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!
Structure matters,
🥇 P.S. Have you ever analyzed your favorite creators’ content offers? If there’s anything that jumps at you, let me know.
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👀 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!
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