The Library Marketing Show, Episode 163: I’ll share some exciting news for anyone who wants to learn more about library promotions from the top minds in the business.
There is a new podcast in the world all about library marketing. It’s hosted by a library marketer. And it’s called Library Marketing for Library Marketers! I’ll give you all the details.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.
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Thanks for watching!
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Photo courtesy Cincinnati and Hamilton County Public Library
For many of us, a hamburger is a delicious sandwich, no matter where you get it. No one can mess them up.
But there are things you can do to make your hamburger exceptional. For me, that means the addition of bacon, cheese, and avocado. I’ll still eat and thoroughly enjoy the hamburger if those ingredients aren’t available. But they make the hamburger go from good, to memorable.
Hamburgers are like marketing. Much of the work you do to promote your library is already good (because I know you’re doing good work!) Now, you’re on the path to maximizing the effectiveness of your marketing.
One of the ways you can ensure success is to make certain your marketing content is the perfect length. It may seem insignificant. But the right number of characters or words for a piece of content can make all the difference.
How do you know how long your tactics should be? I did the research, so you don’t have to.
Ideal length of a Facebook post: 100-259 characters
Research from experts on this one is mixed. Some studies suggest you keep captions at 50 characters or less.
But in my work with libraries, I try to pay attention to engagement rates and post length. And I personally think 50 characters is too short. So, I would suggest you try to write between 100 and 259 characters.
Ideal length of a Tweet: 240-259 characters
Most experts agree that using slightly less than 280 character limit on Twitter is ideal. That gives people the room to quote Tweet your library.
But you can do two other things to improve your library’s Twitter engagement.
Include rich media in your post, like photos, graphics, and video. In fact, multiple photos or a mix of photos and a video will help your Tweet get more engagement.
Use emojis at the beginning of your Tweet to capture attention and stop people from scrolling past your messages.
Ideal length of an Instagram post: 138-150 characters
Fun posts should have shorter captions. Information or educational posts should have longer captions.
There are other caption tricks that help with Instagram post engagement.
Add spaces between your sentences, so they look like paragraphs. Here’s an example from Amherst Town Library.
Weave in plenty of emojis. You can even substitute emojis for words to add character to your post.
Include multiple kinds of rich media, like photos and videos all in the same post, to increase the value.
Ideal length of a TikTok video or Instagram Reel: between 7 and 34 seconds
There is not a lot of data or research surrounding TikTok videos or Instagram Reels. It does appear that, even though the platforms allow you to create videos that are several minutes long, shorter videos lead to maximum engagement.
Ideal length of a LinkedIn post: Less than 210 characters
There is lots of dispute around this recommendation. I’ve picked the median number. And to help with engagement, I have a formula that’s worked well for me.
Construct a good, first teaser sentence, and then put a space between it and the rest of your post caption. This will cause your reader to have to click on “see more.” It works!
Good content on LinkedIn is also important. Videos natively uploaded to the platform get lots of engagement. Also, try polls to increase engagement.
Ideal length of an email: 100 words
Different types of emails should have different lengths. If you’re sending someone an onboarding email, you’re going to need to write more than if you’re sending an email promoting an upcoming event.
There are some scenarios where a couple of sentences is plenty to capture your cardholder’s attention and others where you’ll need several paragraphs to get your full point across.
In general, keep your email text as simple as possible. Be straightforward about the benefit of your library service or collection item or event. And drive recipients to your website for more information.
Ideal length of an email newsletter: 3-4 pieces of information
In my experience advising libraries, email newsletter recipients never click anything past the first 3-4 pieces of content in an email. I always recommend sending shorter, more frequent email newsletters rather than one long monthly version.
If you don’t have control over how long your email newsletter is, you can help engagement by placing the 3-4 most important things at the beginning of the email. If your email provider has a table of contents feature, use that to drive interest to content further down in the email.
Ideal length of an email subject line: either very short (30 characters) or very long (90 characters or more)
It appears that the extreme ends of length catch the attention of the inbox scroller.
Longer subject lines boost response rates, according to Adestra, a U.K.-based email service provider. Its analysis of more than one billion emails showed that subject lines of 90 characters and more produced the highest response rates. They theorize the added characters increase engagement because they can communicate more value to the recipient.
But their research also found that subject lines at 30 characters or less performed well. That’s because the full subject line can usually be seen by the recipient, both in desktop and mobile versions of mail provider apps.
Experiment with both ends of the length spectrum to see which your audience responds to. And keep in mind the other factors that can impact subject line effectiveness.
Ideal length of a YouTube video: Between 7 and 15 minutes
This stat comes from several sources, including Social Media Examiner.
It’s important to let your content dictate video length. A how-to video may need five minutes or more to show the process. An unboxing video can be shorter. If your video is interesting to watch, the length won’t really matter.
Ideal length of a podcast: 22 minutes
Your target audience will really dictate the perfect length for your library. Most research I found recommended 20 minutes for podcasts aimed at listeners who are doing chores or taking short walks, 40 minutes for people commuting or doing longer chores, or 60 minutes for those who want an extended listen.
Ideal blog post length: 2,000 words
That’s a lot of words! For context, the Monday articles here on Super Library Marketing run between 1,000 and 1,500 words each.
So, before you get anxious about word length, remember that quality blog posts will always do well, no matter how long. If your post contains valuable or interesting information that your reader wants and needs, it will do well.
If your blog is less than 2,000 words, there are some things you can do to make it feel meaty to the reader. You may have noticed these tricks in my blog posts.
Present information using bullet points or lists.
Write longer paragraphs at beginning of the article.
Insert scannable headlines.
Include images, especially those that explain concepts or demonstrate your point.
Finally, it’s important to include keywords in your title and frequently within your post. You may notice I use the terms library marketing and library promotion in almost every title and throughout my articles. That’s because I know those are used by library staff searching for help with their marketing.
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Photo courtesy Cincinnati and Hamilton County Public Library
In my day job, I create and teach professional development courses about library marketing. In a recent class, I asked the learners whether they wanted to learn about podcasts as promotional tools. The answer was loud and clear: “YES!”
Many of these library staffers were fans of podcasts. They understand the power of this medium.
Podcasts are fun, informative, and engaging. Listeners get valuable information and insight delivered in a way that feels intimate.
They’re also incredibly convenient. They show up on your phone when and wherever you want to listen to them–while exercising, while grocery shopping, while driving, while doing chores, and while crunching marketing data for your monthly reports. If you go on vacation, you don’t miss anything.
In my quest for lifelong learning and inspiration, I’ve found a bunch of shows that are really awesome–funny, fun, thoughtful, and well-produced. I subscribe to more than 20 podcasts, and I love them all. (If you want my full playlist, it’s at the bottom of this article).
The following four podcasts are essential for anyone who works in library promotion and who wants to do it well. Listening to these four shows will improve your work, inspire you, and help you feel more connected with the world.
This is a series from one of my favorite experts. And, no surprise, it’s packed with incredible, intriguing stories.
In each episode, Andrew Davis focuses on a famous entrepreneur or business owner… except you don’t know who the famous person is until the very end of the episode.
By listening to this show, I’ve learned new techniques for storytelling and suspense. I’m also inspired by the stories. These are people who have found ways to overcome incredible hurdles. And because Andrew Davis is a marketing expert, his stories usually include a turning point, where his subject makes a marketing or promotional decision that changes their life.
Each episode is just 15 minutes or less. It’s the perfect show to listen to on the way to work.
This show was one of the first podcasts created. John Jantsch has been interviewing marketing experts, authors, and business owners about a vast range of topics including leadership since 2005.
I’ve learned a lot of practical marketing tips from this podcast. But this show is also a great example of how to turn an audio experience into an opportunity to drive more traffic to your website.
Each episode has its own website landing page, which includes a show description that’s packed with searchable keywords. John Jantsch shares his key takeaway, the questions he asked the guests, and a full transcript of the show. He also makes it easy to either listen to the show on the landing page or subscribe on a variety of platforms. And at the bottom of the page, he includes a further call to action to watch more podcasts, download a free resource, or sign up for a newsletter.
Each episode is between 20 and 30 minutes long. It’s another perfect show for your commute.
This show, first released in 2014, is one of my staples. It’s hosted by Anna Sale, and it features stories of celebrities and regular folks talking about the most fundamental of human topics: death, sex, and money.
I’ve learned two big lessons from listening to this podcast. The first is how to interview. Anna Sale is an exemplary listener. That skill naturally allows her to ask deeply thoughtful follow-up questions. I can always tell that she is fully in the moment and present with her interview subjects.
The second lesson is how to offer additional support and resources. For many of her episodes, Sale and her team have created “starter kits.” They include playlists of songs, curated by listeners, to deal with tough subjects or get through challenging times. There are also starter kits for new listeners, featuring the best or most popular episodes, arranged by subject.
Most episodes range in length from 30 to 45 minutes. I usually save them for chore time on weekends. During the pandemic, this show made me feel more connected with the outside world.
Hosted by the incomparable Ira Glass, a staple of NPR, This American Life meshes journalism and storytelling in a seamless and captivating format. It’s a masterclass in storytelling.
From listening to this podcast, I’ve learned how to find extraordinary stories in ordinary settings. Ira Glass and his team often use a technique called “story of self” to introduce a topic. They relate how or why they become interested in this subject. And that, in turn, makes it relatable to their audience.
Like Death, Sex, and Money, I’ve also learned lessons about interviewing from this show. In particular, the team is not afraid of silence when they are interviewing their subjects. They give their interviewees time to think and the audience time to reflect.
This show is a long-form podcast, with episodes lasting around an hour. I listen to this podcast on my walks and the stories are so intriguing and told so expertly that I am always surprised at how fast the time goes.
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Photo courtesy Cincinnati and Hamilton County Public Library digital collection
At nearly every conference I attend, there is a session on podcasting for libraries. And no wonder, as podcasting has the cost of producing episodes has declined while listenership has skyrocketed.
57 percent of Americans have listened to a podcast, according to a study conducted by Edison Research and Triton Digital. That same study found that the number of people who listen to a podcast has grown nearly 30 percent since 2018.
Dylan Posa works for the Lebanon Public Library in Ohio, which is located about 29 miles to the northeast of my home. We met at the Southwest Ohio and Neighboring Libraries Summer Planning Conference in January, where Dylan was presenting a session on podcasting.
The idea for LPLCast was born in the first days of the pandemic. “When our library shut down in March of 2020, the Director tasked each member of the staff to find ways that we could continue to reach our patrons and community while the doors were closed,” recalls Dylan. “My wife had recently turned me on to podcasts, so she suggested that the library create one. I immediately knew who I would choose for a co-host, as we had an easy rapport at work already.”
Dylan’s co-host is Barb Leitschuh, a Circulation Desk Supervisor at the library. Barb has been working at the library for more than 22 years and is a longtime resident of Lebanon. “She knows everyone on a first-name basis, and has a very snarky sense of humor, which makes our conversations that much more fun,” says Dylan.
The next step for Dylan and Barb was to set some goals for the podcast. Dylan knew that the work he was doing needed to align with his library’s overall strategic goals. “Our overall strategic goals have always been focused on community,” said Dylan. “For instance, we have never installed self-checkout stations because we feel it’s important to have contact with all our patrons whenever possible. Our goal for the podcast is to create a fun and informative environment where we can highlight library services while supporting our community.”
The first episode was published on September 20, 2020. Dylan and Barb keep to an ambitious publishing schedule, releasing new 30-minute episodes every week. “We feel like this is a decent amount of time to invest, from a listener’s point of view,” said Dylan. “The type of podcast we were creating wasn’t going to be serialized, and we didn’t want to inundate listeners with lots of detail and data. I think people would be surprised at how fast 30 minutes goes by when the talk is light and breezy!”
Dylan, a musician, and home recording enthusiast used his own equipment to produce the few episodes. Eventually, his library saw the value of the podcast and agreed to invest about $250 in equipment. “The first cost was the hosting site, “said Dylan. “I looked into several options, and the one I signed up for costs $15 per month.”
“The library had microphones and cables, so I got a 4-channel USB mixing desk that all inputs can go through,” continues Dylan. “Then I decided to use a free piece of software called Audacity that enables me to record, edit, and upload files to the hosting site. I use Garageband to create the ‘bumper’ music for each segment of our episodes; bonus points for also being free! You also need a piece of promotional. I used a free site called Adobe Spark to design something eye-catching.”
Barb oversees finding guests. In the beginning, she would just call patrons who she was already friends with and ask if they wanted to be on the podcast. But this task has gotten easier since Barb and Dylan have moved to a new format, which isn’t dependent on having a guest in every episode. “We started to open up our programming a bit, and we wanted to integrate more of the other departments into the podcast,” says Dylan.
“The first segment is an overview of what the library has going on over the next week – programs both passive and active, events, displays, etc.,” explains Dylan. “The second segment is now open for guests but is also a chance to talk to employees about whatever they want to talk about.” Each episode ends with book recommendations.
During the pandemic, Dylan would bring the equipment to Barb’s living room. But lately, they’ve been recording in their library’s training room. “We record about 35-45 minutes of material, and I edit it down to get rid of any weird noises or digressions,” says Dylan.” Sometimes a guest will ask to re-do a section, or I will have to get creative to work around some technical glitch.”
“It usually takes me about 30-45 minutes to get the episode published,” continues Dylan. “Between editing, exporting to a smaller file format, uploading onto the hosting site, creating the metadata, and double-checking to make sure I posted the right file.”
The next step is marketing each episode. Dylan says his library relies on bookmarks, which he says is… “the best marketing tool a library has! We also make sure to let people know when they check out books, and every week we post a link to the newest episode on Facebook and Instagram. We also rely on our guests to promote their own appearances to widen our exposure.”
So far, listener feedback is positive. “They have told us how fun we are to listen to,” Dylan said. “It definitely helps to have two people who like to talk to each other!”
Dylan has some advice for libraries thinking of starting a podcast. He says it’s crucial to figure out who your community is and create content that caters to their wants and needs.
Dylan also says there are lots of options for library staff to create a podcast even if they don’t have a budget or Dylan’s technical expertise. “I want to emphasize that a lot of this information is simply what works for us and our library – for instance, I definitely over-engineer our recording,” says Dylan. “There are a number of options for recording podcasts that exist as apps for phones and tablets.”
Dylan Posa is the head of the Lebanon Public Library’s reference desk and is also the manager of Acquisitions. Dylan uses his outside experience in the music business and retail industry to create new and interesting program ideas for his library.
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I attended a session hosted by Jeff Laser at the Ohio Library Council Conference in Cincinnati. His tips on creating a great library podcast were clear, concise, and actionable.
I thought I knew everything there was to know about library podcasts, having helped launch and promote Inside the Writer’s Head, now in its fifth season. Turns out, I did not know everything. But Jeff does! And that’s why I asked him to share his knowledge with you. This post was written by him.
Jeff Laser is an Adult Services Librarian at Bexley Public Library in Columbus, Ohio. He has worked at BPL since 2012 and in that time has helped launch services such as Book-a-Librarian and is the host of the BPL Podcast. He has a BM in Music Composition from Capital University and an MLIS from Kent State University.
Podcast Like a Pro by Jeff Laser
So why start a podcast at your library? As we move further into the 21st century, libraries are increasingly looking for ways to serve the public beyond our physical walls. Podcasts allow just that.
In addition, they provide a platform to discuss important (and fun!) topics and promote library services. It’s also a great way to utilize staff talent, offering a unique, creative outlet that is both fun and stimulating.
That said, one of the main reasons Bexley Public Library (BPL) decided to give a library podcast an earnest shot was to leverage our high caliber adult programming. We host a range of speakers, professors, writers, and other experts to discuss a variety of subjects including social justice, literature, culture, and more. The podcast gives us a unique opportunity to have a concise conversation about these subjects in a format that is accessible beyond just the one-night speaking engagement. This gives patrons who are unable to attend the program itself an entertaining and convenient alternative.
Even if your library doesn’t have a similar focus on adult programming, don’t fret. There are several directions a podcast can go besides the traditional host-interviewing-guest structure. Narrative podcasts (e.g. Serial or Welcome to Night Vale) tell a story across multiple episodes. Review podcasts, such as Binge Mode, focus on a particular book, movie, or television show for in-depth discussion.
How Much Will It Cost?
Being a public library means having a limited budget. Employees need to justify expenses. Realizing this, Bexley Public Library purchased equipment that has multiple functions at the library.
For example, we use the same equipment for the library podcast that we use to record our oral history interviews, and to record full-length programs from time to time. We also make the equipment available for our patrons to use.
The initial expense for starting a podcast doesn’t need to be outrageous. Free software such as Audacity or GarageBand will work just fine. Quality microphones can be purchased for around $100 each. Add a few accessories like pop filters and boom, and you’re ready to record.
Making a Great Podcast
Interview preparation goes a long way to ensure an engaging conversation with your guest. Familiarize yourself with their material and come up with a few questions.
During the interview, allow yourself to go off-script and ask follow-up questions. If you know you and your guest share common interests, ask about them! Capturing that human connection is one of the most fruitful parts of podcasting and one of the primary reasons the format has grown exponentially.
Editing is arguably as important as preparation. If you come across long silences, excessive filler words, unwanted background noise, or even just generally uninteresting passages, remove them! Remember, however, the goal is to keep the human element intact. Don’t go as far as removing every single “um”, “uh”, or slight pause in the conversation. Keep it sounding natural.
From the technical side of things, less is usually more with podcast editing. I stick with equalization, compression, and reverb. A high-pass filter is useful for removing unwanted low sounds such as hums, fans, etc. Compression will help even out the peaks and valleys of your audio track for a smoother listening experience. Finally, a bit of reverb will add some depth to your recording (not too much though or it will sound like your interview was recorded in a gymnasium!)
Getting Your Podcast Out There
You have a few great interviews edited and ready to go, what now? First, you’ll want to find a hosting solution for your podcast. Popular options include Blubrry, Libsyn, and WordPress. BPL uses Podbean, which allows unlimited upload time for $108 per year. These services will guide you through setting up your Really Simple Syndication (RSS) feed, which will allow you to submit your podcast to various platforms. You’ll provide information about your podcast during this process, such as artwork, title, author, and description.
Once your RSS feed is ready, submit it to as many platforms as you can: Apple Podcasts, Google Podcasts, Stitcher, and Spotify. The process is easy and the more platforms you’re on, the easier it will be for listeners to find you.
Don’t overlook the importance of branding your podcast. Even if you aren’t a graphic designer, you can create simple but effective graphics by using tools such as Canva. (Note from Angela: If you are a LibraryAware user, you can also use a widget template to make your podcast graphic.)
Include brief theme music during your podcast to make it more memorable. If you don’t have the ability to create a jingle, try royalty-free music websites such as Bensound.
Marketing your podcast on a limited budget is challenging but not impossible. Try to utilize your guest’s social media following. Ask them to post (or re-post your content) about the podcast. A pull quote graphics (see below) is an easy way to draw people into any given episode and works well across social media platforms. Try placing an embeddable player in a prominent space on your library website to allow for spontaneous discovery and easy listening.
Go for It!
Now that you have an idea of the basics, give it a shot! If you’re looking for inspiration, check out the podcasts I linked above, or perhaps some library related podcasts such as The Librarian Is In, Lost in the Stacks, Book Squad Podcast, or (of course) The BPL Podcast. Hosting a podcast is truly one of the most unique and rewarding things I’ve done in my professional career, and it could be for you too!
For more help with your library marketing, email me at ahursh@ebsco.com. Subscribe to this blog and you’ll receive an email every time I post. To do that, click on the “Follow” button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter,Instagram, and LinkedIn.
An exciting thing happened this week! The library marketing profession is now the subject of a podcast. It’s called Library Figures. It’s produced by Piola, a company which designs library websites.
Many smart and strategic library marketing professionals including Kimberly Crowder of the Indianapolis Public Library (featured in this Super Library Marketing post last year) are guests on the pod. Each episode focuses on a successful library marketing strategy. The host and guest dissect the implementation, tools, success measurements, and results. I amhonored to be featured on episodes one and four. Maybe it’s silly, but I’m just beyond thrilled that we’ve got our own podcast corner where we can share and learn.
I’m a huge podcast fan. My podcast player is overflowing with episodes. I’d love to share my list with you and explain a bit about why listening to these shows will make you a better library marketer.
This is a new discovery for me. This show, produced by Buffer, focuses on data, insight, trends, tips, and more. Anyone who works on social media for any library will find value in listening to these episodes, which cover subjects for everyone from beginners to those with advanced social media skills.
I just discovered this podcast last month and I’m catching up on back episodes (there are more than 900!) but I really love it. The creators release one ten-minute episode every day focused on one nugget of great marketing wisdom. Past subjects include blogs, event marketing, crisis communications, and generating great content ideas.
This show, produced by a content marketing agency in Australia, bills itself as “the show for anyone who has a say in how companies are communicating.” The hosts use a round-table discussion format to dissect topics like crisis communications, branding, and networking. The most interesting episodes involve disagreement between the hosts. They all have a different perceptive on marketing, and I find that they help me to consider issues from different angles. They also have a fun segment at the end of each episode called “On my Desk” where they share something they’re really excited about, from apps to software to new books.
As its name implies, each weekly show is recorded in a coffee shop. The two hosts talk casually about all kinds of marketing topics including writing, influencer marketing, SEO, and other relevant marketing problems and solutions. They also take listener questions, which I really love. And the episodes are short, so they’re easy to listen to during a typical 20-minute commute.
Michael Stelzner, who runs the Social Media Examiner website, is the host of this show. His guests have a range of backgrounds and answer questions about all kinds of social media topics and tactics. Mike is really good about digging down and getting the basics about each topic. He also shares a new app at the beginning of each show. Most of his discoveries are free or very inexpensive and they’re all designed to help make marketing easier and more fun.
I’m going to end in an unconventional spot by recommending this podcast, hosted by husband and wife team Scott Stratten and Alison Kramer. I have seen Scott speak at Content Marketing World several times. He’s hilarious and brutally honest about the faults and triumphs of marketing. Alison is his partner in crime and besides being the cutest couple in marketing, their observations are always spot on. Some episodes dissect customer service, some talk about marketing mistakes, and sometimes they talk about innovation and entrepreneurship. They really make me think. Just trust me and subscribe.
And of course, we support our fellow library marketers producing podcasts. Read the back stories about how those shows are produced and then subscribe to the library podcasts on this list.
And if you have a podcast you want to recommend, please let me know in the comments!
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!
Super Library Marketing: Practical Tips and Ideas for Library Promotion 