If you\u2019re relying on traditional marketing tactics such as social media ads<\/a> and press coverage,<\/a> you\u2019re on the right track. But if that\u2019s all you\u2019re doing, then you\u2019re missing out on a much more effective\u2014not to mention, free\u2014way to promote your music: content marketing.<\/p>\n\n\n\n Chances are you\u2019re already doing content marketing in some way; if you\u2019re active on social media, then you\u2019re creating content to attract and nurture your audience.<\/p>\n\n\n\n But that\u2019s not all there is to it\u2014read on to find out what exactly content marketing is, why it works, and why every musician should consider the value of being a content creator in today\u2019s industry. We\u2019ll also share a few ideas for content you can create to effectively promote your music and your brand.<\/p>\n\n\n\n Content marketing<\/strong> is a marketing approach that focuses on creating valuable, educational, entertaining, or inspiring content to attract and retain customers. While traditional marketing aims to push products and services in front of people, content marketing works by pulling<\/em> them in.<\/p>\n\n\n\n In other words, rather than asking people to buy your music, concert tickets, merch,<\/a> etc., you first gain their attention and trust by providing them a valuable piece of content. With repeated exposure, they start to build a relationship with you. Then, when you do eventually ask them to buy something, they\u2019ll be much more likely to do so.<\/p>\n\n\n\n There’s a reason why social media influencers, bloggers, YouTubers, and podcasters seem to be popping up everywhere these days (and finding so much success, too). Our world is driven by the internet, and the internet is driven by content.<\/p>\n\n\n\n Content marketing works incredibly well for musicians, artists, and online entrepreneurs. After all, lifelong fans are rarely interested in your music and nothing else. Today, more than ever before, they expect to see your personality, your creative process, your values, and your opinions.<\/p>\n\n\n\n When you share this kind of content online, you develop a personal brand, and this is exactly what makes you stand out from other musicians.<\/p>\n\n\n\n Apart from that, there are a few other great reasons to create content: <\/p>\n\n\n\n Your music helps you attract fans; there\u2019s no doubt about that. But, your music alone may not always turn them into super-fans. For that, people often want to get to know you\u2014not just who you are as a musician, but who you are as a person.<\/p>\n\n\n\n Let your fans feel like your friends and community by sharing content about your life, letting them in behind-the-scenes, offering advice, and getting them involved. This creates opportunities for them to learn something about you that they admire or can relate to\u2014this, in turn, will make them much more likely to keep following your journey and listening to your music.<\/p>\n\n\n\n Relationships are a two-way street, which is why interacting with your audience is key to growing and nurturing a dedicated fanbase.<\/a> Sharing content online creates the perfect vehicle for these interactions.<\/p>\n\n\n\n When you publish content online, you create an opportunity for conversation and relationship building. You can chat with people in the comments, direct messages, or livestreams. You can gather feedback, questions, or ideas that you can then turn into more content. You can even get your followers involved and post content that they\u2019ve helped create.<\/p>\n\n\n\n When you consistently share content with your audience, people become invested in your life, career, and success. The more you publish, the more time they spend consuming your content, and the more they care.<\/p>\n\n\n\n Consider these two scenarios:<\/p>\n\n\n\n Which of these two scenarios do you think results in more streams? <\/p>\n\n\n\n In the latter scenario, your audience has been exposed to so much content about your new single that they can\u2019t help but care. By now, they\u2019ve invested so much time looking at bits and pieces that they\u2019re dying to know how they all fit together. You probably don\u2019t even have to explicitly ask them to go stream it\u2014they\u2019ll go listen just to see how it turned out. <\/p>\n\n\n\n Getting your songs added to playlists,<\/a> getting sync placements,<\/a> and playing live shows are all amazing ways to attract new fans. But, don\u2019t underestimate the power of content marketing for this, either.<\/p>\n\n\n\n When people see something they like online, they often send it to their friends or post about it on their social media, exposing you to new potential fans. The algorithm of the platform you use will likely take note as well, and push your content out to even more people.<\/p>\n\n\n\n When you create valuable content consistently, there\u2019s no limit to how many people could potentially see it and become fans.<\/p>\n\n\n\n If you\u2019re serious about a career in music, you need to develop a personal brand<\/a>\u2014this is who you are, what makes you unique, what you value, what you care about, and what you offer the world.<\/p>\n\n\n\n Your fans aside, your personal brand should be known to people in the industry who you\u2019re hoping to work with (media contacts, music supervisors, sponsors, etc). When deciding whether or not to work with you, they should be able to Google your name<\/a> and, within a few minutes, get a good sense of who you are and what you represent.<\/p>\n\n\n\n Getting to this point means consistently publishing high-quality content that portrays who you are and helps convey your personal brand.<\/p>\n\n\n\n
\n\n\n\nWhat is content marketing?<\/h2>\n\n\n\n
\n\n\n\nReasons to use content marketing to promote your music<\/h2>\n\n\n\n
1. Let people get to know you<\/h3>\n\n\n\n
2. Build relationships<\/h3>\n\n\n\n
3. Help fans feel invested<\/h3>\n\n\n\n
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4. Attract new fans<\/h3>\n\n\n\n
5. Solidify your personal brand<\/h3>\n\n\n\n