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Content Marketing: The Basics

Content marketing is about creating and distributing editorial content for the purpose of acquiring and retaining customers. This might mean newsletters, blog posts, posts on social media ...

This strategy, which represents an undeniable competitive advantage, is particularly beneficial as it creates added value. Gallerists can boast a certain artistic expertise that collectors are likely to be interested in. Galleries can, for example, publish short articles in a dedicated section on their website. Often collectors buy works because they are interested in the artist, their artistic approach, technique... giving this type of additional information can help sell the artwork.

The idea is to get the collector involved in the activity of the gallery and the world of art in general. By presenting original and varied content, the gallery will promote the development of a lasting relationship with its collectors.

The classic example would be the creation of an instagram or facebook page for the gallery, where you can regularly update your followers and collectors by publishing photographs of artworks, information about artists, current exhibitions etc. This kind of content has the advantage of creating an engaged community. In this type of situation, customers are often called upon to play the role of "ambassadors" of the gallery, by re-sharing their news on their personal profile. Having accounts on various social media networks also contributes to search engine optimisation and can help the gallery's rank on search engine results page the referencing of the gallery in the search engines: the gain in visibility is undeniable, allowing the emergence of new customers.

To put content marketing into practice, it is important to determine where to distribute the content, what content to broadcast, and in what way:


Social media are essential platforms for highlighting content. They make it possible to interact and with a community as well made up of artists, collectors, art lovers, art world professionals...

Newsletters, sent by email to a pre-established mailing list, keeps gallery customers informed of organized events (exhibitions, openings, discussions ...).

The gallery site is also essential because it is the gallery's representative in the virtual world, a window through which collectors can learn about the gallery's catalogue and artists . It should regularly be updated, and be easy to use in order to facilitate the user experience.

Content doesn't need to only be digital. In fact, it might be a good idea to invest in flyers or publish exhibition booklets to provide customers with paper support that they might be more likely to hang on to.


It is essential to focus on visual content. Posting images of artists' work on instagram, tagging them and then linking to your gallery page or Artsper page can contribute to sales and getting your artists' names out there. In addition to highlighting the gallery and its artistic choices, such an action will encourage the artist's followers to find out more about your gallery and they might eventually become collectors.

The videos are highly prized by the Internet community as a quick and easy way to learn about a topic or event. Creating Instagram stories or short Facebook lives are a create way of sharing gallery updates, glimpses of behind the scene activities etc

Adding a "blog" or "magazine" tab to the gallery's website, as a place to publish short articles detailing the work of a particular artist or commenting on current events in the art world, is also an option to consider. The gallery owner can highlight their expertise and promote the type of art that they seek to present through their gallery


In order to stand out from the crowd and to keep collectors interested it is important to be creative. As much as possible, try to vary the type of content you create, using different formats, new ideas etc. Here is some inspiration:
•Social Media: post behind the scenes photos or videos, setting up an exhibition, visiting an artists' studio ... this content will make your community feel like they're participation in the gallery's daily life
• Blog: write accessible articles focussing on a movement, a technique or a medium used by a represented artist.
• Gallery's website: publish a video interview of one of the artists represented, create interactive content, give explanations for your exhibitions and the process behind creating them

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