Mia kevin gibbons - 01.10.2013

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  • 50 Tweets & 10 links looks more natural than:100 tweets & 0 links, or10 tweets & 60 links!Google+ is harder to fake/automate

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  • 1. Digital Marketing in Music KEVIN GIBBONS BLUEGLASS.CO.UK @KEVGIBBO
  • 2. Kevin Gibbons • SEO Consultant 2003-2006 • Founder – SEOptimise – 2006 • UK Managing Director BlueGlass - 2012
  • 3. 1. Evolution of digital marketing 2. Why content is so important 3. 10 digital marketing tools Agenda
  • 4. The game is changing…
  • 5. Old tactics hold an uncertain future...
  • 6. More commonly experiencing disappointing results…
  • 7. All while the forward-thinkers are taking a lead…
  • 8. And celebrate very successful results…
  • 9. Old tactics used to work very well… Old Fashioned Tactics Traditional Link Building
  • 10. But now it’s a game for forward thinkers… Free-Flowing Football Content Marketing
  • 11. You’ll still get results with traditional tactics Typical Stoke City Goal
  • 12. But it will only take you so far…
  • 13. Be ahead of the curve – and you’ll get rewarded Typical Barcelona Goal
  • 14. http://support.google.com/webmasters/bin/answer.py?hl=en&answer=40349 Because Google says it is!
  • 15. Correlation of content vs traffic proves it is Tripadvisor has more content = more traffic = better conversion because that traffic is long tail
  • 16. Scaled quality content = organic search success
  • 17. Make content the centre of your online strategy http://www.copyblogger.com/content-marketing/
  • 18. How are music brands using content?
  • 19. 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….
  • 20. 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
  • 21. HTML5 Interactive/Personalised Content http://www.chromeexperiments.com/arcadefire/
  • 22. Infographic / Data Visualisation http://www.informationisbeautiful.net/2010/h ow-much-do-music-artists-earn-online/
  • 23. Interactive Infographics
  • 24. Expert Interviews
  • 25. User Generated Content http://www.shwoodwind.co.uk/Reviews/Saxes/Bari/Bari_sax_reviews.htm
  • 26. Video Promotion
  • 27. Video Promotion
  • 28. Be agile…
  • 29. Be quick…
  • 30. Be prepared to adapt!
  • 31. Online media has changed… £5,000 advertising spend at £0.50 per click = 10,000 visits
  • 32. You don’t need a huge budget! $4,500 creative video campaign = 10m+ views
  • 33. Rather than paying to promote average content… Just create the best content!
  • 34. Content is all about the audience you can influence
  • 35. Use Review Content to Improve PPC CTRs
  • 36. The whole should be greater than the sum of all parts
  • 37. 10 Quick Content Tools
  • 38. 1) Get Blogging
  • 39. 2) Identify Keyword/Content Gaps
  • 40. 3) Find influencers
  • 41. 3) Brainstorm & Research Content Ideas
  • 42. 4) Review Seasonal Topics in Your Niche
  • 43. 5) Find top performing content ideas
  • 44. 6) Hire authors, not copywriters
  • 45. 7) Monitor social conversations
  • 46. 8) Build a Seasonalised Editorial Calendar
  • 47. 9) Create an Action Plan, Assign Responsibilities & Stick to It!
  • 48. 10) Manage outreach conversations
  • 49. Summary
  • 50. You need an integrated digital strategy
  • 51. 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
  • 52. KEVIN GIBBONS KGIBBONS@BLUEGLASS.CO.UK @KEVGIBBO BLUEGLASS.CO.UK