“I got fame/My A&R’s a computer” — “All The Shine”, Childish Gambino
Not trying to give you shade or anything, but before we start learning how to promote content, we need to define it.
Content in the digital marketing world means 4 things: Written words, pictures, videos, or sound. For most folks this would be 3 things but since you are an artist I have to include the fourth. “Content” is a term because, well, we marketing wonks like to have to hae a term for everything. Just go with it.
For the purposes of this series, we’re going to talk about content that you create: pictuers you shot on your iphone, blog post you wrote, video of rehearsal, an MP3 of the bass line for your new track. All that together is called content. If we’re talking about one picture, or one MP3, that is usually referred ot as a piece of content.
One thing to always and forever remember is there is a human being at the end of each piece of content that is created and posted online. They may read or view what you posted and never tell you, but they are there and if you ever forget it you will never ever be successful at growing your brand online. Let’s continue. Why should you care about content? Because content connects you to and builds your relationship with your audience.
Remember this little formula: Content + Audience = Your Online Brand
Because in this era of 360 degree deals, your online presence and audience is a monetizeable asset you bring with you that you have control over. It doesn’t matter if you have zero radio spins, a major label deal, etc. that is a profitable asset. Now you may be thinking, “Now hold up, do you mean I have to have 13 million twitter followers like Beyonce’? If so its a wrap right now.”
No. Not at all.
I’m not as focused on the number of followers as I am the quality of them and the level of engagement you have with them. What I”m trying to say is, creating content can lead to sponsorship deals, promotions, virality, television exposure,etc. but to do it right you have to be involved, engaged, relevant, and you have to care. Content is not something you can just drop off on the web and jet, ok? Nothing burns me up more than artists who post social media content and never respond to their fans, never engage in a meaningful way. They just send a flurry of tweets and then wonder why their following doesn’t grow.
If you aren’t ready to commit to building your online brand, stop right now cause I can promise you you won’t succeed in this business if you don’t get your digital right.
Hit me up in the comments and let me know if you’re feeling this or not. I’m sure you will. –K