Search

Super Library Marketing: Practical Tips and Ideas for Library Promotion

Open Search
Category

library marketing ideas

Interviewing Techniques Anyone Can Use To Land a Powerful Quote for Your Library’s Blog, Video, Social Media, or Press Release

Photo courtesy Cincinnati and Hamilton County Public Library

Interviewing a stranger about their library experience is intimidating for many people. If the thought of having an intentional conversation to elicit a sound bite you can use in a blog, video, social media post, press release, or other content sounds daunting, the post is for you.

Why a powerful quote is important.

Your audience wants to hear directly from the people impacted by your library’s work. Whether that is your staff, director, board members, or patrons, a good quote can drive home your work’s value.

A quote can convey passion or a strong point of view. It can turn a story about statistics or complicated concepts into something understandable and relatable. A quote can also establish an emotional connection with the reader or viewer.

And, if your goal is to catch the attention of local media, a good quote can make your press release, blog post, or email stand out. Because…

The media knows when your quote is fake.

I worked in a local television newsroom for nearly 20 years before I became a library marketer. And I’m here to tell you… journalists can tell when you’ve made up a quote for a press release.

I understand why it happens. Your director or coworkers may tell you they trust you to put words in their mouths. It seems less time-consuming than doing an interview.

But the media can tell when you’re making it up. That’s why an interview, however short, is key to getting an authentic quote. So here are tips to make the interview process smooth and successful.

Prepare as much as possible.

If you are interviewing a co-worker, a board member, or the director of your library, take a few moments to see if there is any documentation that gives you clues about their background. Search their LinkedIn profile and board minutes. Do a Google search to see if they’ve ever done an interview. You may learn new facts about them and their speaking style.

Think about how you might structure your piece before you even write it.

That structure may lead you to questions to ask.

For example, readers may notice that I often start library profiles on this blog with some facts about my subject’s life before they worked in marketing. I ask people to tell me about their childhood library and their work before libraries, to build the scene and give a deep background on my subject. Use this technique for any interview leading to a blog post, social media post, or video.

If you are interviewing to get a quote for a press release, I suggest writing the press release before doing the interview. Leave spaces where a quote or two would grab the media’s attention and add context and emotion to the story you’re trying to pitch. Now you’re ready to write your questions.

Craft targeted questions that elicit insightful responses.

  • Use simple sentences and language.
  • Add intention to your questions. If you want someone to share a firsthand experience or observation, craft your sentence to gently lead your interviewee to that answer.
  • Ask open-ended questions. If you must ask a yes or no question, follow up with “Why?” to give your subject the nudge to elaborate.
  • Still stuck? Use your tools. ChatGPT can help you craft questions for your interview.

To show how this works, I typed into ChatGPT: “I am interviewing my library director about a new partnership that will help community members land a job or advance their careers. Can you give me some sample questions I might use to get a good quote?”

Here is the list of questions ChatGPT gave me.

  • Can you please provide an overview of the new partnership aimed at helping community members with job placement and career advancement?
  • What motivated the library to pursue this partnership?
  • How do you envision this partnership benefiting members of our community?
  • Could you elaborate on the specific resources or services that will be made available through this partnership?
  • In what ways will the library be collaborating with the partner organization to deliver these resources and services effectively?
  • How will the library measure the success of this partnership in terms of its impact on community members?
  • Are there any demographics or groups within the community that stand to benefit most from this initiative?
  • How does this partnership align with the library’s broader mission and goals?
  • Can you share any success stories or examples of how similar partnerships have been effective in other communities?
  • What steps will the library take to ensure that community members are aware of and can easily access the resources and services offered through this partnership?

That is a huge list! It’s a great start. All I would need to do is go through and tweak the questions to match the tone I want to set and to sound more like something I would say.

Now comes the fun part: the interview!

6 tips for conducting the interview

  • #1: Record the conversation.
  • #2: Talk a little about yourself to get the conversation started.
  • #3: Ask an easy first question to calm everyone’s nerves.
  • #4: Encourage elaboration on interesting points.
  • #5: Let the person talk. Don’t be afraid of silence.
  • #6: Paraphrase or summarize key points to nudge the interviewee towards a quotable response.

P.S. You might also find this helpful

Library Marketer Shares Brilliant 4-Step Plan for Getting Press Coverage and Building Personal Relationships With Media

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

What’s It Like To Promote a Library With a Non-Circulating Collection? Marketer at a Cultural Institution Takes Us Behind the Scenes

Photo courtesy Cincinnati and Hamilton County Public Library

Growing up in Columbia, Missouri, Lili Pangborn visited her local library nearly every day after school.

“The library staff quickly began to recognize me,” recalls Lili. “They would offer to help me with homework or chat about whatever books I was reading at the time. I feel like this willingness to help others is common among library staff; libraries truly are a special place for community collaboration!”

Lili still spends nearly every day at the library. She’s now the Communications Coordinator at the Newberry Library, a non-circulating research and cultural archive library in Chicago.

The library has a diverse collection of rare books, manuscripts, maps, and secondary literature that can help researchers interpret and understand original source materials. It also offers programs and exhibits.

Lili works with the Director of Communications and two graphic designers to promote the Newberry.

“Much of our marketing is focused on promoting our public events,” explains Lili. “We frequently collaborate with the Public Programs, Adult Education, and Exhibitions departments to develop marketing strategies specific to each team’s needs.”

“I believe that to successfully promote our institution, it is imperative to fully understand all aspects of how the library functions. For that reason, I try to maintain working relationships with colleagues across all departments at the Newberry, even those with whom we don’t work as closely.”

Lili’s library is quite different from that of most of my readers, as are her marketing goals.

“As an independent library that is free and open to the public, of course, our overarching goal is to get people in the doors, engaging with the collection, learning, reading, and discussing,” says Lili. “However, unlike school and public libraries, our focus isn’t necessarily on literacy or early childhood education.”

“We are non-circulatory, which means library users cannot take collection items out of the library. Because of that, we aim to promote how users near and far can engage with the Newberry and promote the message that our collection is for everyone, not just scholars or research fellows at the library.”

“There are so many ways our collection can benefit personal or professional work, so one goal is to make sure our audience is aware of our collection specialties and how they can be utilized.”

“For example, if you are from Chicago and want to learn more about your neighborhood or a certain Chicago event, we have tons of materials on Chicago history, culture, and political movements. If you are curious about the Indigenous communities local to your area, we have a wide breadth of materials from various regions across the American continents. Or, say you are interested in building your family tree, the Newberry has a slew of materials relevant to genealogic research, not just Chicago specific!”

“Many of our audience members are interested in learning from the items in our collection but are not interested in conducting formal research. So, we also want to make sure people know about the wide breadth of opportunities available to engage with the collection in a less formal setting, through our public programs, adult education classes, and exhibitions.”

I came to know of the Newberry Library through one of my readers, who mentioned that they admired the Newberry’s Instagram account. Indeed, it’s a history and book lovers’ dream, with lots of photos and videos featuring historic books, albums, documents, and more.

Lili shares social media posting duties with the Director of Communications, Bob Dolgan.

“We prioritize Instagram, Facebook, and Twitter, though we also have content on YouTube, Vimeo, and Threads,” says Lili. “Because each platform functions differently, I try to tailor the media we share accordingly.

“For example, because Instagram is visually oriented, I’ve found that our audience responds positively when we exhibit unique and interesting items from our collection in a visually appealing way.”

“Facebook is a text- and link-oriented site, we focus more on sharing relevant articles, blog posts, and events. Due to the character limit, Twitter falls somewhere in the middle, and YouTube is primarily used as a hosting site for free recordings of our public programs and video tours of our exhibitions.”

The Newberry also has an amazing blog, Source Material, which features in-depth articles about interesting sections of the Newberry’s collection.   

Lili says Source Material is a collaboration between departments. She’s never at a loss for blog ideas and sometimes gets to author the articles. For example, Lili wrote this piece about the five most-requested collection items of 2023, which was a huge hit with readers.   

“We try to schedule blog posts according to relevant dates or events at the Newberry, which allows us to cross-market each item,” explains Lili. “This is usually in the form of email campaigns and social media posts.”

“Our audience loves to learn more about the behind-the-scenes work at the Newberry and are curious about new ways they can engage with our collection. Our blog posts help inspire this!”

The Newberry also has very clear and recognizable branding. The font, the clean outline of their website, and the images they choose all convey that old-world, historical collections connection but in a modern way.

“I think that sometimes, even if people understand the value of studying the humanities, they struggle to connect that value to their everyday lives,” says Lili.

“As a humanities research institution, a goal of ours has always been to show how the study of art, music, literature, cartography, and history can inform our understanding of the contemporary world.”

“Our website and social media are often people’s first impression of the Newberry, so we want our online presence to reflect that.”

Lili says the communications team at the Newberry is focused in 2024 on positioning the Newberry collection and staff as resources to the community.

For inspiration, Lili looks to other special libraries, such as the Huntington Library, the Folger Shakespeare Library, and the Morgan Library.

“However, I personally admire the Milwaukee Public Library’s media presence,” says Lili. “They do such a wonderful job of tying traditional library goals to lighthearted contemporary media trends. This strategy seems crucial, given the current movement focused on defunding public libraries and limiting access to certain books/subjects. I also love the way they continuously engage with their community members, especially the younger generation of library users.”

P.S. You might also find this helpful

Library Marketer Shares Her Ingenious Trick for Making Sure Her Community Sees Her Social Media Posts

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

Library Marketer Shares Brilliant 4-Step Plan for Getting Press Coverage and Building Personal Relationships With Media

Photo courtesy Cincinnati and Hamilton County Public Library

Leslie Marinelli says her happy place growing up was the Edgewood Branch of the C. C. Mellor Memorial Library in Pittsburgh, Pennsylvania. The library was right up the block from her childhood home.

“Being able to walk there and check out books on my own gave me such a sense of independence as a kid,” recalls Leslie.

When her youngest son was in elementary school, Leslie volunteered as a shelver in the school media center and “totally fell in love again with the transformative power of libraries.”

“I had been a freelance writer and editor for about 10 years and took a job as a Youth Specialist at Forsyth County Public Library (FCPL) in 2017. When the Communications Manager role was created at FCPL in 2021 I jumped at the chance to use my skills and experience to promote the library to a wider audience.”

Like many of you, Leslie is a marketing and communications department of one. A few months ago, she had an idea that was a bit outside the box. She wanted to get press coverage of an interactive display at one of her branches. The display centered on Charles Dickens and was holiday-themed.

“I typically write formal press releases for big series, special events, and major announcements,” explains Leslie. “But for this branch-specific engagement program, I thought an informal email might be more personal and effective.”

“I pitched this as a human-interest story to just one reporter and her editor. My hope was that a more casual email would stand out and not get lost in the mountain of press releases they receive daily.”

“I also really wanted to be involved in helping to shape the story, so this approach enabled me to arrange a meeting and be there to make introductions, direct the photography, and highlight the key points. And of course, I used the emoji trick I learned in your marketing class to make the email stand out in her inbox!”

“I also test all my important email subject lines at SubjectLine.com to see if there’s anything I can do to make them more effective. This one scored a 100. Again, I learned that trick from you and it has been a game changer for me.”

The subject line worked and Leslie’s work building a relationship with the media landed her a victory: The display was covered in the local newspaper (you have to be a subscriber to read the full story).

Leslie says the time it takes to build those relationships with local reporters is a worthy investment for any library, no matter the size.

“Forsyth County is a rapidly growing area, but it still has a small-town feel,” says Leslie. “Networking has been a critical part of building these relationships for me.”

“One relationship I have with a local magazine was the result of a media kit I sent to our local partners and media outlets about a big event a few years back. It contained a variety of graphics and blurbs they could copy and paste to make it easier for them to post about it online. The magazine owner liked it so much that she sent an email about it to my library director who then arranged a meeting for us. We’ve collaborated on several projects since then and she recently invited me to speak about the Library to her Rotary Club.” 

“I started making those media kits about select events after seeing one of our partners copy and paste the full 2-page text of one of my press releases into a Facebook post. (The horror!) Nobody is going to read that. Community partners want to support us, so the easier we make it for them to spread the word the way we want it, the better the end results will be.”

Leslie also has some excellent strategies for managing what gets covered by local media.

“We send out a curated list of events to the local paper each week,” she explains. “I started doing this after noticing they were picking events to include that weren’t necessarily the programs we wanted to boost. Not only that, but they were getting some of the details wrong. By curating the events for them, in their preferred format, we have more control over the message, and it makes it easier for them to cover.”

Leslie also writes library-related articles for two different outlets, 400 Life and My Forsyth. (Here’s her favorite piece.) It’s a terrific way to promote the library and she says it works to satisfy her creative writing itch.

And that willingness to help her local media outlets has paid off in big ways for her library.

“I helped a freelance reporter with a couple of articles about the library a couple of years ago,” remembers Leslie. “We kept in touch and corresponded over email about library news I thought she’d enjoy. Last year she became the managing editor of the local newspaper, and she has been an invaluable resource for me. We’ve met a few times for coffee and lunch, and she let me pick her brain about how to improve my press releases.”

Leslie has four tips for any library looking to nurture a mutually beneficial relationship with the media and local partners.

Keep them informed: Invite the media to everything and follow up with them to make sure they are receiving your invitations and releases.

Make their jobs easier: In addition to the media kits for major events, create a media packet to hand out to reporters who attend your library board meetings. Include an executive summary of the topics that will be covered at the meeting, including key names, dates, and numbers, so reporters don’t have to search for answers later.

“One local reporter told me she’s never received something like this from anyone else,” says Leslie.

Another thing Leslie does is follow up with reporters after an event or meeting to email them additional details, links, name spellings, and more.

“Having your name misspelled or being misquoted is disheartening,” exclaims Leslie. “I try to do whatever I can behind the scenes to make sure everyone is happy with the results.”

Support their work: When a reporter writes something about your library or one of your pieces is published in a local magazine or blog, share it everywhere. This lets you support the media, fills your editorial calendar with great content, and builds your library’s brand at the same time.

Thank them: “I try to never miss an opportunity to thank and praise someone for writing a great article about my library or publishing one of my pieces,” says Leslie. “Email is perfectly fine for this, but a handwritten note really stands out these days. (My grandmother would be so proud of me right now for saying that.)”

Leslie says press coverage is so important—now more than ever—for helping communities (and hopefully, lawmakers) better understand the value of libraries and excellent library workers. But that’s not the only value her library sees.

“I think this kind of coverage can also be a big morale booster for staff who are in the trenches and probably don’t hear often enough what a difference they make by creating such incredible programs, displays, and positive experiences for the patrons they serve,” she says.

Leslie says her coworkers have told her that they know patrons who visited the library due specifically to the media coverage. As for the Charles Dickens display, the impact of the positive press coverage has a numeric value: nearly 1,000 more visitors came to the library than in the previous December.

Now FCPL turns its attention to other marketing initiatives including their annual report, an onboarding campaign for new cardholders, and building its presence on Facebook… again.

“We just launched a new Facebook page and changed all our social media handles to match (FoCoLibrary) due to a fruitless two-year-long battle with Meta to regain ownership of our page after a series of staffing changes,” explains Leslie. “Now that we have full control over the new page, we’re having a lot of fun rebuilding our following and connecting with new audiences!”

I always ask the library marketers I profile where they draw inspiration for library marketing. Leslie says, “At the risk of sounding like a total sycophant, I have learned so much about library marketing from you and Caleigh Haworth (my co-worker at NoveList)! In fact, I just reached out to Caleigh the other day to ask how she did that cool poll in her follow-up eBlast after the LibraryAware Summer Templates Reveal Party.”

“The Library Marketing Book Club group on Facebook has been a great source of support and inspiration. Chris Boivin at Jacksonville Public Library does a masterful job running that group, keeping morale high, and communicating with all of us.”  

“I love the Southern Adirondack Library System’s Facebook page. It’s a great mix of literary humor, art, and community. They clearly got the memo that social media is supposed to be social and not a steady stream of program ads.” 

“The Oklahoma Department of Wildlife Conservation’s social media strategy is the best thing to ever happen to a government agency’s public persona. I’m in awe of how funny and irreverent they are.”

“I think most library staff would be shocked to learn how much work goes on behind the scenes with such a shoestring budget to amplify the library’s story and increase public awareness. I’m grateful to have found this little corner of the internet where we can share ideas, support, and encouragement.”  

P.S. You might also find this helpful

Emmy-Award Winning Journalist Shares 6 Dependable Ways To Get Press Coverage for Your Library

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

An Up and Down Experience: How One Library Used a Challenge To Educate Their Community About the Freedom To Read

Photo courtesy Cincinnati and Hamilton County Public Library

Most of us think libraries are a magical place. But the library Patrick Culliton frequented as a child was truly a place of wonder.

It was in the William E. Telling Mansion in South Euclid, Ohio. Built in 1928, the Telling Mansion now houses the Museum of American Porcelain Art. But back when Patrick was a kid, this historic building was home to the South Euclid-Lyndhurst branch of the Cuyahoga County Public Library system.

“I remember going to storytimes with my mother, studying with friends in junior high, and even exploring the wooded area on the back part of the lot,” recalls Patrick.

Nowadays, Patrick works on a marketing team of two at Willoughby-Eastlake Public Library. He and his coworker manage all the digital and print promotion for the library, which serves a population of  67,000 residents with four locations.

A few months ago, Patrick and the team at Willoughby-Eastlake launched a Banned Book Challenge. The idea came from the library’s Collection Services librarian, who was concerned about calls to remove library materials from shelves.

“I noticed other libraries and educational institutions in Ohio conducting their own events about “controversial” materials, including art shows, book discussions, and guest presentations,” says the librarian, who wishes to remain anonymous. “It felt right to involve the Willoughby-Eastlake libraries in the effort to combat book banning and to educate the public about the matter.”  

“To promote the Banned Books challenge, I had our four library branches create a display for their building that encouraged patrons to sign up for the challenge and retrieve a small prize from the circulation desk for noticing the display.” 

“The primary goal was to engage readers and encourage them to check out library materials. That is always the main prerogative for all reading challenges—to get patrons in the door and circulating those library materials!”

“The second goal was to show the public what materials are up for debate—currently and throughout history. I assembled a list of 450 books that have been challenged at any point in time in the United States. Patrons and staff alike were surprised to see their favorite books from childhood, such as Where the Wild Things Are on the list with A Clockwork Orange and The Bluest Eye. The public had an opportunity to learn why books were challenged, as well as what is challenged.”

Library staff published a blog post to explain the threat that book challenges pose to all readers. The challenge itself was simple: patrons were asked to read 5 books from the banned books list and enter a drawing for a gift card.

Patrick and his team promoted the challenge using a press release, a graphic for our website carousel, scheduled social media posts, and the library’s e-newsletter.  

“The experience itself was up and down,” remembers Patrick. “Our local paper ran a story on it from our press release, and they shared their article on their Facebook page, which got a lot of traction. The comments there were mostly positive.”

“Then, when we sent our e-blast the following Monday, with the Banned Books Challenge as the lead, we received a few angry phone calls and emails. While this was concerning, it spurred us to have a good conversation at our Staff Day. Marketing and Administration then updated some policies related to materials challenges and first amendment audits and then supplied staff with the necessary support and documentation, should these issues arise in the buildings.”

“And I should say, we also got a few positive emails from patrons, too, along with positive comments on our posts about the Challenge. That e-blast had a marked increase in clicks, naturally.”

The email had a click-through rate of 6.5 percent. That’s three times higher than Willoughby-Eastlake’s average click-through rate.

163 people of all ages signed up for the challenge and 35 people completed it, reading five banned books. Two of those patrons won Target gift cards.

“We received a lot of positive feedback both online and in-person,” says the collection services librarian. “Patrons enjoyed the displays and shared the social media posts about the challenge.”

“We also received a handful of disputes, which were handled accordingly. Complaints were mainly made over the phone to the director. Willoughby-Eastlake employees also hosted a panel for the staff, in which they learned more about banned books on a larger scale and how to handle argumentative patrons.”

Now Patrick and the staff are turning their promotional attention to their winter reading Warm-up Challenge and the Solar Eclipse in April.

“We have a LOT of eclipse glasses, programs are being planned, and one of our Librarians received Eclipse Ambassador training from the Great Lakes Science Center,” relays Patrick. “It’s going to be a fun, wild day!

For inspiration, Patrick and the team follow lots of other libraries on social media. And one non-library account: the NE Ohio Regional Sewer District’s Twitter account.

“They are hilarious,” explains Patrick.

PS You might also find this helpful

The Behind-the-Scenes Story of How Two Neighboring Libraries Teamed Up To Create a Fake Rivalry Video for Promotional Success

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

Is Your Library Closed? That’s No Excuse To Stop Promotions! Why Your Library Marketing Must Continue Even When No One Is in the Building.

Watch this video now

#LibraryMarketing Show, episode 220

There is a very easy way to promote your library — even when nobody is in the building! And in fact, marketing when you’re library is closed for any reason is effective, and important, especially for one target group of library users.

I’ll explain in this episode of The Library Marketing Show.

Plus, we’ll give away kudos to a library for creating a video to explain the impact of their winning grant entry.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching!

Thanks for watching!

Special note: The next Super Library Marketing post will arrive in your inbox on Tuesday, Dec. 26.

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

2 Secret Tips To Build FOMO and Excitement for Your Next Big Library Event🎈

Watch this episode now

#LibraryMarketing Show, episode 218

One of my viewers has big plans for next summer!

No, it’s not summer reading. They are planning a giant event at their branch. And they want to know how to get the community excited enough to attend this event in droves. We’re talking a filling-the-parking-lot and running-out-of-chairs-level excitement!

🥳It’s a mashup of marketing and party planning in this episode of the Library Marketing Show. Plus we’ll give away kudos to a deserving library doing great marketing work.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here.

Thanks for watching!

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog to receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

Watch Me Set 3 Library Marketing Goals for Real-Life Libraries in 60 Seconds or Less.🎯 And Hey, You Can Do This Too!

Watch this video now

#LibraryMarketing Show, episode 216

Setting goals for library marketing is incredibly important. A couple of weeks ago, I issued a challenge.

You all responded and I accepted. So here’s the payoff: we’re going to set some goals in 60 seconds in this episode. And you’re going to see just how easy it is.

Plus someone will receive kudos!

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here.

Thanks for watching!

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog to receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

⭐It’s Never too Early! Get Ready to Promote Your Library on TikTok This Holiday Season

Watch this video now

#LibraryMarketing Show, episode 210

I know, we haven’t even gotten to Halloween yet. But guess what??

TikTok has released its holiday shopping guide for marketers! And although this guide was created for shops and profit brands, there were a lot of really great tips in here that you can use at your library. Let’s dig into the guide in this episode.

Plus someone will receive kudos!

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. Thanks for watching!

(P.S. Here is the guide mentioned in this episode, no email required!)

tiktok_holiday_playbook_direct_2023Download

(P.S.)

Miss last week’s episode? No worries!

Will I see you soon?

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

Save Time and Reach Your Whole Audience With an Incredible Trick! (Includes Guide and an Example You Can Steal)

Photo courtesy Cincinnati and Hamilton County Public Library

Last week, we went over the Marketing Rule of 7 and how consistent messaging delivered many times over multiple channels will lead to promotional success.

But that does NOT mean you must create 500 versions of every promotion you do. PHEW!

So, let’s talk about the easiest way to make the Marketing Rule of 7 happen within the constraints of working in a library. We do that by repurposing our content.

Repurposing content

Repurposing content is the practice of reusing elements of existing content to expand that content’s reach.

Repurposing content makes it easy to fulfill the Marketing Rule of 7 because you don’t need to write every post, shoot every video, and design every infographic from scratch.

Instead, you can use a piece of new content as the basis for lots of other content.

Why repurpose your content?

Your community is diverse. Their preferred methods of receiving information are diverse.

Some of them are visiting your website every day for updates. Some are seeing your social media posts. Some are waiting for your next email to hit their inbox. And some are fans of your Reels, TikTok, or YouTube videos.

Re-purposing content helps you reach more people on the channels they prefer efficiently, so you can go do all the other things you need to do in a day!

I repurpose this blog every week. (Did you notice?!) Here’s how I do it.

I pull out a few lines, usually from the first one-third of the post. I may use the lines exactly as they are in the post. Or I might rearrange them, adding more humor or emojis… things I wouldn’t necessarily do in my blog post.

Then I take those lines and I post them across my social media channels and in my emails.

I also take parts of a post and use them in other posts, especially if these are key points I really want you to remember. For example, I strongly believe books are your library’s brand. And I say so… often!

Sometimes, I take parts of my blogs and use them in presentations.  I also turn them into an infographic or a 60-second video.

How will this work at your library?

Let’s say you’ve created an infographic to communicate the value of your library in the past year. We know infographics are a great way to present those statistics and give a whole picture of your library’s contribution.

But infographics take time to build. And some people will still need those stats broken down for them, piece by piece, in order to comprehend their meaning.

So you can take each of the points on that infographic and create separate social media posts. This really helps your audience digest the information.

Those separate pieces of breakout information can also serve as a springboard for your library to write blog posts or longer social media posts specifically diving into those key stats and what they mean for your community.

Choose three of the facts on the infographic. Pick a staff member who loves being on camera and ask them to create a 60-second Reel or TikTok video using trending audio and creative elements to explain this serious subject: the value proposition of your library.

Need more help figuring out how to make this work at your library? I created a 4-step guide for you!

Easy 4-step guide to repurposing content

Let’s say your library is publishing a promotional blog post about Book Club Kits. It might look like this.

Get Convenient, Easy Help Leading Your Next Book Club

Are you someone who enjoys discussing books, sharing insights, and hearing different perspectives on a story? Or maybe you’ve been thinking about starting a book club but don’t know where to begin. Well, look no further! Our Book Club Kits are designed to bring people together through the power of literature, and here’s why you should definitely consider checking one out:

  1. Diverse Selection: Our Book Club Kits include a wide range of titles covering various genres, themes, and authors. Whether you prefer classics, contemporary fiction, non-fiction, or even a mix of everything, we have something for everyone. From thought-provoking novels to inspiring memoirs, our collection is carefully curated to spark engaging discussions.
  2. Convenience: Starting and maintaining a book club can be challenging, especially when it comes to sourcing multiple copies of the same book. With our Book Club Kits, we’ve taken care of that for you! Each kit includes multiple copies of the featured book, making it easy for your group to access and read the same title simultaneously.
  3. Discussion Guides: To facilitate meaningful conversations, our kits come with discussion guides. These guides provide questions, prompts, and talking points to help guide your book club discussions, ensuring that everyone gets a chance to share their thoughts and insights.
  4. Cost-Effective: Participating in a book club can sometimes become costly when you have to purchase multiple copies of a book. With our Book Club Kits, you can enjoy reading and discussing a wide variety of books without breaking the bank. It’s a budget-friendly way to explore new literary horizons.
  5. Community Building: Book clubs provide an excellent opportunity to meet new people, make friends, and engage in lively conversations. By checking out one of our Book Club Kits, you can be a part of a vibrant community of readers right here in your own neighborhood.
  6. Flexibility: Whether you prefer in-person meetings or virtual gatherings, our Book Club Kits are designed to accommodate your preferred format. You can use them to start a club with friends, family, or even coworkers, making it easy to connect with others over a shared love of reading.

You can use that post as a base for repurposing.

Step one: Write a two-line version of your blog post.

This is going to be the mini-version of your post… the elevator pitch, so to speak.

For this example, I would say:

Book Club Kits from the library make it easy, convenient, and cost-effective to start a book club. The library provides free book copies and discussion guides that allow everyone to participate and build community.

Step two: Promote in your emails.

Add your two-line version of the blog post to your newsletter and any other email you send over the course of the next month, with a link to the full post.

Step three: Share on your social channels.

Post your two-line version of the blog and include a link to the full post in the comments of your social media post. (Here’s why you want to put it in the comments instead of the post.)  

Keep the momentum going on different social media channels by creating more two-line versions of your blog. For example, during week one, post this to Instagram and Facebook:

Book Club Kits from the library make it easy, convenient, and cost-effective to start a book club. The library provides free book copies and discussion guides that allow everyone to participate and build community.

In week two, post a new two-line version on Instagram, Facebook, and LinkedIn:

Book Club Kits from the library bring people together through the power of literature. The curated kits are convenient and flexible to help any book club leader.

On week three, you put another two lines on Facebook, LinkedIn, and X:

Meet new people, make friends, and engage in lively conversations about books without breaking the bank. Check out the free library’s Book Club Kits.

And so on. Mix it up to make it sound like new content while driving home the key points you wish to make.

Step four: Use the promotional message on print promotions.

Create a bookmark, flier, and sign, with your favorite two-line pitch from your blog post. Include a QR code linking to the blog post.

Place the bookmarks and fliers in every hold or checkout. Place your sign on a display of books that have been assembled into book club kits.

Re-purposing all content

You can do this with any piece of content, from podcasts to press releases. Break the content down into pieces and spread them across all your available platforms.

In this way, you can make sure everyone in your community sees your message. You also can make sure the work you are doing right now will have maximum impact.

The added benefit to re-purposing: more data.

It won’t take long for you to learn where your audience is getting news about the library. If you notice that engagement is high on one marketing channel, you will know which channel to start with when you are promoting your library.

P.S. Want more advice?

Libraries Have a Huge Competitive Advantage: Customer Service! Here Are 3 Promotional Tips To Drive Home That Message

Upcoming Appearances

Will I see you soon?

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

0

A WordPress.com Website.

Up ↑