In this episode – the second in our Digital Culture Awards winners series – James Akers interviews Nik Wyness, Head of Marketing and Engagement at The Tank Museum, winner of the 2025 Digital Marketing category.

Nik shares how The Tank Museum’s digital marketing journey began with a focus on building an active online community through video to raise awareness and evolved into a robust content strategy that now drives global engagement and revenue.

They discuss:

• How understanding their niche audience and content testing across different platforms shaped their strategy
• Why adapting to challenges, including the pandemic, accelerated their digital growth
• Practical advice for other cultural organisations looking to grow their digital presence and build resilient, engaged online communities.

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)
• Find out more about the award-winning project
• Explore The Tank Museum YouTube page

The Tank Museum were the Digital Marketing category winners in the 2025 Digital Culture Awards. The winner of this category was decided by a panel of experts, led by Ranjit Kaur Atwal – Marketing Manager at Unlimited and freelance Communications Consultant.