Be Smart About Art

Content is King: How to blog like a pro to grow and galvanise an engaged audience

Workshop for art world professionals

Date: June 20, 2018, 1 p.m. - June 20, 2018, 3 p.m. UK time (see time converter)

Location: The Gallery, Waterstones, 80 Gower Street, London WC1E 6EQ

Tube: Goodge Street

Buses: Aplenty

ACCESS: This venue is wheelchair accessible with step-free access. The event will take place on in the basement and two lifts are available.

Speakers: Susan J Mumford

Price: £6.25 - £17.50

Art world blogger and entrepreneur Susan J Mumford started the popular Be Smart About Art blog series ‘Sunday Digest’ with one story to tell, minimal experience in the blogging sphere and uncertain of her writing abilities. Yet starting with the first post, published in November 2012, she committed to releasing a post a week which has continued ever since. This built an engaged audience, developed a brand, saw the development of a writing style and, in time, the author came to enjoy the experience. Moreover, the popularity of the series resulted in the successful running of a crowdfunding campaign, which funded BSAA’s first book. 

Being that the workshop takes place at Waterstone’s Gower Street, select examples will suitably be drawn from Susan’s book. These examples bring together the digital and printed worlds in addressing this important topic for 21st Century marketing: content creation.  

Reluctant about writing long articles? Fear not! ‘Content’ equally applies to images as it does the written word. If you prefer to focus on the visual and keep text to a minimum, this event applies to you, too, and ample examples of image-based blogs and vlogs will be provided. 

You’re advised to bring a writing tablet of choice for the participatory part of the workshop. This might be pen and paper or an electronic device, whichever you prefer. Also bring along earphones (and a device to which you can connect them), if you like listening to music etc while writing. (Insider’s note: Susan finds music with lyrics distracting. Accordingly, she often writes to Chopin or Alison Krauss’s ‘Appalachian Journey’.) 

We look forward to welcoming you to this workshop if you’re ready to jump onto or rejoin the content marketing bandwagon to grow and galvanise an engaged audience.



* This workshop is part of the programming for 'Words and Pictures' an exhibiiton of paintings and prints by artist Sue McQueen in collaboration with the London Writers' Eclective. Be sure to make time to view the exhibition!

Find out more about the exhibition: or



12.45: Arrivals and Mixing & Mingling

1pm-3pm: Workshop (including Q&A)

3pm-3.15pm: Mixing & Mingling





A game-changer in the 21st Century art world, Susan's an entrepreneur, mentor, speaker, moderator and author. Her first foray into supporting industry professionals was in the form of the Association of Women Art Dealers (AWAD), which she established in 2010 while running a gallery in Soho, London. This was followed by the launch of Be Smart About Art, an online-accessible professional development platform that helps creative professionals thrive in a changing world. In late 2015, her first book was published in the name of BSAA's motto: `'Art is your life. Make it your living." While based in London, Susan spends notable periods around the UK and also in the USA and Continental Europe, delivering workshops and keynotes, mentoring creative professionals, facilitating panel discussions, judging art prizes and more.

Follow Susan on social media:

Instagram @susanjmumford

Twitter @susanjmumford