It might seem counter-intuitive, but before you engage deeply with your exhibit material, you should spend some time looking outward at your audience and the larger information ecosystem, including other work within your organization to understand how these elements might work together to their mutual benefit. This chapter looks at the larger landscape of the digital exhibit including its orientation toward objects or people, potential audiences, originating institution, and relevant external resources including content stores such as repositories, digital collections, and other digital exhibits. Some of the theories covered in this chapter include the Falk and Dierking model of audience types, Stebbins’ model of Serious Leisure, user personas, information ecosystems, discourse communities, communities of practice, and ways to ground exhibits within a digital content strategy.