When Niche Content Goes Global: how a UK music charity took on Google’s video-search powerhouse
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When Niche Content Goes Global: how a UK music charity took on Google’s video-search powerhouse
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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.
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The Content Mavericks Club is hosted by Jason Caffrey, CEO of Creative Kin podcast agency.
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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
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RESOURCES
Follow Zachary Vanderburg on LinkedIn
Follow Opera Rara on YouTube
Visit Opera Rara
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