Example: tailoring digital content to users

I really liked this from The Drum – after signing up (free of charge) to get to their website content, I was given three options of what they can do for me:

The design is clean, with clear calls to action.

It’s a simple concept, easy for a user to do and feel like it’s something that benefits them – information tailored to what they are most interested in.

And of course for the organisation an opportunity to flag some of their products and services and get a useful layer of user insight about each of their preferences.

The Drum is a global media platform and the biggest marketing website in Europe so you’d expect them to get it right. But this approach could easily be scaled up and down and be transferred to cultural organisations’ websites and e-newsletters to establish what their users and audiences are most interested in e.g. visiting, buying a ticket, finding out about events, doing some research, being inspired and then curating relevant content to them as a result. No doubt some of the bigger cultural organisations already do this for e-newsletter sign-ups, but I’ve not seen it frequently and certainly not on their websites. Would love to see examples if anyone has any case studies?

Lessons on content marketing

Yesterday I read an interesting article on Medium about how a change in editorial strategy — from blogging to magazine-style storytelling — has enabled Wellcome Collection to reach and engage more people. The content sits under the heading of ‘Stories‘ on their website.

The piece was written by Jennifer Staves, digital content manager at Wellcome Collection, and I spotted it thanks to a share on Twitter by Tom Scott, head of digital there.

I mainly work with small and medium-sized cultural organisations, but even if organisations don’t have a team, expertise or budget that are comparable to Wellcome Collection, I think there are some key lessons in the article that are universal.

I’ve put together five transferable tips which I share when delivering training on content marketing and that the piece on Wellcome Collection highlights:

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