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Maybe the Biggest Lesson for Libraries from Content Marketing World: Why Broad is Flawed!

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The Library Marketing​​​​​​​​ Show, Episode 114

In this episode, I’ll dive deeper into one of the big takeaways for libraries from Content Marketing World 2021. This is a concept that marketing expert Jay Baer explained during his keynote and for me, it was the most relevant takeaway for libraries from this year’s conference.

We’ll also share kudos for an amazing library promotional video. Watch the video to see which library we’re highlighting this week.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week.

Thanks for watching!


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The Top Four Reasons To Use Content Marketing To Promote Your Library on Every Platform

Photo of card catalog courtesy Public Library of Cincinnati and Hamilton County

My high school history teacher never assigned a textbook for his class.

Instead, every day, Mr. David Ulmer would pace back and forth at the front of a room of students, explaining the events of the world in vivid detail as a story.

He would wildly gesticulate when the action got heated or dangerous, use voices to give life to historical figures, and punctuate points with hilarious statements written on the chalkboard.

My classmates and I sat in rapt attention. We tried to take notes. But frankly, it was hard to tear your eyes away from Mr. Ulmer. We didn’t want to miss a single detail.

No one failed tests in Mr. Ulmer’s class. That’s because his method of teaching was storytelling. Everyone remembered the details.

Mr. Ulmer used content marketing as a means of teaching history. Rather than pushing a bunch of facts, figures, and details at us, he made historical events personal, vivid, and memorable by telling stories.

Your library can have that kind of lasting, memorable impact. You only need to integrate content marketing as part of your promotional strategy.  

Now is the time to work stories into your library promotions. You want desperately to break through the noise of life. You want your community to think of your library every time they face a problem. You want them to remember they can come to you for anything they need.

I sometimes wonder if libraries dismiss this idea because stories as marketing sounds childish and unprofessional. The word “story” may also imply that the content is made up.

But, in marketing, we use stories as content because they are true testimonials about how your library has helped your community. They aren’t fiction. They’re told with integrity and clarity. 

 “People think in stories, not statistics, and marketers need to be master storytellers”.

Author, columnist, and businesswoman Arianna Huffington

Here are the four things you need to know to start working content marketing into your library promotions.  

You don’t have to do all the work.

Research by Nielsen shows that 92 percent of people will trust a recommendation from someone they know. When a cardholder talks about the way your library’s collection, programs, and services have impacted their lives, people will listen. Let your community share their story about their experience at the library.

One year at my library, we sent an email to a target group of library users. We asked them to tell us why they loved the library.

We got more than 400 responses! Some people wrote a few sentences, and some wrote paragraphs.

That one “ask” was a gold mine for content for more than a year. We contacted many of the responders later to ask them to elaborate on their stories on camera. We used those interviews for fundraising and content marketing. We pulled some of their quotes and had our librarians read them on camera, which we used as content marketing during Library Workers Week and other big events.

We used some of those stories to lay the groundwork for the passage of a levy. And we used stories on social media. That drove our organic engagement rates higher and made our other organic posts more effective.

Your community is eager to share testimonials with you. All you have to do is ask.

You can gather stories every day.

Make it a practice at your library to start a conversation with cardholders at a point of service.

Use your own story to begin the conversation. You can share a few sentences about how the library has impacted your life. Or you can talk about why you decided to work in a library.

Sharing your personal story will signal to your patron that it’s okay for them to share their story. And once they have, you can ask them if you might write down the story and share it as content marketing with other patrons. Most people will say yes.

Stories don’t have to be long or complicated.

Your content marketing can be a few sentences, a few paragraphs, or a few pages. There’s no formula for length. If you’re not a confident writer, or your patron feels uncomfortable sharing in detail, you can still create a great content marketing story within a few sentences.

Jacksonville Public Library shared the story of a father who got his high school diploma with the help of the library. It’s less than 400 words, but it’s powerful.

Your library can share content marketing everywhere you do promotions.

Start by including one story in each of the places where you normally promote your library.

For instance, if you send a monthly library newsletter, include a story. You don’t have to delete any of the other things you normally promote in your newsletter. But slip a story into the mix.

Tease the story in your subject line to increase your open rates. A story will appeal to a wider audience. Once the subscriber opens your email and reads the story, they’ll be responsive to other promotional content in the email.

If your library has a blog, include at least one cardholder story on your blog every month. Your blog will grow in traffic and subscribers, which is good news for the other content you post.

One of the best places to share content marketing is in a video. Champaign Public Library has a full YouTube playlist of content marketing videos. Their work is a great example of the power of an on-camera interview testimonial.

You can create a newsletter filled with stories. You can create a landing page on your website. You can share stories on your blog, on social media, in your videos, and in your print pieces.

The Brown County Library works content marketing into its Facebook page posting schedule. They’ve even created a hashtag, #WhatsYourLibraryStory to drive engagement.

Content marketing deepens your library’s connection to your community. Are you using it for library promotions? Share your ideas by clicking on the “Feedback” button.


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The Most Exciting Library Marketing Lessons from Content Marketing World

The future of content marketing at your library is stories, videos, and making personal connections between your cardholders and your libraries. That’s the big takeaway for me from the year’s Content Marketing World, a giant marketing conference in Cleveland. I’ve just returned with a head full of ideas and heart full of energy. Rubbing elbows with 4,000 marketers bursting with love for the profession will do that to you.

At #CMWorld, I attended 15 sessions and learned a ton of new information which I will flesh out here over the course of the next several months. Some tips can be put into action immediately and some will need time for processing in my brain, as I work to figure out how to make them doable for libraries of all sizes, shapes, and missions.

Here are the main takeaways I received from 15 sessions with links so you can check out more of the speaker’s work and get started on transforming your own library marketing.

Linda Boff, Chief Marketing Officer at General Electric:  Stories are everywhere, right under your nose. Find and embrace them.

Jay Acunzo, host of the podcast Unthinkable:  Content marketing is about inspiring your true believers, not coercing the skeptics. (This was an ah-ha moment for me!)

Drew Davis, a former marketer, best-selling author, and speaker:  Audience retention is the true definition of video engagement. Stop trying to just get views and get audiences to watch your whole video!

Doug Kessler, creative director and co-founder of Velocity Partners: It’s our job as marketers to expose the hidden marketing conventions and turn them on their heads. In other words, conventional thinking will get you nowhere. Now is the time to be creative.

Ian Cleary, founder of Razorsocial: Be smart when you publish your content because if no one sees it, what’s the point? Use smart keywords, collaborate with influencers, and promote yourself. During this session, I realized I know nothing about web optimization!

Amanda Todorovich, Content Marketing Director at the Cleveland Clinic: Never be content. Measure and test and test again. Ask “what if” all the time.

Casey Neistat, YouTube star: Do what you can’t. Make it count. Follow your gut. Cut through the bullshit. Yes, I put that all in bold because IT’S IMPORTANT.

Colson Whitehead, author of The Underground Railroad and a bunch of other books, Pulitzer Price Winner, National Book Award Winner, etc., etc., etc. You know him, you work at a library: If you have ideas and you’re not sure you can pull them off, it’s ok to wait until you are actually ready. I’ll be honest, I don’t know if I agree with this but I’m going to think about it for a while.

Amy Schmittauer Landino, vlogger, author, and speaker: The secret to great video is asking yourself…would you share it?? Really?? Not just because you think everything you do is fantastic, but because what you do is actually fantastic.

Arnie Kuen, CEO of Vertical Measures: There is only a two percent chance your followers will see your organic post. (YIKES!)

Scott Stratten, author, speaker, blogger, podcaster, promoter of unconventional marketing. This was a session on public speaking: Tell a personal story but only if it makes a point. Respect the audience’s time.

Tamsen Webster, speaker, and producer of TEDx Cambridge, during the same session on public speaking: Go ask for the stage you deserve. The way to speak more is… to speak more.

Joseph Gordon-Levitt, actor and creator of hitRECord, an online collaboration and creation website for video, graphics, music, and more: Community, fair compensation, and collaboration are the future of content creation.

Joseph Gordon-Levitt

Jonathan Stanley, Executive Producer for Lowe’s: Test all the time on YouTube. Fail fast and learn fast. Don’t spend years scripting.

Michelle Park Lazette, Content Marketer for the Federal Reserve Bank of Cleveland: Deliver different! Try your best to produce the “okra breakfasts” of content. Okra breakfasts are content that is unexpected but delicious and filling!

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

 

Why Libraries and Content Marketing Make the Perfect Couple: A Content Marketing Institute Interview

A crazy thing happened to me this week. Content Marketing Institute published a profile I did a few weeks ago with them. Each week, they highlight attendees of their big, fabulous Content Marketing World conference and I was lucky enough to be in the spotlight this year. Libraries and content marketing are the perfect combination!

You can read the interview here. Thanks CMI!

angelahurshmedal

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Slideshare,  Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

How One Library Is Using Content Marketing to Capture the Imagination

How One

Sometimes, I’m a curious girl.  And about six months ago, a Twitter post featuring this billboard piqued my curiosity.

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It caught my attention because it’s different from any other library billboard marketing campaign I’ve ever seen. It’s a story-driven content marketing campaign, and I found it to be intriguing.

So I switched into journalism mode and went in search of the creator behind the campaign, hoping to pick his or her brain about how the concept was formed.

My search led to me to Jason Tutin, Digital and Learning Development Manager at Leeds Library and Information Service. The Leeds Library is located in the United Kingdom, roughly 200 miles north of London and has 35 locations.

Here’s what I asked Jason about the #whatsyourstory campaign, the strategy, and results.

What did you hope to accomplish–what was the strategy behind the campaign?

The campaign strategy was to change people’s perceptions of modern public libraries. We wanted a campaign that would be fresh, exciting, and high-profile. It was designed to be fun and appealing to adults living in Leeds to inspire them to engage with the library service. We also wanted to align our online and offline marketing so our offer was more ‘joined-up’ across promotional channels. In summary, we wanted to:

  • Engage new and existing customers
  • Raise awareness of libraries in Leeds
  • Develop brand recognition
  • Change perceptions of what libraries can offer
  • Improve online engagement with users through our existing social media accounts and the Leeds Reads blog.

How did you promote it? Was this a fixed-time campaign or is it ongoing?

We developed a human story PR strategy and detailed content strategy for both online and offline media. We wanted it to be about people’s stories and how the libraries played a part in their achievements. The #whatsyourstory campaign was launched in late June 2015. Lamppost banners, a billboard, press and TV coverage, a website, blog posts, and print flyers all accompanied a comprehensive social media campaign. Phase One of the campaign featured two real-life stories from users of Leeds Libraries. Phase Two of the campaign will be launched in early 2016 with two new case studies. We will continue to collect and promote new case studies as part of the campaign.

Frame-2

Traditional media channels were interested in #whatsyourstory because of the stories of Wayne Levitt and Ma Maposa. These two people provided the inspirational case studies that featured in the first phase of the campaign. #whatsyourstory generated 20 pieces of media coverage including two articles in the Yorkshire Evening Post, a broadcast feature on Made in Leeds TV and many more articles in local publications. The potential audience reach of these media outlets is over two million people.

Did you have a budget?

A maximum budget of £10k (about $14,000) was allocated to the initial stages of this campaign. This included concept, design and plan execution. With a relatively small budget and inspiring content featuring real-life case-studies, #whatsyourstory brought Leeds Libraries to the attention of new demographics. The careful strategic planning of the social media content also resulted in the campaign gaining exposure regionally, nationally and internationally. Online engagement rose dramatically on Facebook, Twitter and the Leeds Reads blog.

Additionally, as the campaign is all about local stories from real-life people it has a longer shelf life. We plan to continue with the campaign over the forthcoming months/year and share more positive experiences from people who have used and benefited from the library service.

What was the response from the community?

In addition to reaching new audiences, we wanted the social media element of the campaign to promote engagement and interaction. Throughout the four weeks of the campaign we had 213 Twitter interactions for #whatsyourstory content and 152 interactions on Facebook. One of the most popular tweets was a photo of Ma’s billboard, which was erected on a popular commuter route between Leeds and Bradford. To date, it has received 65 interactions on Twitter alone.  The campaign received great support on social media from Leeds residents, businesses and organisations as well as other Leeds City Council departments and staff.

The impact of #whatsyourstory reached far beyond Leeds, with positive interactions from Australia, Canada and the USA! Our social media engagements increased throughout the campaign and as a result we gained more followers and raised our social media profile. Wayne and Ma’s stories were posted on our Leeds Reads blog and were by far the most popular posts of 2015, gaining 120 shares on social media.

What did you do with all the answers once you had curated them?

We are using the responses that the campaign generates to find new case studies and engage with new audiences.

Was the campaign successful?

Yes, and this success has been recognized by others in the marketing industry. The #whatsyourstory campaign won the Best Creative Comms award at the ‘comms2point0 UnAwards 2015’. The judges said that the #whatsyourstory campaign was:

“A standout triumph across all criteria, from initial strategy and planning to evaluation and metrics and, of course, that crucial element of creativity. The smart use of storytelling was the highlight and we loved the application of real-life, personal journeys to draw on the emotions, capture the imagination and change the perceptions of the audience.”

Any words of advice for other libraries planning a similar campaign?

Marketing of public library services is notoriously difficult because we offer so much to so many people! We decided that the best way to promote our services would be to have real people advocating on our behalf. Their stories have generated a real buzz around the campaign and have really helped to raise the profile of Leeds Libraries within the city and beyond.

Are you interested in writing a guest article for this blog or do you know someone whose insight would be helpful to my readers? Leave a message in the comments or email me at ahursh@yahoo.com.  

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Slideshare,  Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

 

Five Content Marketing Lessons Learned at the Construction Site

Five Content Marketing Lessons
I woke up this morning with a tingle of anticipation akin to what I’d feel on Christmas morning. My library system is opening two new library buildings this week. We opened a third building last month and renovated another historic location last year.

This marks the end of a monumental project for our library involving an unimaginable amount of sweat, tears, mud, planning, scheming, logistics, and money. It’s been a test of endurance for everyone involved and I am SO PROUD of our system.

You can learn more about our construction projects here. As always, there were marketing lessons to be learned from the process.

1. Arm yourself with data before tackling a new project or idea–the more data, the better. What is it that your customers want? What do your customers do when they are interacting with your services? What do they do when they are not even thinking about the library? You need to know everything there is to know about your cardholders, not just their ages, email addresses, and circulation tendencies. If you are hoping to engage them with remarkable, valuable content that drives them to action, you’ll need to know everything about them. Seek out data in whatever way possible: surveys, one-on-one interaction, and third-party data collection.

2. Plan as much as you can. Build your content marketing strategy with a clear goal. This should be your vision. Keep it constantly in focus as you move through your year, always working on that goal. For every tactic you work with, ask the question, “Is this contributing to the realization of my goal?” If not, cut it out.

3. Be flexible about change. Halfway through your year, you may realize that the ideas you implemented for reaching your content marketing goals are simply not working. You’re not married to them. It’s totally fine to change tactics, as it would be natural to drive around a boulder in the middle of the desert on your way to the watering hole. Whatever you have to do to reach your goal, do it. If one of your staff members comes up with a brilliant idea for content marketing and it means you have to drop something else out of the schedule to make it work, do it.

4. Mud is okay. Construction is dirty. So is content marketing. There are many drafts to work through, a lot of stops and starts, and sometimes it feels like you’ll never get that piece of content published. You will. Have faith. You can always sweep up the mess later. The mess leads to something beautiful. Embrace the dirt.

5. Admire the shiny new building when it opens… then work to make it even better. Once you’ve released your piece of content, pat yourself on the back–then work to make it better. Refine the keywords. Check the tags. See if you can re-purpose it for other channels and audiences. Watch how the audience responds and use that data to make new editorial decisions for your content.

Has your library been building new branches or renovating existing buildings? What have you learned from the process? Share your thoughts in the comments section.

Subscribe to this blog for updates every time I post. Click on the little “Follow” at the top left of this page.

Connect with me on Twitter. I’m @Webmastergirl. I’m also on LinkedIn,  Instagram and Pinterest.

Views in this post are my own and do not represent those of my employer.

Feeling Overworked? There’s a Secret Trick to Get More Mileage Out of Your Library Marketing Content!

Photo courtesy Public Library of Cincinnati and Hamilton County

Not long ago, I read the results of a new survey. It kind of blew my mind.

Orbitz Media asked content creators about the amount of time they spend blogging. They found the average blog post now takes 3 hours and 57 minutes to write. That’s up 65 percent from 2014! The same survey shows 52 percent of bloggers report that it’s getting harder to get readers to engage with their content. WOW.

We live in a world dominated by a relentless and never-ceasing stream of content. But libraries can’t just turn off our content communications streams. Our very existence depends on our ability to educate the public about what we offer. We use our content to convince people to use the library.

So, what’s the solution, when your library staff is overworked, and your audience is oversaturated? Be more efficient.

There is a way to make your work stretch further and get your communication into the world. You can do this by republishing your content.

What is republishing content?

When you republish, you take an old press release, blog post, infographic, or video, and update it to include new and relevant information.

If your library has been publishing content for a while, you probably have quite a catalog. Most of it is still useful and relevant! Good content will never go out of style. These “evergreen” pieces of content are opportunities for you to republish.

Republishing content has many advantages for libraries.

  • It saves you time.
  • It improves your library’s chances of being found in search. When you improve content in the republishing process, you optimize it to bring it up to today’s best practices for headlines, tags, keywords, and length. That leads to improved search results.
  • It helps you to fill your editorial calendar when ideas and staff are sparce.
  • Your audience has changed since your original publish date. You’ve gained new cardholders and fans.
  • Your audience needs a reminder that you offer certain services.

How do you decide what pieces of content to republish?

Here are some ground rules.

First, take inventory of what you have already. This is called a content audit. Use a spreadsheet or organizational software to write down the blog posts, videos, and other pieces of content you previously published (and start keeping track of the new additions).

In your audit, make note of the following:

  • The type of content (blog post, press release, video, brochure, etc.)
  • The original publish date
  • The original headline
  • The keywords or tags used in the original piece
  • The word count or length of the content
  • The number of views, likes, comments, and shares the content originally received

Now you’re ready to make some decisions. What are your marketing goals? Are you (or your supervisors) looking to drive more people to your library webpage? Are you trying to increase social media engagement? Once you establish your goals, look at your old posts and determine which ones will help you reach those goals.

For example, if you want to drive more people to your webpage, and you have a video about your genealogy databases that drove a lot of traffic to your website at the time it was published, mark the video to be updated. It will likely have the same effect today, particularly if it’s refreshed.

Here’s another example. Let’s say your library director really wants to see likes, shares, and comments increase on your library’s new Instagram account. In your list of old content, you notice a blog post from two years ago about a uniquely themed story time that drove a lot of engagement when you posted it on Facebook. Mark that post to be updated. Chances are, with some careful recrafting, it will create the same kind of audience reaction when the updated version is promoted on Instagram.

Now what?

Once you identify the pieces of content you wish to republish, it’s time to update those pieces. Here’s a checklist of options for updating your content.

  • Are the statistics still relevant?
  • Are the links and resources still available?
  • Are quotes still relevant?
  • Are there new keywords or tags to add?
  • Can you freshen up the headline?
  • Do you need to adjust the original length of the piece to make it longer or shorter, based on current best practices?
  • Can you add a poll, a survey, or a comment section to enhance the content experience?

If your original piece of content requires no changes, you can republish it in its original form. Make a note at the beginning to let your readers or viewers know that you’ve republished it without changing it. You might say, “Here’s a popular blog post you may have missed” or “Here’s something from our archives.” Include the original post date for full transparency.

Have you republished content? What were the results? Share your experience in the comments.

Bonus tip

A few months ago, I wrote about another way to stretch your content distribution. Here is the article: Re-purposing Content Saves You Time and Reaches Your Whole Audience. Here’s How to Do It Right.

Latest Book Review

The Dutch House by Ann Patchett.

Find more 60-second Book Reviews here.

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The Library Marketing Live Show Episode 6: Figuring out Evergreen Content for a Library Blog

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What We Talked About

Shandi from the Illinios Heartland Library System sent me this question:  I just read your blog article “How to Launch a Library Blog.” I would love to hear more about this! Specific question: Our new website won’t be ready for maybe 8 months (at our current rate). I want to add a blog with the introduction of our new site. When do you suggest beginning to curate articles? I’m thinking I could start now with evergreen pieces, right? Thanks!

So I talked through my answer to that question and gave some advice for creating evergreen content for a library marketing blog. I’m excited to see what Shandi’s blog looks like and to read the content she curates.

If you’ve got a library blog that you really love, please let me know in the comments. I’m curating a list of great library blogs to share in a future post so get your nominations in! Thanks for the question, Shandi.

Stay in Touch

Thanks to everyone who attended the webinar with Library Journal and Recorded Books on July 25. I am going to answer all the questions either on the live show, on my blog, or via email so be watching for that!

I’m speaking at two conferences this fall and you can register for both on the Upcoming Events page. The OLC released their full agenda this week and it looks like a great conference. Plus, you’ll be able to tour my library!

Have an idea for the next Library Marketing Live Show? Submit it now.

We’ll chat on Instagram on Tuesday at noon EST for about 15 minutes. My handle is @Webmastergirl so follow me to see the show live!

Eight Major Reasons To Add Content To Your Library Marketing {Infographic}

I’m so excited to be the keynote speaker for the Illinois Library Association Marketing Forum Mini-Conference in Chicago in a few weeks. My brain is entirely engulfed in content marketing as I formulate the talk. There are also some big content changes afoot at my library. I’ll talk more about those when we have our campaigns up and running. But, let’s just say that most of my marketing focus in my professional life is on content–why we should do it, how to make it work better, and how to be efficient in our content creation.

The most important part of the speech I’ll give next month is the “why.” Why is content marketing important to libraries? This was actually the focus of one of my early posts here on blog. The argument for content marketing hasn’t changed. You can make all the posters and fliers you want. People don’t pay attention to those push promotional tactics. That’s why marketing seems frustrating.

You want desperately to break through the noise of life and become a subconscious part of your cardholders’ thought process. You want them to think of you every time they face a problem. You want them to remember they can come to you for pretty much anything they need. This is the common struggle for libraries everywhere, no matter their size, staffing, or service area. Honest to goodness, the only way to achieve that is through content marketing. I know this from experience.

There is now a lot of data to back up the assertion that content works. I want to share some of that with you. I’m hoping that, if you are hesitant or nervous about working content marketing into your overall library marketing strategy, these stats will convince you. I truly believe this is an opportunity for libraries that cannot be missed. If we are to survive and thrive as an industry, we need to do more content marketing.

Here are the facts for why content is key to library marketing.

Why Content is Key to Library Marketing

80 percent of people prefer to get information about your library from a series of articles versus an advertisement.

71 percent of people are turned off by content that seems like a sales pitch. Which means, if you are doing mostly traditional promotional marketing, it’s not working.

75 percent of people who find local, helpful information in search results are more likely to visit a physical building. We want to get more bodies inside our libraries. Content is the key.

Only 45 percent of marketers are using storytelling to create a relationship with their audience. Most big brands are still running ads and push promotion. This is our open door. It’s a huge opportunity for libraries. This is how we sneak in and take away audience share… by telling stories. And who doesn’t love a good positive story about a library?

95 percent of people only look at the first page of search results. Optimized content (that’s content that uses keywords that are likely to be picked up by Google and other search engines) is incredibly helpful. If your library’s content appears on the second page or later, people won’t see it.

Blog posts are the content that get the most shares. And if your post is helpful to others, it’s more likely to be shared. 94 percent of readers share a blog post because they think it can be useful to someone they know. And the more often you publish blog content, the more often your content will show up in search, which increases the likelihood that people will find your library while doing a search. Amazing, right?

90 percent of the most successful marketers prioritize educating their audience over promotion their company’s promotional messages. Education is our main industry. Libraries are perfectly aligned to make this work for us.

But here’s a stat that really surprised me. 78 percent of effective content marketers use press releases as part of their strategy. Yep, press releases can be content marketing too. Use your releases to be informative but to really pitch amazing story ideas to the media. If you have a great story and you can make all the elements available to the media, you can let them tell it and take advantage of their built-in audience to spread the word about your library.

These stats come from a variety of great blogs including Impact, Marketing Profs, OptinMonster, Elite Copywriter, Cision, and Forbes. I hope they’ve convinced you to do content marketing at your library.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Snapchat, and LinkedIn. I talk about library marketing on all those platforms!

Click Now! What’s a Good Click-Thru Rate For Library Marketing and How Do You Make Your CTR Rise?

Click to watch the episode.

The Library Marketing​​​​​​​​ Show, Episode 166: This episode is all about click-thru rates for digital promotions!

This topic was suggested by a viewer named Lily who says, “We have a super high open rate and super low click-through rate. Could you talk CTRs?” I sure can!

Kudos in this episode go to the Oxford University Libraries in New York.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new weekly video tip for libraries.

I have a favor to ask. Can you take this five-minute survey about professional development? Thank you!


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