In the digital age, fans want more from artists than just good music. They crave engagement on an interactive and personal level. But where should we draw the line between posting content that gives insight into an artist’s life and oversharing? The challenge comes in creating a marketing strategy with real content that stays in context with the artist’s brand but also speaks to the core audience. Accomplishing that ideal balance requires the right amount of personable content without revealing too much personal information.
To effectively achieve this content strategy, artists should start by identifying their brand message and then develop an online persona. If the fan base consists of tweens, content on social profiles needs to be PG13. However, if an artist’s brand identity is “bad boy,” there’s no reason that their online content can’t be a little risqué. Take Blake Shelton, for example. Blake successfully pulls off an edgy social strategy, including posting content to Twitter about drinking, without crossing into TMI territory. He uses humor about his habits to create an engaging connection with fans. Most importantly, fans feel like they know Blake on a deeper level just from reading his tweets.
After pinpointing a brand message, it is imperative for artists to create a content strategy and eventually a calendar that cuts through the clutter. Forget text heavy. Think content imagery. How many successful tour announcements are there on Facebook that didn’t include a compelling image? Not very many. While it can be difficult to fully convey a message in a short space, there’s a reason that Twitter only allows users to post 140 characters. Artists need to generate an experience that engages fans quickly yet effectively.
The final step to crafting a strategy with ‘real’ content is as simple as honing in on an artist’s own interests. Jennifer Nettles wins at social media by posting photos of herself sporadically enjoying a glass of wine. Joel Crouse hangs out at Chipotle. Taylor Swift bakes. Miranda Lambert is a dog fanatic. Artists need to find their unique niche and run with the concept in their content.
Once an artist has given an initial content strategy a try, it’s important not to be close-minded. If the posts that should have resonated with fans didn’t, don’t be afraid to try something else. There will always be more verticals to explore and different angles to present. The concept of real content can be really challenging.
When artists are themselves online, it’s powerful. After all, artists are people, too. Keeping that in mind, it is important not to reveal anything that is too politically or emotionally fueled. These impulse posts cannot only be damaging to an artist’s brand, they can alienate fans. Luckily, there are digital marketers and social media geeks to help keep it real.