Ideas

Your Guide to Google Grants: What They Can and Can’t Do in 2022 and Beyond

September 27, 2022

The fall season is a lot like the digital landscape: things change fast. Just as green leaves fade into yellow and the air turns crisp and cool, digital marketing trends, platforms, and evolutions evolve at the speed of (dwindling) light. With recent news like the crumbling of third-party cookies and Responsive Search Ads (RSAs) becoming the only Search ad format, you may not have heard about the quiet, iterative updates to Google Ad Grants over the past few seasons.

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Hi, CI with Olivia Lowe: Digital Marketing Analyst

September 15, 2022

Hi, CI! is a series featuring the best team we know—the Capacity Interactive team! Today, meet Olivia Lowe: a CI Digital Marketing Analyst and dancer, problem-solving physicist, and strategic thinker who empowers arts marketers to be creative.

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The Future is Now: 5 Tips for Making Your GA4 Plan

September 12, 2022

Back in March, I began my workday like any other day: coffee in hand and brimming with confidence in the direction of web analytics platforms. But then I received the same breaking news that blindsided analytics experts: Universal Analytics (UA) would be sunsetting in 15 months—faster than previously forecast—and Google Analytics 4 (GA4) would become the website analytics solution starting June 30, 2023

This means big changes for your organization. How do I know? Google Analytics is the go-to web analytics platform for arts organizations (in my 8+ years at Capacity Interactive, I’ve seen just one organization use a different platform). So chances are, you use it—and to keep using it, you have to migrate to the newest version, which is GA4. 

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Ask the Industry:  Preventing and Managing Burnout in the Arts

August 26, 2022

Ask the Industry is a direct line of advice and inspiration from organizations learning and sharing valuable lessons. We hope these insights spark new ideas at your organization.

In 2022, it’s essential that arts organizations consider staff wellness as an integral piece of organizational culture and help employees prevent or manage burnout. Among the leaders in this is Celebrity Series of Boston. We asked Courtney Burke, Director of Marketing and Communications, “How do you prevent or manage burnout in the arts?” Courtney answers everything from industry-specific challenges and budgetary support to hybrid work and self-care.

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Your 2022 Social Media Breakdown: Backed by Audience Data

July 21, 2022

More than 82% of the U.S. population uses social media and arts marketers are no strangers to the demands of churning out fresh content to keep those users engaged. But are you prioritizing the right content for the right platforms?

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Rethink Your Blog as a Search-First Tool

July 1, 2022

When you hear the word “blog,” it may evoke the late 90s or early 2000s. In those heady days of the internet, it seemed like everyone, and their dog had a blog they used to change the world.

But what if we told you that blogs are not only still relevant but are also often underutilized? What if we told you a blog could be more than just the centerpiece of the 2009 Meryl Streep and Amy Adams foodie feature, Julie & Julia? What if we told you that blogs could supercharge your SEO efforts and powerfully drive organic traffic?

Creating blog posts focused on what people are searching for will drive users directly to the blog article in question, straight from the Search Engine Results Page (SERP). These types of blogs will introduce new users to your organization. So, how do you get started? We're here to help you!

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Branded Paid Search: Rise in the Rankings

June 8, 2022

Picture it: an enthusiastic ticket buyer opens a new browser window and types in your organization’s name. They’re ready to book a ticket to enjoy a special night out. But wait! What’s that at the top of the search engine results page? A ticket reseller! Before you know it, your eager attendee has bought their ticket from someone else.

The Google Grant is a powerful tool that supports nonprofit organizations with free media dollars for search engine marketing efforts, but it can’t always compete with paid search in the rankings. If you’re seeing declines in your Grant performance, it’s time to incorporate branded paid search to help your search ads break through the competitive landscape.

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Creating Accessible Social Content: 6 Questions to Ask

May 25, 2022

Accessibility: for those of us who aren’t experts, it can be an intimidating mountain to climb. The marketing team at CI aimed to make our social content more approachable to people with varying access needs like blindness, deafness, and cognitive disabilities.
Still, we struggled with imposter syndrome, self-doubt, and, perhaps most importantly, perfectionism. We knew that taking the time to craft a social media accessibility strategy was crucial, so we decided to take action this year.

We’re sharing our journey with you, imperfections and all, to highlight the questions we asked ourselves, the roadblocks we encountered along the way, and the learnings we’ve discovered. Of course, your organization’s experience with navigating accessibility will be different, and the best practices you find for your organization will differ from ours, but we hope you feel inspired to consider these six important questions.

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Refresh Your Digital Advertising Mix with a YouTube Focus

May 12, 2022

At CI, we’ve long advocated utilizing YouTube advertising if you have the content to support it. Historically, we saw it as an excellent supplement to other channels, driving strong video views and brand awareness, but not many direct conversions.

But lately, we are seeing a shift, with YouTube also driving some stellar ROIs—sometimes even stronger than what we see reported on display and even Facebook—in addition to remaining a reliable tool for awareness.

Whether you’ve been advertising on YouTube for years or have never taken the plunge, now’s a moment to consider if an increased investment in YouTube could help you achieve your marketing goals.

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A Gift for Your Subscribers: Special Opt-Outs

May 3, 2022

At CI, we often talk about the importance of creating timely, relevant, and authentic content. It’s created at the intersection of what’s going on at your organization and what is going on in your audience's lives. This is a huge reason we create the Social Content Calendar for Arts Marketers as a resource.

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Market Smarter
Boot Camp 2022: Infinite Iteration

Boot Camp 2022 is live in New York City, streaming online, and more connected than ever. In an increasingly cookieless world, infinite iteration is vital.

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Market Smarter
The Performing Arts Ticket Buyer Media Usage Study

Based on a survey of over 17,000 ticket buyers, this report sheds light on the shifting media consumption and buyer behavior of your core audience, with marketing insights to help you turn data into strategy.

Download the Study 


Market Smarter
CI to Eye Podcast

Erik Gensler, President of Capacity Interactive, talks with leaders about marketing, organizational culture, innovation, and how cultural organizations can survive this pandemic. 

Listen Up


Market Smarter
Content Inspiration Gallery

This interactive resource features over 150 examples of stellar social content examples from the arts. It’s yours to bookmark and will be updated regularly.  

Take Me There


Watch and Learn
CI to Eye Live

Live conversations that fuel the future of the arts. Hosted by CI’s President, Erik Gensler, CI to Eye Live features timely conversations with leaders inside and outside of the arts. 

Tune In