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28th October 2019 Jemma Green

Keeping your Audience — creating engaging content

What is it about?

Content creation / Engagement rates / Content strategy

During this session, content and channel strategist Jennifer Staves will talk about how a change in editorial strategy — from blogging to magazine-style storytelling — enabled Wellcome Collection to reach more people, with more engaging content, than ever before.

Jennifer will discuss the approach and how it led to an increase in time spent on the stories they produced that resulted in more meaningful audience engagement.

She will explain how arts and cultural organisations can creatively connect their business objectives with users’ preferences to deliver on their mission in a more powerful way.

View more information on Digital Marketing Day 2019 and book your place.

What will I gain?

— Insights into creating meaningful content

—Tips for increasing content engagement rates

— Advice for creatively connecting organisational objectives to audience preferences

Who is it for?

Those creating online content or who oversee digital content strategies.


Jennifer Staves| Consultant

Jennifer is a digital content strategist specialising in the cultural, charitable and public sectors. She led Wellcome Collection’s online presence, including the website and social media, and introduced an editorially-led strategy that brought increased engagement. As a consultant, she developed a strategy for applying these approaches to other arts and culture organisations and also advised the Geffrye Museum of the Home ahead of its reopening in 2020. She is currently working in the public sector.




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