What Content Marketers Can Learn From Legendary Rock Bands
Apart from dubious dress sense and hairstyles, of course. According to Peter Krainik, writing in Forbes, one difference—besides the obvious (fame and fortune)—is that successful bands are dedicated to both playing what the audience wants to hear and sharing new works. That kind of balance is crucial to the long-term success of musicians—and businesses—Krainik writes in his article, titled, "Eight Things Brands and CMOs Can Learn From Rock Bands".
Here are three of the things he says rock bands can teach content marketers.
Remember that every song is part of a greater work. The songs on a rock album tend not to be standalone pieces but a part of an overall theme. Likewise, your content needs to be attached to something bigger than itself. All the content you produce—blog posts, tweets, Facebook contests, whitepapers, videos, and podcasts—must be a part of a unified marketing approach.
Treat Brand Advocates Like Band Groupies: Give Them What They Want. You may, for example, want to talk about strategy in a podcast, but your target audience might prefer customer success stories. Instead focus on your audience's needs, too. "Think of your brand advocates as groupies, and instead of taking them for granted, give them what they want: early views of new products, special services, and personalized feedback, and don't forget to thank them," suggests Krainik.
Look to Other 'Genres' for Inspiration. Musicians draw inspiration from outside the music industry. Marketers should also search beyond their niche for content ideas. "Look at ideas from other industries and other marketing vehicles not commonly used in your industry to break through the clutter and engage your customers in new ways," Krainik says.
The Point: Avoid becoming a one-hit wonder with your content marketing. How? Find inspiration outside your niche, create a steady stream of new content, but also give your audience what it's used to getting.