Hi all!

Thank you so much for being a wonderful audience. I really loved talking with you and sharing our stories. I hope you learned something. I sure did. I got a lot of questions after my presentation and I’m going to do my best to investigate answers to those questions. Watch for my discoveries in future blog posts.

Would you mind taking a two-minute survey for me? It will help me be a better speaker. My thanks!  -Angela

Take the survey.

Presentation Takeaways

Content marketing is: “a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience-ultimately, to drive profitable consumer action.”

Stories build a connection, which leads to customer loyalty, which leads to customer action.

For the cardholder, content marketing provides compelling, useful information, addresses concerns, establishes your library as a place for valuable information and builds trust. For the library, it helps YOU to learn about your audience.

Create a strategy. What outcome will you work for? This is a decision to take a specific path. Set real business outcomes. Ask yourself: What are my key opportunities? What are our core challenges? What are we assuming? What are the risks? What are our success metrics? Who are our fans? Who isn’t listening to us? Then write it down!

Ideas for content marketing

Print or email newsletters: Add stories and make your publication something people look forward to reading.

Video: Inspire fans with stories told by people who use your library.

Blog: Create consistent content that goes in-depth and really lets your audience learn more about the library.

Podcasts: Podcasts let you get intimate with your cardholders. It’s like talking to them one-on-one, directly in their ear.

Elements of a good story are: emotion, conflict and resolution, simplicity

Find good stories by: asking staff, crowd sourcing, social listening, approaching your calendar events with a twist.

Writing tips: Just do it! The best stories are never perfect. They are real. Don’t be afraid to fail. Write often. Write, then walk away. Read! Write simply and conversationally. Explain terms. Let non-librarians read your content.

Set aside time to be creative. We all need time to think about what we are doing and to ferment good creativity. Schedule time away from your desk. Write down every idea, no matter when it occurs to you or where you are!

Examples

Why Libraries Need More Funding: The Jerry O’Hara story

Cleveland Clinic Blog

Cleveland Federal Reserve Blog

The latest issue of Library Links

Dion Brown Discovers His Family Roots

Public Library of Cincinnati and Hamilton County blog

Subscribe to Andrew and Pete on YouTube. Andrew and Pete run a marketing agency and they’re hilarious. Their videos are full of energy, funny moments, and engaging graphics. But it’s the content that really hooked me. Their ideas and tips can be put to work for your library right away. They don’t push expensive software or radical workflow changes. They’re all about real-world results. Their explanations are clear and make complete sense. They’re very customer and results focused. Sign up for their weekly email and get a link to their videos emailed directly to you!

Sign up for Jay Acunzo’s Unthinkable newsletter and listen to his podcast of the same name. Jay highlights marketers who are changing the way their companies interact with their customers for the better. He’s tired of average content marketing. Each week he finds and interviews a marketer who is doing exceptional work–work that is Unthinkable.

Bookmark Content Marketing Institute, My favorite content marketing website. They do free webinars about the practice. Subscribe to CCO magazine–it’s free. Attend Content Marketing World with me! Attend their #CMWorld Twitter chat every Tuesday at noon to interact with top marketing experts and get your questions personally answered. You’ll understand more about content marketing and how it works.

Subscribe to Total ANNARCHY, a long-form marketing newsletter by Ann Handley. She runs the MarketingProfs website, where you can find lots of free resources. But the newsletter is fantastic. Remember when I told you long-form content was amazing and memorable? I learned that from Ann.

Subscribe to the Marketing Insider Group blog. I signed up for the weekly email. It’s just really got great,clear, inspirational stuff for content marketing.

 

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