Content marketing for artists
Housekeeping
• Agenda
– Overview of Content Marketing
– Capturing Your Stories, ID your audience, give
them what they want...
Who am I?
• BFA in Theater
• Actor, Storyteller,
Husband
• Six years in corporate
digital strategy
• Three years helping
a...
what is content marketing?
1904 – cook
book sells Jell-O
1982 comic book
revolutionizes toy sales
Nike+ revolutionized running and
exercise
2006 - Will It Blend – 600%
increase in sales
Content Marketing is making what
you do interesting in other contexts
The Unfair Advantage
“…what people are looking for online is
original and remarkable media content…the
less your content l...
Open up the artistic process –
Gwenn Seemel
Action Item #1
• Document your process, from start to
finish, in whatever medium feels right
- audio, video, pictures, wha...
OK, I have my process – now what?
Building content for each persona
• Professional art collectors & investors
• Art enthusiasts
• Curators
• Gallery owners
...
What does it mean to sell art online?
• eCommerce – shopping carts & credit cards
• Selling commissions – showing off your...
Action Item #2 – ID your niche
• Every artist has one
• Understand your Uniquity
• Get in the minds of your audience
Build Content Your Collectors Want
to See
• They want to see your process & get a
“behind the scenes” look
• Create conten...
The Marketing Funnel
• Content for the buying 
cycle
– awareness
• Traffic & Lead
generation
– email opt-in, lead magnets
• Nurture leads
– blo...
Behind the Scenes – Matt Richards
Matt Leblanc – charity, fun
• Content for the buying
cycle
– awareness
• Traffic & Lead 
generation
– email opt­in, lead magnets
• Nurture leads
– blo...
Driving traffic
• Offer up something incredible, in the right
context
• Search Engine Optimization – keyword research
• Bl...
Melissa Dinwiddie – Creativity
Coaching
Lisa Firke –
the Rabbit, Rabbit emails
Jolie Guillebeau – Daily Stories
Hugh Mcleod –
Gaping Void daily cartoons
• Content for the buying
cycle
– awareness
• Traffic & Lead
generation
– email opt-in, lead magnets
• Build relationships
...
Blogging Content Strategy
• Research what other artists are doing
• Talk to your readers
• Create content from your art pr...
Automate distribution of content
• Schedule posts in advance
• RSS to Email is your friend
• Auto-post to social
• Tweet A...
Scheduling
Auto-posting
&
Social Media Management -
Hootsuite
Amber Jean - exclusivity
• Content for the buying
cycle
– awareness
• Traffic & Lead
generation
– email opt-in, lead magnets
• Nurture leads
– blog...
Storytelling
Translating the Monomyth to the
Artist’s Journey
• Gwenn Seemel’s bio page
• Obstacles
– making your art happen
– technica...
then, enable others to tell your story
• Optimize your images & page titles for
discovery/sharing
• image sharing sites: F...
copyright concerns
• leverage Creative Commons
• use low-res images (72dpi)
• keep them small (500 pixels wide or less)
• ...
• Content for the buying
cycle
– awareness
• Traffic & Lead
generation
– email opt-in, lead magnets
• Nurture leads
– blog...
Shows, awards, press
• Content for the buying
cycle
– awareness
• Traffic & Lead
generation
– email opt-in, lead magnets
• Nurture leads
– blog...
Press releases & relationships
• Find out what your ideal collector reads
• Form relationships with your local
journalists...
• Content for the buying
cycle
– awareness
• Traffic & Lead
generation
– email opt-in, lead magnets
• Nurture leads
– blog...
You don’t just want traffic,
you want readers & leads
eCommerce, commissions,
packaging & shipping
• Content for the buying
cycle
– awareness
• Traffic & Lead
generation
– email opt-in, lead magnets
• Nurture leads
– blog...
Ask collectors for testimonials,
get pictures
• Content for the buying
cycle
– awareness
• Traffic & Lead
generation
– email opt-in, lead magnets
• Nurture leads
– blog...
Plan the release of new pieces,
partner with others
• Work in a series, have something to say
• Find bloggers or journalis...
working in a series
• Content for the buying
cycle
– awareness
• Traffic & Lead
generation
– email opt-in, lead magnets
• Nurture leads
– blog...
Urgency = power
• Buy it now, before I release to the wider
public
• I’m leaving to go to …
• This series is the only time...
Michael Whitlark
Measurement tools
• Web analytics
• Social analytics
• Email measurement
Google Analytics –
most important stats to watch
Google Analytics –
most important stats to watch
Referring sites Top pages on your site
Facebook Insights
Hootsuite analytics
Mailchimp analytics
What’s next?
Advanced Content Marketing for
Artists Course
• 3 live sessions, with recordings
–Generating Content That Makes
Collectors...
• Evaluate your existing content and
look for ways to repurpose, reuse and
recycle
• How to take a blog post and turn it
i...
Part 2: Image Optimization, Blogging, &
Email Marketing Strategy
• Build a content strategy & calendar
• Guest posting
• S...
Part 3: Social Media Hacks from the
Pros
• How to find your target collectors
online
• Collaborating with other artists
• ...
What you get
• Three hour­long classes that show you exactly how
to build an automated marketing program that
grows your a...
Want to join us?
Go here now:
theabundantartist.com/content
Upcoming SlideShare
Loading in …5
×

Content Marketing for Artists session 1

706 views

Published on

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.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
706
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
10
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Content Marketing for Artists session 1

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

×