Canadian Music Trade - October/ November 2017 - Page 63

to a song workshop and get some more of that kind of information.’” Mason Music’s blog content is a mixture of media – photos, text articles, and videos. There are product demo videos filmed in the store, how-to articles written by Mason and other staff, and community- focused content that highlights the stories of their students and local bands. “Obviously you want your visitors to be engaged on a deep level and going through multiple pages and spending a lot of time because, a) they’re more likely to buy from you and like you, but b) it tells Google that your page is a good match for people who are searching for whatever it is you’re selling,” says Mason. Just like on social media, video is becoming the most popular and effective way to get people to engage on websites and blogs. As far as how Mason Music balances its use of text, photos, and videos in its website content, Mason says that like everybody, they’re beginning to create more video content. “It requires less focus from the consumer to digest it than reading does, which is a sad statement about how lazy we’ve become, but it’s the truth,” Mason laughs. “We use all three for sure and we are trying to do more video work moving forward. We’ve budgeted for higher quality demo videos of products. We’re not at a point where we’re competing with Chicago Music Exchange or Reverb.com or Swee BЧvFW""&GƖRFB'fW6ǒFW&2bFRfFV&GV7FVƗG'W@vVvRWB7GVfbWBUGV&RvPvBBF&R&VǒvBVƗGvRF( @vBBF&RF7G&7FvW&RVP6( BVFRfFV( FBFW6( BVPVVBF6BDBfR6W&6WBWBW7BVVG2F&RvBVVvFBFR&GV7FVƗGFW6( BF7G&7@g&FR6FVBFB6BvRfFV2&W7BBVvrЦrvV'6FRf6F'2FWB7F2&r&PvvR6V&6&W7VG2FB2&V6W6PvvR26ǒ&WGFW"B7&vƖr@FWrFWBFfFVf"FB&V6662FBbFWFfFVFWv6G&67&&RFR6FVBg&FRfFVB"FBFWBvFFRfFVFV vV'6FR( Ėb6V&G26V&6rvvRFW( &RvrF&R&RFfBFB@FV6RFWBFRvRFW666R( vVWBRW7B6Ɩ6FPfFVBFVgFW'v&G2&R( &V@FRFWB( N( 2BvrF&R6WFVǐ&VGVFB'WBB2vrF&RBbFP6R6FVB( Фb6W'6R7&VFrvV'6FR6FV@&VwV"&62FW2FRBrWG6FRb7GVǒw&FrFw&rf֖rFR6FVBG6Vb662FW&P&RfW"F7FW2FBVVBF&RFV㠤6RRfRFRF&vWBVFV6PFVFfVB'&7F&6FVBFV2F@VWBFRVVG2BFW&W7G2bFBVFЦV6R( vB&R6RF72FBGFW"FFVBvBFvRr&WCvW&PFW2FBFW'6V7CvB2W"vVVЦW6RBvB&RvRWW'G2CvBFvRr&W7BBFVvBGFW'2FW 7W7FW'3vW&WfW"FBfW&2F6P&RFRF72FBvRVVBF&Rw&Fp&WBBWGFr6FVBWB&W@&V6W6RFB2vrFGG&7BW"F&vW@VFV6RBvfRFVfVR( Ф2f"2'VFr66VGVRFW&P2B6WBFVƖRFB2&W7Bf"WfW''W6W73BFWVG2W"&W6W&6W2@W'6VFR&R6FVBWFFW2FP&WGFW"'fW6ǒ'WBvB27B'BЦB2FBB2667FVBv66V0&Vr&VƗ7F2B6VBƖRv@FVFfRWr'F6R"fFVWfW'vVV'WB2FBF&RvR7FpgFW"FRFFFVVG2bFR'W6W73( 6f"W2N( 2WfW'GvvVV2( 626( vRWBWBWr&rWfW'FW"g&FBN( 24fVGW&Tg&FBvRWBBWBbW"66VF6V2vF6'B`Ff&7W7F֗VBW76vR( У'VBFVУ"FVfRW"F&vWBVFV6P2'&7F&Ӳ@B7&VFR66VGVPv6b6W60VW72RfRFVF6FVBvV 6FVBW'6v62VƖVǒ6W 'W6W76W2RW'667&VFRFR6FVBVVFVBFWFFRFRvV'6FR&r&VwV&ǒ( ŖR&&&ǒ&VGfPVRW"FVvvVB&RvƖpFF6BVWBvFW"vV"6ЧFVB( 626bRfR6VRvV2fFVVFFrB"Fw&"6VRv27&rw&FW"FPGfFvRbFBखFW&2bFVfrW"F&vWBVFЦV6R662( FB2vrvB0^( &Rw&Frf"BvRvBF&PVvvrvFW"6FVB6FB^( &PBW7BfW"FR6R'WBR7GVǐfRW'6RƖR( v^( &RG'rF'V@VFV6RvFwVF"W'2( f"WЧR"GVBwVF"W'2"G2RVV@FrFBBbFr&Vf&RR'V@6FVB&V6W6RFW'v6R^( &R6FpFRF&( Ф7Fǒ&RFVB'VFrVFV6PbVvvVB7W7FW'2FB&V6W26VGFW6( BVfW&vB( ŖR6( B6( ( vrFw&FR&p7G2F2vVV( BFVWBvVVWV7@FfRFW6B7V'67&&W'2BW7@FW6( Bv&( 626( 6RfPF&R6֗GFVBf"FRrVB`RrFBWg&B^( &RBvrFvWBF66W&vVBGvF2vVPfRF&VR7V'67&&W'2&V6W6RR&VƗPFW6R&R&2FRf&RBbRW7@VWWGFrWBvB6FVBWfVGVǐN( 2vrF6F6B^( &RvrFfPFB'F6RFBvWG26&VB( Ф֖6V&R2FR6V VFF"b6FW62G&FR4DU42E$DPc0