Are you ready to take your content marketing to the next level? Would you like to generate more traffic to your artist website? In this article, discover how to improve your content marketing strategy so you can start to separate yourself from your competition.
Best Content Marketing Strategy for Visual Artists
How many times have you heard me say, “You have to create content if you want to sell art online?”
Businesses of all sizes know that if they want to compete online they need to have a team of marketers creating a ton of high-quality content for their brand.
But you are an artist. How can you do it alone?
You are one person with many jobs. You create the art, market and promote the art, engage with potential customers, answer emails, and the list goes on.
How can you do all that work and still have time to sit in front of the computer to write a blog post?
The reality is that there will be things that you will need to get done if you would like to sell art online.
Content marketing or blogging is one of those jobs.
If you want to be noticed online, you are going to have to write a lot of content.
Artists you find online are not there by accident.
They are not at the top of the search results because they have better art than someone else.
They are there because they are better marketers.
If you want to be noticed online your content marketing plan needs to be better than ever.
Content Marketing Institute stated that 70% of B2B marketers surveyed say that they are creating more content in 2017 than in 2016.
If you want to stay in the game you are going to have to create more content. The good news is that there are a lot of artists that do not blog on a consistent basis. By sticking to a consistent writing schedule you will separate yourself from them.
Why is Content Marketing Important?
Carolyn Edgecomb shared some statistics in her article, Blogging Statistics: 52 Reasons Your Company Blog is Worth the Time and Effort that might motivate you to take some time to write.
Here are just a few statistics from Carolyn’s article that I wanted to share with you.
79% of online shoppers spend 50% of their shopping time researching products online. Source: HubSpot
Internet Users in the U.S. spend 3x more time on blogs than they do on email. Source: HubSpot
346 Million people read blogs throughout the world. Adding a blog to your website attracts many of these readers. Source: The Future Buzz
Read Caroyln’s article 52 Reasons Your Company Blog is Worth the Time and Effort at iMPACT.
People do not buy things anymore because they saw a commercial on T.V.
When was the last time you sat through an entire commercial without being distracted by your mobile device?
It is easy for people to research information on products and brands. All they have to do is grab their mobile device and all of the information they need will appear in seconds. Just like you, they want to make sure they are getting the best product or service for their money.
Providing content about your products and services will help your potential buyers make a better decision. If you do not have a content strategy your potential buyers will find your competition, not you. The more information you can write about your products the more potential buyers will begin to trust you.
Watch this video about how content marketing saved a pool company. Very inspiring!
With over 300 million people reading blog posts, you have a good chance of being noticed online by producing high-quality content.
For example, the keyword phrase, “Horse paintings” get up to 100K searches a month. You can potentially have your art viewed by 100 thousand people.
You will never reach those people if you do not publish blog posts.
Content Marketing Tips
Here are some tips that will help to take your content marketing strategy to the next level.
Perfect one tip at a time before jumping to the next one. Before you know it you will start to see your traffic increase.
Define Your Goal
Why do you want to develop a content marketing strategy?
What are you hoping to achieve?
Decide what you want before you start planning. Your content will be more productive and you will see better results if you plan ahead.
Be specific with your goals. Know what you want and work towards it.
For example, instead of saying “I would like to generate more traffic to my online art gallery”, say “I would like to increase traffic to my site by 10%.”
This goal is now measurable. You will be able to track your progress and adjust your plan accordingly.
You will be able to track your progress and adjust your plan accordingly.
Not every tactic will give you great results, but knowing what works will save you time. Instead of creating content that does not produce results, you can spend your time creating content that interests your audience.
Visit Sell Art Online Basics Setting Goals if you need help writing your goals.
Have you ever heard the phrase, “buyer Persona”?
HubSpot defines buyer persona as:
“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
Here are some questions you will want to answer when you are developing your buyer’s persona.
- Birth place?
- Where did they grow up?
- How many siblings?
- Parents marital status?
- Ethnic heritage?
- Favorite childhood memories?
Understanding the background of your buyer will help you to communicate your message better.
You will need to use a different vocabulary if you are writing to a female who lives in a small town versus a male who lives in the city.
- Did they attend public schools, private schools, charter schools, or were they homeschooled?
- Favorite subject?
- Grade average?
- Enjoy school?
- Play sports?
- Involved in drama, band or any other after school activities?
- Were they popular?
- What was the major?
Understanding the education level of your buyer’s persona will also help you with your marketing strategies. Instead of marketing to a broad audience, you will be able to focus on a small group. Your efforts will be more productive and you will increase your ROI (return on investment).
- First job?
- Current job?
- What position?
- Current salary?
- Where do they live now?
- How many people in the house?
- Household income?
- Married, single?
- In depth?
- Net worth?
- Enjoy shopping?
- Personal appearance?
- Political views?
- Favorite T.V. shows?
- Favorite movies?
- Favorite music?
- Artistic or business minded?
- Quiet/loud spoken?
- What motivates?
- What inspires?
Learn everything you can about your audience and make a list. The information you gather will be valuable when it is time to market your art.
Most businesses start creating content by blogging and with good reason. It works.
After you have had your blog up and running for a while you will want to run a content audit.
If you want to branch out and use different mediums for your content marketing strategy, start with content that is already working for you.
If a post attracts a lot of readers, the same content will attract people who enjoy videos or are on social media sites.
Start by finding your best content. You do this by looking at your Google Analytics.
Next simplify your content for other mediums, such as a PowerPoint, video, podcast, images, social media posts or an Infographic.
You can even take your best posts and create an eBook.
For example, you can help a lot of people by writing an eBook on “The Best Ways to Showcase Your Art in Your Home.”
Who do you think they will go to first when it is time to buy art after they read your book?
Content marketing is all about building awareness.
Content Management System
Develop a way to keep your content schedule organized. You can use a calendar, spreadsheet or an app.
Find out what works best for you and use it.
You do not want to find out that you wasted time creating content that you have already written.
The more organized you are the more productive your time will be.
For the next couple of weeks spend some time and brainstorm post ideas to write about.
Make a list of a hundred or two hundred ideas.
At first, it might seem overwhelming, but once you get in the grove you will find yourself pouring out ideas.
The more ideas you can come up with the easier it will be for you to write content.
Keep in mind that your topics should be based on your goals.
What would you like your readers to think about when they go to your blog?
What type of people are you trying to attract with your content?
What would you like your readers to do after they have finished reading your post?
Do you need help coming up with ideas to write about? 110 Art Blogging Ideas
Now that you have your goals, an understanding of your target audience and what type of content you will be producing, decide on what mediums you would like to use.
Like I said earlier you can write blog posts, write an eBook, create courses, make a PowerPoint, create a slide show, use images with text, video, audio, or create an Infographic.
The options are endless. You will want to decide what will be best for your art business and personal goals.
You might want to really consider starting a blog because that is what will give you the biggest bang for your buck. In time your blog will be generating the most traffic over any other medium. Think long-term.
Other mediums can be used to help build an online presence. Don’t forget to refurbish your content. You do not have to spend time creating new material for all the mediums you are going to be using.
Publish and Promote Your Content
The last step is to publish and promote your content.
You must promote your content just like you are promoting your art.
After you have hit publish, go to your social media accounts and create a post about your new content.
Send an email to your email list about your new post.
You need to get the ball rolling, so share it with everyone you know.
Once people are aware of the content they will help you by sharing it with people they know.
Don’t be afraid to cross promote your content on other mediums. Someone who found your video might enjoy reading more.
Let everyone know where they can find you.
For example, on your videos tell your audience that they can read more about the topic you’re covering on your blog. Provide a link to the post you want them to visit.
On your blog post embed a video.
Always include links to your website or content on your social media posts.
People do not have time to search for links to your content. Make it easy for them by providing a link or a call-to-action on every post. If you do not make it easy for them they will just move on and forget about you.
Selling art that you have created is fun and rewarding, but it also takes a lot of hard work.
Do not make the same mistakes most artists do.
Many artists upload an image of their newest creation and forget about it. After a while, they get discouraged because no one is buying it.
The reason no one is buying it is because no one knows it exists.
Develop a content marketing strategy and implement it every week.
In time, you will start to see your following grow and your sales increase.
Here is a recap to make the most out of your content marketing strategy.
- Set Goals
- Create a Buy Persona
- Do a Content Audit
- Use a Content Management System
- Brainstorm Content Ideas
- Decide on What Mediums You Will Be Using
- Publish and Promote
You might also be interested in:
- How Content Marketing Can Benefit Your Art Business – Infographic
- 7 Useful Content Marketing for Artists Tips
- WordPress SEO: Optimize Your Artist Website for Search Engines
- 10 Easy Selling Art Online Tips to Boost Sales
- How to Write an Artist Marketing Plan That Works
- How to Write an Artist Statement That Sells Art
Graphite Drawing by Dave Nevue
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