1. Set up an event specific-blog
Blogs are easy to make. WordPress, blogspot and tumblr are popular platforms and it doesn’t matter which you use. The important point is to have a place where followers know they can find you.
2. Don’t be self-indulgent
Nobody wants to hear what you ate (even if it was really good) or who you met (even if s/he was awesome). Think about what potential audiences need to know: where to stay, how to choose from the program, where to find good food. For a large outdoor event like Opera in the Vineyards or the Gympie Music Muster, you might want to focus on pragmatics. Or take your audience backstage and give them a sense of what artists are doing to prepare.
3. Engagement not information
A blog is a promotional tool but it has to be conversational and engaging to work. Use the capacity of your blog to go into more detail and atmospherics: unlike the website it’s not all forms, dates, times and tickets. Emotion, humour and celebrities will hook readers more than information.
4. Use lots of pictures and video
People like candid, behind the scenes shots – it makes them feel involved. Capture artists in make-up or winding down after the show. And make sure you caption the pictures. Don’t miss an opportunity to name the artist and flog the event.
5. Include a sense of time
Blogs need to feel alive. That means you need to feed your blog regularly with content and give your readers a sense of the event unfolding. Count down with a daily post or do an hour-by-hour breakdown of the dress rehearsal. Keep the blog active.
6. Be chatty
Keep the voice conversational and easy. Imagine your ideal audience member and talk to them. The language can be informal and hip but don’t overdo it. You will look try-hard if you post a series of IMHOs, ROFLs and LMAOs.
7. No blog is an island
Use your blog as part of a broader online and social media strategy to drive people to the place where you sell tickets. Ensure you refer and cross reference to your website, and if you are working in a larger organization, harass everyone to include the link in their communication as well. Social media is crucial to drive traffic to your blog – Twitter, Facebook Pinterest, Linkedin, instagram and Google plus accounts. Don’t hold on to pictures or text for the blog alone.
8. Invite guest bloggers
Ask your key artists or your Artistic Director to write a piece for you and give them a byline! The artist’s voice can generate publicity in other media, especially if they are willing to be controversial or intimate.
9. Find friends
Bloggers are an online community. Research bloggers who are writing on similar themes, in the same geographical area or for the same demographic group. Like their work and ask them to like you. Be generous with your linking and others will do the same.
10. #Hashtag
It’s a busy world online so increase the likelihood people will find your blog by tagging key terms in your text. Be specific: not #classicalmusic but #chambermusic or #orchestra. Research Google keywords and what is trending on Twitter.
Lliane Clarke has been blogging for Moorambilla Voices and Festival.
Photo of dancer Eric Avery from Moorambilla Blog.
