Content marketing for artists part 2: creating content that makes art collectors swoon
Monday, May 27, 13
• 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”
Monday, May 27, 13
• 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
Monday, May 27, 13
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
Monday, May 27, 13
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
Monday, May 27, 13
