Ideas

Responsive Search Ads: What You Need to Know About Google’s New Default Ad Type

September 2, 2021

If you use Google Ads for search engine marketing (SEM), you’re probably already aware that Google made a significant shift a few months ago, changing the default ad type from expanded text ad (ETA) to responsive search ad (RSA) going forward. This week, Google also announced that they will officially be sunsetting ETA ads after June 2022.

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CI’s Anti-Racism Commitments: Q2 2021 Update

August 17, 2021

Capacity Interactive (CI) created and published a list of Anti-Racism Commitments in June 2020. This public statement outlined our action plan for becoming an anti-racist organization and served as an accountability mechanism. As a part of this statement, we committed to reporting on our progress (you can see our update from Q1 2021 here!)

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Email Design Best Practices: Illuminating the Intimidating

August 10, 2021

Designing for email is both a skill and a mindset. In the past few years at CI, we have gone on a journey with our email templates—officially redesigning twice with iterative optimizations. 

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Intent, Behavior, Reputation: The Personal Worlds of Search and Email

July 28, 2021

Email marketing and search engine marketing (SEM). As marketers, you know them both as vital digital marketing channels, and at first glance, one could argue that they don’t have a lot in common. But as you dig deeper, you’ll find these two channels have a lot more in common than you’d think.

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Step Into a New Chapter with Capacity Interactive

July 7, 2021

In 2009, I launched Capacity Interactive (CI) to help the arts industry market in an ever-evolving new digital age. Over the past 12.5 years, we've grown from just me at my kitchen table to an incredible team of people who help arts organizations market smarter.

Throughout this time, I’ve become a big believer in embracing change. And in that spirit, I believe that leaders cannot and should not lead organizations forever.

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SEO for YouTube: Optimization Tips for YouTube's Search Bar

May 20, 2021

Pop quiz: what do you think is the second biggest search engine? Obviously, the top spot is taken by the behemoth that is Google, and for a good reason. Its search engine is strong, and it makes a ton of money by selling ads at the top of the Search Engine Results Page (SERP).

The second biggest search engine isn’t Bing or Yahoo—it’s YouTube. You read that correctly—it’s YouTube! 

You might not think of YouTube as a search engine since it’s primarily a video/social platform. But anything that uses an algorithm to search a database for a query and display relevant listings can be considered a “search engine.” Any time a search engine is used, we can optimize our content so that it performs well.

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The Future of Measuring Website Performance: A GA4 Preview

April 14, 2021

Google Analytics (GA), one of the most powerful free tools to monitor your website. We’ve talked about it in many blog posts and have a bite-size video series dedicated to demystifying this vital tool! GA helps you answer questions like, what types of content are users seeing? How does user behavior differ on mobile vs. desktop? How can we improve that experience?

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CI’s Anti-Racism Commitments: Q1 2021 Update

April 13, 2021

Capacity Interactive (CI) created and published a list of Anti-Racism Commitments in June 2020. This public statement outlined our action plan for becoming an anti-racist organization and served as an accountability mechanism. As a part of this statement, we committed to reporting on our progress (you can see our update from Q4 2020 here!)

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One Year Later: Digital Marketing Recommendations for Arts and Culture Reopenings

March 17, 2021

March 2020 feels like decades ago, but it was just one year ago the U.S. went into lockdown. We released a blog post to help arts marketers navigate these uncharted waters, but it was uncertain where this pandemic would lead us.

Throughout the course of a year, we saw the sheer resilience of arts administrators in the face of crisis. We pivoted to digital programming to bring art into our audiences' homes. We officially want to discard the word ‘pivot’ from our vocabulary. We explored new ways to keep our audiences engaged. But most of all, we were consistently reminded just how passionate and inventive the arts and cultural community can be.

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Key Takeaways from Arts Industry Data Analysis: Pandemic Response

March 11, 2021

What is the impact of the pandemic on arts marketing? Capacity Interactive conducted a survey of 53 diverse arts and cultural organizations, collecting data from FY2019 and calendar year 2020, with WolfBrown as research consultants advising on the methodology, survey design, data visualization, and analysis.

We’ve outlined key takeaways to help you understand the data, and posed key questions to help you build stronger foundations for your organization. If you like this blog post, be sure to check out this livestream recording with more insights and in-depth strategic recommendations for the months ahead.

Before you start reading, though, treat yourself to a deep breath: we are a year into this pandemic and it has had a profound impact on all of our lives. All of the data we are about to explore is inextricably tied to the loss and trauma we’ve endured to varying degrees. Give yourself some grace, snuggle a nearby furry friend if you have one, and get ready to dive into the data.

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Market Smarter
Boot Camp 2021

The evolution of the arts continues on October 20, 21, and 22. Register today for a three-day conference 100%-focused on digital marketing for the arts.

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Livestream + Q&A 
Arts Industry Data Analysis: Pandemic Response

This livestream explores findings from a survey of 54 arts organizations. You’ll learn about evolutions within the digital and media landscape and build frameworks for stronger teams.

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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. 

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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.  

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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. 

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