Strategic Digital Engagement: Developing a Digital Content Strategy for your Staff and Organization

Abstract

Evidence suggests technology has created audiences that demand engagement from their cultural organizations the same way they demand entertainment from their traditional broadcasting sources. Digital technology, the internet, and social media have given arts organizations and artists new ways to promote events, engage with new patrons, and maintain relationships with existing audiences. This broadcasting power begins with content, production of videos, graphics, audio files, and editorial content, otherwise known as assets. How efficiently and effectively these assets are archived, repurposed, and broadcast across an organization's media channels is dependent upon its leadership's digital media strategy. Generating a strategic digital framework around mission, vision, and values helps organizations foster new relationships, connect to new audiences, and establish brand identity.