{"id":785,"date":"2022-01-02T10:05:00","date_gmt":"2022-01-02T10:05:00","guid":{"rendered":"https:\/\/www.spektrix.com\/blog\/bringing-a-content-marketing-strategy-into-the-arts-us\/"},"modified":"2026-07-22T10:02:04","modified_gmt":"2026-07-22T10:02:04","slug":"bringing-a-content-marketing-strategy-into-the-arts-us","status":"publish","type":"post","link":"https:\/\/www.spektrix.com\/en-au\/blog\/bringing-a-content-marketing-strategy-into-the-arts-us\/","title":{"rendered":"Bringing Content Marketing Strategy into Performance Arts Marketing"},"content":{"rendered":"\n

Discover how to apply a content marketing strategy in performance arts marketing to deepen audience engagement on and beyond event days.<\/p>\n\n\n\n

Years ago, content marketing may have felt like a buzzword relegated to the worlds of tech and e-commerce. Now it is a crucial part of any marketing strategy \u2014 and yes, that includes your performance arts marketing, where a strong content marketing strategy can turn occasional bookers into a loyal audience.<\/p>\n\n\n\n

What exactly are we talking about when we say \u201ccontent marketing\u201d? The Content Marketing Institute<\/a> defines it as:<\/p>\n\n\n\n

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\n\t\t\t\t\tContent marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience \u2014 and, ultimately, to drive profitable customer action.<\/div>\n\t\t\n\t\t\t<\/div>\n<\/blockquote>\n\n\n\n

We love this definition because, particularly in the context of performance arts marketing, that emphasis on a clearly defined audience is key to effective audience segmentation and long-term audience relationships.<\/p>\n\n\n\n

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What a good content marketing strategy looks like in performance arts marketing<\/h2>\n\n\n\n

Good content marketing is not about the hard sell, but about providing people with content that is genuinely interesting, shareable, and attention-grabbing. This approach is why food brands like Whole Foods<\/a> have full recipe libraries on their site, why Spotify produces Spotify Wrapped<\/a> at the end of each year, and why technology companies like ours create educational articles like this one.<\/p>\n\n\n\n

Not all audience members are engaged by the same types of content. Many arts organisations use the blog section of their website simply to share news and updates, which is a great starting point. However, that approach usually speaks to just one segment of your audience: people who are already enthusiastic supporters of your organisation.<\/p>\n\n\n\n

A strategic content marketing strategy can help you reach those other audience segments and begin building relationships with people who are not yet regular attendees. It can include a variety of messaging, formats, and channels \u2014 not just blog posts, but also videos, podcasts, and downloadable multimedia that you can promote across your email campaigns, social media, and website. <\/p>\n\n\n\n

Let\u2019s unpack the \u201cwhy\u201d and \u201chow\u201d of content marketing strategy with some excellent examples from your fellow arts organisations, and think about how to connect those tactics back to your wider marketing strategy.<\/p>\n\n\n\n