The 70/20/10 ‘magic formula’ in digital marketing for musicians

You’re on social media already. You fully understand that you have to monitor, listen, engage with your community and, of course, generate content, and this content will be largely responsible for the traffic you attract (or lose). And here comes one of the big questions: what’s the ideal formula for creating and selecting content?

A good approach for creating content is the so-called 70/20/10 rule, which involves switching between constant content, content of an exceptional quality, and small tests to discover new formulas for successful content and to give you an idea of what you can start using as constant content.

  • 70% of content that works and sells; quality content that we know works well and is easy to create.
  • 20% of content focussed on lead generation; such attractive content that the user considers providing their details to get hold of it.
  • 10% of disruptive content; innovative content that focusses on less common practices: alternative formats, head-turning subjects, etc.

However, if we’re dealing with the communication of an artistic or musical project, we can consider adapting the 70/20/10 rule in a much more specific way:

70% of content that helps shape and boost the artist’s image.

This content is both a showcase and a window. It lets us show:

  1. What we’re doing: videos, photos, songs, lyrics, playlists, etc.
  2. How we’re doing it: rehearsals, composition or recording sessions, tour/backstage clips, etc.
  3. Why we’re doing it: career milestones, stories about the audience, personal relationship with the music, etc.

This content will make our fans follow our career via social media in a personal and emotional way.

20% of content that shows and fosters the artist’s relations with other music industry players.

This content is an outstretched hand. To other bands or solo artists, music media and journalists, venues or concert halls, etc. This content will show that we know we are not alone, and that both on social media and in our daily lives we are part of the inner workings of the music industry, and that we’re not the only ones needed to make it work:

  • songs by artists who have inspired us or who we like
  • news about festivals we have played or we’re going to play
  • releases by groups we have toured with or who we have special bonds with
  • links to media interviews or reviews, etc.

This content will help us unite, increase and strengthen our network.

10% of self-promotion content.

This content is like a billboard. If with the first 70% of the content we managed to create attractive spaces for our fans, and with the 20% we managed to connect them to other relevant areas, then we will take the remaining 10% to encourage the traffic passing through these spaces to make a conversion:

  • buy a ticket for a concert
  • buy our new merchandising designs
  • share our tour with your contacts
  • listen to the album on a digital platform, etc.

Clearly, when you’re promoting a track or tour, your main goal is to sell downloads, CDs, or tickets, but that doesn’t mean that the only way to do it on the Internet is by shouting “BUY, BUY, BUY” to your community.

Many of the actions that you have carried out in the first 70% of the content are also selling your music, and the 20% part is encouraging others to help you sell it.

How about trying out the 70/20/10 rule in your next 10 Facebook updates? Once you’ve found the perfect balance in the content you share with your fans, your social media strategy will be much more effective.

(Based on the original idea of Sam Friedman for Sonicbids)