How do you make sure your digital content really connects with your audience?

Co-op Digital started their session about Audience-Focused Content Creation at the recent Arts Marketing Association Conference 2019 with this question. Drawing on their experience from working in a large company with different activities and big, varied teams Joanne Schofield and Hannah Horton shared tips on creating copy and structuring written content for communication with staff as well as customers.

The Chocolate Films team attended the AMA conference and we were inspired! We think the Co-op’s content creation techniques are applicable to any type of organisation, including in the Arts. Moreover, the tips can perfectly be adapted to video content. Here are the top three principles from the session - and how you can apply them to create video content that works:


1. Write for what people are looking for, not what you want to tell them

=> Create videos that answer your audience’s questions

Do you want to tell potential customers or visitors how great your organisation is? Are your executives telling you to post something? Don’t just do it.

When creating content, first research your audience. Whether through written or video content, you are always communicating with someone. For content to be effective, you want to know who you are talking to. Where is your audience – what online platforms are they on, where in the world are they – and what are they looking for? 

In this video we created for the Wallace Collection, they answer the question ‘Who is Sir Richard Wallace?’. 

It is one of the top results when Googling Richard Wallace and has been viewed over 58,000 times on YouTube to date.


By creating content that answers people’s actual questions, rather than reflecting what you would like them to know about your company, you:

2. Write for everyone

=> Be clear

You want your audience to understand your web and social media content, so you want to make it super clear. In text, this means writing in plain language and using white space to structure your content. 

In video, you want to tell a visual story. The ideal online video can be understood without sound. Many techniques can help with that, for example: exciting shots to attract attention, animation to explain complex concepts and on-screen text to guide your viewer through the content.

With clever use of on-screen text and a tailored square format, this promotional

video for the National Portrait Gallery ‘Tacita Dean: Portrait’ exhibition reached

14,000 views across Instagram and Facebook.


You are not your audience. Make no assumptions, instead show your message in a way that is clear to everyone.


3. Write for how people read

=> Show what matters upfront

When reading online, we don’t read every word. We scan the text for the information that we are looking for. Research shows users read web content in an F-shaped pattern.

With online video, you want to stop people from scrolling and scanning! Front-load the key information and then develop the story once you’ve caught the audience’s attention.









Theatres’ Trusts’ video grabs your attention at the start with humour and the likes of Jack Dee, Siobhan Davies,

Alexandra Burke, Kwame Kwei-Armah OBE and Lenny Henry, to then further develop their testimonials about what the Trust is

and why they are ambassadors. Including branding at the start is always a good technique for awareness and recognition too.


Video content can play an integral part in your digital transformation, engaging your audience with exactly what they want to see. Follow these three tips and start your route to digital marketing success!


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