When we started our email business in 2001, the mantra of the day was that email newsletters should contain more than just advertisements for your events. Rather, email newsletters could be a place where you link to relevant content (articles, interviews, videos, etc.) that enhance your audience’s understanding of your organization and stoke their interest in attending your events.
Obviously, technology has dramatically evolved in the last 12 years — but the concept of arts organizations becoming content creators has not. This article on socialfish.org is a good refresher on this concept and provides a great framework for thinking about how to organize this strategy within your own organization.
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