Content Marketing for Museums: Here’s What You Need to Know – If there’s one type of organization that’s been hit hardest by the pandemic, it could be argued that it’s the museum. For example, the number of visitors to the MET in New York was down 68 percent in 2021 from 2019. As such, museum marketing is more important than ever before — and there’s no better way to advertise your museum and all that you have to offer than via content marketing.
Table of Contents
Online Content Marketing For Museums
When it comes to creating a digital marketing strategy, content marketing is a great way to boost brand awareness. For example, online content can help you reach people who are planning to visit your area but aren’t aware of your museum’s existence (especially if you’re running a new museum). It’s estimated that 76 percent of all leisure travelers participate in cultural activities, such as visiting museums. As such, it’s crucial that you reach this audience.
With that in mind, the following are a few online content marketing opportunities that you should take advantage of:
1. Museum Website Content
Your website is a crucial part of your overall marketing strategy. As such, it’s important to make sure that your website’s content is up-to-date and informative. It should also be properly optimized for search engine optimization (SEO) to help drive traffic from search engines like Google. Be sure to include the following:
- A brief history of your museum
- An overview of your museum’s collections
- Interviews with museum professionals
- Information about new exhibitions
- Details about your museum’s educational programs
- Directions and hours of operation
- Pictures and video content of your exhibits
2. Email Marketing
Email marketing is an excellent way to stay in touch with your current and potential visitors. You can use email marketing to promote new events, provide information about new artwork, or showcase new artists. Email marketing is also an excellent way to keep museum members engaged by providing special discounts to your gift shop and more.
3. Blog Content
Create blog content to give sneak peeks of upcoming exhibitions, share behind-the-scenes photos, and provide educational articles about the works of art in your collection. Your blog is also a great place to share news about your museum, such as new additions to your staff or changes to your hours of operation.
Be sure to add different types of content to your blogs, such as webinars, infographics, videos, and more that can be easily shared on social media channels like Facebook and LinkedIn.
4. Social Media Content
When it comes to content marketing campaigns, social media is an excellent platform for sharing blog posts, promoting events, and providing educational content. You can also use your social media platforms to engage with your audience in different ways. For instance, you can set up social media contests to encourage the creation of user-generated content that can help promote your museum.
Traditional Content Marketing For Museums
Despite the rise of digital content marketing, there are still plenty of traditional content marketing opportunities for museums. In fact, many of the following traditional forms of content marketing are crucial to informing people about your museum and educating them about your exhibits.
Pamphlets and brochures are a great way to provide information to visitors about what’s available in your museum, display museum maps, and more. They can also be distributed in a variety of ways, such as at local hotels or at other tourist attractions to help reach your target audience. You can even hand them out to visitors at your museum.
Newsletters are typically sent out on a regular basis (weekly, monthly, etc.), which allows you to keep your museum’s name in front of your target audience on a regular basis. Plus, newsletters allow you to provide additional content, such as interviews with curators, behind-the-scenes looks at exhibits, and sneak peeks at upcoming events.
3. Posters and Signs
Posters and signs are a great way to promote your museum in public spaces, such as on billboards, at bus stops, or in store windows. Not only will this help raise awareness of your museum but it can also provide potential visitors with information about current and upcoming exhibits, events, museum hours, and more.
Additionally, you should consider using digital signage. If you use digital signs instead of static signs, you’ll be able to update content whenever you need to without having to replace the entire sign.
4. Press Releases
Press releases are a great way to get the word out about your museum’s exhibits, events, and news. They can be distributed to a wide audience through online news outlets, print publications, and radio and television stations. Include high-quality images and videos with your press release to capture the attention of your target audience.
Content marketing is essential to both keeping museum members engaged and helping to attract new visitors. When developing your content marketing strategy, be sure to include a mix of digital marketing and traditional marketing efforts. Doing so will ensure that you reach your target audience and provide them with the information they need to enjoy their visit to your museum.