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

Transcription

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

2 Part 2: Generating Content That Makes Collectors Swoon 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

3 Why market yourself at all? To sell your art To make more art To make better art Validation 3

4 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

5 Open up the artistic process Gwenn Seemel

6 Online Image Galleries 6

7 Even more repurposing 7

8 Building content for each persona Professional art collectors & investors Art enthusiasts Curators Gallery owners Interior designers Corporate buyers

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

10 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

11 The Marketing Funnel

12 Content Marketing The Checklist Content for the buying cycle awareness Traffic & Lead generation opt-in, lead magnets Nurture leads blogging, , social media build value through exclusivity, authenticity, status Tell your story Credibility Courting the Press The purchase experience Testimonials Exclusivity and Status Building buzz

13 Matt Leblanc charity, fun

14 Behind the Scenes Matt Richards

15 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 s with the subject, Updates, newsletter or latest 15

16 Content Marketing The Checklist Content for the buying cycle awareness Traffic & Lead generation opt-in, lead magnets Build relationships blogging, , social media build value through exclusivity, authenticity, status Tell your story Credibility Courting the Press The purchase experience Testimonials Exclusivity and Status Building buzz

17 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

18 Organizing for Marketing Image storage & prep for the web Video storage Story storage 18

19 Dropbox.com 72 DPI Size to the width that you need them 19

20 Vimeo & Youtube Use private settings and push them live when you re ready Vimeo Pro allows for branding and embedding on limited sites 20

21 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 21

22 Measurement tools Web analytics Social analytics measurement

23 Google Analytics most important stats to watch

24 Google Analytics most important stats to watch Referring sites Top pages on your site

25 Facebook Insights

26 Hootsuite analytics

27 Mailchimp analytics

28 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, analytics set up Book your one-on-one coaching session 28

29 What s next?

30 Part 2: Image Optimization, Blogging, & Marketing Strategy Build a content strategy & calendar Guest posting Search engine optimization Autoresponder madness automating your lead nurturing and sales process

31 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