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B2C Content Marketing for Creators
THE PROJECT
Spotify was looking to reboot their editorial platform with a content marketing plan focused on communicating directly to creators—specifically, they wanted to convey the power of their platform to the musician and podcasting communities. The company sought an end-to-end content marketing tools for their blogs that would include a team of subject matter experts who could speak to the creator communities' interests and needs.
THE SOLUTION
TBC assembled a team of strategists, writers, editors, and content producers to support a diverse set of goals across multiple Spotify editorial properties. We developed an editorial calendar that enabled us to satisfy Spotify’s need for a weekly cadence of fresh stories, and created ideal audience segments, content pillars, and distribution strategies to maximize effectiveness. We also crafted original style guides, editorial franchises, and a pitch-and-assign process that kept the blog's content original, fresh, and timely.
THE RESULTS
After one year of working with Third Bridge Creative, Spotify for Artists measured an 18 point uptick in artist sentiment score among artists who engaged with our content, proving this approach as a potential model for how the service can engage with its creator community and drive positive sentiment.