I write about a variety of social networks that are worth knowing about for indie artists trying to spread the word but I remain a serious advocate of putting blogging at the center of one's online music marketing. Blogs offers a number of benefits especially as a feature on your website or even as your main site. Though such advice may seem counterintuitive as action shifts to social networks, please consider why I make such a claim rather than dismissing it outright.
My own history of blogging goes back almost 10 years and began with a hip hop blog called Hip Hop Logic. The earliest version of that site is gone but it introduced me to other hip hop bloggers and laid the groundwork for launching ProHipHop in late 2004 which I ran as a solo operation until selling it last year. I've also experimented with a number of other less prominent blogs that helped expand my understanding of what can be accomplished with blogging.
Things have changed quite a bit over the last 10 years and it's a lot more difficult to raise a blog to a prominent position. But blogging offers a number of benefits especially when used as part of an otherwise mostly static website. For example, search engines tend to prefer sites that have regularly updated content and posting on a blog allows you a quick way to update on a regular basis whether or not the rest of the site is changing.
Blogs also offer a way to generate content that can be distributed to multiple social media outlets. For example, you can post on your blog and then use a variety of tools to autopost the headline and link to networks or you can say something a bit more unique along with the link back. So a blog can easily become the center of your extended web presence.
In addition to sending content out to one's networks, a blog can be used to centralize activity done elsewhere. So when you post a video on YouTube or photos on Instagram, you can then embed them on your blog. Or if you have a great exchange on Twitter, you can feature the tweets in a blog post.
You can use your blog's feed to power a variety of services from mobile websites to email newsletters to content syndication to other sites. Folks can subscribe to your feed in a newsreader. And, if your feed is hosted offsite, it becomes another extension of your web presence.
Blogs also offer an easy way to set up and design a site with most blogging systems offering off-the-shelf solutions. Given that music services, such as direct to fan sales, usually offer widgets and other ways of integrating their service with your site, a blog can also be your homebase on the web. You control it, search engines can search it and your archives can remain available indefinitely.
Plus, one of the great things about blogging as a form of marketing is that web pirates and folks who overaggregate other people's content are helping you do your job.
These are some of the most basic arguments for putting a blog at the center of your online marketing.
What's your argument for or against such a perspective?
[above pic via J. Money]