Content Wears Multiple Hats (The Artist's Rise #050)

Content that grows your artist vs. content that deepens it

Not all content is created equal. And not all content shares the same job. Or at least it's not supposed to.

Some content is made to reach new audiences, find your future fans, and just ultimately get them in the door. That's your "exposure" content.

But what happens once they're already in the door?

Most artists stop there and are solely focused on finding new people with their content. And while that's an important aspect, it's not the whole picture.

Why? Because once you have their attention, you also have to keep it and give them a reason to stick around.

Content that grows

Most of what you think about when you picture "content" is content that grows.

The goal here is to reach a new audience and get your music in front of more eyes and ears. It's usually more broad, and is the primary output of most artists, especially approaching a release.

This is "exposure content".

This content is certainly important, and should be the biggest priority, especially if you're a smaller artist. After all, the more people you get in the door, the more likely you are to find some fans.

But here's the catch: this content isn't for the fans, it's for strangers.

So if you want your fans to stay fans, you have to give them more.

Content that deepens

This is the content you probably ignore: content that goes beyond the music.

Odds are most of your energy is poured into pushing your music, trying to find new fans. But it's just as important to feed your existing audience as it is to try and build a larger one.

There are two layers to content that digs deeper: engagement content, and expansion content.

Engagement content

Engagement content is about taking the newbies you just brought into your world, and give them a reason to want to stick around. They were strangers, now they're followers, and they're on their way to becoming fans.

This is where you have to go a step further into your artistry and showcase your creative process and give them more of a taste of who you are as an artist.

The music helps get them in the door, but you still have to give them a reason to stay. It's like going from getting them to put your song on their playlist to getting them to watch out for your next release.

The more you give them, the more they can understand you and connect with you.

That's what ultimately helps them become a fan.

Expansion content

Expansion is where you give your fans a reason to stay fans.

Exposure gets them in the door to be followers; engagement gives them a reason to become fans; and expansion is what keeps them fans long-term.

The main goal here is to invite them into your artist world and go deeper. Dig into song stories, behind-the-scenes, be the artist that you are without worrying about pushing the music.

They already know the music at this point, but they need to know the artist if they're going to care.

This is a place for you to get creative with how you interact with those fans and build a unique experience for them.

Why most artists only do one

Content is already a potentially taxing thing for most artists. It's one more non-music thing that you have to do, and it's probably the one that requires the most extra effort and time, so it's easy to fall into the trap of just focusing on one level of content.

But it's important to remember that not every member of your audience looks the same or is at the same stage in their fan journey with you.

There's also this mindset that what got them in the door is also what will help keep them there, but that's not true. No fan wants to see a constant push of a new song in every post that artist makes. Instead, they want to know the story behind it, how you created it, what that song means to you.

Get people on board, but don't forget to give them a reason to stay there.

Finding the balance

"How do I know which type of post I should make next?"

The answer lies in what stage you're in as an artist.

If you're still early, focus heavy on the Exposure, with a subtle mix of Engagement and Expansion.

If you've been at it for a bit and have some people on board, split that Exposure mix more evenly with Engagement and Expansion.

It'll always be important to hit all three, but the balance should be based on where your current audience is. There will always be new fans to meet, but you'll also always have some in your corner, so you have to make sure everyone gets fed.

A good place to start is 50% exposure, 30% engagement, and 20% expansion. Adjust as needed.

All in all

Not all content is created equal, and not every member of your audience is either.

Look at your latest content, and see which levels you're pouring your energy into. Adjust the balance accordingly.

Find your fans, nurture your fans, and create a world for your fans.

THAT is what content is built for.

If you're staring at a blank screen wondering what to post this week, I already built it for you. Grab the free 7-Day Content Kickstart Calendar here.

Grab it now