How to find and measure your content marketing success
With Seymour Duncan VP Marketing & Sales, Jayla Siciliano
When it comes to content marketing success, Seymour Duncan is legendary. Thanks to their future-forward outlook, they’ve remained at the top since the 1970s. But maintaining their tradition of high-quality content is a demanding job. And Seymour Duncan VP of Marketing & Sales Jayla Siciliano is perfect for the role.
Siciliano’s professional history includes industries as varied as wines, outdoor recreation, and fashion. She’s even an entrepreneur, founding Bon Affair, Inc. Yet, while always a music fan, the musical instrument (MI) industry wasn’t on her radar.
“I started out in footwear, working for Diesel in more of a product role,” remembered Siciliano. “Then, I went to Burton snowboards and started my own company in the wine industry. After taking a break to start a family, I started looking for what I wanted to do next. I actually didn’t even know about Seymour Duncan at the time.”
Whether she knew about Seymour Duncan or not, Siciliano’s experience gave her a firm understanding of content performance and how content marketing can take the company even higher. That’s what she brings to her job, one which she loves.
“It’s been a fascinating product category to learn about pickups,” said Siciliano. “It’s also just a really cool industry to jump into. And right away, it was incredible how much people love the brand and what a cool legacy it has.”
Honoring that legacy in the 2020s means dynamic approaches to crafting a content marketing campaign. And it doesn’t take Google Analytics for Siciliano to know content’s value to the MI and pro audio industries. That’s not a problem for Seymour Duncan. They are one of the most respected brands in the industry and are widely recognized as an authority on all things guitar.
“We have so much valuable information that people are dying to know,” Siciliano said. “For us, it’s really a matter of figuring out which tidbits people are searching for and the best ways to make it easier for them to learn. Basically, ‘How do we dump what’s in everybody’s brains at Seymour Duncan into the right type of content?'”
Here, Siciliano answers that question and a whole lot more. Not only does she confront digital marketing’s ever-changing challenges, but she discusses the future of MI and audio marketing and explains why it’s essential to have the right people.
Most importantly, she evangelizes listening to and providing for the millions of artists and customers that swear by their products.
QUICK LINKS
- CREATING A CONTENT MARKETING STRATEGY
- MEASURING YOUR SUCCESS
- HOW TO FIND GREAT CONTENT MARKETERS
- CONTENT MARKETING IS ABOUT PEOPLE
- ENJOYING SUCCESS IN THE MUSIC INDUSTRY
- SEYMOUR DUNCAN CONTENT SPOTLIGHT
Creating a Content Marketing Strategy
People want to be empowered and to do their own research. They want to learn about your products, what you do, and who your company is. Content marketing gives them the tools to learn and make a decision on their own.
Jayla Siciliano
Content marketing is a vital part of modern marketing strategies. Why do you think that is?
“I think it’s because there’s so much noise out there. Consumers have had to become a lot savvier. With more information, people can do their own research. It’s not like it used to be, where they would see an ad and believe it. And because of that, we have to be more sophisticated in our marketing. We have to give them real information.
People want to be empowered and to do their own research. They want to learn about your products, what you do, and who your company is. Content marketing gives them the tools to learn and make a decision on their own.
And it’s better than just hammering them over the head with, ‘Here’s what you should buy.'” [Laughs]
How does a legacy company like Seymour Duncan adapt to newer marketing strategies like content marketing?
“That’s actually the easy part. Because we’ve been around for so long, we have so much expertise in-house. We have well over 200 years of experience in our product department. That’s not even including marketing and sales. So I think it’s actually easier for us.
It’s just about formatting that expertise in a way that’s appealing and interesting for our audience. That could be written, video, sound samples, or that kind of thing.
But I think content marketing has been an easy transition for Seymour Duncan. Even before I got here, we were always big on education and providing content. We’ve always had things like our wiring diagrams and mini-courses. Now we’re focused on leveraging it in everything that we do.”
Is there ever resistance when implementing new content marketing efforts?
“Everybody’s pretty forward-thinking and embraces putting a lot more time and resources into content marketing.
For example, we [launched] a big educational platform. But because of COVID, we were able to take a step back and ask, ‘What can we do to help people understand pickups and the electronics in their guitar? How can we make it easier for them to experiment and become a better player?’
Now we’ve put [over a year] into developing this educational platform. I was really surprised, but everybody internally really embraced it. It was super cool!”
How does Seymour Duncan’s marketing department create its content strategy and decide what’s relevant content?
“We go about it in various ways. One is that we’ve done a lot of mining from our customer service team. They’re on the phone with people every single day, all day, and answering emails. They’re our direct line to the questions people are asking.
Typically, we meet with them, and it’s, ‘Okay, you guys, what tools would be helpful to our customers?’ They often get the same questions over and over. So, ‘Can we create something for them that answers that question?’
Also, if people ask us that question, there are many other people out there wondering the same thing. So we definitely tap into our customer service department pretty heavily.
And, a lot of times, our internal staff will have an idea of, ‘Hey, this would be a cool thing to do.’ We’ll try that out.
We’ve also done polls on social networks like Instagram asking people what our customers want to learn. And we’ve done Facebook surveys to find out what people are interested in. So it’s a little bit of everything.”
Speaking of social media, influencer marketing is a major part of content creation. The MI industry has always used artist endorsements. But what is the difference, and what does influencer marketing offer?
“I think that our audience doesn’t want to only see an ad with the artist in it. There is a validation of, ‘Wow, that person is an expert at what they do, and they use that product.’ But it’s gone a step beyond that now. People want to hear from the artist. They want to know why the artist uses that product. It needs to be authentic, now so more than ever.”
Measuring Your Success
I think ultimately, it’s about engagement. You have to focus on engagement and adding value to your audience. If you do a good job engaging, the conversions will come.
jayla siciliano
The rules of digital marketing are always changing. How do you ensure Seymour Duncan always stays in front of those changes?
We use SEMrush for SEO research. We do a lot there. It’s another good source for content topics. But we try to start with real people and real questions that people are asking. Then we’ll validate it in SEMrush. ‘Are people searching for this? What other types of things are people searching for?’
It is definitely hard to stay on top of that stuff. It’s a fast-moving target, and you can get lost in researching that stuff forever. But we do the best we can.”
By now, I’m sure you have a good idea of what works and what doesn’t. What are some things you look for in a great piece of content?
“Number one is, ‘Are people engaging?’ Not just clicking on it and page views, but comments and questions. A lot of people can slip through and read something. But if someone comments on something, they take the time to stop and engage with that content. That’s a big one for me.
And people sharing the content is a big one. If someone feels compelled to share something, that means it was highly valuable to them. It also means that they feel it would be valuable to other people they know. That’s another significant metric.
Do you think content’s role is more about engagement than conversion rate? Is there as much value in social shares as a sale?
“I think ultimately, it’s about engagement. You have to focus on engagement and adding value to your audience. If you do a good job engaging, the conversions will come.”
Have you noticed a correlation between your content marketing results and other key performance indicators?
“Yes. We launched a new website last May and have a weekly content schedule. We batch everything in advance. With our weekly posts that go out, we can track engagement, click-through, add to cart, and through to conversions.
It’s easy to find out if your content is working and if it’s worth continuing to invest in or if it needs improving. We’re continually testing and tweaking, testing and tweaking.”
How to Find Great Content Marketers
The audience can sniff out a fake in a second. If you have somebody who uses words that don’t sound authentic or sound off or weird, that can make your brand look bad. So it’s essential to have somebody you trust to use the right lingo. They’re going to talk the right talk and write the right stuff.
jayla siciliano
Achieving your goals requires effective communication with your audience. And finding the right content marketers is crucial to that. You already work with a fantastic content writer [The New Rockstar]…
“We do.” [Laughs]
…but what do you look for in a great marketing writer and/or content creator?
“Finding somebody who knows the material and understands the topics is really important, especially for us. A guitar can be highly complex. Pedals and pickups as well. So for us, having a base understanding of gear is essential.
Next to that is somebody who goes the extra mile to make the content interesting and can take an idea and elaborate to give it that extra added value. That might be in adding more information, writing style, or having an engaging human element.
Also, it’s important to have somebody who understands the technical side of writing for search engines and SEO. All of that stuff is important, but it’s not easy.”
So you think creators and writers should specialize in the field they’re working in?
“I think so. I think it’s pretty important, honestly. The audience can sniff out a fake in a second. If you have somebody who uses words that don’t sound authentic or sound off or weird, that can make your brand look bad. So it’s essential to have somebody you trust to use the right lingo. They’re going to talk the right talk and write the right stuff.
We have had people who don’t have that level of knowledge. And it required a lot more time editing and pre-outlining. You’ll get a lot more out of somebody if they already understand the topics they’re writing.”
It must be challenging to find the right writers and creators for a niche industry like Seymour Duncan’s. Is that why you often look outside of the company for help?
“I think outside writers are important. If you can have both, great. But having outside writers is crucial because they have a different perspective. They have their finger on the pulse and know what else is out there.
If you only utilize internal writers, you can get sucked into your own world. You might not have the same perspective as an outside writer. So I definitely think outside writers are important. And it’s great to have a variety of writers, as well.”
Content Marketing is About People
We try to give back to our artists. We’re always analyzing what we can do better and how we can better partner with them.
jayla siciliano
The COVID lockdowns changed a lot about marketing and sales throughout every industry. Companies really have to rely on content marketing to reach their target audience. What are some current best practices that will continue into “the new normal?”
“It definitely has changed a lot. I think everything was going toward [content and remote selling] anyway. COVID just sped things up. It hit the fast-forward button maybe five years, which is interesting.
I think a lot of it will stick. I think there’s definitely going to be a lot of people who want to go back to their old ways. But potential customers are creating new habits that they will get used to. So a big element of this will stick for pure convenience reasons.
Relating to content, brands have had to tap into the emotions of what people are going through right now. Their content has to be sensitive to that. And I think that’s good. If they can continue to do that, they’ll have stronger relationships with their audience.
Even once we’re completely out of COVID, audiences will have a new expectation of brands having a human side, being more in tune with what they’re going through. And they’ll engage with the brands that do.
You can’t just be the same robot brand day after day. You have to be in tune with what your audience is thinking and what they’re going through. People want to read something they can relate to.”
What are some examples of how the MI and pro audio industries are succeeding with that new paradigm?
“I think Josh from JHS does a killer job. He’s done such a great job with his content, and I love that he promotes other brands. He’s really offering truly valuable content to his audience. It’s not just about selling his products. It’s about educating his audience on whatever category it is he’s talking about.
And he does it in a very authentic way. He is just killing it! I think it’s hard for brands to do [what he’s done]. It’s not something you can say, ‘Oh, we’re going to do what JHS does.’ But any brands that can pull it off will definitely benefit from it.”
He’s definitely created a new template for MI branding. He’s an incredible success story. Is there anything that you think that the industry could be doing better?
“I think it’s how we evolve with artists. There’s a lot more we can all do in terms of how we all partner with them. It’s going to have to change quite a bit because artists don’t make money the same way they used to. They’re, I think, going to need to depend on partnerships with brands more for getting exposure.
That’s why we’re always asking, “What else can we do with them? How else can we create content? How can we support them, especially right now during this uncertain time?” We’re really trying to make it a two-way partnership and support the artists as much as possible.
So I think strengthening and expanding how the music industry partners with artists will be important going forward.
When COVID started, we started an Instagram live series, and we pay artists to be a part of that. We’re paying them to be a part of a Social Woodshed contest. We’re trying to find other ways too. It’s not huge, but it’s a way to give them some income. It helps us, and it helps them.
Part of the educational platform that we’re developing will have an affiliate component to it as well. Our artists can earn affiliate commissions through the courses. That’s a huge focus and was one of the key drivers behind creating it.
We try to give back to our artists. We’re always analyzing what we can do better and how we can be a better partner for them.”
Enjoying Success in the Music Industry
It’s interesting, but it’s often the most simple things where we’ve seen the most success.
jayla siciliano
It’s nice to work with a brand that cares so much. And you’ve done a great job in a highly competitive market. Are there any success stories that stand out?
“It’s interesting, but it’s often the most simple things where we’ve seen the most success. We published a blog post on measuring pickup height. It seems like a simple thing. But man, we received a ton of engagement out of that. That’s our top-performing post [in 2020].
Another thing that I feel proud of is our Portrait Series of artist video content. They’re filmed at the Seymour Duncan tiny house. They are performances where artists tell us their stories and why they use Seymour Duncan. People really seemed to enjoy those. It’s a fun way for us to showcase our artists in an authentic and visually pleasing way. Those were a lot of fun to do.”
You’ve had a lot of success in other industries. What’s it like applying all of this in the MI industry? And what are some of your favorite things about working in this industry?
“I’ve always worked in fun industries, from shoes to snowboards to wine, and now music gear. But it’s the people. The people are awesome. I never realized that guitarists were so quirky and interesting. We have a lot of fun personalities that I really enjoy at the company. And I love music, so obviously, that’s a cool part of it.
Also, it’s an honor to take a brand like Seymour Duncan, which has such a legacy and has been such a part of music history. It’s great to help further its brand image and be involved in the next step of future products, innovation, and marketing. It’s really an incredible brand with an incredible history.”
Seymour Duncan Content Spotlight
Jayla Siciliano’s efforts at Seymour Duncan have led to some incredible types of content. From a potent blog to artist performance videos, their knowledge base, to their active social media platforms. Let’s take a look at six of Duncan’s content offerings and see why they’re such a pivotal force in the MI industry.
Blog Posts
When Siciliano and her team created their new website, they knew they needed to build something new. They wanted it to be faster, easier to navigate, more attractive. It had to be full of useful content. And because a regularly updated blog is a great way to boost SEO, theirs would be on full display.
Whether Seymour Duncan users need some tech help, are staying up to date on the latest Seymour Duncan pedals, or want some help finding the right pickups for their guitars, it’s all there. And because it’s updated weekly, this deep well of knowledge continues to grow at a fast pace.
For transparency’s sake, The New Rockstar does contribute to the blog. But it was around a long time before we stepped in. And that’s why we think it is one of the best guitar-centric resources on the web.
Wiring Diagrams
The subject of guitar pickups can get very technical very quickly. Searches for how to do it dominate SEO – or search engine optimization. That’s why Seymour Duncan’s library of wiring diagrams is such a brilliant bit of content.
Easy to access on their site, the Seymour Duncan Wiring Diagram tool lets visitors quickly and easily select the wiring scheme they’re after. There are pickup wiring diagrams for everything from standard setups to tonal mods. But thanks to its easy-to-use interface, visitors will find the one they’re after in no time. They simply select the type of guitar of bass, the number of pickups, and which electronics they’re using. The tool does the rest.
Best of all, the pickup wiring diagrams are detailed and easy-to-read, making them perfect for guiding novice instrument technicians through the process.
Sound Clips
As Siciliano illustrated above, Seymour Duncan has a long history of offering great content to its customers. And their pickup sound clips are a perfect example.
Electric guitar pickups aren’t a “try before you buy” affair. Because you have to wire them into your guitar to audition them, you have to know what you’re after before making your purchase. So the company created a way for customers to hear their pickups in action before clicking the buy button.
On nearly every individual pickup’s product page, prospective customers will find an intuitive interface with sound samples of that model. Not only can they hear them with different tonal variations, but they’re also often available within and outside of a full band mix. This is a gift from above for guitarists searching for their perfect tone.
Knowledge Base
In many ways, the Knowledge Base is the heart and soul of Seymour Duncan’s content marketing. It is also the perfect illustration of how the company goes above and beyond to arm its customers with the know-how needed for their technical products.
As soon as one lands on the page, FAQs, product guides, technical specifications, and even sales-based questions present themselves on a single, easy-to-navigate page. Seymour himself even weighs in, answering players’ inquiries in the Seymour W. Duncan Q&A section.
The Knowledge Base is always growing with new products, technical answers, and more. So if visitors can’t find what they’re looking for in its massive library, they can easily drop their inquiry into the search bar and let it find the answer for them.
Educational Courses
How many other manufacturers do you know that offer scholastic-level courses on utilizing their products? We’re guessing the answer is not many. But that is what you’ll find at SeymourDuncan.com.
Their Guitar Tech Courses’ coming release is a deep dive into all guitarists need to know about guitar pickups, their installation, construction, and much more. And they cover every detail imaginable, ensuring those enrolled gain a comprehensive knowledge and experience of their instruments’ electronics.
When it comes to content marketing, this is next-level stuff. By delivering all of this knowledge and skill in such an empowering way, these courses build incredible brand awareness, grow organic traffic, and increase authority. But most importantly, they are building trust within our industry.
Artist Features
As you can tell by Siciliano’s passion for the subject, Seymour Duncan’s artist roster is precious to the company. Their success is Duncan’s success, and they know it. That’s why you’ll find high quality artists spotlights, performances, and interviews dominating the Seymour Duncan YouTube channel.
In recent years, everything from their Tiny House and Portrait series’ to live performances and signature pickup releases created a YouTube channel full of music-based entertainment. Giving an online stage to players from every genre, Ducan fans get an up-close-and-personal glimpse into how their favorite players do what they do.
Many companies run YouTube channels these days. But few offer such a vast array of formats, as much entertainment, and top-notch quality as Seymour Duncan. And their commitment to cultivating creativity is apparent in the praise from every one of their artists.