How to tell a story that leads to more audience

I was thinking a bit about content marketing.

Imagine connecting with audiences in a way that leaves them looking forward to what you’ll do next. What if people actually started saying things like “I love your emails!” Weird, right?

But that’s kinda the idea behind the  Journey Factor.

As you share one idea at a time, the audience becomes part of the story. Over the long term this leads to more audience.

It’s also a lot more fun than “buy tickets now” emails. 🙂

I’d like to share some of things I’ve found applying this concept at the Astoria Performing Arts Center. And in particular it’s application to an upcoming production of Galt MacDermot’s The Human Comedy.

Here’s the first thing…

You are the content creator

Create your own content. Don’t rely on existing media outlets alone. What happens if they don’t cover your project?

Continue to pursue your traditional media avenues. They’re still important. But be prepared to take some control and add your own content into the mix. This is especially helpful leading up to your event opening.

What type of content should you create?

My suggestion is to play to your strengths. For example, the NY Neo-Futurists make great use of video.

What’s your strength? How can you make creative use of a particular tool?

Generally, you’ll have audio, video and text at your disposal.

Myself? I love chatting with smart artists. So that’s exactly what I did.

I interviewed the creative team associated with this production. To create the following pieces:

• A Sentimental Love Letter to the Idea of Home (Director Tom Wojtunik)
• It Feels Like Home (Musical Director Jeffrey Campos and Choreographer/Associate Director Christine O’Grady)
• More Than a Backdrop (Resident Scenic Designer Michael P. Kramer)
• Dressing The Human Comedy with Costumes and Props (Costume Designer Hunter S. Kaczorowski and Prop Designer Ashlee Springer)

One more to come with the artists behind lighting and sound.

Why is this content important?

Essentially, it changes the audience’s relationship with the project. What is typically a one way declaration from the producing party to “buy tickets now” becomes “Look at this cool stuff.” And it’s this cool stuff that allows the audience to get inside the project. Together you become collaborators. You begin to appreciate each others strengths.

It also gives people things to share. Both the artists and audience have something they can share without feeling icky.

So does this content marketing stuff work?

So far we’re over 711 visits to the APAC website for the above posts alone. Some of the artists involved with the project report their friends have heard about the show. Great news! Especially since the show is not exactly well-known.

Has this content helped ticket sales?

Since we started sharing content on March 15, we’ve focused primarily on pushing the opening weekend, 5/5 – 5/7, both in our language and with $10 tickets for friends and family. At the time of this writing two shows are sold out and the other two are on their way. In case you’re wondering, we’ve sold 2 full price tickets for every $10 ticket so far. And tickets have also been selling steadily for the two following weekends.

We’re not done yet

Today, we started sharing the first of a series of videos, Inside APAC’s The Human Comedy. It’s been shared over 100 times on Facebook already. You can watch it below:

Is content marketing effective?

Clearly, you know that YES is my answer. But it’s effectiveness depends on finding what works best for you to get your message across. This relies on finding clarity and understanding what you’re really about.

Have you been experimenting with content marketing? What have you been finding? Tell me in the comments.