Independent Artist Content Strategy for 2023 (a thread). Are you starting from nothing? Here's an organic content strategy that I am implementing for artists that don't have connections, funding, or label backing.
Establish "content buckets". What are 7 different types of content you can make regularly? Snippets of existing video content. Confessional style video updates. Promotional content (tour dates, new music releases, merch drops). "Specialist" content (more on that below). Etc.
"Specialist" content is something useful you can share. Are you an artist that also knows how to sound engineer? Share some 60 second sound engineering hacks on a regular basis. Do you have another talent? Share that talent regularly.
Establishing content buckets for your day-to-day posting takes the burden off of coming up with new content ideas daily. Create content that fits into your buckets regularly, and watch which buckets fans respond to and which they don't - adjust as needed.
Latch onto cultural trends within your content. Is one of your buckets cover videos? Be TACTICAL about the songs you cover - whether it be songs that are trending, or songs that fit into the context of the season, and be creative with your arrangement to stand out from the crowd
If one piece of your content goes "viral" - figure out how to replicate it. Make a follow up version of that content. Start making that type of content more regularly. Do NOT turn your back on a viral moment or the algorithm will punish you. Double down when you get traction.
Look at what your favorite creators are doing. You don't have to start from scratch. Take inspiration from creators that you respect and who already have traction - and put your own spin on things. And give credit where credit is due.
There is a difference between your day-to-day content strategy, and your rollout strategy for a release. Your rollout strategy should work hand in hand with your day-to-day content strategy.
"Promotional" content should only make up a small % of your content. The rest should entertain, inspire, and engage. No follower wants to be shouted at constantly to "Stream now! Go listen! Buy a ticket!" You need to give something back instead of just asking for support.
Video needs to be a major component of most content strategies. Remember that no one is watching your 3 minute music video and you are better off breaking up any long form video content into snippets and seeding them one at a time.
Syndicate your vertical video content across IG Reels, Youtube Shorts and TikTok to give you 3x the chance of gaining traction for the same time investment. If one platform gains traction faster than another, double down on the time you spend building that platform.
At the end of the day, not every artist has the luxury of deciding what aspect of their content they may ultimately be able to monetize - but options are a good thing. No longer does your social content only need to funnel back to streaming or merchandising.
We live in a world where TV shows are getting picked up directly from social media content series. As an artist - you are just as likely to be able to monetize your video series as you may be able to monetize your new single. Be open to the possibilities and test the waters.
These are just a few of the ideas I've been ruminating on as I adjust my approach to marketing this year. Feel free to reach out via DM or email dan@peopleburg.com if you're interested in my paid services (day-to-day social, marketing rollouts, marketing consulting).
I'm looking forward to continuing to share information freely here on Twitter that I've picked up via my unique career path at the intersection of marketing, talent buying and artist management. #marketing #digitalmarketing #content #videocontent #igreels #youtubeshorts #tiktok
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