From Recipes to Playlists: Why Content Marketing Works for the Arts

# Marketing

Have you ever gone down a rabbit hole you didn’t expect?

Brittney Aston

One minute I’m googling how to get an oil pastel stain out of my sweater… the next I’m down a YouTube rabbit hole on historic coins. (Yes, I collect them. Yes, it’s a whole thing. And no, I don’t know how I got there either.)

That’s the magic of content. When it’s good, it pulls you in and makes you want to explore more.

I think arts organizations have that same superpower. You’re already sitting on stories, images, behind-the-scenes moments, and community connections that are just waiting to hook people in. The trick? Packaging it as content that people want to read, watch, or share, without feeling like you’re just selling tickets.

- The Barbican does it with podcasts and curated playlists.

- Opera North makes newcomers feel at home with their “New to Opera?” guides.

- American Players Theatre even highlights local restaurants and inns so you can imagine your whole night out.

None of these pieces shout “BUY NOW!” But they build trust, spark curiosity, and keep audiences coming back.

👉 Check out the full blog for more inspiring examples and a breakdown of how to put content marketing to work in your arts organization. What’s one piece of content you’ve created (or want to try) that makes your audience lean in and say, tell me more? 👇 Share it in the comments below!

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