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Blogs for Greater Engagement on Music Festival Websites.

Andy Robertson

When looking through numerous music festival websites visitors are usually presented with the same format of content. To make a website standout and generate more organic traffic with increased user engagement organisers could consider creating their own blog as an integral part of their website content. 

Go to any music festival website and you’ll get content which will include their digitised event ‘poster’ along with dates and line-up announcements plus ticketing options. There will be the obligatory video from the previous events which if executed poorly can kill the user's browser but most festival websites do have reasonable navigation and it’s easy for them to find what they want. Website visitors will find what they want and quickly leave. They often find the website through an advertised direct link or search, if they are lucky visitors may come from organic search. Creating a website blog can increase website visitor engagement and increase the search rankings in online search engines.

SEO (Search Engine Optimization). 
SEO is the process of improving the quality and quantity of website traffic to a website from search engines and can target unpaid traffic as opposed to paid traffic. Although SEO can be a complex science to perfect and there are many aspects that influence overall SEO performance one of the key drivers in getting organic traffic to a website is having relevant and regularly updated content. This can be achieved by having a blog that can be updated daily or weekly, this creates interest for website visitors and provides options for comments and sharing. 

Resources for Blog Creation. 
How a festival website has been constructed can determine how easy or not the creation of a blog space can be. Most website platforms have options for blogs, WordPress being a good example of a blogging platform that has become a popular website platform. The functionality often exists and, in most cases, simply needs to be activated. Generating content is key to the success of a blog’s effectiveness and organisers could use either their marketing team or outsource to a writing specialist. Whoever creates the content should ensure that it is written in an SEO friendly manner. 

Increasing Engagement. 
Once a blog has been crated and content is being regularly uploaded to the site the impact can be increased by enabling sharing and comments. Organisers can share the content themselves on other social media platforms which helps to increase online coverage with links back to the original blog on the festival site. This will increase traffic and assist in boosting organic search results.

The key for an effective blog is to upload interesting and readable content on a regular basis. Some music festival websites do have regular blog material that includes content about the behind scenes work on the festival build up and profiles on headline performance artists for example. The investment in a music festival website blog will be rewarded with increases in (free) organic website traffic and ultimately more ticket and merch sales at a reduced cost of acquisition. 

For festival organisers planning their events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, cashless payments and contactless ordering.  

Andy Robertson
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