mic on a stand
 

How to Day: Content that Works Collection

How To Day: Content That Works Collection 

A living collection of resources curated to support anyone interested in the art and science of content creation and exploring how to tell powerful stories that connect with your audiences across multiple platforms. 

A collection of resources to support AMA’s How to Day: Content That Works. This is a living collection of resources that will continue to evolve. The resources, just like the day itself, have been designed to help you create compelling, consistent and engaging content.

blog
A large crowd celebrating at night. The sky is full of bursts of colourful paper cascading over the crowd.
Image by ktphotography from Pixabay

Five key audience trends reshaping arts marketing in 2026

blog
A bare-chested figure holds up a light in a dark cave
 

Beyond the ‘What’s On’ list: Why venues need better event discovery

podcast
The chorus on stage in costume holding up black umbrellas
Courtesy Calgary Opera

CultureTalk: Radical storytelling ushers in a new era of opera

guide-toolkit
A teenager look from a long balcony out at a colourful cityscape full of towering buildings.
Image by Rohan Kumar from Pixabay

Creative practice isn’t just for artists: it belongs in your marketing too

blog
A person in a spacesuit walking through a forest
Photo by Rohit Choudhari on Unsplash

AI: how can we stay in the story?

guide-toolkit
The YouTube play logo on a monitor in a darkened auditorium.
Photo by BoliviaInteligente on Unsplash

YouTube as a digital destination: what arts marketers are missing

guide-toolkit
Hans hold open a book underneath some bedsheets. It's lit by string of tiny lights resting on the open pages.
Photo by Nong on Unsplash

Who tells the story? Reframing the role of the marketer

webinar
Latest on mused. Four boxed highlights: A smiling flower for an Emoji quiz, A trainer with a brief history of shoes,
 

We built it and they came – attracting Gen A audiences

blog
Exterior view of the impressive, white arched architecture of the entrance to Amare, The Hague.
Courtesy Amara

From stage to screen: using digital to redefine storytelling

blog
Zosia Poulter speaking at Digital Works Conference. Behind her a screen: Thinking like a Publisher
Photo: Thom Bartley. Digital Works Conference 2024 hosted by Substrakt

Digital content: Less like marketing, more like journalism

research
A small child walks towards a hot air balloon across a fantasy keyboard floating in the sky.
Image by Willgard Krause from Pixabay

Cultural Content: Website ‘about’ pages

guide-toolkit
Looking down at a petri dish of alphabet spaghetti
 

Cultural Content: Personas and segmentation

blog
Man wearing white sweatshirt with computer screen as head
Photo by Joshua Rawson-Harris on Unsplash

The content lifecycle: caring for your content

guide-toolkit
The letters AI over computer graphics.
 

The 5 best AI tools for content marketing

blog
pdf icon
 

10 things about PDF content and why you should avoid it

case-study
National Museum Scotland exterior
Courtesy National Museums Scotland

National Museums Scotland: how we tell stories online

podcast
A woman holds a large open book on her lap
 

The Power of Storytelling

guide-toolkit
A leafy bush with a heart cut out that allows you to see the garden beyond
 

Sustainable content creation tips

guide-toolkit
A large stop watch with the word 'deadline'in red, capital letters at the top
Image by Gino Crescoli from Pixabay

How to build a content plan from scratch

webinar
Looking down at a mobile phone and mug of coffee with a spoon in it
Photo by Nathan Dumlao on Unsplash.

How to create video content for your social media channels

webinar
Wall of screens
 

Webinar: How to develop a powerful website content strategy

guide-toolkit
In a darkened space hands holding an open book lis by a cluster of small lights
Photo by Nong Vang on Unsplash

How to tell a story in six seconds

blog
Wall of screens
 

5 key stages of a successful content marketing process

guide-toolkit
Two young children ineractting with digital content on a large touch screen.
Children use an interactive screen at the Novium Museum in Chichester.

Creating digital content for children and families