Content marketing for artists part 2: creating content that makes art collectors swoon

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• Evaluate your existing content and look for ways to repurpose, reuse and recycle• How to take a blog post and turn it

into audio, video, and image material• Understanding analytics and how to

make decisions based on data

Part 2: Generating Content That Makes Collectors Swoon

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Why market yourself at all?

•To sell your art•To make more art•To make better art•Validation

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The Unfair Advantage“…what people are looking for online is original and remarkable media content…the less your content looks like advertising, the more effective it will be at advertising.” – Mark McGuinness

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Open up the artistic process – Gwenn Seemel

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Online Image Galleries

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Even more repurposing

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Building content for each persona

• Professional art collectors & investors• Art enthusiasts• Curators• Gallery owners• Interior designers• Corporate buyers

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Action Item #2 – ID your niche• Every artist has one• Understand your Uniquity• Get in the minds of your audience

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Build Content Your Collectors Want to See

• They want to see your process & get a “behind the scenes” look• Create content for each stage of the

purchase cycle• automate & outsource

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The Marketing Funnel

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• Content for the buying cycle– awareness

• Traffic & Lead generation– email opt-in, lead magnets

• Nurture leads– blogging, email, social media– build value through

exclusivity, authenticity, status

•Tell your story•Credibility•Courting the Press•The purchase

experience•Testimonials•Exclusivity and Status•Building buzz

Content Marketing – The Checklist

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Matt Leblanc – charity, fun

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Behind the Scenes – Matt Richards

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Marketing Considerations

•Write Great Titles - what’s more interesting?

•My Latest Art vs. •Portrait of a Young Woman vs. •Girl with the Pearl Earring

Make me a promise: No more emails with the subject, “Updates,” “newsletter” or “latest”

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• Content for the buying cycle– awareness

• Traffic & Lead generation– email opt-in, lead magnets

• Build relationships– blogging, email, social

media– build value through

exclusivity, authenticity, status

•Tell your story•Credibility•Courting the Press•The purchase

experience•Testimonials•Exclusivity and Status•Building buzz

Content Marketing – The Checklist

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Blogging Content Strategy• Research what other artists are doing

•link to online research instructions

• Talk to your readers• Create content from your art process– what you love, why you make art, how it gets

done• Create a calendar

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Organizing for Marketing

•Image storage & prep for the web•Video storage•Story storage

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Dropbox.com

•72 DPI•Size to the width that you need them

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Vimeo & Youtube

•Use private settings and push them live when you’re ready•Vimeo Pro allows for branding and embedding on limited sites

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Evernote.com

•Write and work on stories any time, any where, with any device.•Share & collaborate with other artists•Keep ideas from driving you crazy

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Measurement tools• Web analytics• Social analytics• Email measurement

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Google Analytics – most important stats to watch

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Google Analytics – most important stats to watch

Referring sites Top pages on your site

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Facebook Insights

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Hootsuite analytics

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Mailchimp analytics

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Homework before next week

•Create a piece, document the process•Create at least one interesting blog post or other piece of content•Get Google Analytics, social management, email analytics set up•Book your one-on-one coaching session

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What’s next?

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Part 2: Image Optimization, Blogging, & Email Marketing Strategy

• Build a content strategy & calendar• Guest posting• Search engine optimization• Autoresponder madness – automating

your lead nurturing and sales process

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Part 3: Social Media Hacks from the Pros

• How to find your target collectors online• Collaborating with other artists• Drafting off of more successful artists

and social media celebrities• Automating and analyzing social

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