10 easy content marketing ideas for theatres
Marketing a theatre can feel like you’re producing a full-scale show behind the scenes – but instead of costumes and choreography, you’re juggling content calendars and ticket promotions. You’ve got to keep theatre audiences excited, shows sold out, and your venue centre stage, all without breaking a leg (figuratively or otherwise).
Great content marketing for theatres is what keeps the magic alive long before, and long after the curtain falls.
It can sell tickets, share the stories behind the scenes, and turn one-time visitors into loyal patrons. But finding fresh and effective content ideas for theatres can sometimes feel like an impossible act to follow.
That’s where this list comes in. These 10 content ideas for theatres are simple, practical, and designed to help you connect with your audience, promote your productions, and keep your theatre at the heart of your community.
1. Behind-the-scenes highlights
Audiences love to see what goes on beyond the stage. Share moments from rehearsals, set-building, costume fittings, or the creative process of your directors and other crew members.
Giving people a glimpse into the hard work and creativity behind your productions builds excitement and a stronger emotional connection with your theatre. Highlighting challenges or fun moments also humanises the process and makes your content relatable.
Suggested formats: Instagram stories and reels showing daily snippets, blog posts walking through the rehearsal process, or section highlighting behind-the-scenes insights in the printed programmes.
2. Throwbacks and theatre history
Showcasing your theatre’s history taps into nostalgia and reminds people why they love coming to see live performance in your venue.
Share stories and pictures from iconic productions, fun facts about your venue, or even images of how your theatre has evolved over the years.
You could also spotlight famous actors or creatives who got their start at your venue.
Suggested formats: Instagram carousels with archival photos, blogs that dive into your theatre’s legacy, or email newsletters featuring highlights from your history with links to explore more.
3. Engage with your community
Theatres thrive when they’re connected to the communities they serve. Show your support by highlighting your local area, celebrating community events, or collaborating with schools, charities, or local businesses.
For example, you could spotlight a local business that’s supporting your production, share photos from a theatre workshop with local students, or host a fundraiser tied to a cause reflected in your show’s themes.
Engaging with the community not only deepens your local ties but also encourages people to see your theatre as more than just a venue – it becomes a hub for creativity, collaboration, and connection.
Suggested formats: Press releases distributed to local media outlets, blog posts or social media content showcasing partnerships and events, or videos highlighting community programmes and outreach.
4. Audience spotlights
Your audience is as much a part of your theatre’s story as the shows you put on. Celebrate them by sharing testimonials, videos, or quotes from past attendees. You could also create mini-features on loyal patrons or families who’ve been coming to your productions for years. It’s a great way to showcase community spirit while encouraging others to get involved.
Suggested formats: Testimonial videos for social media, printed audience quotes on posters around your venue, or a dedicated blog section featuring stories from your patrons (you can even tie these into you nostalgia pieces).
5. Tips for theatre-goers
Make your audience’s experience even better by offering practical advice in advance of their visit.
Share tips on how to pick the best seats, what to wear, or even how to turn their theatre visit into a full night out with local dining or pre-show events.
Educational yet fun content like this enhances their experience and keeps them coming back.
Suggested formats: A downloadable ‘Know Before You Go’ guide that can be sent with eticket delivery (or a printed version in ticket envelopes), blog posts with itineraries for a perfect theatre night, a strong ‘About Us’ page on your website, or Instagram carousels with quick tips and recommendations.
6. Countdown to opening night
Opening night is more than a date on the calendar – it’s the crescendo your audience has been waiting for. Build the excitement by creating a countdown that feels like an extension of the show itself. Instead of just sharing snippets from rehearsals or set-building, turn the countdown into part of the storytelling.
For a murder mystery, tease ‘clues’ that get your audience guessing about the production, or solving their own mystery about the cast and characters. For a musical, release snippets of a favourite number, or ask fans to vote on which song they think will be the showstopper.
You could even share diary-style entries from a key character’s perspective or run a behind-the-scenes photo series that highlights each department – from lighting to costume – as their work comes together. A countdown like this doesn’t just promote the show; it pulls people into the world you’re creating.
Suggested formats: A series of themed posts or videos on social media, or countdown-style email updates that double as ticket reminders.
7. Collaborations with local businesses
Partnering with local restaurants, cafes, or shops can boost ticket sales while strengthening your theatre’s ties to the community. Promote exclusive deals like dinner-and-a-show packages or discounts at partner businesses for ticket holders.
Highlighting these collaborations encourages more people to make attending your theatre part of their plans.
Suggested formats: Flyers distributed at partner venues, co-branded social media posts promoting joint offers, or automated emails that deliver to customers after they’ve booked their tickets to encourage them to make their trip to the theatre a night to remember.
8. Interactive content
Interactive content keeps your audience engaged while making your marketing fun. Create polls to let followers vote on their favourite moments from a past show or quizzes about theatre trivia.
You could even ask for input on future productions or crowdsource creative ideas for upcoming events.
Suggested formats: Printed comment cards in the foyer, online polls on Instagram Stories, or interactive features in your email newsletters that link back to your website.
9. Sneak peeks of future productions
Give your audience an exclusive preview of upcoming shows and events. Share summaries of productions, insights from the artistic director, or teaser clips of what’s coming next. Offering early access or insider details can build excitement and encourage season ticket sales.
Suggested formats: Printed brochures for future seasons, listicle style blog posts detailing upcoming productions, or exclusive, advanced previews of shows shared to your mailing list before they’re announced anywhere else.
10. Celebrate milestones and wins
Milestones are moments to reflect, celebrate, and connect with your audience. Whether it’s a special anniversary, a sold-out run, or a major achievement, share these stories in ways that inspire pride and excitement for what’s ahead. Create immersive experiences, like a gallery in your venue that showcases your theatre’s timeline with photos and memorabilia, or host an exclusive event for loyal patrons to mark the occasion.
Suggested formats: Design a press kit for local media with quotes, stats, and visuals; set up an in-venue gallery with a timeline of your achievements; or use QR codes to guide visitors to reflective videos or blog posts about your journey.
Ready for your venue to take centre stage?
Content marketing doesn’t have to feel like a bigger lift than producing the shows you’re promoting. With these 10 ideas, you’ve got a clear plan to captivate your audience, build connections, and keep your theatre at the heart of your community.
If you need support with your content marketing, let me know. Let’s have a chat over a brew to discuss your goals, objectives, and start exploring how to get your venue noticed.
In the meantime, check out my Arts & Entertainment portfolio to see how I’ve helped other organisations shine with show-stopping copy.
