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Music Festival Written Content Marketing Gains Importance.

Andy Robertson

The world of marketing engagement maybe shifting and many organisations are starting to put more emphasis on published content rather than advertising campaigns. There are some underlying reasons why this form of marketing is now trending so how can music festival organisers capitalise on this trend.

The phrase ‘content is king’, originally coined by Bill Gates in 1996 is now more relevant than ever. Organisations are now recruiting more content creators and writers to produce quality content with a greater emphasis than traditional performance marketing. Music festival organisers should look at their own marketing teams and considers boosting their content creation capability.

What is Content?
The content types vary from video, pictures and copy but the growth in importance of the written word is being driven by the rise in digital online platforms. Whilst videos and pictures are easily created, posted and consumed it is written content that can be more challenging. Whether it’s website and social media content, press releases or blogs and articles a specific skill set is required. The demand for experienced expert writers now outstrips supply making it challenging for any organisation to recruit good writers.

The Online Digital Landscape. 
Evey music festival organisation now uses their online presence to engage with key audiences. Generating engagement will usually result in increased demand for tickets and ultimately sales revenue. Any well written, articles, blogs and press releases also have the benefit of being picked up by news media outlets resulting in increased coverage without the need for advertising spend.

Search Engine Optimisation (SEO). 
One of the primary reasons why written content is gaining importance is the role that SEO has to play in ranking content on search engines. Whilst search algorithms can pick up video content is can be technically challenging. Using SEO friendly written content is much more likely to feature in higher ranked search results. Publishing well written content across multiple platforms on a daily basis can significantly increase SEO effectiveness and is becoming a fundamental part of marketing for music festival entities.

Marketing Budget Changes. 
The marketing technology (martech) industry has changed significantly in recent years particularly with increased use of AI and automation. This means that less resource is required to run advertising campaigns to generate ticket sales. The technology has increased the effectiveness of campaigns with higher ROI meaning a reduction in advertising spend compared to previous years. Marketing budgets are now being invested in recruiting good content writers and editors to generate relevant quality daily content.

A content writer and editorial team will often form a key part of the festival operations teams coordinating with all departments to find newsworthy content. They will also be expected to be on-site during any festival dates where they can report in real time on events as they happen.

For festival organisers planning their events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, cashless payments and contactless ordering.

Photo by
William Fortunato via Pexels

Andy Robertson
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