Stewart Dymock, Head of New Business at Cabbells, discusses trends from several industry events over the past few months where a common thread is emerging…
One issue seems to be on the minds of industry leaders, creative minds and marketing professionals alike. In my recent attendance at membership, heritage and marketing events, this challenge repeatedly surfaced as one marketing professionals are keen to solve.
That challenge is message saturation. We all know that audiences are bombarded with messaging 24/7 across multiple platforms and devices, so how do we cut through all that noise with authenticity, originality and creativity?
In essence, it’s all about good old-fashioned storytelling, and standing out by not fitting in. We are hard-wired to respond to stories, so look at your organisation and see what the narratives are; the Heritage sector is fertile ground indeed.
Here are a few ideas from us that might help you get started:
Get to the point with video storytelling
When it comes to video, the first 5-15 seconds are crucial. Audiences like to feel an immediate emotional connection with what they’re watching. Pacing, curiosity and authenticity can all help keep viewers engaged and invested.
Print can still power success
Is print still relevant in the digital age? We strongly believe it is, and we were glad to find that view shared widely across industries. We heard how even digitally native Gen Z value print, especially in premium and specialist publications. Plus, print offers an escape from digital overload, making it a uniquely powerful tool for brands and organisations.
Craft content for younger audiences
Brand safety and creative storytelling are non-negotiable when targeting younger audiences. Interestingly, print is still a strong player in this space as many parents seek alternatives to excessive screen time for their children. Thoughtful, engaging and safe content is key which is manna from heaven for those in the visitor attraction sector.
Creativity and originality come first
According to several industry marketing luminaries, in an age of increasingly automated processes, the originality of human creativity still takes precedence. While data is a vital tool, human thought should remain at the centre of a content strategy, rather than letting algorithms dictate its direction. Brands that embrace originality stand out in an increasingly homogenised digital world. And bring some humour, it works for Gen Z just as well as for Boomers.
Make it meaningful
Cold metrics alone won’t build a lasting brand in the crowded attractions space. Today’s consumers (and members of organisations are consumers too) crave meaningful relationships with brands. Making an authentic connection with your customers should be your priority – and if you need more data to understand your audience, it’s a sign you may not be close enough to them. Your focus should shift from short-term KPIs to long-term impact.
Own your niche
In a crowded digital landscape, carving out a distinct niche is more valuable than ever. Audiences are drawn to expertise, originality and a clear point of view. Whether it’s a specialist subject, a unique format or a distinctive editorial voice, owning a niche builds trust and loyalty. This approach works especially well in the museum and heritage sector, where deep knowledge and storytelling can turn casual visitors into lifelong advocates.
We can summarise these points in four key touchstones for successful content marketing:
- Keep it quality
Audiences are overwhelmed by constant marketing messages. Quality over quantity is the new rule. - Make it authentic
Whether it’s storytelling, branding or longer-term engagement, genuine connections resonate more than gimmicks or slick-sounding platitudes. - Balance data with human-first marketing
Metrics matter, but creativity and emotional connections drive long-term success. - Stand out
The more data-driven marketing becomes, the more homogeneous it risks being. The brands that thrive will be those that dare to be different.
Here at Cabbells these four touchstones are all part of our mission to help people connect. If you need a little help to embrace creative originality, prioritise emotional connections with your audience and tell real stories that matter, let’s talk.
Stewart – New Business Director, Email:[email protected] Tel: 07939 723 042
Sarah – Managing Director, Email: [email protected]
