2012 Carnegie Hall presentation

  1. 1. Marketing Tips for Classical Music: Digital Content MarketingChristopher Gruits, Director of eStrategy Carnegie Hall New York, NY, USA 11:30 AM – 12:15 PM Direct2Fan Riviera Hall
  2. 2. Outline• What is Content Marketing?• Creating Content Online• Case Studies• Distribution and Measurement• Questions and Mentoring Sessions
  3. 3. What is Content Marketing? … an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to engage current and potential consumer bases*.*Accessed on January 23, 2012. http://www.Wikipedia:.org Content Marketing:
  4. 4. What are the Formats?
  5. 5. Why Bother?• Digital requires a multifaceted approach• Facilitate dialogue between artists and audiences• Enhance audience experience by providing context• Provide the why, not just the what and when• Engagement Imperative! - Allow users to participate and have input
  6. 6. Why Bother?• 15% of adults in the US participate in the arts through electronic media only.• 26% of those who participate in musical activities do so through recordings or broadcasts only.• If you’re not there, you need to be!* Novak-Leonard, Jennifer L. and Brown, Alan WolfBrown, 2011. Beyond attendance: A multi-modal understanding of artsparticipation. National Endowment for The Arts Report. http://www.nea.gov
  7. 7. Creating Content• Who is the audience?• What story are you telling? What are you trying to achieve?• Where is the audience?• How can it support your mission/yearly priorities?• When do you want this to happen?
  8. 8. What should it achieve?“People will forget what you tell them, but will never forget how you make them feel.” —Maya Angelou
  9. 9. Creating Content• What content do you already have? - Archives, written material, images, audio, etc.• Budget?• Low-cost production is great, but high-quality content is better!• How fast can you produce it?• What will audiences want to share/comment on?
  10. 10. Creating Content Unexpected+ Emotional+ Compelling+ = Viral! (37M Views)
  11. 11. Case Study: Blog Series • Schedule and calendar your posts • Mix post-type within series • Give artists a platform • Create dialogue
  12. 12. Case Study: Blog Series • Formulaic consumption • Editorial features • Repurpose • Utilize staff • Clear SM Links
  13. 13. Case Study: Artist Interviews• We all do them!• Important for providing context• We can diversify and experiment• Have you involved the audience directly?• Have you asked artists to choose their format?
  14. 14. Case Study: Artist Interviews
  15. 15. Case Study: Artist Interviews
  16. 16. Case Study: Microsite• 120th Anniversary Celebration – Microsite, fully produced in-house – Tell the story of the season – Created using both program and archival content – Utilized multiple media formats – Destination for all outbound marketing and press
  17. 17. Case Study: Microsite
  18. 18. Case Study: Microsite • Point to microsite in blog and in SM • Use optimized keywords in title • Collect video series • Interviews and performance footage
  19. 19. Case Study: Mobile App• Content app: celebrates 120th Anniversary Season and provides context and information to support programming• Engage users who might never come to Carnegie Hall in person
  20. 20. Case Study: Mobile App• Original content leverages mobile while expanding on season themes• Uses locations and quotes from Tchaikovskys diaries and visit to NYC
  21. 21. Case Study: Carnegie Hall Live• 13 broadcasts on-air and online• Live streaming on wqxr.org/ch.org/nprmusic.org• WQXR Mobile app carries CH content/Audio• <500 users participating in chat during the concert.• #CHLive used to organize conversation on Twitter
  22. 22. Case Study: Carnegie Hall Live
  23. 23. Measuring Engagement• Blog: Page views, SM referrals, shared posts, subscribers• Microsite and App: U.V., page depth, T.O.S., downloads, entrance & exit paths, referring, B.R.• Video: YT Analytics, ‘Discovery’ tab, demographics, audience retention.• CH Live: U.V., chat U.V., on-air, online, retention
  24. 24. Distribution• Now that you’ve made it, get it out there.• What platforms should you start with?
  25. 25. Distribution Considerations• Be careful not to fragment your audience• What does the data tell you?• Consumption patterns!• Referring traffic• Big fish first• Don’t ignore niche sites
  26. 26. Distribution: Owned Media
  27. 27. Distribution: Paid & Partner
  28. 28. Questions?• What are some of your own experiences?• Are you distributing content?• What’s worked? What hasn’t?• Platform preference?• Challenges?
  29. 29. Thank you/Merci/Gracie/Danke! Christopher Gruits cgruits@carnegiehall.org @MusicYankee Mentoring Sessions Next

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