What I Learned from an Artist About Content Marketing


What makes the difference between recognized writers that command high rates and struggling writers that run from one gig to the next, year over year?

I listened to an interview recently that featured a young, hip hop artist from Kenya discussing how packaging and branding can make you a star.

In the interview, the artist discussed the importance of building a fanbase, creating a lot of free content, and being aligned or associated with a cause.

Listening to that discussion, I could not help but think how similar the music business is to writing or creating video, my two jobs.

Do the Other 98%

In the discussion, the artist highlighted the importance of marketing.

Only 2% of his time is spent in the studio.

The other 98% is spent in marketing and branding.

As a content creator, I know this all too well. Your content is not going to be magically discovered simply because you posted it on a blog or social media. It needs to be pushed out there with vigor.

For artists, this pushing includes creating videos for airplay, getting DJs to play your music, and even releasing mixtapes prior to your album launch.

For writers, the strategy is similar. All successful writers and content creators get influencers to tweet and share their content. They also create video intros and graphics to promote their content.

This is done consistently, and sometimes continuously for weeks on end.

Go Deep

As the discussion continued, the artist kept reiterating the importance of being true to your cause. He emphasized the value of being associated with a cause or place.

For him, it was representing where he came from.

As content grows, the need to stand out becomes more important. One of the ways a writer can stand out is by creating niche content. This is content that’s so direct, so focussed, so deep, that it stands out as authoritative.

Artists tend to be associated with certain music genres. We have hip hop artists, Jazz artists, and others. Going deeper, we have gangsta rappers, pop rap, and crank.

These deeper genres are what differentiates the successful ones from the rest.

As a content creator, you want to create niche content that is similarly deep.

The deeper you can go the better.

You don’t want to spread your content too thin and loose focus.

Bring Others Along

No man is an island, and in the music business, you are not going to succeed alone. You need a great team to help you market your music and you need producers and promoters to grow your brand.

Content creators also need to think along these lines. You need graphic designers and video creators, good marketers, and influencers to get your content out there.

Leverage all these people skills to ensure your content reaches far and wide.

If you’d like to check out the full interview, here it is. Be sure to leave a comment below and let me know what you learned.

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