Principles of your content marketing strategy

The dictionary defines “content” as a member of the British House of Lords who votes for a particular mo—I’m kidding.

Content is a message that’s designed to educate, entertain, inspire or connect and defined, shaped and transformed by a specific medium.

What makes content good, something people want to consume, is that it has value to the audience.

Further reading: Content marketing for actors

1. Funnel your efforts toward your email list 📬

This often surprises a lot of people, but your email list is worth gold. Of all the channels, yes, even your website, your email list is your most valuable.

Here’s why: first, you own that. It doesn’t belong to Facebook, Twitter, Instagram or TikTok. It’s not subject to algorithm updates or Google penalties. It’s a file that you can download at any time and take with you.

Second, when you get a subscriber to your email list, that’s the first active step somebody has to take to receive content from you.

Following you on social media is easy. Clicking to your website costs nothing. But joining your email list, that requires typing. And typing what? Their email address. They’re giving you access to something that is, quote-unquote, personal. And that’s massive.

Third, and this is directly related to the second point, email gets higher engagement and conversions (people taking the action you want them to take) than any other channel. It just doesn’t have great PR.

2. Build a library of evergreen content 🌲

Evergreen content is content that’s still going to be relevant years from now. When you publish evergreen content, what you create today is going to bring traffic to your website for years!

This means that all those efforts in creating content will continue to generate traffic, followers, email subscribers and new customers six months, one year, five years from now.

Further reading: simple tips to improve your online presence

3. Become a content-creating machine 🤖

More than any other industry, as an actor, you’re going to have to get comfortable creating content. This doesn’t necessarily mean you have to do three TikToks a day or whatever, although it’s an incredible channel for actors and we’ll get into that.

The channel that’s right for you could be podcasts, it could be Twitter or YouTube. It could be written blogs.

Find something you’re comfortable with, something that will excite you. But these are our tools so get prolific.


Following these three principles will give you direction so you know what you’re building towards rather than throwing the kitchen sink at the wall to see if that sticks (I encourage a certain amount of throwing, but the preceding will provide strategic guidelines).

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