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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...
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-mark...
Social media is hugely popular in music industry
http://blog.midem.com/2013/09/music-business-spends-e2-3m-on-content-mark...
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...
KEVIN GIBBONS
KGIBBONS@BLUEGLASS.CO.UK
@KEVGIBBO
BLUEGLASS.CO.UK
Mia   kevin gibbons - 01.10.2013
Mia   kevin gibbons - 01.10.2013
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Mia kevin gibbons - 01.10.2013

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Mia kevin gibbons - 01.10.2013

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

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