1. Digital Marketing in Music
KEVIN GIBBONS
BLUEGLASS.CO.UK
@KEVGIBBO

2. Kevin Gibbons
• SEO Consultant 2003-2006
• Founder – SEOptimise – 2006
• UK Managing Director BlueGlass - 2012

3. 1. Evolution of digital marketing
2. Why content is so important
3. 10 digital marketing tools
Agenda

5. The game is changing…

6. Old tactics hold an uncertain future...

7. More commonly experiencing disappointing results…

8. All while the forward-thinkers are taking a lead…

9. And celebrate very successful results…

10. Old tactics used to work very well…
Old Fashioned Tactics Traditional Link Building

11. But now it’s a game for forward thinkers…
Free-Flowing Football Content Marketing

12. You’ll still get results with traditional tactics
Typical Stoke City Goal

13. But it will only take you so far…

14. Be ahead of the curve – and you’ll get rewarded
Typical Barcelona Goal

16. http://support.google.com/webmasters/bin/answer.py?hl=en&answer=40349
Because Google says it is!

17. Correlation of content vs traffic proves it is
Tripadvisor has more content = more traffic
= better conversion because that traffic is long tail

18. Scaled quality content =
organic search success

19. Make content the centre of your online strategy
http://www.copyblogger.com/content-marketing/

20. How are music brands using content?

21. 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….

22. 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

23. HTML5 Interactive/Personalised Content
http://www.chromeexperiments.com/arcadefire/

24. Infographic / Data Visualisation
http://www.informationisbeautiful.net/2010/h
ow-much-do-music-artists-earn-online/

25. Interactive Infographics

26. Expert Interviews

27. User Generated Content
http://www.shwoodwind.co.uk/Reviews/Saxes/Bari/Bari_sax_reviews.htm

28. Video Promotion

29. Video Promotion

30. Be agile…

31. Be quick…

32. Be prepared to adapt!

33. Online media has changed…
£5,000 advertising spend at £0.50 per click = 10,000 visits

34. You don’t need a huge budget!
$4,500 creative video campaign = 10m+ views

35. Rather than paying to promote average content…
Just create the best content!

36. Content is all about the audience you can influence

37. Use Review Content to Improve PPC CTRs

38. The whole should be greater than the sum of all parts

39. 10 Quick Content Tools

40. 1) Get Blogging

41. 2) Identify Keyword/Content Gaps

42. 3) Find influencers

43. 3) Brainstorm & Research Content Ideas

44. 4) Review Seasonal Topics in Your Niche

45. 5) Find top performing content ideas

46. 6) Hire authors, not copywriters

47. 7) Monitor social conversations

48. 8) Build a Seasonalised Editorial Calendar

49. 9) Create an Action Plan,
Assign Responsibilities & Stick to It!

50. 10) Manage outreach conversations

51. Summary

52. You need an integrated digital strategy

53. 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

54. KEVIN GIBBONS
KGIBBONS@BLUEGLASS.CO.UK
@KEVGIBBO
BLUEGLASS.CO.UK