Creating catchy content formats: beyond the online collection

Martijn van der Heijden, Fabrique, The Netherlands

A creative workshop to discover and prototype new content formats, based on 4 simple ideas:

1 A room full of art doesn’t make an exhibition.
Would bringing your collection online be enough to draw an audience?
Or can you find a format to let them discover the stories behind your collection? Create a form that seduces visitors to scroll, click and share?

2 What works for the National Gallery doesn’t work for the Van Gogh Museum.
Which formats fit your museum?
Which way of storytelling comes natural to you, do people ask and accept? Quick or deep, visual or textual, serious or tongue in cheek?

3 Different person, different conversation
Audience insights make you change your online dialogue. It’s no use showing a history in a timeline if that reminds your intended thirty-something audience of homework!

4 The proof of the pudding is in the eating.
How can you go from idea to reality?
What’s the quickest way can you get a feel for what your ideas would look like, gather feedback and improve on them.

An active, creative workshop
Workshop leader Martijn van der Heijden works for Fabrique, the strategic design agency which created such diverse formats as an interactive documentary about Hieronymus Bosch, scrollytelling stories about Vincent van Gogh, a visual explorer for the RA, and personal collections for the Rijksmuseum. He will go beyond sharing experiences, and let you experience the approach in creating catchy content formats. In small teams you will start from your brand and collection, generate concepts, prototype and evaluate them.

The results range from focus for your digital strategy to practical ideas you can start working on directly after the conference. As such this one day workshop is useful for communications and digital managers, editors and creatives.

The workshop builds upon the workshop element of a 40 mins talk that was very well received at Museumnext Rotterdam 2017. See for the introducing presentation, and for some reactions.