Museos y Content Marketing. Hacia un nuevo modelo de generación de contenidos culturales

Abstract

Since few decades ago, museums have been applying the theory and practice of Cultural Dissemination so as to generate cultural contents in order to provide visitors cognitive and emotional accessibility to collections. Recently, it have appeared campaigns and actions of commercial communication that, leaded by the museums' communication departments, generate contents whose main aim is to create advertisement through the technique called Content Marketing. This article presents this new model of contents generation and analyses some international case studies where it has been applied successfully.