32 min
When Niche Content Goes Global: how a UK music charity took on Google’s video-search powerhouse The Content Mavericks Club
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- Marketing
As the music industry emerged from the global pandemic, Opera Rara - which specialises in lost and unknown operas - saw the need to raise its digital content game.
With 120 recordings in its back-catalogue, the company was sitting on a ton of content.
But with limited experience of social media marketing, and a sceptical attitude to digital content, it was barely exploiting this mountain of material.
Surprised to learn how well opera can perform on YouTube, the company tried to turn the platform to its advantage.
In just 18 months, Comms Director Zachary Vanderburg took Opera Rara into the YouTube Partner Programme, doubling the company’s audience.
Discover how this niche opera charity took on Google’s video-streaming powerhouse, and created a content hub with international reach.
CHEAT SHEET
Download the key takeaways - get the free cheat sheet: https://contentmavericks.club/Opera-Cheat
The Content Mavericks Club is hosted by Jason Caffrey, CEO of Creative Kin podcast agency.
Subscribe for fresh insights into successful content growth. New episode every Wednesday.
Learn more and explore other episodes at contentmavericks.club
TOPICS COVERED:
00:00 YouTube Vs Opera: The 'lost and forgotten' opera company that doubled its subscribers
04:31 Opera Rara's Recipe for Digital Success: Go long. Really long.
10:56 Behind the Scenes content: a digital strategy masterstroke
14:44 Repurposing for Reach: Opera Rara's content wheel
18:30 Balancing demographics: Serving older audiences vs. enticing younger followers
23:16 Big Ambitions, Small Budget: Opera Rara's multi-channel Digital Strategy
25:24 Punch Above Your Weight: Mine your existing content for easy wins
SUPPORT THE SHOWJoin the club - Get The Content Mavericks Club Newsletter
Tell us what you think in our 30-second feedback quiz
Support The Content Mavericks Club with a one-off donation
Grab your free guide - High Impact Habits for Podcast Success
OFFLOAD
Not impressed? Tell us why.
RESOURCESFollow Zachary Vanderburg on LinkedIn
Follow Opera Rara on YouTube
Visit Opera Rara
THE CONTENT MAVERICKS CLUBThe Content Mavericks Club webpage
Get The Content Mavericks Club Newsletter for guest updates and featured content to help you grow as a content professional.
Tell us what you think in our 30-second feedback quiz
Support The Content Mavericks Club with a one-off donation
Follow show host Jason Caffrey
Follow @creativekinhq for updates from The Content Mavericks Club on your favourite social channels:
LinkedIn
Instagram
YouTube
TikTok
X
Pinterest
Check out Creative Kin to discover how to launch and grow your podcast.
Support this podcast at — https://redcircle.com/contentmavericks/donations
As the music industry emerged from the global pandemic, Opera Rara - which specialises in lost and unknown operas - saw the need to raise its digital content game.
With 120 recordings in its back-catalogue, the company was sitting on a ton of content.
But with limited experience of social media marketing, and a sceptical attitude to digital content, it was barely exploiting this mountain of material.
Surprised to learn how well opera can perform on YouTube, the company tried to turn the platform to its advantage.
In just 18 months, Comms Director Zachary Vanderburg took Opera Rara into the YouTube Partner Programme, doubling the company’s audience.
Discover how this niche opera charity took on Google’s video-streaming powerhouse, and created a content hub with international reach.
CHEAT SHEET
Download the key takeaways - get the free cheat sheet: https://contentmavericks.club/Opera-Cheat
The Content Mavericks Club is hosted by Jason Caffrey, CEO of Creative Kin podcast agency.
Subscribe for fresh insights into successful content growth. New episode every Wednesday.
Learn more and explore other episodes at contentmavericks.club
TOPICS COVERED:
00:00 YouTube Vs Opera: The 'lost and forgotten' opera company that doubled its subscribers
04:31 Opera Rara's Recipe for Digital Success: Go long. Really long.
10:56 Behind the Scenes content: a digital strategy masterstroke
14:44 Repurposing for Reach: Opera Rara's content wheel
18:30 Balancing demographics: Serving older audiences vs. enticing younger followers
23:16 Big Ambitions, Small Budget: Opera Rara's multi-channel Digital Strategy
25:24 Punch Above Your Weight: Mine your existing content for easy wins
SUPPORT THE SHOWJoin the club - Get The Content Mavericks Club Newsletter
Tell us what you think in our 30-second feedback quiz
Support The Content Mavericks Club with a one-off donation
Grab your free guide - High Impact Habits for Podcast Success
OFFLOAD
Not impressed? Tell us why.
RESOURCESFollow Zachary Vanderburg on LinkedIn
Follow Opera Rara on YouTube
Visit Opera Rara
THE CONTENT MAVERICKS CLUBThe Content Mavericks Club webpage
Get The Content Mavericks Club Newsletter for guest updates and featured content to help you grow as a content professional.
Tell us what you think in our 30-second feedback quiz
Support The Content Mavericks Club with a one-off donation
Follow show host Jason Caffrey
Follow @creativekinhq for updates from The Content Mavericks Club on your favourite social channels:
LinkedIn
Instagram
YouTube
TikTok
X
Pinterest
Check out Creative Kin to discover how to launch and grow your podcast.
Support this podcast at — https://redcircle.com/contentmavericks/donations
32 min