Learn from 3 music industry companies that do blogs right

(Source: ceralytics)

Brands should implement every type of media from the PESO model—Paid, Earned, Shared, and Owned media—to reach new audiences or potential buyers. Becoming a content hub through your own website, blog, or email is a great way to implement owned media that can be traced back to your brand.

Koss

Koss is named after John Koss, the inventor of the first stereo headphones meant for entertainment. His company developed and sold these headphones with engineer Martin Lange Jr. This history is told throughout the Koss website which demonstrates their legacy in the audiophile community. The “Stories” page of their site includes a blog post that explains the corporation’s instrumental role in the creation of headphones and personal listening. However, the blog does a great deal of their marketing by publishing content that serves as informative manuals as well as advertisements for their products. Manuals and instructional content are a great medium to implement public relations strategies because they establish brand authority as well as topical authority—when a search engine recognizes your website as relevant due to the inclusion of internal links to high quality content. Koss knows that when a person googles “how to connect Bluetooth headphones?” their blog post with links to their videos on how to connect Koss Bluetooth headphones will likely pop up on their search page.

BMI

Broadcast Music, Inc., otherwise known as BMI, is a performing rights organization (PRO) that represents songwriters, publishers, and composers to receive royalties from their performances or creation of the music. BMI is not the only PRO, however they are the largest and most recognized among the others. Part of this could be contributed to their commitment to provide educational resources for artists. Under the news webpage, there is the “Career Advice” section that highlights important aspects of writing and producing music to yield successful outcomes. Some types of blogs found on the page include  “how to” articles, list-based articles, and “why” articles. A blogpost that stands out and that directly relates to the services of BMI is titled, “The Latest Scams—and How Songwriters Can Avoid Them.” It explicitly demonstrates what the scams in the music industry look like and explains tohttps://www.bmi.com/news/entry/the-latest-scamsand-how-songwriters-can-avoid-them aspiring musicians on how to protect themselves.

Bandcamp

This online record store sells both digital and physical music, but what keeps them in the spotlight is as the place to discover new music is their editorial content. Bandcamp invites artists to submit their own pitches to cover their story and share the releases of their music in their Bandcamp Artist Guide. Receiving an average of a thousand pitches per week ensure that new content is posted nearly every day. Publishing consistent content is imperative to establish authority and reliability of the brand. Consistency refers to both consistency in the type of content you write and in the rate that you publish it. The great thing about the music industry is that every Friday there is usually a new project that comes out and that can be written about or reviewed. The Bandcamp Daily takes advantage of that system by writing about the latest releases so readers can keep back to the website and find something new to read, improving engagement and the time that is spent on the site. Bandcamp also revels in the fact that they are known as the place to find new and niche genres of music, so they typically only write about small artists and global genres that are not already mainstream establishing their branding as trendsetters.