DOI:
10.18413/2408-9346-2025-11-2-0-4
Brand promotion strategy in the cultural sphere through content marketing
Currently, in the field of culture, regardless of the forms of functioning of museums and exhibition centers, the issues of adaptive brand promotion through such a format as content marketing have become topical. Content marketing is more appropriate to use in an online environment. At the same time, the issues of choosing a promotion strategy for the cultural sector are relevant due to the high competition in this market of services, the increased influx of tourists to Russia and the active development of domestic tourism, involving acquaintance with the cultural values of our country. The problem is the unwillingness of public and private museums and exhibition centers to use a promotion strategy through this format. The aim of the work was to identify the importance of using content marketing in promoting "cultural" brands to build successful communications with the audience. The methodological basis of the study was the analysis of cultural projects for the use of content marketing. In this paper, we compared the points of view of scientists and practitioners on this issue, summarized the conclusions on museum projects considered in foreign and Russian practice, and drew conclusions. The definitions of content marketing and storytelling were given; the principles of effective storytelling were outlined; projects in the cultural sphere where content marketing is successfully used were considered; the role of user content for creating an emotional trust with users was revealed; attention was also paid to possible risks when using content marketing in promoting museums; The possible forms of application of user-generated content in the cultural industry are summarized. The paper proved that content marketing can be actively used in brand promotion strategies to enhance the role and value of brands. The novelty of the research lies in the development of an integrated approach that combines, among other methods of brand promotion in the field of culture, the combined use of storytelling and user-generated content to enhance the brand's value to the audience.
Keywords: promotion strategy,
brand value,
target audience,
content marketing,
storytelling,
cultural sphere,
user content,
Internet.
Number of views: 88 (view statistics)
Количество скачиваний: 245
Full text (HTML)Full text (PDF)To articles list- ВКонтакте
- РћРТвЂВВВВВВВВнокласснРСвЂВВВВВВВВРєРСвЂВВВВВВВВ
- РњРѕР№ Р В Р’В Р РЋРЎв„ўР В Р’В Р РЋРІР‚ВВВВВВВВРЎР‚
- Blogger
- LiveJournal
- Telegram
Information for citation:
Filiptsov, M.V., Suvorova, T.V. (2025), “Brand promotion strategy in the cultural sphere through content marketing”, Research Result. Business and Service Technologies, 11 (2), pp. 46-55
While nobody left any comments to this publication.
You can be first.
Armstrong, P. B. (2020), Stories and the brain: The neuroscience of narrative, Johns Hopkins University Press. DOI: 10.1353/book.74953.
Goncharova, N. A. (2023) “Kontent-marketing kak instrument prodvizheniya brendov v seti Internet” [“Content Marketing as a Tool for Promoting Brands on the Internet”],Na puti k grazhdanskomu obshchestvu [Towards a Civil Society], 1 (49), [Online], available at: https://cyberleninka.ru/article/n/kontent-marketing-kak-instrument-prodvizheniya-brendov-v-seti-internet (Accessed 23 March 2025). (in Russ.).
Huang, T. H. et al. (2016), “Visual storytelling”, Proceedings of the 2016 conference of the North American chapter of the association for computational linguistics: Human language technologies, рp. 1233-1239.
Dolgushina, D. A. (2023), “Khudozhestvennyye proyekty i ikh prodvizheniye v sotsialnykh setyakh” [“Art projects and their promotion in social networks”, Kreativnyye strategii i kreativnyye industrii v ekonomicheskom, sotsialnom i kulturnom prostranstvakh regiona [Creative strategies and creative industries in the economic, social and cultural spaces of the region], pp. 55-59. (in Russ.).
Konoplev, D. E. (2021), “UGC protiv internet-SMI: konkurentnyye strategii polzovatelskogo kontenta” [“UGC versus online media: competitive strategies of user-generated content”], Znak: problemnoye pole mediaobrazovaniya [Sign: the problematic field of media education], 3 (41), pp. 112-117. DOI: 10.47475/2070-0695-2021-10313 (in Russ.).
Kuzovenkova, A. (2019), “Storitelling kak novaya mediatekhnologiya” [“Storytelling as a New Media Technology”], Mediasreda [Mediasreda], 1 pp. 62-67. DOI 10.24411/2070-0717-2019-10111(in Russ.).
McKee, Robert Story (1997), Substance, structure, style and the principles of screenwriting, Published by Regan Books, 456 р. ISBN 10: 0060391685 / ISBN 13: 9780060391683.
Nuttunen, Ye.A. (2024), “Storitelling v praktike muzeyev” [“Storytelling in Museum Practice”], Culture and Civilization/ [Culture and Civilization], 14. pp. 324-329/ (in Russ.).
Polletta, F., Gardner, P. C. B. and Motes, A. (2011), “The sociology of storytelling”, Annual review of sociology, Vol. 37 (1), pp. 109-130. https://doi.org/10.1146/annurev-soc-081309-150106.
Simakova, S. I., Yenbayeva, A. P. and Isakova, T. B. (2019), “Multimediynyy storitelling-teoreticheskoye osmysleniye” [“Multimedia storytelling – theoretical understanding”], Vestnik Volzhskogo universiteta im. VN Tatishcheva [Bulletin of the Tatishchev Volga University], 1. (1), pp. 222-230. (in Russ.).
Simmons, A. (2006), The story factor: Inspiration, influence, and persuasion through the art of storytelling (Rev. ed.). New York, NY: Perseus.
Soboleva, Yu. P. (2024), “Didzhital-marketing v aspekte razvitiya sfery kultury” [“Digital Marketing in the Aspect of Development of the Cultural Sphere”], Vestnik Severo-Kavkazskogo federalnogo universiteta [Bulletin of the North Caucasian Federal University], 1 (100), pp. 132-139. DOI 10.37493/2307-907X.2024.1.14/ (in Russ.).
Suvorova, T. V. (2024), “Upravleniye marketingovoy deyatelnostyu cherez tsennostnoye predlozheniye: praktika rossiyskikh kompaniy” [“Marketing management through value proposition: practice of Russian companies”],Vestnik Kemerovskogo gosudarstvennogo universiteta, Seriya: Politicheskiye, sotsiologicheskiye i ekonomicheskiye nauki. [Bulletin of Kemerovo State University, Series: Political, sociological and economic sciences] Vol. 9, 4 (34), pp. 610-619. DOI 10.21603/2500-3372-2024-9-4-610-619.:614/ (in Russ.).
Suvorova, T. V. and Filiptsov, M. V. (2024), “Vliyaniye emotsionalnogo brendinga na upravleniye prodvizheniyem lichnogo brenda” [“The Impact of Emotional Branding on Personal Brand Promotion Management”], Bulletin of the Belgorod University of Cooperation, Economics and Law [Bulletin of the Belgorod University of Cooperation, Economics and Law], 5 (108), pp. 155-163. DOI 10.21295/2223-5639-2024-5-155-163. (in Russ.).