Nikki Gilliland says, “Last year, we gave you eight reasons why the new National Trust’s website is funkier than the average.

With its stunning visuals and personal tone of voice, it’s certainly an impressive relaunch.

But how exactly did the organisation manage such a big overhaul of its content?

We recently sat down with Tom Barker, Head of Digital for the National Trust, to hear how his team planned and executed a winning content strategy.

You can read a summary of what he said below, or watch these videos to see what he said in full“.

A closer look at the National Trust’s content strategy


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