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The digital landscape has transformed how artists connect with audiences, but what strategies actually work in today's crowded online space? Michael Morreale, digital content producer and arts consultant with experience spanning brands like CBC, Toronto Symphony Orchestra, and beyond, offers a refreshingly practical approach to arts marketing.

"Our job isn't to pitch stories to media outlets anymore. Our job is to tell our own story," Michael explains, cutting through the noise to what really matters. Drawing from his experience creating content that reached 16 million Canadians during Canada's sesquicentennial celebration, he shares actionable advice that works for organizations of any size.

The conversation explores how to build an effective digital strategy by first understanding your audience deeply. Michael reveals insights about audience research: "Look at your Google Analytics to see what people are searching to land on your website. Sometimes it's things like 'where do I find parking nearby?' This isn't what you may think of first when creating content, but if you're answering the questions your audience has, you'll develop that relationship."

Rather than chasing every social platform, Michael advocates for strategic focus, particularly highlighting LinkedIn's untapped potential for arts organizations. "LinkedIn has evolved beyond what we knew a few years ago," he notes, explaining how individual voices often outperform organizational accounts on the platform.

For artists struggling with content creation, the episode offers practical frameworks to simplify the process, including creating content categories and consistent posting schedules. Perhaps most valuable is Michael's closing advice: "There's no hack to solving these problems, but consistency is the best way to start." If you're looking to elevate your digital presence without getting overwhelmed, this conversation provides the roadmap you need.

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

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