Visit http://www.MichaelBrandvold.com This is part of a series of presentations given to the students at Brennan Rock & Roll Academy. This topic is: How to Create a Social Media Content Strategy. What is content marketing? Social philosophy. Typical events for content. Various types of content. Optimizing your content. Distributing your content.

1. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
How To Create A Content
Strategy
Presentation For: Brennan Rock &
Roll Academy
By Michael Brandvold - @michaelsb
1

2. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
What is Content Marketing?
Content Marketing is the creation and sharing of
media and publishing content in order to
acquire and attract fans, and to strengthen
existing connections.
Marketing Is Impossible Without Great Content.
Content is best if it is born out of your process
of creating.
2

3. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
Social Philosophy
80% of what you post should be about personality, not about “selling. 20% can be about
buy the album, buy a ticket, etc. There is a old saying… PEOPLE BUY YOU BEFORE
THEY BUY YOUR PRODUCT.
Goal - To engage and make the fans active online. This means conversations, sharing, likes,
comments. No or little engagement indicates a dead artist and regardless of how large your
fanbase is if there is no engagement happening, nothing will be achieved. Your connection
with your fans is everything.
You need to tell a story. educate, entertain & recognize. Do something that helps your fans
recall a memory or some emotion.
The #1 thing fans want is to be recognized by the artist.
Everything posted will always look at a possible conversion… engaging in a conversation,
sharing, clicking a link, watching a video. Content will be created that is designed to give us
a reason to talk about items such as… album, live stream, live show. Educate and entertain
with a goal in mind. We don’t just post for the sake of a post.
A content calendar should be created to map out what is being posted where and what is
being promoted. You should never start the day wondering what you should post.
3

4. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
Bringing It All Together
Keep it Real & Personable
Inform Rather Than Promote
Educate & Entertain, Rather Than Sell & Market
What's the audience reaction to your content?
4

5. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
Typical Events
• rehearsals
• guest appearances
• website launch
• birthdays, holidays, cultural events
• conferences, festivals, concerts and
premiers you're attending
5
• album/single/dvd release
• video release
• tours
• new merchandise
• going into the studio
• fan funding campaigns
• writing sessions
• press & radio station interviews

6. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
Content Types - Video
Performances - full songs and short clips for Twitter and Instagram
Live streaming - stageit.com, Periscope, Facebook Live video
Behind the scenes - recording the album, rehearsing, setup and tear down
Gear - guitars, effects, amps, drums, mics
Recording in the studio
Rehearsing
Location tours - tour the facility, the studio, the venue, the dressing room, the bus
6

7. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
Content Types - Photo
Personal moments - your personal life,
fans want to know who you are.
Behind the scenes
Photos of fans - fans at shows, fans
love to see themselves on a artists page.
Gifts - gifts from the fans, artwork by
the fans
Third party photo memes - this can be
highly successful in starting conversation.
7
Gear
Recording
Rehearsing
Lyric sheets
Designs and mockups
Location tours

8. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
Content Types - Audio
Music (live performance)
Studio recordings
Demos
Remixes
Cover songs
Playlists
8
Interviews
Spoken updates
Podcasts

9. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
Content Types - Text
Status updates
Tweets
Guest writing articles for other sites
Blogs
Behind the scene facts
Did you know statements
Trivia questions
9

10. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
Optimize Your Content
• Metadata
• Complete Descriptions
• Proper Tagging
• Website Links
• Call to Action
10

11. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
Distribution of Your Content
Publish on your own website
Publish on Social Media - Facebook, Twitter,
YouTube, LinkedIn, Instagram,
Pinterest, Vimeo, Vine, Tumblr, SoundCloud,
Reddit, Kickstarter, PledgeMusic, IndieGogo
Pitch & Partner with other sites to syndicate
content
11

12. Michael Brandvold @michaelsb
Michael Brandvold Marketing Presents:
Thank You
•Michael Brandvold
•me@mikebrandvold.com
•www.MichaelBrandvold.com
•www.Twitter.com/michaelsb
•www.Facebook.com/MichaelBrandvoldMarketing
12