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.