What is content marketing?
Content Marketing is the process of planning, producing, disseminating, and promoting content through platforms such as websites, social media, podcasts, blogs, print media, press releases, apps, and other mediums. Its ultimate objective is to connect with the intended audience and boost brand recognition, sales, audience involvement, and loyalty.
Content marketing is a perfect way for museums and galleries to showcase their exhibitions, collections, and events through written and visual material online. This includes blog posts, pages, ebooks, infographics, videos, and other types of content that can attract visitors and generate interest in the institution. The goal is to not only attract more visitors, but also to provide educational and engaging content that aligns with the institution’s mission and values.
However, delivering valuable content is more than just creating and publishing something of little substance, hoping that people will discover it. It entails intentionally customising your posts, videos, ebooks, and pages to resonate with specific audiences, resulting in them finding you organically through search and social media channels – as opposed to through outbound marketing tactics like direct mail, press advertising etc
4 pillars of memorable content experiences
By incorporating these four pillars of memorable content experiences into each interaction Museums & Galleries can establish a durable and meaningful connection with their audiences.
1: Relevance
Audiences seek personalised content that is available on their preferred channels. To create effective personalised experiences, brands must be able to target content based on device, location, and user preference.
This means audience research, customer feedback, and data analysis as well as making use of technology to create personalised audio guides, mobile apps, and interactive displays etc, then letting audiences know about this more personalised experience.
2: Consistency
Every interaction point must enhance the customer’s overall brand experience. Whether on a website, mobile app, or e-commerce platform, customers do not concern themselves with product management, content localisation, or delivery management. They expect a cohesive brand voice and distinct identity at every touchpoint.
3: Creativity
Attention spans are short. To keep customers engaged, brands must imagine, build, and deliver experiences that are unique, and perhaps unexpected.
4: Value
Customers want content that is useful and informative. Brands should focus on delivering content that provides value to the customer, whether it is entertainment, education, or a solution to a problem.
Here’s the But…
Time is tight.
So museums and galleries need to get better at extracting maximum value from every piece of content created.
Repurposing
- Repurposing content: Rather than creating new content from scratch, museums and galleries can repurpose existing content in different formats and for different channels. For example, a blog post can be turned into an infographic, a video, or a podcast.
- Amplifying content: Promote content on social media platforms, newsletters, and other channels to reach a wider audience.
- Personalizing content: Tailor content to specific audience segments to make it more relevant and engaging.
- Analyzing content performance: Track and measure the performance of content to understand what resonates with audiences, identify gaps in content strategy, and optimize content for better results.
- Collaborating with partners: Collaborate with other museums, galleries, or organizations to create co-branded content that can reach a wider audience and build new relationships.
