Mia   kevin gibbons - 01.10.2013
Upcoming SlideShare
Loading in...5
×
 

Mia kevin gibbons - 01.10.2013

on

  • 816 views

 

Statistics

Views

Total Views
816
Views on SlideShare
509
Embed Views
307

Actions

Likes
0
Downloads
6
Comments
0

6 Embeds 307

http://www.blueglass.co.uk 298
http://www.feedspot.com 3
http://cloud.feedly.com 2
http://www.linkedin.com 2
http://plus.url.google.com 1
http://www.newsblur.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • 50 Tweets & 10 links looks more natural than:100 tweets & 0 links, or10 tweets & 60 links!Google+ is harder to fake/automate

Mia   kevin gibbons - 01.10.2013 Mia kevin gibbons - 01.10.2013 Presentation Transcript

  • Digital Marketing in Music KEVIN GIBBONS BLUEGLASS.CO.UK @KEVGIBBO
  • Kevin Gibbons • SEO Consultant 2003-2006 • Founder – SEOptimise – 2006 • UK Managing Director BlueGlass - 2012
  • 1. Evolution of digital marketing 2. Why content is so important 3. 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 Tripadvisor has more content = more traffic = better conversion because that traffic is long tail
  • 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/h ow-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 @KEVGIBBO BLUEGLASS.CO.UK