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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.

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Creating Shareable Content in the Music Industry

  1. 1. MIDEM ACADEMY 2014 MARKETING MODULE Creating Shareable Content in the Music Industry Marcus Taylor, Founder, Venture Harbour (UK)
  2. 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. 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. 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. 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. 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. 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. 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. 9. What makes you and I share? Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
  10. 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. 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. 12. We Share Things That Are Remarkable Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
  13. 13. We Share Things When Triggered Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
  14. 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. 15. We Share Things Of Practical Value Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
  16. 16. We Share Things That Others Are Sharing Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
  17. 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. 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. 19. Or as Jay Frank put it… Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
  20. 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. 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. 22. Creating Contagious Content Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
  23. 23. Out-thinking your competition Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
  24. 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. 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. 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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