21 May 1-2pm
This engaging online talk explored how cultural and heritage organisations can use digital content not just to attract attention, but to build lasting relationships with audiences and support wider organisational goals. The session featured two experienced digital leaders: John Shevlin, Head of Content, Campaigns and Communications at the Royal Academy of Arts, and Nik Wyness, Head of Marketing and Engagement at The Tank Museum. Drawing on their organisations’ very different experiences, they demonstrated that there is no single model for digital success.
The Royal Academy’s presentation focused on audience engagement and brand identity. Using examples such as the Summer Exhibition, John showed how storytelling, audience participation and user-generated content can create a sense of community around an institution. Rather than simply promoting events, the Academy uses digital channels to invite people into the creative process, helping to deepen connections with existing audiences while attracting new ones.
The Tank Museum offered a different perspective, concentrating on how digital content can generate significant revenue. Nik shared how the museum’s hugely successful YouTube channel has attracted a global audience far beyond its physical visitors, creating opportunities through advertising income, memberships, sponsorship and online sales. Their experience demonstrated how specialist expertise, presented consistently and authentically, can transform a niche interest into a thriving digital community with measurable financial benefits.
What linked both presentations was the importance of understanding audiences and having a clear purpose. Whether the goal is engagement, income generation or both, successful digital activity depends on creating content that reflects an organisation’s unique strengths rather than simply following trends.
Overall, this was an insightful and practical session, offering valuable lessons for anyone working in audience development, marketing or digital engagement across the cultural and heritage sectors.
Check out details of our upcoming SW Fed creative programme.
