Content Marketing for Artists session 1

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From a live webinar at TheAbundantArtist.com in May 2013. Course covers how artists can document their process, use this documentation to create marketing stories, and how to use various distribution …

From a live webinar at TheAbundantArtist.com in May 2013. Course covers how artists can document their process, use this documentation to create marketing stories, and how to use various distribution channels to get out the message. We cover email, social media marketing, and other distribution.

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Transcript

  • 1. Content marketing for artists
  • 2. 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
  • 3. Who am I? • BFA in Theater • Actor, Storyteller, Husband • Six years in corporate digital strategy • Three years helping artists sell art online
  • 4. what is content marketing?
  • 5. 1904 – cook book sells Jell-O 1982 comic book revolutionizes toy sales
  • 6. Nike+ revolutionized running and exercise
  • 7. 2006 - Will It Blend – 600% increase in sales
  • 8. Content Marketing is making what you do interesting in other contexts
  • 9. 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
  • 10. Open up the artistic process – Gwenn Seemel
  • 11. 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
  • 12. OK, I have my process – now what?
  • 13. Building content for each persona • Professional art collectors & investors • Art enthusiasts • Curators • Gallery owners • Interior designers • Corporate buyers
  • 14. 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
  • 15. Action Item #2 – ID your niche • Every artist has one • Understand your Uniquity • Get in the minds of your audience
  • 16. 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
  • 17. The Marketing Funnel
  • 18. • 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
  • 19. Behind the Scenes – Matt Richards
  • 20. Matt Leblanc – charity, fun
  • 21. • Content for the buying cycle – awareness • Traffic & Lead  generation – email opt­in, 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
  • 22. 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…
  • 23. Melissa Dinwiddie – Creativity Coaching
  • 24. Lisa Firke – the Rabbit, Rabbit emails
  • 25. Jolie Guillebeau – Daily Stories
  • 26. Hugh Mcleod – Gaping Void daily cartoons
  • 27. • 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
  • 28. 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
  • 29. Automate distribution of content • Schedule posts in advance • RSS to Email is your friend • Auto-post to social • Tweet Archives
  • 30. Scheduling
  • 31. Auto-posting &
  • 32. Social Media Management - Hootsuite
  • 33. Amber Jean - exclusivity
  • 34. • 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
  • 35. Storytelling
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. • 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
  • 40. Shows, awards, press
  • 41. • 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
  • 42. 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
  • 43. • 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
  • 44. You don’t just want traffic, you want readers & leads
  • 45. eCommerce, commissions, packaging & shipping
  • 46. • 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
  • 47. Ask collectors for testimonials, get pictures
  • 48. • 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
  • 49. 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
  • 50. working in a series
  • 51. • 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
  • 52. 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
  • 53. Michael Whitlark
  • 54. Measurement tools • Web analytics • Social analytics • Email measurement
  • 55. Google Analytics – most important stats to watch
  • 56. Google Analytics – most important stats to watch Referring sites Top pages on your site
  • 57. Facebook Insights
  • 58. Hootsuite analytics
  • 59. Mailchimp analytics
  • 60. What’s next?
  • 61. 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
  • 62. • 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
  • 63. 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
  • 64. 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
  • 65. What you get • Three hour­long 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 members­only mastermind group on  Facebook that will allow you to ask questions and collaborate with other artists
  • 66. Want to join us? Go here now: theabundantartist.com/content