Just about every marketing guru for music teachers discourages content marketing. Because it's not a quick win to get students in the door. Better to hustle and ask people directly to come in for a lesson.
That part is true. Content marketing is not a quick win. But the benefits of content marketing are incomprehensible, and will put you lightyears ahead of your competition.
What is Content Marketing, and Why Should I Care?
If you're unfamiliar with the term, content marketing is another form of teaching. It's putting content out on the internet through blog posts, video, podcasting, social media, and any other platforms you can find. In fact, this blog post you're reading right now would be considered content marketing.
With your content, you get to show people the work you do, share your experiences and insights, and even show the world what your students are up to. It's the outside world's opportunity to get to know you and your work. Most importantly, content marketing helps people learn what you stand for.
The change you want to make in the world with your work - and that is something that people are excited to sign up for.
Content Marketing Changes You
You won't see a change right away. Starting a blog today won't bring in new students next week. But, if you stick with it long enough, you will notice a change in you.
As you produce content, you'll discover what resonates with your audience. And you will find your voice in the world of music education. As you keep producing, you will be able to communicate this to the world more effectively.
At my school, the South Shore Piano School, I started a daily blog shortly after New Year's. It only has a dozen or so steady readers. But that's all that matters to me, that someone is reading my work. As I've maintained a streak of writing and publishing, I've been able to articulate our values at SSPS clearer and clearer.
Our main messages are that music is a skill, not a talent. Anyone can learn it. And the skills students acquire in music lessons will apply to other areas of their lives, making for a happy and successful life.
These concepts aren't new. But, our audience hears this message on a regular basis. Does yours? Or do you have a different message you want to convey? What is your audience hearing from you now? That's what content marketing is for.
Content Marketing as an Asset
This is where things get exciting. As of today, I've written 183 daily blog posts on the SSPS blog. Each day, I write about something significant that I want to communicate to our audience that day. I think about the one student or parent who needs to hear it.
Over time, this accumulated content is an asset being built up. Imagine if you started a weekly blog post, one post a week. How about a video per week while you're at it on your YouTube channel. Keep that up for 10 years. That means after a decade, you'll have 520 blog posts and 520 videos.
Your competitors will likely have zero.
When people compare your content, they will notice a difference. They will see you have generously shared your knowledge with the world on a regular basis. They'll see that you stand for something. They'll see that there is a change you want to make in the world. Your competition will just be selling music lessons.
Who would you sign your kids up with?
It can all start with just one blog post. Give it a try, and let me know what you think in the comments below.