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Creating Shareable Content in the Music Industry

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Marcus Taylor's talk at MIDEM 2014 on creating shareable content in the music industry.

Marcus Taylor's talk at MIDEM 2014 on creating shareable content in the music industry.

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  • Heya guys, so as a digital marketer I’m constantly fascinated by what triggers things to go viral and I enjoy trying to understand what it is that fundamentally makes something shareable or not, so over the next 30 or 45 minutes I’m going to be sharing a few insights on what it is that makes things shareable in general, and then look at specifically what’s shareable in the music industry.
  • So I’ve split the talk into four parts, first looking at the situation we’re in right now and why I believe we need to understand what makes content shareable in order to be successful as artists, labels, and marketers. Secondly we’ll look at the fundamentals of why we share, and then I’m going to run through some research that we put together with MIDEM recently on content marketing in the music industry, where we looked at over 15,000 pieces of content in the music industry. By the way, for the purposes of this talk, when I’m talking about content I’m referring to content that’s created for the purpose of marketing your band or brand online – so blog posts, infographics, videos, podcasts etc. We’re not talking about content as in music catalogue content.Finally, we’ll look at the solution – how we can all be creating contagious content that reaches a large audience online.
  • So, the situation right now is a bit of a problematic one. My company, Venture Harbour, recently surveyed 64 music executives at various music companies, and we found that these companies collectively spent in the region of £1.9m per year on content marketing i.e. producing blog posts, videos, infographics, and other forms of content. We also asked these companies what they found most challenging about content marketing, and almost everyone said they struggled with getting their content noticed.And I don’t think this challenge is specific to labels and music companies. As artists, many of us spend tens of thousands recording great music, but then struggle to get it heard by a large audience.
  • In other words, as an industry we’re wasting millions producing content that isn’t being shared and therefore fails to serve its purpose.
  • And it’s only going to get harder. The amount of content being produced is rapidly increasing, so there’s a lot more noise and it’s becoming harder to stand out from the crowd.
  • And it’s only going to get harder. The amount of content being produced is rapidly increasing, so there’s a lot more noise and it’s becoming harder to stand out from the crowd.
  • So how do we solve it? I believe that the answer lies in understanding shareability. If we understand what makes people share content then we can produce that and reach larger audiences.
  • Transcript

    • 1. MIDEM ACADEMY 2014 MARKETING MODULE Creating Shareable Content in the Music Industry Marcus Taylor, Founder, Venture Harbour (UK)
    • 2. Table of Contents 1. 2. 3. The Situation Right Now What makes you and I share? Our findings from analysing 15,000 pages of music industry content. 4. The Solution: Creating Contagious Content
    • 3. We have a problem… We recently surveyed 64 music companies, who collectively spent in excess of £1.9m / on content marketing last year. Their biggest challenge is finding an audience for Their content. This problem isn’t unique to music companies… Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 4. In other words £Millions are wasted on producing content that isn’t shareable and fails to serve its purpose. Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 5. It will only get harder… With more content being produced than ever before, it’s becoming harder to attract an audience. Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 6. Your competition is fierce 2,000,000 blog posts published / day 864,000 hours of video uploaded / day 532,000,000 Facebook statuses / day Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 7. How Can We Solve This? By understanding what makes content shareable. Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 8. Understanding Virality Viral is something that happens, not something you create. Technically, a piece of content goes Viral when there is a viral coefficient above the rate of 1.0 (linear). In other words, if, on average, every Person who watches your video or Reads your article gets at least 1.1 of Their friends to do the same, you have (very slow) viral growth. Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 9. What makes you and I share? Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 10. Fundamentally, we share for two reasons: • • Self-Interest: To define ourselves to others, nurture relationships & promote agendas Altruism: To share our experiences & knowledge with others to help them. Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 11. What do we share? • • • • • We share things that are remarkable We share things when triggered to talk about them We share things that are emotionally stimulating We share things that provide practical value We share things that others are sharing Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 12. We Share Things That Are Remarkable Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 13. We Share Things When Triggered Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 14. We share things that are emotionally stimulating Why are cat videos, Gangnam Style, and KONY so shareable? Because they change our emotional State to a highly aroused emotion e.g. anger, delight etc. When we experience a change in Emotional state, we often share what provoked it. Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 15. We Share Things Of Practical Value Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 16. We Share Things That Others Are Sharing Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 17. What we learnt from analysing 15,000 pages of music industry content Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 18. Average # of social shares / backlinks Topics that make us angry are extremely shareable in the music industry Average social shares per article 100 Average # of backlinks per article 10 1 Topic Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 19. Or as Jay Frank put it… Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 20. Infographics & case studies are the most shareable formats of content in the music industry % difference compared to average post performance 300 250 # of total shares 200 # of links 150 # of FB shares # of FB likes 100 # of comments 50 0 -50 -100 Infographics List blog posts How-to blog posts Industry news Video blog posts Content medium / format Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy Case study / research posts Interview posts Artist News
    • 21. In the music industry, Facebook is the most important social network 62% of all shares in the music Industry are made on Facebook. 55% of social traffic to music content comes from Facebook. Twitter, however, had the highest average # of visits per share (3.56), compared to Facebook (2.92) and Google+ (0.62). Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 22. Creating Contagious Content Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 23. Out-thinking your competition Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 24. It’s not about orangle triangles or black circles, it’s about what’s different to the norm. Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 25. Content that is contageous… Stands out from the crowd – it’s different in some profound way. Is emotionally stimulating. Is remarkable. Are you producing content like this? Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
    • 26. Marcus Taylor, Founder, Venture Harbour Marcus is an award-winning young entrepreneur, and founder of Venture Harbour, a digital marketing agency specialising in the entertainment industries. Your photo here Marcus has consulted to many Fortune 500 companies on their digital marketing strategies, as well as speaking internationally at conferences including TEDx, RIMC, SMX, and SES. Email: Marcus@VentureHarbour.com Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy

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