1. Understanding the audiences we serve The last few years have seen a necessary acceleration in the digitisation of the UK heritage sector. From the digital upskilling of employees and volunteers, to providing for digital audiences on an unprecedented scale, these changes have no doubt presented challenges to a fundamentally in-person industry. But there are … Read more
1. Defining your digital strategy A strategy helps to link your organisation’s mission and aims to the work that you do on a daily basis. You can think of it as a roadmap for how you will reach your goals. Different strategies will guide different areas of work. While they may link together in different … Read more
1. Introduction to audience development Reaching new audiences is often a key priority for organisations’ audience development. It involves ensuring that a wide range of people are aware of your organisation and what you do, and understanding them so you can connect and develop relationships with them. Developing new audiences is a way to ensure … Read more
1. Introduction The digital marketing landscape is notoriously fast paced, flooded with new platforms promising the next best thing, evolving platform features and trends, user engagement and expectations changing – making it difficult to know what is hot and not when it comes to your activity. Why should you be spending time to track, evaluate … Read more
1. What is digital marketing? Let’s start with marketing as a term more broadly. The Chartered Institute of Marketing’s definition is: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” The ‘profitably’ bit may not be the focus for all heritage organisations. However, the emphasis on understanding and meeting customer (i.e. audience) needs … Read more
1. What a leader needs to know about social media As a leader, you need to get to grips with how to benefit from social media without getting lost in the details of each social media platform. This guide summarises the essentials of what you need to know. Whether you plan to use it in … Read more
1. Definitions Digital exclusion is when people have continuing unequal access, skills, motivation and confidence to use digital technologies (such as smart phones, the internet and computers) that is essential to fully participate in society. Digital poverty is the lack of access to the internet and/or digital technologies to connect to it. Data poverty is … Read more
1. Introduction Search engine optimisation (SEO) describes the actions you can take to improve how and where your webpages appear in organic search results. Organic searching (i.e. search engine search results that do not include paid advertising) drives the lion’s share of web traffic, at around 53 per cent, ahead of paid advertising, social media, … Read more
1. Introduction A digital content strategy is essential to any heritage organisation. Whether writing blog posts on the challenges of maintaining botanic gardens or filming instructional videos on woodland management, all content needs planning, preparation, and sign-off. Content strategies help heritage organisations to think about goals, how they can reach their target audience, the best … Read more
This recording has English subtitles and Welsh closed captions. Simply click on the closed captions symbol CC on the video below to select the Welsh captions. This webinar is one hour in length and has subtitles. This video was produced as part of the Digital Heritage Lab ― a digital skills development programme for small … Read more