diff --git a/_share/media/img/c09/L03E01.png b/_share/media/img/c09/L03E01.png new file mode 100644 index 0000000..405df7c Binary files /dev/null and b/_share/media/img/c09/L03E01.png differ diff --git a/_share/media/img/c09/L03E02.png b/_share/media/img/c09/L03E02.png new file mode 100644 index 0000000..b4864c9 Binary files /dev/null and b/_share/media/img/c09/L03E02.png differ diff --git a/_subsections/fullcourse/08-high-traffice-training/c01-intro.org b/_subsections/fullcourse/08-high-traffice-training/c01-intro.org index 3413a52..e052a69 100644 --- a/_subsections/fullcourse/08-high-traffice-training/c01-intro.org +++ b/_subsections/fullcourse/08-high-traffice-training/c01-intro.org @@ -8,6 +8,12 @@ * Notes +** high traffic training +- become profitable without ads, promos, label or radio +- best artist case studies + - high level strategies broken step by step +- 6 month process after artist launch framekwork to get 10k revenue + * action steps ** Structure, Strategy, and Hard Costs diff --git a/_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org b/_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org index d1a6f77..a82a0cc 100644 --- a/_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org +++ b/_subsections/fullcourse/09-keyword_research/c01-flip_industry_approach.org @@ -4,6 +4,55 @@ * Links #+attr_html: :class links - [[../../../toc.org][TOC - Artist Framework]] -- [[../../../_data/video/c09.mp4][video]] +- [[../../../_data/video/c09-keyword_research-01.mp4][video]] * Notes + +labels as investors invest in productive assets +independent artists have to build up their assets + + +** organix +- use meta data to place visuals +- paid traffic is the last step if any +- system of representation that turns traffic into audiences +- paid traffic must only be used with something that grows on its own + +- small artists trying to use big label methods + - endless work + +- allocate money to videographer instead of marketer + +** music videos +- digital asset for life +- infinite potential return + +** single vs mutliple releases +*** single +- one hit wonder +- simplistic brand representation +- one shot at a producer-market fit + +*** multiple releases +- prevents + +** short form vs long form +*** short form +- snippets get lost in translation +- authenticity is compromised +- brand subject to projections + - high churn rate +- distracts artist from artistic intention + +*** long form content +- gives a full take on record +- greatest expression of a record +- establishes clear brand identity + - set it and forget it +- is the primary medium for visual art + +*** apps +- tiktok was effectively used organically to 70k subscribers +- good opportunity on youtube to focus on art + +** click through rate (CTR) diff --git a/_subsections/fullcourse/09-keyword_research/c02-a_plus_process.org b/_subsections/fullcourse/09-keyword_research/c02-a_plus_process.org index b580a11..e07069b 100644 --- a/_subsections/fullcourse/09-keyword_research/c02-a_plus_process.org +++ b/_subsections/fullcourse/09-keyword_research/c02-a_plus_process.org @@ -4,10 +4,73 @@ * Links #+attr_html: :class links - [[../../../toc.org][TOC - Artist Framework]] -- [[../../../_data/video/c09.mp4][video]] +- [[../../../_data/video/c09-keyword_research-02.mp4][video]] * Notes +- hack youtube search algorithms + +** keywords to use depend on +- what type of high traffic event you want to create +- what might be a compatible traffic sources to tap into +- where you want content to show up in youtubes content matrix + +** where and how to use keywords +- integrate them primarily into + - tags + - title + - first line of a description + +*** description +- up to 15 hashtags +- three of these hashtags WILL appear above the video title + +** how to conduct keyword research +1. identify a compatible high traffic source of audiences relevant to your release +2. search on youtube using the primary keywords of that high traffic source + - name of artist + - record + - some keyphrase you expect people to be searching +3. identity secondary keywords within those search results +4. identify tertiary keywords within the videos you draw keywords from + - not just on the search page, but within the recommeded list of the video + - good keywords can come from a specific artist name, release or both + - placing high traffic search words or keywords in your tags can have instant effects + - immediate + - within a week +5. integrate these keywords into your tags and other relevant areas where appropriate +6. revist area of youtube you rank for to ensure proper ranking and to remain ranked + +** digital real estate +- artist matrix you create and curate for yourself and others within youtube +- the means to "place" your videos within your searc results and those of others to attract engaged audiences who stick around for next releases +- discovered by exploring compatible audiences + - search artist name, or artist song name +- established and maintained with primary, secondary and tertiary keywords + +** digital real estate: attraction and retention +*** once you attract audiences +benefit from a continuous stream of new traffic and audiences +- in search results +- in recomended lists + +*** retain audiences +- making videos show up on recommended lists for one another with metadata +- or on the videos themselves with end screens + - playlists + - subscriber button + - specific video to the end of your video + +** minding +*** systems +arranging a matrix of videos that interconnect +*** metadata +- note scenarios to include keywords + - titles + - tags + - descriptions + + * action steps ** Keyword Research *** Audience Growth Action Steps diff --git a/_subsections/fullcourse/09-keyword_research/c03-digital_real_estate.org b/_subsections/fullcourse/09-keyword_research/c03-digital_real_estate.org index 52becb4..75c1c4b 100644 --- a/_subsections/fullcourse/09-keyword_research/c03-digital_real_estate.org +++ b/_subsections/fullcourse/09-keyword_research/c03-digital_real_estate.org @@ -4,9 +4,100 @@ * Links #+attr_html: :class links - [[../../../toc.org][TOC - Artist Framework]] -- [[../../../_data/video/c09.mp4][video]] +- [[../../../_data/video/c09-keyword_research-03.mp4][video]] * notes +** artists to look at +- 10m threshold + - has to be recent, bc if it's from a while back it's not going to be searched as much + - you want to break in his search +- place your videos in + - their search results + - results for a specific track of theirs + +** metadata hotspots for ranking +- video title + - tastefully put their name in the title of your video + - improves chance of ranking +- first line of description +- tags + +** finding 10m artists that are coming up +- looking through recommended lists of compatible artists on youtube +- see what shows up on spotify + +** anchor tags +- used to show exactly where at top of first page of search results your video belongs +- used to make adjustments that help establish and maintain rank + +*** maintaining rank +- identify anchor tags (secondary keywords) of releases in your desired search results that could help you "tie in" your video at the top of the first search page +- integrate those secondary keywords into your tags +- tie your video to new releases around the targeted video of the first page + - updated anchor tags breathes new traffic streams into old releases + +*** what needs changing +- tags are more important than title and description +- tags are private + +** how to find what keywords have search volume +*** granular work +- google trends +- vidiq | https://vidiq.com/ + - google chrome extension + - you can use the free version + - shows keywords in youtube video +- tubebuddy | https://www.tubebuddy.com/ + +*** best place to check is youtubes search engine +- best to find artists who are hitting 10m for the first time +- you want to include the name of the artist you are riding in your own title +- explore range of thumbnails in specific search results + - design to cater to pre-existing audience + +** what to do +- find high traffic, low competition areas +- search keywords you want to rank for and see what comes to the top of the first page + - add tags to your video with keywords from specific videos at the top of the page + - see where your video lands + +- update channel tags + +** using Youtube +- youtube studio-> content -> click pencil icon on any video + #+attr_html: :width 300px + file:../../../_share/media/img/c09/L03E01.png +- at bottom of screen click 'show more' + #+attr_html: :width 300px + file:../../../_share/media/img/c09/L03E02.png + +** warning +- no matter how good the youtube strategy is, the compatibility of the video to the search results will determine if the video maintains ranking. +- if people don't like the video, the ranking will drop + + +** single video vs multiple release +| single video | multiple releases | +|------------------------------------+------------------------------------------| +| prone to the one hit wonder effect | prevents one hit wonder effect | +| one staple in an artists career | can compose an interconnected matrix | +| simplistic brand representation | can set a brand trajectory and narrative | +| one shot at a product market fit | more product market fit opportunities | + +** ready, aim, fire mindset +- concerned with every detail before getting started with music videos +- impractical order of operations +- leads to analysis paralysis +- thought-oriented instead of action-oriented +- emotion-driven instead of data-driven + +** what to focus on as an early stage artist +- minimum viable catalog +- recruit right creative director / videographer to work with +- create a robust visual representation of that MVC +- build a high traffic audience organically until you have to field inquiries from show promoters or other investors who you attract + + * action steps ** Keyword Research