New Marketing Study Shows More Content Could Mean More Fans
The results of a HubSpot study offers conclusions that can be as useful to musicians and labels, as they are to the traditional businesses surveyed. The study makes a compelling case that "more is better" when it comes to posting. Those that create more content, generated more traffic in return.
A summary of study findings:
- Companies that blogged 20 or more times in a month saw the most return in traffic and leads
- Companies with over 400 indexed pages generated the most traffic and leads
- Companies with over 31 landing pages generated the most leads (nearly 10 times that of the lowest, ‘less that 5’ category).
Of course, there is no guarantee that more traffic means more true fans, but its an important place to start.
More at Hubspot via Glenn Peoples.
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Waitwaitwait…are you telling me fans want to see content?
This is revolutionary stuff.
I would love to see a tablulation of the average number of songs on a given band’s website – I’ll bet the depth of the catalogue on average is pretty thin. These kids who grew up with participation trophies and helicopter parents put out one song and they think they are ready for the big time.
Like D said – content – how revolutionary.
And how about music content! Songs. Not blogs and tweets and other social networking BS.
I think the problem we all have is we have opinions. Common sense says to put your self in your fans heads (or go one step further and ask them). A 15 year old kid who likes a lead singer cause shes cute will like her music more because he is attracted to her. A 12 year old female that “believes” in Justin Beiber does it because she has him shoved down her throat. It IS about the music for the musician and artist, but that isn’t always the case for the fan. We are all drawn in by some pretty ridiculous stuff. ie. That band is so cool I just want to be attached to them, they wear the same clothes I do, they are “emo” or AREN’T “emo”, they play a great live show, they are in my Pandora mix and after the 11th time I fell for the song, etc. x a million.
Content and Music are both important but they are just pieces to the pie.
I agree with everything you’ve said except this…”We are all drawn in by some pretty ridiculous stuff. ie….they play a great live show…”
Isn’t that a pretty good reason to like a band?
As others have said, this is a bit of a “Duh!” Let’s face it – unless you update your content frequently, you aren’t going to be getting much return traffic after a while. After all, why would someone visit your site regularly, if they already know everything you have there by heart?
Traffic begets traffic, so the more returning visitors you have, the more new visits you will get – this is also known and understood.
However, let’s not get carried away here. Traffic != fans, in the way we’d like to understand the term (that is, people willing to pay for your output and other products). Unless your key revenue source is advertising, traffic volume is a secondary consideration to conversion rates.
I’m sure “more content” would also translate to “more units sold”. There used to be a time in the 60s when a current act would put out up to 3 albums and several singles a year. It was only in the 80s when labels became afraid of “oversaturation” which basically translates to “we want to sell you more of the same which you already have as it’s easier for us to tell you it’s good because you already know it”.
Nowadays, the schedule for most acts looks like one album every 4 or 5 years. That is way too little to remain in the public conciousness and that raises fans’ expectations way too much to ever deliver. Gavin DeGraw of J Records would be a prime example of how the long wait between albums did not work.
Indie labels, however, are in a much nicer position compared to majors because they don’t need to ship as many units prior to a release as the demand generally is lower. But still, many independent label acts have got quicker release schedules of say, 1 album every 2 years.
So it should be possible for the majors to do it like that, too, shouldn’t it?