Taylor Swift is a genius. And I don’t mean a genius musician (that may very well be true) but a genius content marketer.
Let’s look at her content strategy for a sec.
You have the free / close-to-free content. The songs you hear on the radio or that “folklore” album you still play on repeat on Spotify. The goal here is to create recognition and brand affinity. This is closely related to community building across social media and dedicated online platforms, but let’s leave that aside for now.
On the other end of the spectrum, concerts are content experiences that target hard-core fans. They require an investment of money, time, and effort in different proportions. At the very least, you’ll need to spend some cash on tickets, get to the concert location, and invest time in actually “consuming the content” that is the concert. There’s an obvious experience hierarchy, from the nosebleed section to the VIP offers.
Can’t make it to a live show? No worries, marketer Swift has some options for you, too. If you need to show affiliation with the community, there’s merchandise (including a pillow with Taylor’s cat’s face!). But if you’re more of a “fan lite,” then going to your local cinema to watch the Eras Tour Movie will be a good option.
There’s probably room for more, and I’m sure Taylor Swift will fill the content gap. For now, though, she has the essential tiers covered:
- Free/freemium content: music for you to listen to;
- “Tripwire content offer”: cinema shows;
- “Main product offer”: standard show tickets;
- “VIP offer”: special show tickets;
- “Upsell”: concert merchandise and albums.
When thinking about your content offers, figure out what tiers you need to cover. Ensure your content is positioned well to drive audience growth and maybe some revenue. And then, structure your main product offers so they don’t cannibalize each other.
Do you have your tiered content strategy figured out? Q4 might be the time to set it up!
🥇 P.S. Have you ever analyzed your favorite creators’ content offers? If there’s anything that jumps at you, let me know.
Will this content help someone? Forward it to a friend with an invitation to subscribe right here: valchanova.me/newsletter.
📁 From the Archives
Getting into Q4 often feels crazy. And when that happens, I feel like it’s important to get back to basics. Taking time each day to understand what’s important, what deserves my focus right now. A proper system can reduce your anxiety and add structure to your day. This post covers my productivity routine. I can’t believe it’s been 4 years since I posted this and it hasn’t really changed. It’s because it all still works.
👌 Handpicked Stories for You
How to Write Great Blog Introductions (And Why Most Are Bad)
This post makes a great point: most blog post introductions are so generic and high-level they can completely shatter the author’s reputation. More often than not, they sound like a high-school research paper, regurgitating common points we all know. And there’s actually a better way – starting with what pros know and feel.
Why Your Ecommerce Brand Needs an RFM Analysis (And How to Do It)
No one taught me about RFM analysis when I was in ecommerce. And I was a worse marketer for that. This post will give you the basics behind the calculation and it will do more: it’ll teach you how to personalize your offers to each segment.
How to Be More Personal in Your Writing (Without Cringing)
Miniature stories are a great way to inject personality into your writing. They foster real connection and make readers identify with you more easily. If you’re looking for a spark of personality, just add a small story that connects with the topic of your writing in an unexpected way.
Don’t Build It, Yet: How Content Can Validate Your Next Product Idea
Product-led content means you use your product as a focal point for your content. It’s a common strategy. But have you heard about content-led product? This means creating content for the sole purpose of quantifying demand for a new product. You’ll set up some content to capture traffic (demonstrating it’s plausible to rank for your key terms) and lead that traffic to a landing page (demonstrating how likely customers are to exchange something real for your products). It’s a really great way to assess a new idea long before the MVP.
7 Automated Email Workflows to Keep Up with Demand
You probably already know about these seven workflows. But you may benefit from some examples. And this post provides exactly that. Read up for some great welcome, nurturing, and post-purchase flow ideas.
👀 Interesting stuff to click on
- This 60-minute Metaverse chat – Zuckerberg’s Metaverse was a laughing matter right up to the point where Lex Fridman joined and did an interview in it.
- These wonderful short movies – Wes Anderson, Rohald Dahl, Netflix. There’s no greater collaboration currently. Watch all four shorts, now!
- Weekly cat – you can manage my office any time!
I hope you’ll like these!
🔥 That’s a wrap! Before you go…
If you enjoy my newsletter and want more, here are three options: