Case studies
Audiences first: How a museum refocused its content strategy
Royal Museums Greenwich, UK
Comprising the Royal Observatory, Cutty Sark, National Maritime Museum and Queen’s House, RMG is dedicated to enriching people’s understanding of the sea, the exploration of space, and Britain’s role in world history.
Services: Insight for Content Strategy
Tools: Online survey, Collaborative workshops
Delivered: 2022 – 2025
The ask.
RMG has a diverse collection that covers a wide range of visitor experiences. The digital content team wanted to align online content with RMG’s new strategy and ambition to ensure its audiences were more representative. There were a lot of opportunities, but where should they focus their limited resources? How could they support the whole organisation by taking a more user-centred and strategic approach to their online content?
The answer.
FG+W was hired to develop audience-centred content priorities and a collaborative plan for delivery.
The approach.
We consulted teams across the organisation to understand their requirements for online content and the support they would require to deliver more audience-centred content. At the same time, we conducted an online survey across web, social, and newsletter to understand audience needs, motivations, and behaviours.
We used the data to identify a set of content objectives that reflected both the organisation’s aims and opportunities to address online audience needs. Through a series of working sessions, we shared the insights and how these translated to different content priorities with various departments. This supported the teams in setting priorities based on available resources and existing planned activity.
The outcome.
The project raised awareness of the value of online content and provided an evidence base for prioritising staff resources. The digital content team felt more confident to talk about online audiences and their needs. Early results are already showing promise, with traffic to revised content up by 15,000% and on-page engagement growing by 15%
– Sam Potts, Senior Digital Manager, RMG
“Frankly, Green and Webb were invaluable partners who helped Royal Museums Greenwich really understand our online audiences and the role that online content can play in achieving our organisational objectives. Their research and insights allowed us to go beyond simple metrics and dig into audience needs and motivations. With their support, we’ve been able to review our online content strategy and establish detailed objectives that will guide future efforts across the organisation.”
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