{"id":10590,"date":"2015-12-18T01:04:54","date_gmt":"2015-12-18T07:04:54","guid":{"rendered":"https:\/\/audiotheme.com\/?p=10590"},"modified":"2022-11-25T14:16:18","modified_gmt":"2022-11-25T20:16:18","slug":"content-upgrades-for-bands-and-musicians","status":"publish","type":"post","link":"https:\/\/audiotheme.com\/blog\/content-upgrades-for-bands-and-musicians\/","title":{"rendered":"Reward Fans and Grow Your Email List Using Content Upgrades"},"content":{"rendered":"<p class=\"lead\"><strong>Content upgrades<\/strong> \u2014 bonus content that people can access in exchange for their email address \u2014 are the new hot trend in email marketing and growing an email list.<\/p>\n<p>There are a number of benefits of having an email list to market your music and <a href=\"https:\/\/audiotheme.com\/blog\/how-to-promote-your-band\/\">promote yourself as a musician<\/a>. Content upgrades work well because you have the full attention of the person viewing your content and thus they are more likely interested in a related freebie. This is something Seth Godin calls <a href=\"http:\/\/sethgodin.typepad.com\/seths_blog\/2008\/01\/permission-mark.html\">permission marketing<\/a>.<\/p>\n<blockquote><p><strong>Permission Marketing<\/strong>: Turning Strangers into Friends and Friends into Customers. <cite>\u2013 Seth Godin<\/cite><\/p><\/blockquote>\n<p>In a previous article, we touched on <a href=\"https:\/\/audiotheme.com\/blog\/build-email-list\/\">how to build an email list<\/a> and why you should. One key point in that article was that you need to offer something of value to your prospective subscribers. In this article, we\u2019ll discuss how content upgrades are an effective way to provide value by rewarding fans who subscribe to your email list.<\/p>\n<p><!--more--><\/p>\n<h2>Getting Started With Content Upgrades<\/h2>\n<p>There are a number of services that can help with the integration and management of content upgrades. Here are a few suggestions to help get you started:<\/p>\n<h3>Content Upgrades for WordPress<\/h3>\n<p><a href=\"https:\/\/shop.audienceops.com\/downloads\/content-upgrades\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-11147\" src=\"https:\/\/audiotheme.com\/content\/uploads\/screenshot-audience-ops.jpg\" alt=\"Content Upgrades WordPress Plugin by Audience Ops\" width=\"720\" height=\"439\" srcset=\"https:\/\/audiotheme.com\/content\/uploads\/screenshot-audience-ops.jpg 720w, https:\/\/audiotheme.com\/content\/uploads\/screenshot-audience-ops-300x183.jpg 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<p>Naturally, with our site and products being built for WordPress, we wanted to share a plugin that makes integrating content upgrades into your music WordPress site a breeze.<\/p>\n<p>The <strong>Content Upgrades<\/strong> WordPress plugin by <a href=\"https:\/\/shop.audienceops.com\/downloads\/content-upgrades\/\">Audience Ops<\/a> is relatively new and integrates with <a href=\"https:\/\/www.getdrip.com\">Drip<\/a> and <a href=\"http:\/\/mailchimp.com\">MailChimp<\/a> email marketing services out of the box.\u00a0Watch the\u00a0video below to get better understanding of how the\u00a0Content Upgrades WordPress plugin works.<\/p>\n<div class=\"callout\"><strong>Bonus:<\/strong>\u00a0Download the Content Upgrades Archive plugin for WordPress. <a href=\"https:\/\/github.com\/audiotheme\/ao-content-upgrades-archive\">Download Plugin<\/a><\/div>\n<p><iframe loading=\"lazy\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/SH6qVF8W8Ek?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/p>\n<h3>LeadPages<\/h3>\n<p><a href=\"http:\/\/www.leadpages.net\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-11148\" src=\"https:\/\/audiotheme.com\/content\/uploads\/screenshot-leadpages.jpg\" alt=\"LeadPages Screenshot\" width=\"720\" height=\"439\" srcset=\"https:\/\/audiotheme.com\/content\/uploads\/screenshot-leadpages.jpg 720w, https:\/\/audiotheme.com\/content\/uploads\/screenshot-leadpages-300x183.jpg 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<p>The primary function of <a href=\"http:\/\/www.leadpages.net\">LeadPages<\/a> is to create and host your landing pages. This makes setup pretty easy, however, it is a bit more of a financial investment. The upside to the investment is they provide all the tools you\u2019ll need to set up, create and manage your assets\u00a0and emails. If you happen to have a WordPress site, LeadPages also has a plugin you can use to redirect to a landing page on your own domain.<\/p>\n<h3>MailChimp<\/h3>\n<p><a href=\"https:\/\/mailchimp.com\/resources\/guides\/mailchimp-for-musicians\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-11150\" src=\"https:\/\/audiotheme.com\/content\/uploads\/screenshot-mailchimp.jpg\" alt=\"MailChimp for Music\" width=\"720\" height=\"439\" srcset=\"https:\/\/audiotheme.com\/content\/uploads\/screenshot-mailchimp.jpg 720w, https:\/\/audiotheme.com\/content\/uploads\/screenshot-mailchimp-300x183.jpg 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/mailchimp.com\/resources\/guides\/mailchimp-for-musicians\/\">MailChimp<\/a> is a popular email marketing service with a free plan for those just starting out. MailChimp makes it easy to create new forms, manage subscribers, and send autoresponders. While autoresponders are a paid feature and would work for delivering a number of content upgrades, they do have some limitations.<\/p>\n<h2>Content Upgrades for Bands and Musicians<\/h2>\n<p>Now that you have a way to integrate content upgrades, it\u2019s time to start creating content and offering upgrades that users will want. Below we\u2019ve provided three different content upgrade ideas and tips to help you get started. Try experimenting with the different ideas and see which ones work best for you and your fans.<\/p>\n<h3>1. Downloadable\u00a0Media<\/h3>\n<p>In many ways, musicians are already providing a form of content upgrade by offering a free downloadable audio file on their website. In most cases, a user clicks on a link and a file downloads to their computer. Mission complete, end of story.<\/p>\n<p>Using\u00a0content upgrades, the same value can be given to the user while you\u00a0also\u00a0benefit from the interaction by collecting their email address in return. Now\u00a0you\u00a0can continue communication in the future and build upon that relationship using email.<\/p>\n<p>For example, let\u2019s say a user is visiting your homepage where you\u2019re promoting an upcoming record. You might think about providing a content upgrade where the user can download a track\u00a0from the record before it\u2019s released. In this case, when the user clicks the download button, they\u2019ll be asked to insert their email address. Once submitted, a download link and personalized message will be sent to the subscribers inbox.<\/p>\n<p>In this example, the upgrade being offered is specific to the record content being promoted. You now know the user has interest in your music and you have a method of contacting them in the future when the record is released.<\/p>\n<p>You can use the same idea for other types of downloadable content, too. For example, maybe you could offer the record artwork or CD insert as an upgrade on single record pages. Or, perhaps your drummer has designed some stellar images to use as desktop wallpaper \u2014 I\u2019d download that!<\/p>\n<h3>2. Exclusive Content<\/h3>\n<p>Exclusivity \u2014 as in an exclusive invitation or exclusive content \u2014 is a great marketing tool to give value to loyal fans, or in this case subscribers. Things that are exclusive and\/or in short supply tend to attract people&#8217;s attention. Because of this, the perceived value increases, and thus, creates a unique opportunity to capture a user&#8217;s interest&#8230; and email address.<\/p>\n<p>Here are two examples of how exclusivity might work well as a content upgrade for a band or musician.<\/p>\n<h4>Exclusive Videos<\/h4>\n<p><a href=\"http:\/\/www.youtube.com\/yt\/artists\/index.html\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-11149\" src=\"https:\/\/audiotheme.com\/content\/uploads\/screenshot-youtube-artists.jpg\" alt=\"YouTube for Artists\" width=\"720\" height=\"439\" srcset=\"https:\/\/audiotheme.com\/content\/uploads\/screenshot-youtube-artists.jpg 720w, https:\/\/audiotheme.com\/content\/uploads\/screenshot-youtube-artists-300x183.jpg 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n<p>YouTube has really stepped up their game when it comes to <a href=\"http:\/\/www.youtube.com\/yt\/artists\/index.html\">supporting music artists<\/a>. Most folks in the music scene are already taking advantage of the tools YouTube provides by posting live music recordings of their songs for their fans to absorb.<\/p>\n<p>Much like the audio example mentioned before, an artist can embed or link to a video on their website. Anyone\u00a0can click a button and consume the\u00a0desired content for free.\u00a0That&#8217;s it, that&#8217;s all. Nothing gained, nothing lost.<\/p>\n<p>While marketing music on YouTube in a public way like this is a great promotional tool, lets take a look at other non-public settings offered by YouTube and how you can use them to your\u00a0advantage.<\/p>\n<p>YouTube allows you to change the privacy settings for each of your videos. <a href=\"https:\/\/support.google.com\/youtube\/answer\/157177\">Changing the privacy setting<\/a>\u00a0for your video from &#8220;Public&#8221; to &#8220;Unlisted&#8221; is a great way to create a sense of exclusivity. When set as unlisted, anyone with a <em>special link<\/em> can watch the video, however, it is not discoverable in\u00a0search results, suggested videos, or a subscriber&#8217;s feed.<\/p>\n<p>Although unlisted videos on YouTube are not 100% exclusive, they do offer enough exclusivity to work well within the content upgrades strategy. Let&#8217;s look at an example.<\/p>\n<p>Imagine you put together a short behind the scenes video while recording in the studio. A content upgrade could be offered similar to the downloadable media\u00a0examples above. Instead of providing a download link or publicly displaying the video, a\u00a0link to an unlisted video could be given.<\/p>\n<p>I don\u2019t know about you, but I\u2019d gladly give up my email address to get a taste of what is to come from my favorite bands and musicians.<\/p>\n<p>On a similar note, Vimeo and other video service providers typically offer various privacy settings as well. With a little creative thinking, exclusive videos as content upgrades are a great way to encourage fans to subscribe to your email list.<\/p>\n<h4>Exclusive Website Content<\/h4>\n<p>Another method of providing exclusive content to subscribers would be through your own website. If your site uses WordPress, you can easily create a <a href=\"https:\/\/codex.wordpress.org\/Content_Visibility\">private page<\/a> with a password to access the content. Using the content upgrades method, you can provide subscribers a link to the private page along with the password to view it. There are also a number of plugins available for WordPress, like <a href=\"http:\/\/restrictcontentpro.com\">Restrict Content Pro<\/a>, that can be used to restrict content in different ways.<\/p>\n<p>The beautiful part of exclusive content is the ability to post just about anything; <a href=\"https:\/\/audiotheme.com\/view\/cue\/\">music playlists<\/a>, videos, <a href=\"https:\/\/audiotheme.com\/view\/simple-photo-albums\/\">photo galleries<\/a>, an upcoming gigs list for the new year, or even <a href=\"https:\/\/audiotheme.com\/blog\/include-lyrics-on-website\/\">post lyrics<\/a> to a new song. Be creative and add value.<\/p>\n<h3>3. Promo Codes<\/h3>\n<p>Everyone loves a good deal and for good reason. Thijs de Valk, a behavioral scientist, provides some insider\u00a0information on the <a href=\"https:\/\/yoast.com\/psychology-discounts\/\">psychology of discounts<\/a> and what kind of discounts work best for most people. His article has\u00a0some great\u00a0ideas on different discounts you could\u00a0offer and the type of wording to use.<\/p>\n<p>Providing discount, download, or access codes as part of your content upgrades strategy might be worth experimenting with. Consider using this type of strategy when marketing your latest record, promoting an upcoming show, or adding exclusive content.<\/p>\n<h3>4. Bonus: Content Upgrades Archive<\/h3>\n<p>What makes\u00a0integrating content upgrades into your music marketing plan so attractive is that it is relatively inexpensive with little to no maintenance after setup. Fans end up subscribing to your email list because of their interest in the content being viewed and the value offered in the upgrade.<\/p>\n<p>What if you could take things a step further and add more value without any additional\u00a0effort from you or your fans?<\/p>\n<p>The end\u00a0goal of what we&#8217;re discussing in this article is to\u00a0get users to subscribe to your email list. After capturing a users email address,\u00a0the\u00a0content upgrades strategy no longer serves a great purpose between you and the visitor. However, the other upgrades offered throughout your site are still valuable. With that in mind, why not offer all content upgrades on one page of your site for subscribers\u00a0to access?<\/p>\n<p>After a user subscribes, you could send\u00a0the upgrade along with a link to a page that includes all the other upgrades. This page might contain downloadable content, exclusive content, and promotional codes. The page could be optimized to market a specific product, an upcoming show, or simply increase conversions for any goals you have set as part of your marketing strategy.<\/p>\n<h2>Getting The Most Out Of Content Upgrades<\/h2>\n<p>After spending the time creating content upgrades and adding them to your site, you\u2019ll need people clicking on them. Here are a few things to keep in mind when creating these to increase user engagement:<\/p>\n<ul>\n<li>Write interesting headlines that stand on their own.<\/li>\n<li>Make sure your upgrade callouts stand out from the content.<\/li>\n<li>Have big noticeable action buttons.<\/li>\n<li>Add upgrades in multiple spots.<\/li>\n<li>Provide valuable information and content. The more valuable the upgrade, the better.<\/li>\n<\/ul>\n<h2>How Will You Use Content Upgrades?<\/h2>\n<p>Hopefully by now you have a better understanding of content upgrades and how they are used to provide value to you and your fans.<\/p>\n<p>If you&#8217;ve already adopted the content upgrades strategy, we\u2019d love to hear how it\u2019s been going for you and in what ways it\u2019s been working. If you have other ideas of how this strategy\u00a0can be used by bands or musicians, we\u2019d love to hear those too! Feel free to <a href=\"#respond\">leave a comment<\/a> below.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Content upgrades \u2014 bonus content that people can access in exchange for their email address \u2014 are the new hot trend in email marketing and growing an email list. There are a number of benefits of having an email list to market your music and promote yourself as a musician. Content upgrades work well because &hellip; <a class=\"more-link\" href=\"https:\/\/audiotheme.com\/blog\/content-upgrades-for-bands-and-musicians\/\">Read More<\/a><\/p>\n","protected":false},"author":21,"featured_media":11091,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[149],"tags":[],"class_list":{"0":"post-10590","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Use Content Upgrades to Reward Fans and Grow Email Lists<\/title>\n<meta name=\"description\" content=\"Find out how the content upgrades can be an effective way to provide value to visitors by rewarding fans who subscribe to your email list.\" \/>\n<meta name=\"robots\" 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