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Webinar recording – Content strategy development: Aligning content with a marketing funnel

About the webinar

In this one-hour webinar, Tech Champion for Digital Marketing and Strategy, Ollie Couling, will guide you through techniques for developing a content marketing strategy, that is oriented towards realising a long-term outcome.

Illustrated through a cultural case study, we will cover the importance of setting clear objectives, and how key results influence the type of content created. We will consider the impact that audience needs and motivations have on content strategies. We will look at internal and external factors that might shape the design of content plans.  

 As a central theme running through the webinar, we will demonstrate how to use a marketing funnel to structure and align content strategies around common stages in a customer journey.  

 The webinar will help you to: 

  • Assess your current content marketing activities. 
  • Develop an approach for planning your content marketing.   
  • Deliver customer-focused content. 
  • Align content with your strategic objectives.  

Resources, links and further information

Download the webinar presentation slides (PDF) >

Useful links and resources

Resources used during the webinar:

Miro Board – Engagement Funnel

Engagement Funnel Template

Links to related articles:

Royal Museums Greenwich Strategic Vision

Digital Culture Network article – 3 Prioritisation Techniques for Arts Marketeers by Ollie Couling

Smart Insights – The Content Distribution Matrix

Royal Museums Greenwich – Who was the first woman in space?

Similarweb – Digital Data

Desk Research – free general information about national audiences:

Headline findings: Arts Audiences Now | Indigo ( 

Tomorrow’s Audience | Indigo Share: Hot Topic | Indigo ( 

Cultural Participation Monitor | The Audience Agency 

Taking Part Survey – GOV.UK ( 

The Audience Agency offer a tool and reports that can give a breakdown of different audience segments in local areas, but you might have to pay for this if you’re not contributing visitor surveys to their data portal. 

Further Support

The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free 1-2-1 support to all arts and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up for our newsletter below and follow us on X (Twitter) @ace_dcn for the latest updates.

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