Let the Archiving Begin

Let the Archiving Begin

Produce the minimum amount of content for the maximum amount of results. Too many companies bury themselves in content: sales decks, testimonials, thought leadership articles, case studies. Half of it goes unused or unseen. More content does not mean more leads or business. The equation of “the more busy I am, the more successful I am” is just not true. – Robert Rose

Reflection offers an opportunity to identify and integrate necessary life and business lessons.

After taking a near two-month long sabbatical from the content hamster wheel that was rapidly swallowing my life whole, I have begun to see content creation from a whole new perspective.

Rose’s quote tells most of the story. But I picked up another key insight from him, which is that if someone interacts with your content, and they leave with a bad taste in their mouth, they’re unlikely to return.

That got me thinking.

I embraced James Schramko’s own the racecourse methodology around 2016. This involves setting up a blog with categories that relate to your audience’s paint points and rolling out a steady stream of news pieces, updates, reviews, and other articles.

I still believe strongly in the model and it’s viable strategy even today… if done right.

At the time, though, content and SEO were like the Wild West. Everyone was in a mad rush to land grab their chosen keywords, pumping out new articles like it was a Piranha feeding frenzy. Quantity was the name of the game, oftentimes to the determent of quality.

As much as possible, I focused on producing and curating quality content for my business, Music Entrepreneur HQ. Over the years, though, we had many requests for backlinks and guest posts. We said “no” to most, but sensing an opportunity, we acquiesced, and the bloodstream of our ecosystem was suddenly flooded with infographics, essay writing services, and generic nonsense. Eventually, some lesser content slipped through the cracks. In hindsight, it was like injecting the wrong ingredient – let’s say large quantities of pickle juice – into a perfectly good cake mix.

Although we did our best to update, consolidate, and/or eliminate old content, it was a far cry from a thorough content audit.

I was so caught up in working in my business that I had no time or energy left over to work on my business. I couldn’t see the bigger picture. I couldn’t see that being busier simply wasn’t going to lead to desired outcomes.

Finally, I realized it was time for a change.

Realistically, I knew I couldn’t pump out dozens of articles per day like Entrepreneur or Forbes, and even if I could, I would need significantly more traffic to my sites to generate even a few hundred dollars per month from advertising and affiliate sales.

There’s a way to make it as a creator or independent entrepreneur. But publishing more for the sake of publishing more isn’t it.

There’s a way to make it as a creator or independent entrepreneur. But publishing more for the sake of publishing more isn’t it. Click To Tweet

It takes hard work to get the attention of a reader, listener, or viewer, never mind keeping their attention. So, I can’t afford to keep content that turns people off my brands.

And so, the time has come to archive content, and the archiving has already begun. You can expect many posts from this site, Music Entrepreneur HQ, and even our YouTube channel to start disappearing.

This doesn’t mean that you won’t be able to access this content anymore. We’ve created (or are in the process of creating) multiple options for you.

First and foremost, members of Elite Players: All Access Pass (tiered access to come) will always be able to dive into a ton of archived training, podcast episodes, and blog posts.

Secondly, some of the content is being compiled and put into books.

Finally, if you haven’t already signed up for our free PDF Vault, know that there are over 100 eBooks, blog posts, podcast transcripts, cheat sheets, and other great resources stashed away in there (and we plan to add several hundred more).

You will need to enter your email to sign up for the PDF Vault, and you will automatically be added to our music marketing newsletter, but hey, we want to connect with you in a more meaningful way, and we hope you feel the same way.

It’s time to embrace something I’ve been teaching for years – clearing the clutter. Clutter takes up mind space and doesn’t pay the rent, and it’s high time I let go of things that no longer serve me in the present.

Expect archiving and locking content to be a regular part of our new workflow, because we will lock away what isn’t generating traffic or business. But there will always be a sizable body of free work you can enjoy at your leisure.

Why You Must Build Your Own Platform as a Musician

Why You Must Build Your Own Platform as a Musician

I know, I know.

Social media is just so much fun. And it’s so easy to get people’s attention, right?

All you’ve got to do is post a picture of your butt in a thong, your enormous bicep, or your impressive guitar collection, and you get dozens, hundreds, sometimes thousands of engagements on your post.

Look, if this is your hobby, and you’re just testing the waters to see which ripple people are drawn to today, more power to you. But if somewhere in the back of your mind you think a dump truck is going to come rolling into your driveway to deliver the mad stacks you’ve earned on the back of your social media performance, you’ve made a grave mistake…

I’ve said it before, and I’ll say it again.

Sometimes, the people who seem to be killing it are secretly broke.

And sometimes, the people who seem to be struggling are secretly killing it.

And nowhere does that apply more than in the online world. You would do well to remember that (especially before playing the comparison game).

Engagement does not lead to income. And I understand that more views on your YouTube video or Medium article might mean more pennies, but it’s kind of moot unless you can get people to stick around over the long-haul. And nurturing your audience is probably the hardest part unless you know what you’re doing.

Trust me when I say I did a lot of things that were supposed to help me build engagement with my audience long-term, and that didn’t make Music Entrepreneur HQ any less of a rollercoaster ride. The “hockey-stick” up and to the right growth chart is a myth so far as I’m concerned…

But what we’re really talking about here is protecting your assets.

My business coach, James Schramko, calls it owning the racecourse.

The idea is this. If all you own is the racehorse (social media profile), but not the racecourse (the social media platform), you can be taken out of the race at any time! And if you’ve got any kind of business savvy, you see why that’s a position of compromise, not of power.

More than ever, social media sites are eager to shut people down for saying the wrong thing, and I could give a damn what your opinion on that is, but last I checked it was a free world, and censorship violates the terms of what it means to be a social media site. If you’re going to pick and choose the narrative you want to push, you’re a publisher, not a public space for discourse.

If you’re going to pick and choose the narrative you want to push, you’re a publisher, not a public space for discourse. Click To Tweet

All that to say, you need to build assets you can hold onto. That means two things as an artist, you need a website and an email list.

You need to build assets you can hold onto. Click To Tweet

I don’t know what clown makeup goof-off you’ve been learning from, or what their methodology is. If it doesn’t include building your own assets, you’re learning from a shill or charlatan whose knowledge of internet marketing is busted at the foundation. And as we’ve already looked at, foundations are expensive to repair.

If you’re smart about it, you will never need to lose your entire audience the next time the modern-day MySpace or Vine equivalent shuts down.

So, your music career plan needs to include your website and your email list. Prioritize it.