And the Content Marketing Grammy Goes to… These Rock Stars

Andrea Miller

Written by Andrea Miller on Fri, Feb 08, 2013

grammysThe Grammys are this weekend. While there is sure to be an abundance of great music, outrageous performances and skimpy outfits during music’s biggest night, we’ll also be watching some content marketing rock stars take the stage. You, too, can follow in these artists’ footsteps even if you aren’t a highly paid celebrity with millions of Twitter followers.  

Here are several ways you too can be a content marketing superstar:  

Have a unique voice

Adele has one of those instantly recognizable voices that lures you in from the first note. That’s why she walked away with six Grammys during last year’s awards. While she may not have any room left for old-fashioned phonograph statues on her mantel, she’s back in the running for Best Pop Solo Performance. Not many artists have been nominated back to back years for songs on the same record, so it will be interesting to see if her unique voice prevails again.


Having a unique voice is so important for businesses too.  Wouldn’t it be great if your company’s voice was as easily recognized as Adele’s? What is your brand personality? What are you best at? Do you have a consistent tone across all of your content? Developing a Content Marketing plan will help you develop your distinct voice and tell your story to the world.

Bring your “SexyBack”

For the first time in four years, Justin Timberlake is returning to the Grammys stage for a live performance. With his first studio album in seven years coming out next month, Timberlake is primed for a musical comeback. 


Bring your company’s “SexyBack” by taking a break like Timberlake did.  The pop singer wanted to focus on his acting career so he took a break from music for a while. Sometimes it’s necessary to take a step back and really examine your goals and objectives. Evaluate your competition, audit your existing marketing materials and define your buyer personas to clearly identify your target market. This will help you create the best content that will connect with the people you are trying to reach.

Embrace your fans

Rihanna will be part of an unlikely collaboration with Bruno Mars and Sting during a Grammy performance this weekend. The pop princess also showed her dedication to her on-again boyfriend Chris Brown in court this week.


While not everyone may agree with Rihanna’s “standing by her man” philosophy, content marketers can learn a lesson from her social media strategy. Since Rihanna was on tour at the time of her album drop last fall, she had to harness the power of her 66 million Facebook fans in order to gain momentum for the release. Her custom UNLOCKED app challenged listeners to “like” a page and perform various tasks to uncover content. For example, fans were asked to submit fake lyrics to earn the lyric sheet for Rihanna’s album. The catch? Universal borrowed a tipping-point strategy from Groupon and provided the unique content only when a certain number of fans were on board for the missions.

Be authentic

Hot off her Superbowl halftime show, 16-time Grammy winner Beyoncé will appear as a Grammy presenter this Sunday. You’ll remember she made headlines with her lip-synched performance at President Obama’s inauguration. She countered with a live national anthem at a Super Bowl press conference, then reunited with her former girl group, Destiny’s Child, during a sizzling halftime performance. She then announced a world tour. Talk about seizing the moment to turn the negative into something positive. 

beyonce super bowl 2013

We recently discussed authenticity versus perfection in a recent post about Beyoncé. Content marketers need to be truly transparent. By giving others an authentic glimpse into your company, you’ll earn your customers’ trust, create stronger relationships and generate greater loyalty.

Connect with your audience

But is there such a thing as sharing too much? Taylor Swift’s “We Are Never Ever Getting Back Together” is up for Record of the Year, but the single has been described as “annoying” rather than inspiring. The youngest-ever winner of the Grammy’s Album of the Year (“Fearless” in 2009) honor is known for her narrative, brutally honest songs about her experiences as a teenager and young adult. Keep in mind she’s 23.


Swift understands the power behind engaging her audience (mostly of tween and teenage girls). Take a look at her Twitter feed. She shares her struggles, inspirations and daily thoughts, not just posts that promote her music. Content marketers need to do the same. Don’t just self promote! Create content that connects with your audience and will inspire them to share it.

Create brand evangelists

Perhaps no other superstar knows how to create brand evangelists like Lady Gaga. She doesn’t just use social networking, she created her own! Little Monsters is a hybrid between Reddit and Pinterest and revolves around the Lady Gaga brand. This community is full of fans connecting with other fans, sharing their own Gaga related work, and being exposed to her new work. It’s brilliant because her little monsters do her marketing. While we all can’t reinvent the wheel like this, content marketers should make an effort to ensure customers feel valued. Perhaps your newsletter subscribers have access to a special offer or exclusive discount. A little attention goes a long way.  


Though Lady Gaga’s “You and I” was passed over for a Pop Solo Performance nomination this year, there’s no doubt she’ll be in attendance at the award show. In fact, she could be scrutinized heavily considering CBS-TV has sent out a (now-leaked) cautionary memo to attending artists with a wardrobe advisory warning against exposing butt cheeks and breasts. We’ll see if Gaga complies when the Grammys air this Sunday!

Who are your favorite content marketing rock stars?



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