Strategy for Culture

Strategy for Culture

Presenting a paradigmatic model of content marketing for cultural products in the digital marketing space.

Document Type : Original Article

Authors
Hamid Reza Ebadi 1
Hakimeh Niky Esfahlan, 2
Hossein Emari 3
Vahid Reza Mirabi 4
1 Department of Business Management, Ta.C., Islamic Azad University, Tabriz , Iran
2 Assistant Professor, Department of Management, Ara.C., Islamic Azad University, Hadishahr, Iran
3 Department of Management, Bon.C., Islamic Azad University, Bonab, Iran
4 , Department of Management, CT.C., Islamic Azad University, Tehran, Iran
10.22034/jsfc.2025.537270.2825
Abstract
This research was conducted with the aim of presenting a paradigmatic model of content marketing for cultural products in the context of digital marketing. This study is classified as applied-developmental research in terms of its purpose; it is descriptive-survey in terms of its data collection method and qualitative research in terms of its analysis method. The statistical population of the qualitative section included experienced managers and experts in the field of cultural product marketing, and using the theoretical and purposeful sampling method, semi-structured interviews were conducted with 15 people, which ultimately achieved theoretical saturation. The research findings led to the identification of the main categories of the paradigmatic model. According to this model, causal conditions including facilitating customer interaction and journey, optimizing search engine rankings, needs assessment and accurate audience identification, and market identification and segmentation influence the central phenomenon, i.e. why content marketing is for cultural products. The central phenomenon is also influenced by contextual conditions such as processes, organizational structure, performance evaluation mechanisms, content delivery formats, required resources and facilities, IT infrastructure, relevant laws and licenses, and the country's cultural and social conditions, as well as intervening conditions such as limitations, identified risks, and intensity of competition. Finally, strategies and actions including content structure and relevance, diversity in marketing strategies, and collaboration with stakeholders and influencers lead to improvements in indicators such as performance, quality of service delivery, branding, audience engagement, conversion rates, expansion of distribution channels, and market development.
Keywords
Cultural Products
Content Marketing
Digital Marketing
Subjects
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