How to build high impact content: A case study in museum online content strategy

Abstract

Online content is not something museums are good at. It is seldom one of their essential functions and as such its practice has for some time lagged behind that in the private sector. This paper examines online content strategy best practices and how to apply them in a nonprofit and museum setting. Topics include the psychology of sharing and how emotions play into the sharing of content. This paper is full of resources and practical examples that will help readers build or update their content strategy to take back control of their institution's online presence and align it with overall goals. Finally, it will discuss the online content strategy that has been in place at the Royal Ontario Museum since 2015, which is based on the best practices described in this paper and from across the online content strategy community. This strategy demonstrates how a fundamental shift in process and thinking around online content can allow museums to compete with organisations outside their sector by delivering content that is engaging, relevant and practical to their communities.