What Arts Orgs Need Now: #5 You’re misusing your marketing staff time

This week’s series of posts are based on a conversation I had with Dave Wakeman on his podcast The Business of Fun, which came out on July 8, 2025. In each one, I’m digging deeper into one idea we talked about — with a few extra thoughts and takeaways for arts leaders.

Let’s be honest. The biggest reason arts organizations aren’t creating enough content isn’t money. It’s mindset.

In yesterday’s post I talked about the need to train staff to make social media content that fits with how social media works now. It’s important (nay, crucial) because social media is the main way that arts organizations get discovered and maintain relationships with their audiences. But the pushback I get when I say this is that staffers say they don’t have time to create content. But I say: look at how your staff is spending their time. There’s space — if you choose to make it.

Organizations are still over-investing in press coverage (as I’ve written about over on my blog on ArtsJournal.com) and under-investing in content that actually connects. Content that builds community. Content that tells your story, reflects your values, and turns casual viewers into loyal supporters.

Reframe how you think about social media from being just sales to real, legitimate way to get the mission of your organization out.

Feeling intimidated by TikTok, Instagram, or YouTube? You’re not alone. But here’s the fix:

Step 1: Spend time on the platforms.

Step 2: Pay attention to what works.

Step 3: Adapt and imitate.

Step 4: Keep going, even when it’s bad. (You’ll get better.)

Because it will be bad at first. And that’s okay. The only way to get better is to keep posting.

What’s more: your content doesn’t just serve marketing. It serves email, fundraising, education, and brand. It raises awareness and strengthens trust.

It’s not a distraction from your mission — it is your mission, delivered in modern form.

🎧 Listen to the full conversation.