2. Marketing
Strategy
Content marketing is a
strategic marketing
approach focused on
creating and distributing
valuable, relevant, and
consistent content to
attract and retain a
clearly defined
audience — and,
ultimately, to drive
profitable customer
action.
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Marketing
Strategy
Who
Where
What
When
Why
How
3. Who
Demographics and
psychometrics
1. Goal or destination
2. Back story
3. Sources of information
4. Pain points/ challenges
5. Objections
6. Day in the life
Are there any
gatekeepers?
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4. Where
Hot
Advocate
Repeat Customers
Customer
Warm
Prospect
Subscriber
Content Reader
Cold
Click through
Fan/Follower
Viewers/Visitors
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7. Social media
In times of digitalization, it is almost indispensable to connect and place
yourself as an artist in social media.
As a general rule, the more likes, comments, and sharing you get, the
more visible you are.
Social media demands regularity in order not to fall out of the algorithm.
Stay connected, use hashtags, and links to other people or institutions so
you can build your following.
Demographics: https://sproutsocial.com/insights/new-social-media-
demographics/#
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8. Email
PREFERRED CHANNEL FOR RECEIVING PROMOTIONS
Email 60%
Social media 20%
LET'S COMPARE CONVERSION RATES (from seeing to buying)
Email 6%
Social media 1.9%
ENGAGEMENT RATES
Email 7%
Facebook 0.15%
Social media 0.58%
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Working in the Performance Sector
9. How to build your email list
Freebie Resources
Free
workshop
% off booking
Promote
freebie
Social media Website Blogs
Welcome
sequence
Introductions
& thank you’s
Share more
about you
Provide
another
freebie
Ongoing
email
strategy
Blogs Insights Offers
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10. Blogging
A company that that blogs regularly generates 55% more visitors to their
website annually.
It's wonderful for SEO. Search engines (like Google) love fresh and new
valuable content that they can give to searchers.
According to research, 82% of consumers feel more positive about a company
after reading custom written content.
You can get across your USP and be personal. This is especially important for
those in saturated markets.
Every time you blog, you're creating that opportunity for the reader, your
audience to share your content.
Your blogs are a great place to start your content marketing and then
repurpose.
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11. Workshops
Refer to Sadie’s slides!
Are you answering to a demand of someone else, or are you answering to a
desire and a core starting point within yourself?
How does this workshop (potentially) serve you?
Can you serve your audience through the workshop as well? How?
How do you continue and sustain the dialogue once it has been started?
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Working in the Performance Sector
12. Press Packs
A Press Pack is a document that is used when advertising a new
production.
A release statement should be complete and engaging because this is an
opportunity to reach the media and the community.
A Press Pack should include information about the production like the title,
director/choreographer, plot, cast, date, time, location, press contact
details, and the ticket price.
The Press Pack also uses a catchy headline that will make the media
interested in reading the whole document.
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Working in the Performance Sector
13. Press Packs
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Design Brief
For working with a designer to
create artwork/ design for print
material
Print Release Template
For PR long/ short leads
Media Pack
For theatres and venues
hosting your production
14. ACES Method
4 types of content
What
uthority
onnect
ngage
izzle
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E
C
S
A
15. Authority
This is about SHOWING how you're an expert in your business
List your different types of expertise
Consider the ways your expertise can be known, understood and
quantified. Everything from degrees and certificates to media mentions to
client testimonials to personal reflections.
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Expertise Authority
16. Connect
This is about SHARING more about you/your company and the connection
to your brand. Get personal. Get vulnerable.
List the people associated with your company
Consider how you can share insights into their connection with the work –
and beyond. Everything from behind-the-scenes to actor training routines.
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Us Connection
17. Engage
This is about ACTION. By engaging with others, you bring them into the fold. By
sharing and asking for conversations, you are having your audience DO something.
List the people you want to reach
Consider how you can start conversations with them – what questions will they want
to engage with? What do you want to learn about them?
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Them Engage
18. Sizzle
This is about SELLING. It's time to talk about what you do! Show off your
awesome work and how your audience can get a piece ;)
List the different products/services you have
Consider how you can showcase these to reach you audience. From
promos to freebies, sneak-peeks to deep-dives.
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Working in the Performance Sector
Products/ Services Sizzle
19. Short
Lead
A couple of
months out.
PR short lead
gives more
specific
details which
promote an
angle of
interest
about your
work.
Long
Lead
A few
months out.
PR long lead
gives
general
information
about what
you’re doing
– what it is
and when.
Continuous
All year
round.
Social media
Blogging
Emails
Workshops
Timescales for
marketing
When
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20. Remember you why
Why
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Working in the Performance Sector
• You know where your company
is going
Vision
• You have a plan to get there
Mission
• And the standards on how to
operate your company
Values
21. Why
Content marketing is not a broadcast message or shouting to your
customers, "Buy our stuff."
Content marketing is informational or interactive content that is designed
to address a specific buyer "problem."
Content marketing is indirectly about your brand, but first, it’s about your
customer.
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22. Working in the Performance Sector Week 6
Useful resources for
content creation
and marketing
How
