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.
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. Who am I?
• BFA in Theater
• Actor, Storyteller,
Husband
• Six years in corporate
digital strategy
• Three years helping
artists sell art online
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
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
13. Building content for each persona
• Professional art collectors & investors
• Art enthusiasts
• Curators
• Gallery owners
• Interior designers
• Corporate buyers
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. Action Item #2 – ID your niche
• Every artist has one
• Understand your Uniquity
• Get in the minds of your audience
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
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
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. 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…
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. 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. Automate distribution of content
• Schedule posts in advance
• RSS to Email is your friend
• Auto-post to social
• Tweet Archives
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
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. 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. 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. • 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
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. 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. • 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
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
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. 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
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. 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
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. • 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. 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. 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. 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. Want to join us?
Go here now:
theabundantartist.com/content