Creating Shareable Content in the Music Industry
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MIDEM ACADEMY 2014 MARKETING MODULE Creating Shareable Content in the Music Industry Marcus Taylor, Founder, Venture Harbour (UK)
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Transcript of Creating Shareable Content in the Music Industry
MIDEM ACADEMY 2014MARKETING MODULE
Creating Shareable Content in the Music Industry
Marcus Taylor, Founder, Venture Harbour (UK)
Table of Contents
1. The Situation Right Now
2. What makes you and I share?
3. Our findings from analysing 15,000 pages of music industry content.
4. The Solution: Creating Contagious Content
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 forTheir content. This problem isn’t unique to music companies…
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
In other words
£Millions are wasted on producing content that isn’t shareable and fails to serve its purpose.
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
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 moduleAll courses to be available on: www.midem.com/academy
Your competition is fierce
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
2,000,000 blog posts published / day
864,000 hours of videouploaded / day
532,000,000 Facebook statuses / day
How Can We Solve This?
By understanding what makes content shareable.
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
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 ofTheir friends to do the same, you have(very slow) viral growth.
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
What makes you and I share?
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
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 moduleAll courses to be available on: www.midem.com/academy
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 moduleAll courses to be available on: www.midem.com/academy
We Share Things That Are Remarkable
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
We Share Things When Triggered
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
We share things that are emotionally stimulating
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
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 sharewhat provoked it.
We Share Things Of Practical Value
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
We Share Things That Others Are Sharing
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
What we learnt from analysing 15,000 pagesof music industry content
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
Topics that make us angry are extremely shareable in the music industry
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
Royalties
& Income
Music Sa
les Fi
gures
Piracy
Socia
l Med
ia
Music In
dustry C
hallenges
Careers
& Ed
ucation
Music Promotion
Record
Label N
ews
Music St
reaming /
Discover
y
Crowdfunding
Music la
w
Music Te
ch
Music Distr
ibution
Music Lic
ensin
g
Live In
dustry
Artist New
s
Events
& Conferen
ces2
20
200
Average social shares per article
Average # of backlinks per article
Topic
Aver
age
# of
socia
l sha
res /
bac
klin
ks
Or as Jay Frank put it…
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
Infographics & case studies are the most shareable formats of content in the music industry
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
Infographics List blog posts How-to blog posts
Industry news Video blog posts
Case study / research
posts
Interview posts
Artist News-100
-50
0
50
100
150
200
250
300
# of total shares
# of links
# of FB shares
# of FB likes
# of comments
Content medium / format
% d
iffer
ence
com
pare
d to
ave
rage
pos
t pe
rfor
man
ce
In the music industry, Facebook is the most important social network
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
62% of all shares in the musicIndustry are made on Facebook.
55% of social traffic to music contentcomes from Facebook.
Twitter, however, had the highestaverage # of visits per share (3.56),compared to Facebook (2.92) andGoogle+ (0.62).
Creating Contagious Content
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
Out-thinking your competition
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
It’s not about orangle triangles or black circles, it’s about what’s different to the norm.
Content that is contageous…
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
Stands out from the crowd – it’s different in some profound way.Is emotionally stimulating.Is remarkable.
Are you producing content like this?
Marcus is an award-winning young entrepreneur, and founder of Venture Harbour, a digital marketing agency specialising in the entertainment industries.
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.
Marcus Taylor, Founder, Venture Harbour
Email: [email protected]
Your photo here
Midem Academy 2014 – Marketing moduleAll courses to be available on: www.midem.com/academy
