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Content sharing

A neat trick to make ANY website promote your band: Sniply

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In this article we're going to share a little trick that will let you make any web page shout about your band. Sounds too good to be true? Well, actually, for once you can (mostly) believe the hype.

A quick follow-up this, to last week’s post about solving the ‘lack of content’ problem. In case you didn’t read it (shame on you), the post was chiefly about how to come up with content that regularly keeps your fans entertained and makes you look, to industry contact eyes, as though you are serious about building an online presence and making the most of it.

A lot of the post focused on how you can create your own content, but those of you who were paying close attention probably noticed that there was a little section on ‘content curation’ – some tips on how time-poor bands can use content from other websites to keep their own social media presences looking fresh, keep followers engaged and create a ‘vibe’ about their act based on a shared band-fan interest in certain types of content.

Well, a few days ago I came across a tool that potentially multiplies the usefulness of any content you share significantly: Sniply. This is because it allows you to add a message and a call to action of your choosing which then gets placed on that page.

For example, say your band shares an article from a well-known news site about some topic close to your heart. Using Sniply, you can generate a link which places a banner on that page with a picture of your band, a call to action, and a button taking the user to your website / Facebook / Twitter. Or, even better, you can use Sniply to place a little form on the page that readers can use to join your mailing list. If this all sounds a touch confusing, take a look at the above screengrab, featuring  a Guardian exclusive album stream that we secured for one of our clients recently (sorry, couldn't resist a little plug for our music PR services...). At the bottom of the page, you’ll see a nice little form advertising Prescription PR and encouraging readers to take the very wise step of joining our mailing list. You can click here to see the above Sniply example in action.

If you’re feeling underwhelmed by what on the surface looks like just another pop up box, well, think about the implications of this tool when you share a piece of viral content with a large Facebook audience. With a strong piece of content  particularly if you are quick to share it the resharing potential is large...meaning you may end up with a lot of eyeballs looking at your mailing list sign up form (which, you’ve got to admit, looks damn pretty sitting on The Guardian website). Previously, they would have just seen the content: by using Sniply, you have turned it into a promotional opportunity for your band.

How useful Sniply is to you will depend on the kind of content you share, and how ahead of the game you are in sharing it, but it does represent a very interesting tool for bands that regularly share content with their fans online. If you're interested in using it, you can get a free trial here.

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How to get more traffic to your music website

No traffic here...

No traffic here...

If you’re in a band, the chances are you’ve got a website. You either designed it yourself, convinced a gullible friend to build it, or got ripped off by a cowboy web designer, but regardless of how your website came into being, you’ve got a problem with it. Nobody’s looking at it.

This is because the supply of music websites far outstrips the demand for them. There are hundreds of thousands of musicians, all over the world, with music sites. But only a tiny proportion of the owners of these sites are popular musicians that people have actually heard of (and are therefore in a position to search for). So the vast majority of music sites languish on a server somewhere, with online tumbleweed (whatever that looks like) slowly passing by them. By virtue of the fact that you are reading this, you probably own one of them.

So how do you generate more traffic to that music site that you lovingly created? Well, as ever, we’ve got a few suggestions.

1. Forget about the music

Yes, you run a music site. But if you’re an unknown musician, making your site exclusively about your music isn’t going to drive traffic; nobody has heard of you, and consequently nobody is searching for you or your music. However, if you feature content on your site that is searched for, then you stand a much better chance of getting a significant number of visits.

Think of it this way: nobody is that interested in reading about how that gig of yours in the Rat and Parrot went; but they might be interested in what you made of the most recent U2 album. There might be one person entering ‘Sexy Susie’s gig in Rat and Parrot’ into Google (your mum) compared to hundreds of thousands whacking ‘No line on the Horizon U2 review’ into the search box. Consequently, if you’ve blogged about the U2 record, you’ve got a significantly better chance of coming up in search results than if you have written and posted a glowing review of your last album on your site. Ergo more visitors to your site, even if they are aficionados of tax-avoiding Irish bands.

Ah yes, you say, but then my site just becomes a U2 reviews site. Well, no, not really. Your site can become a place where you and your bandmates share your views on a range of topics that are of genuine interest to you - and more importantly, other people. You can share your views on sex; religion; politics; photography – whatever. So long as the content you post on your site is engaging, and you are passionate about the topics you write about, you can start to attract decent visitor numbers, simply because the internet is a huge place filled with content-hungry searchers. And obviously, you can feature the content you’re really trying to put in front of people – you and your music – alongside any of your posts about sexy religious politicians who dig photography. All of a sudden, through intelligent blogging, you have a captive audience.

2. Remember the tagging

Any time you post new content on your site, always tag it well. Assuming your site is built on a relatively modern platform (such as Wordpress or Squarespace), or you are integrating a blogging tool like Blogger into your site, you should be able to easily add labels to your content which will help it crop up in search – and drive traffic. If, for example, you write a blog post about your favourite Star Wars film, you shouldn’t just leave it there – you should add a series of tags which accurately describe the content – “Jar Jar Binks”, “George Lucas”, “daft Ewoks”, “camp robots” and so on.

Whilst on the subject of tagging, you should ensure that your site in general (i.e., not just the page where you post articles) is optimised for search. There are countless articles you can read online about SEO (search engine optimisation) but in a nutshell, you need to ensure that your site title, meta data, headers and copy all contain information that people are likely to be searching for. Again, because nobody is really going to be searching for you, you should use descriptions which involve well-known artists that you are influenced by. For example, instead of having a site title like “Official website of Sexy Susie”, you should have one that includes the main artists that you are influenced by – for example, “Official site of Sexy Susie – an artist influenced by David Bowie, James Blunt, Kiss and Cliff Richard” (an unfortunate combination perhaps, but there you go).

3. Share your content, and get others to share it too

When you do create your hugely engaging article about Bono’s leather pants, make sure you share it. Post a link to it on your Facebook page; whack it up on Twitter. Submit it to content sharing services like Stumbleupon or Digg; and encourage readers to do so too by adding a ‘sharing’ call to action at the bottom of each article – “Like this article? Please share it on…” etc. Using a free content-sharing tool like Addthis can help in this regard. Even one share – whether by you or another person - can actually result in an article going viral, so make the most of all the copious sharing opportunities that the Web 2.0 gives you.

4. Allow users to subscribe to receive more content

At the end of each Bono article, explain to users how they can get more of your content. Usually this involves asking them to subscribe to your blog posts via email, subscribing to an RSS feed or following you on Twitter / Facebook. If you have a blog, you can use Feedburner to allow people to sign up to email or RSS updates – it’s a free tool from Google which makes all that sort of thing a doddle. The more people subscribe to your updates - using any of the above methods - the more return visits you'll get to your site, meaning you'll have more eyeballs encountering your latest gig listings, online store and whatnot.

Monetise?

Finally, if you are really good at writing content, and you start to get thousands of hits to your site as a result, you could consider a) giving up music and becoming a writer or b) monetising your blogging talents through selling advertising space alongside your blog. The easiest way to do the latter is to use Google’s Adsense service – you just sign up for an account, copy and paste some code into your site, and you have sold your soul to Google in two easy steps. But it might pay for some recording time for that next album of yours that nobody’s going to buy.

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There’s a couple of other articles from us about websites / content which you may find useful:

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