The Power of Storytelling | Episode 2

"Storytelling is at the heart of the human condition, it’s how we construct our realities and our communities … it’s the heartbeat of everything we do as human beings”.

That’s the approach that has underpinned the way the Tate Galleries have used content to engage with their audiences and keep those relationships alive over the last year. In the second of our occasional series on how creative organisations are using content to meet their organisational goals Richard Leeming talks to Hilary Knight, the Digital Director of the Tate, about how she’s using storytelling to bond with her audiences, especially while the galleries are shut.

All cultural and creative organisations are a treasure trove of fascinating stories. But they don't tell themselves. To make sure you can use storytelling to meet your strategic aims organisations need to develop a content strategy. In advance of our second Masterclass in Content Strategy on January 28 listen to Richard’s conversation with Hilary to find out how your organisation can benefit from a structured approach to story telling.

Episode 2 | Making Art Accessible to All

“The thing I drew on most of all from my days in broadcasting was a focussed attention to audience, and making content for a specific audience rather than trying to make content for everybody. You’ve got to focus in – and actually, when you focus in, you then build halo effects around that, of audiences who are interested. I built the digital content strategy around the sense of a project life-cycle that starts with creative thinking and ends with measuring your output and learning from what you’ve just done to build on it the next time…”

Richard Leeming has a background in journalism and digital product development. He has spent his career embracing technical and editorial innovation and interpreting new digital platforms & products to help organisations understand and exploit a changing landscape.

richard.leeming@golantinnovation.com

Hilary Knight is the Director of Digital at Tate. In her role, Hilary is responsible for all of Tate’s audience-facing digital work - a charge that has taken on even greater significance in the time of COVID-19. When Hilary joined the Tate team in 2018 to create their first ever dedicated digital content strategy, she was drawing on over 20 years of experience in delivering digital and new technologies, audience-centric approaches, and agile methodologies for creative and cultural organisations, including Channel 4, Film4, and BBC.

linkedin.com/in/hilarycpknight

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