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In our latest CultureTalk episode, we sat down with Georgina Brooke, Senior Content Strategist at One Further, to explore how cultural organisations can develop digital content strategies that truly resonate with audiences.
With experience spanning Oxford University, National Museum of Scotland, and the Ashmolean Museum, Georgina brings a wealth of insights on creating meaningful digital connections in an increasingly noisy digital landscape.
"There's just so much content on the internet," Georgina explains. "If you don't have a strategy for putting your content up, it's very likely that it will do very little and not go very far."
This challenge is particularly acute for cultural organisations competing for attention against an endless stream of content. While arts and culture venues have compelling stories to tell, they often struggle with finding the right balance of skills and approach to make their content stand out.
One particularly fascinating insight from our conversation was the distinction between physical and digital audience development. Rather than viewing digital solely as a pathway to physical visits, Georgina advocates for a parallel approach:
"Museums would do well to think about creating a digital audience framework where you can develop audiences all the way down the digital tree. It's a product in its own right. It doesn't just need to support the physical visit."
She points to examples like The Tank Museum, which generates significant revenue through digital memberships that foster a sense of community and engagement beyond physical visitation while massively outperforming more traditional fundraising techniques.
The conversation also touched on the volatility of digital platforms and how cultural organisations can develop more sustainable approaches. As Georgina notes, "None of these platforms have your kind of best interests at heart," emphasising the importance of focusing on your organisation's core mission rather than chasing platform-specific metrics.
This perspective is particularly valuable as organisations navigate an increasingly complex digital landscape while trying to maintain authentic connections with their audiences.
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