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Super Library Marketing: Practical Tips and Ideas for Library Promotion

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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

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0

Turn Library Promotions on Their Head with This Surefire Yet Simple Way To Capture Attention

Photo courtesy Public Library of Cincinnati and Hamilton County

Imagine for a moment that you are walking down a city street, minding your own business when you see the clown Pennywise.

That’s right. The terrifying lead character from the Stephen King film “It,” remade and re-released in 2017, is hanging out in your city.

Now, what if I told you that the reason this horrifying clown was roaming the streets was to promote a library event?

Yea, that’s the reaction I had too.

But a library in St. Petersburg, Russia really went this route. And you know what? It worked.

The library used the wandering horror film character as a chance to draw attention to their Stephen King Festival. Someone dressed as Pennywise “would walk through the city, frightening passers-by and informing them about the upcoming festival.”

Honestly, I would never have approved this when I was working as a marketing manager in a library.

But it worked for this library. Because the media found out about the Pennywise clown stalking pedestrians. The clown, and the library, were covered in the press. We’re talking about dozens of outlets.

And that’s how people found out about the event. That led to record attendance. The library said 800 people showed up for the festival, more than four times what they had expected.   

How do you draw attendance without scaring your community

Promoting your library is difficult. Events, renovations, new services, and additions to your collection cost money. They come with high expectations and goals. They require months of planning. The pressure to prove the value of your work to your community is high.

But there are things you can do to increase the likelihood your library gets noticed. This list does not include having someone dressed as a horror character wandering around your city or town.

But you know, I’ve learned a lesson from reading about the Friends Library. Sometimes you must be bold to get results.

Use storytelling to capture attention.

The first step is to think differently about the way you promote your library to the world. You want to capture the attention of your community, your cardholders, and the media. Telling a great story is a powerful and effective way to do this.

Your promotions need to do more than list off the details about your library. You want to set up the reason why your community should use your services. You want a memorable, compelling way to convey the value of your work.

A simple storytelling formula begins with the people.

Talk with the library staff and community members about whatever you are trying to promote. If you’re focused on a big event, follow the organizers around for a bit as they attend meetings, make calls, and get materials ready for the big day.

Interview a community member who is benefiting from the event, service, or collection item. If you are promoting a project that involves a partner or sponsor, get an interview from those organizations.

You don’t have to do a full-length Barbara Walters-style interrogation. You can ask a few simple questions that will add color and humanity to your promotion.

Here are some interview tips.

  • Write down your questions ahead of time.
  • Ask open-ended questions like, “Why did you sponsor this event?” or “Tell me why the library is offering this new service to our community.”
  • Actively listen and ask follow-up questions.
  • End the interview by asking if there is anything else the interviewee wants to say that you haven’t covered.

Once you have all your interviews, it’s time to write.

Focus on the characters, not the library.

Put all the quotes you want to use into your document. Then, work the details of the event into your story where it’s appropriate. Before you know it, you have a compelling piece that you can use to promote your event on social media, in email, and in print.   

Guille-Alles Public Library is on the island of Guernsey, just off the coast of Normandy. And they work with Storybook Dads, a charity that helps incarcerated parents stay connected to their families by recording a bedtime story for their children. The Library’s Outreach Team has been working with Guernsey Prison for several years to provide books and readers’ advisory support for people convicted of crimes on the island.

To show the value of their work and to make sure their community knew about this project, the library wrote a compelling story. It featured interviews with library staff and incarcerated fathers.

Another great example of this comes from Bridges Library System. Marketing and Communications Librarian Jill Fuller does a great job humanizing the value of physical library spaces.

Find a home for your story.

The logical place to put this story is on your library blog. Another option is to create a landing page on your website and post your story. You want your work somewhere where you can easily share a link, preferably on your own website.

Housing your story on your website has an added benefit. You’ll also be rewarded by Google, which will pick up you keywords in your post and start showing the post in search results for anyone looking for those keywords. Google doesn’t catch keywords on PDF or Word document press releases posted to a website.  

If you are not allowed to post your story on your own website, you can post your story on Facebook or on LinkedIn as an article. Both social media outlets offer you plenty of space. Facebook gives you 60,000+ characters, which can be roughly 8-10,000 words. LinkedIn articles give you twice that amount!

Share your story link everywhere.

Your library has an available audience on a variety of platforms. Now it’s time to make sure they read your story!

  • Send an eblast to your cardholders and include the link.
  • Share the link on your other social media platforms.
  • Make bookmarks that include a few sentences teasing your article and a shortened URL. Insert those bookmarks in all your holds and checkouts leading up to your event. Share the bookmarks with your partner organizations.

And send a link to your story to your media contacts in a personalized email. I know it takes longer to send an email to each media contact than to send one mass email, but it’s worth it.

Here are some tips for writing the perfect pitch to journalists by email.

  • Keep the body short but personalized. Address the journalist by name.
  • Keep the subject line short and simple but intriguing.
  • Get to your point quickly and include the link to your story.
  • Explain why news of your upcoming event is beneficial to that media outlet.

3 Stories Your Library Should Be Telling Right Now

Related

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

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1

Listening Is the Key: How One Woman Turned Her Superpower Into a Video Marketing Series That Changed Public Perception of Her Library

Photo of children reading courtesy the Public Library of Cincinnati and Hamilton County's Digital Collection

As you well know, libraries have changed, evolved, and adapted in some remarkable ways, particularly in the past 19 months.

But past perception continues to be a real hurdle for libraries. Plenty of people who would call themselves a fan of the library don’t know all the things the modern library does.

We must make sure our community understands who we are right now. And there is a movement to do that through storytelling.

One of those storytellers is Evelyn Shapiro, Promotions Manager at Champaign Public Library in Illinois. As I was preparing to speak at Content Marketing World, I reached out to Evelyn to ask for details about her content marketing campaign, A Library for Life.

Evelyn graciously shared the story of how she compiled this amazing YouTube playlist of patrons who shared the relevance and importance of the Champaign Library’s work. And she’s permitted me to share what she wrote with you.

I hope you will find inspiration in her words. But also, I hope you will see how practical and, frankly, easy it is to gather and tell stories about the ways your library is changing lives.

“Libraries are one of the best ideas humans have ever had.”

Danielle Borasky, Vice-President, NoveList

“Friends and colleagues have told me that connecting with amazing people is one of my superpowers. It’s funny because I can’t help thinking—doesn’t everyone feel like they know truly remarkable people?”

“So, part of the genesis of the project came through the #LibraryLove shared by Karin Markovitch, the parent I interviewed. She had been sharing the most fantastic comments and stories with us in social media posts, tagging the library, also in person with the desk staff. She is just a natural library ambassador, brimming with appreciation.”

“I kept thinking about how I wanted to share her enthusiasm and appreciation of what we offer with the world, but especially with local community members who might not know about or use the library, and with staff because we never tire of hearing that our efforts and expertise result in a positive experience and impact for customers.”

“Our Teen Librarian Kathie Kading was keen on introducing me to Mallory Morris, the educator I interviewed. Mallory’s energy is pure magic, and she can speak with authority about the impact the library has on teachers’ and students’ lives. Interviewing her would mean other people would get to hear her stories, in her words. She was able to put together our group of teen interviewees, drawing from students at her school (across the street from the library) which turned out to be powerful testimony as well.”

“Also, a colleague in the children’s department introduced me to an area artist, Stacey Robinson, who was using the study room next to the children’s desk as his studio, coming in regularly and drawing illustrations for a graphic novel he was creating. She had gotten to know him over time and wanted to be sure I knew his story. (He ended up surprising her by thanking her by name in the acknowledgments of his book!)”

“I connected with him, and it turns out we know people in common in town in the art/design/theatre/dance/music worlds. Again, he was passionate about the library and spoke so well about what a treasure this place is. I wanted to be able to share his story. He also teaches on the University of Illinois campus in the Art + Design department and is a lot of fun to follow on social media.” 

“So, momentum had started building and because it was our tenth anniversary in this building, I realized I could propose the project as interviews with ten community members. It was our first video project and not part of my original budget that year, but it was the right timing to ask.”

“Once approved, I needed to build my list of who I would bring on camera. I knew about some of the range I wanted and topics I wanted to highlight including a parent and teen, a Board member, and someone who could speak about the Branch. Our director was able to recommend three of those featured—Candace, Thom, and Rajiv.”

“While working on developing our strategic plan, we invited a group of community members (around 50) to a retreat here to talk about the library and community needs. In one session I attended, Charlisa spoke up about the Douglass Branch, what libraries meant to her as a child, and how children access literacy in our community. I was so compelled by what she had to say. Charlisa has become a very active participant on our social streams as well.”

“Around this time, I’d met a new-to-the-community social media manager named Huan who worked remotely with an international org in communications and marketing. It turned out she spent a lot of time in our new walk-in co-working space for area entrepreneurs. She used it as her office and was getting involved with supporting the library in a few different ways—through a United Way young professionals project and through serving on the Library Friends Board. We met by chance in the FriendShop Bookstore. At the time, she was volunteering in the shop, and we had a chance to chat. She had an international perspective, having lived, and worked in co-working spaces in London. She could compare what we offered here with co-working amenities in a Big City.”

“I already knew Amanda personally and at this time she was heading up the local Project READ initiative and both our locations were public sites where their group offered tutoring. I love talking with her about making good things happen in our community. She had held the role of liaison for families as part of a school program our daughter participated in. I had seen how fluidly she moved in different worlds and languages and what an effective advocate she is. She turned out to be an ideal example of how the library partners with community groups and how our services help immigrants.”

“I learned to bring a stash of tissues with me each time because someone always started crying. The stories were so heartful. I’ve also thought about additional ways we could share these stories, including in print somehow. I haven’t even transcribed them yet or pulled quotes from them. There may be obvious ways to expand and reuse their stories. The key seems to be selecting people who could talk glowingly about the library, without a lot of prompting from me.”

“As communicators, we focus a lot on our messages, as we need to. However, I see our role as much as a listener—how else can we share great comments and stories?”

Evelyn Shapiro is Promotions Manager at Champaign Public Library in Illinois. Before that, she worked in graphic design and has more than 75 published books and CDs to her credit, along with numerous awards from Parents’​ Choice, University College and Designers Association, and the Chicago Book Clinic.

Is your library telling stories about your work and your patrons? I’d love to see and share those stories! Send me an email with more information.

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4

Four Steps to Transform Your Library’s Plain Old Newsletter into a Marketing Masterpiece (With Examples!)

Photo courtesy Public Library of Cincinnati and Hamilton County. People in the newspaper room, circa 1900.

I love to read anything in print. The texture and smell of the paper, the actual physical weight the words have in your hands, and the ability to re-read and annotate the pages give a sense of importance to the printed piece that you can’t get when you read something online.

Digital exhaustion is a real phenomenon, and the pandemic has only made it worse. According to Statista, the average daily time spent with digital media is expected to increase from seven hours and 50 minutes in 2020 to just under eight hours in 2022.

Even though people are spending more time online, that online space is crowded. It’s harder for the library’s message to break through all the content noise.

People want a more personal connection to their marketing. A printed promotional piece appeals to the senses. It’s tangible. It occupies physical space and creates the value of possession. Your audience must physically interact with it, and that makes it authentic and reliable.  

And for members of our community who don’t have access to the internet, or who don’t have a connection strong enough to support streaming videos or high-resolution downloads, print is the key to marketing success.

Most libraries have a printed newsletter. I want to challenge your library to take that piece and transform it into a powerhouse marketing tool.

To do that, you’re going to trim down the number of events in the piece and add stories about your library and its patrons.

Here’s how you can transform your newsletter into a promotional masterpiece that people will want to read. There are examples of great library print pieces at the end of this post!

Make a plan and an outline.

Divide your publication into pages. Then, plot out what you are going to put on each page.

You’ll want to create a balance between the sections of your piece. Start by dividing your publication into thirds.

  • One third will be dedicated to promoting collection items, including booklists, streaming music and movies, your physical movie and music collection, and magazines.
  • One third will be dedicated to events and programs.
  • The final third will be stories about patrons and staff and the ways the library has impacted their lives.

Pick one big story to serve as your cover.

Some cover stories we used at my library included:

A father and son who visited all 41 branches of our library in one day.

A middle schooler who gave a speech about library funding.

A 103-year-old woman who read three books a week, thanks to the work of our outreach department.

How to use the library to determine if stories on the internet are fact or fiction.

Once you determine your cover story, place it in your outline about halfway through your publication. You want people to have to read several pages to get to it.

Here are some other ideas for stories to put in your publication.

  • Staff and patron reading recommendations, including quotes about why they love and recommend the books.
  • Stories behind the forming of a book club.
  • A profile of a teacher or a school librarian who takes advantage of services like teacher collections and support from the library.
  • How your library has helped someone find a job or earn a degree.
  • Profile of a small business that used your library to launch a successful company.
  • Behind the scenes of a certain department at your library. For example, I interviewed the manager of our Preservation Lab, which restores and preserves rare items in the library’s collection such as military uniforms, books written on palm leaves, and all kinds of historically valuable photographs. In another issue, we took people along for a ride with our Outreach Services and talked to the people whose lives were changed by the simple act of bringing books to their homes.

Make sure each page includes at least one call to action.

Calls to action are very important, even in print. Remember, if you want your cardholders to do something, you must tell them to do it explicitly!

End each article with a call to action, like, “To learn more, email us.” Or “To join this book club, visit our website.”

The whole point of your print publication is promotion. Make sure that you give your readers a way to interact with your library and take the next step.

Give yourself time to edit and review.

Typically, it took me about a month from start to finish to write, edit, and review my 12-page print publication. Specifically, my timeline looked like this:

  • Four weeks before we went to print, articles written by other staff were due.
  • Three weeks before we went to print, I thoroughly read and edited each article. I used my own punctuation and grammar skills, plus Microsoft Word’s review editor, and a Grammarly extension on my browser to perfect each article.
  • Two weeks before we went to print, I made copies of the publication and passed them around to at least five staff members inside and outside of my department. I asked them to carefully read the articles and mark any mistakes they noticed.
  • One week before we went to print, I gave copies to senior leaders for final approval.
  • I also made a copy for myself and read it out loud. This is a trick I learned from journalism school that I still use today for this blog! Your brain may automatically correct errors when you read silently in your head but if you read each word out loud, as if you are doing it for an audience, you’ll find missing words or grammar errors that you never noticed before.

Some examples of great library print promotional pieces that incorporate promotions and stories about the library (that you can read online!)

Niles-Maine District Library Newsletter

Department of Library Services Newsletter from the University of Pretoria

The Storyline from Oak Park Public Library

Next Page from Bucknell University

Source from the Howard County Library System

Between the Columns from Eastern Kentucky University Libraries

Does your library have a print publication that you’re really proud of? I’d love to see it! Please let me know where I can read it by hitting the Feedback button on the bottom left-hand side of this page.

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Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.

3

Your Summer Reading Challenge: How Your Library Can Use Big Events To Gather Compelling Content for Promotions During the Rest of the Year

Group of women at the Public Library of Cincinnati and Hamilton County, circa 1947. Photo courtesy Public Library of Cincinnati and Hamilton County.

“The only way we can differentiate ourselves is in how we communicate.”

I heard this quote at a conference six years ago and it’s never left me. I can’t remember who said it, but I remember that it changed the entire way I thought about library marketing.

We do a lot of push promotions in the library world. We try to inform our communities about what our library has to offer. We tell them why they should support the library.

Honestly, we do a lot of talking at people. And we end up sounding like every other advertiser.

When is the last time you asked yourself: how can I differentiate my library from the crowd of competitors?

Content marketing is a good place to start. It is, according to Content Marketing Institute founder Joe Pulizzi, “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.”

But what does that mean for a library?

It means we can’t rely on disruptive marketing to capture the attention of our cardholders. If we want to attract and retain people who will use the library and support the library and convince others of the value of the library, we have to be more strategic.

Think about how you go about interacting with signs, ads, and social media. Do you give every message your full attention… or half of your attention… or even a glance?

Unless something is seriously compelling, you filter it out. So do our cardholders.

Content marketing sticks with your audience because it’s not an ad. It doesn’t push.

It is stories about your library, your staff, or your community. Your cardholders will remember these kinds of promotions because stories make us feel emotions. And emotions are memorable.

Summer Reading, or any large library event or initiative, is the best time to be purposeful about using content marketing to promote your library. It’s also the best time to gather stories for promotion later in the year.

Here’s what I want you to do.

  • Gather stories about how cardholders are using the library. How is your library improving their lives? How is your library helping people get back on their feet or back to normal in this phase of the pandemic? Ask your library workers to be on the lookout for great story ideas.
  • Gather stories about your staff–who are they? What do they like to do in their spare time? What do they love about interacting with cardholders? How their approach to work changed during the pandemic?
  • Gather information about your cardholders. Survey your users or use social listening to create a list of the problems they are facing. Ask your cardholders specific questions like “Tell us about a time when your library helped you find some information you thought you’d never be able to uncover.” Or “Tell us your favorite library memory from your childhood.”
  • Set up a form on your website and solicit cardholder stories on social media, in your email, and printed newsletters. That list will be the basis for further content marketing your library can create down the road that answers those problems.

And then, tell those stories using the platforms you have available. Write them up for your blog. Create social media posts. Add them to your newsletters. Start a landing page on your website. Make videos.

There are three key pieces to look for in a good content marketing library story.

Emotion. The joy of finding a book, the fear of not getting a job, the frustration of another night of homework without any help… these are all emotions felt by our library’s customers. Other people can relate to these experiences and empathize.

A good emotional story activates many portions of the brain, including sensory, memory, and empathy sectors. The more active the brain is while reading, the more likely it is that the listener/reader will remember the story.

Emotion is the most important criteria of a good story. If it makes you feel something, it’s worth pursuing.

Conflict and a resolution. A good story includes some conflict, whether minor or major, and a problem or situation that is resolved.  Without conflict, a story is flat and unmemorable.

Look for stories with a beginning, middle, and end including a story arc that leads to a resolution.

Simplicity. A story that’s direct, with less adjectives and more heartfelt and straightforward language is more likely to be remembered by the listener than a complex story with a long, winding narrative and lots of details and unnecessary description.

When writing content for marketing purposes, draw a straight line from beginning, middle, and end. Keep the story moving forward with clear language.

Content marketing gives you a chance to tell your library’s story without making a direct pitch. It increases brand awareness and affinity and improves your library’s image. And stories are fun to tell!

We cannot rely on this old disruptive marketing policy to be the driving force behind our library marketing efforts anymore. We’re better than that.

We work with stories every day. Let’s start telling them.

Do you use content marketing in your library promotions? Do you have some great stories that you’ve gathered about your library and cardholders? Do you have questions about storytelling and how it works for libraries? Share your thoughts and questions in the comments below!

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Angela’s Latest Book Review

Broken (in the best possible way) by Jenny Lawson

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5

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.

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2

Part One of the Library Marketer’s Definitive Guide to Creating an Editorial Calendar That Actually Works!

I don’t know about you, but I spend the majority of my day as a library marketer making decisions. I answer probably two dozen or more questions a day from co-workers, staff, and friends about everything from the title of our library’s next blog post to the photo used in an email campaign to the kind of swag we give out at library events. This may be why my poor husband often has to choose the restaurant when we go out to eat. By the end of the day, I’m tired of making decisions!

Library marketing often feels like air traffic control. So how can a library marketer work effectively without losing their ever-loving mind? Organization, my friends. And the best way to get organized is to live and die by a working editorial calendar.

An editorial calendar will define and control the process of creating content, from the creation of an idea through writing and publication. A good editorial calendar will help you decide which content ideas to publish, where to publish, and when to publish. After those decisions are made, the editorial calendar will help you assign tasks and keep up to date on deadlines.

The editorial calendar is literally the heart and soul of the library marketer. Mine is open all the time, as long as I’m at work at my desk. It’s a score card, to-do list, and road map all rolled into one. Without it, I’d be lost.

A number of readers have asked me how they can create an editorial calendar that will lead to effective marketing. I’ve broken it up into two parts. First, let’s go through the steps to setting yourself up for success by funneling your team and tasks into one tool. You need to pick the tool, define your process, and learn how to work your calendar in your role as the project manager.

The Library Marketer’s Definitive Guide to Creating an Editorial Calendar, Part One: How to Pick Your Tool and Use It

Step #1: You need a tool that will help you keep track of everything… and I mean everything! You should consolidate all of your team’s tasks into one place. That means anyone who has anything to do with creating content for your blog, social media, video, email, print, press release, digital signage, or newsletters is on the same tool.

The one tool approach will help everyone to know where each promotion is at any given time. It will also help to maintain a consistent voice and message throughout all of your marketing. Working off the same tool will also maximize the effective use of every piece of content. The one tool approach will also help you, as project manager, to minimize overlap and mistakes.

Set expectations with your team early. Tell them you’ll do your best to pick the right tool for your team. Then make it clear that there will come a point at which everyone will be expected to have transitioned to the new tool.

Step #2: Get your team involved in picking your tool. First, you’ll want to explore how the new system will make their jobs and their lives easier. You can do this by asking your team to list the problems they have right now with content creation. Then, ask them to prioritize them. Which problems cost your team the most time and energy?

How to create an editorial calendar in Google Calendar

Marketing Strategy Bundle from CoSchedule (includes editorial calendar)

Free Excel Spreadsheet-based templates from Smartsheet

Step #3: Enforce compliance. Once you pick the right tool for your team, you have to delete all your other calendars and tools. I’m not being harsh. Your team may need that extra push to use one tool. And it’s likely there may be someone on your team who doesn’t like whatever tool you end up choosing. You cannot allow them to go rogue. In order for this to work, everyone has to use the same base.

Step #4: Make checking your editorial calendar a part of your daily ritual. As the project manager, your job will be to keep everyone on track using your new tool. Some days, this task will take five minutes. Some days it will take longer.

I add promotions into my calendar as soon as I learn about them. I have some promotions planned six months in advance. Advance planning helps me to visualize the promotions I’m doing and make sure everything gets the proper attention it needs. I can still be flexible and change things around as needed. But if I know what my marketing will look like in October during the month of July, I’ll have a better chance of getting everything done in time. That also gives me time to think about what’s coming up and to work on creative and innovative ideas to make those promotions better.

Step #5: Leave plenty of room for data. Measure the results of your content so you can adjust the editorial calendar and improve the effectiveness of future promotions.

Analytics should drive most of the decisions in your editorial calendar. I say most because I believe analytics should be responsible for 75 percent of the decisions. The other 25 percent is experimentation, gut instinct, and a deep knowledge of your audience.

Measuring results has two benefits: It helps you to decide what to do and it helps you decide what to drop. If you find a particular content subject or format isn’t getting the results you want for your library, you have data to back up your decision to drop it. Likewise, when something is working well, you can use data to reinforce your decision to that thing more often!

Read this next!

Part Two of the Library Marketer’s Definitive Guide to Creating an Editorial Calendar That Actually Works!

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9

Five Totally Doable Things That Make Your Library Content More Shareable

Every content creator fears no one will read their work. By contrast, the most exhilarating thing you can do in marketing is to write something that people read, share, and comment on. I speak from experience. There is no better compliment.

Last week, I told you about the upcoming keynote I’m giving on content marketing and shared some reasons why your library should be creating content. The more I write for this blog, the more I learn about the kinds of content my audience will read AND share. That second part is important. You want to reach new people and make them library fans. But what makes your content shareable?

I have five simple ideas for you. Each of these increase the likelihood that your content gets shared.

Write longer, compelling pieces. Seriously, the whole thing about how your audience only has the attention of a goldfish is bunk. They will read a 2,000-word post from you if it’s compelling.  People read whole books with 50,000 plus words! I don’t know why this myth of the “too-long content piece” exists when there is literally hundreds of years’ worth of proof that it’s not true.

If you tell a story in long form, with authentic quotes, an emotional arch with conflict and resolution, and a clear beginning, middle, and end, it will not feel like a long read. And a piece of content with all of those characteristics is also likely to be memorable. Great stories stick in our minds long after we read them. And memorable posts get shared!

Long form content is also better for your library’s search results. Back in 2012, serpIQ conducted a study involving more than 20,000 keywords. The results showed that the average content length of the top 10 search results was more than 2,000 words.

I have some evidence that this works personally. In 2018, I purposefully started writing longer blog posts here. Most of my posts land at around 1,000 words… not quite up to serpIQ’s standards but about 200-300 more words per post than I wrote in 2017. And guess what happened? My engagement stats increased by nearly 215 percent over 2017!

My library just started a blog two weeks ago. We will experiment with post length. And you can bet that I’ll push our writers to put out longer and more compelling stories, even if that means we have to publish fewer total posts. Write longer, more interesting posts and people will respond.

Be emotional. According to research from the journal Psychological Science, our emotional responses to content play a huge role in our decision to share that content. But all emotions are not created equal. The study shows people will share content that makes them feel fearful, angry, or amused. There is also a ton of evidence to suggest that people like to share content that inspires or contains a surprise.

Conversely, you should avoid creating content with negative emotions like sadness or even contentment, which tend to cause inaction. We don’t want that!

Insert images in your content. You may have noticed I’ve started inserting more images into my posts on this blog. That’s because adding images to your content is proven to increase the likelihood that it is seen and shared. My post popular post ever is this one, which contains three images. Those three images are strategically placed to emphasis the meaning of the words. They also break up the text for a visually pleasing read.

You must also use images on social media when promoting your content. This rule applies to all platforms. Your audience is visual and they want to see images in addition to your important words. The right image–one that evokes emotions or really serves to succinctly illustrate whatever you are saying in your content–will also make your content more shareable.

Write simply and conversationally. The more your audience understands what you’re trying to say, the most likely they are to share your posts. Define unfamiliar or difficult words, titles, or services. Go through the draft of your material and highlight words or terms that may confuse your audience. Then, find a better way to say or explain those words.

Never take it for granted that your reader has been a lifelong user or follower of the library. Words used by librarians to describe services, programs, catalogs, and databases may seem common to you and your staff. They are not common to your reader. Always explain. Then, ask a non-library employee to read your work. I often take my stuff home and ask my husband or my teenage daughter to read it. If they find anything to be confusing or convoluted, I know I need to change it.

Shorten your sentences and paragraphs. Shorter sentences will make it easier for your reader to understand and absorb what you are saying. The same is true with paragraphs. A piece of material with lots of long paragraphs looks thick and off-putting. Readers will skip lengthy paragraphs, according to British grammarian H. W. Fowler. In addition, the Poynter Institute’s Eyetrack Study shows people are more likely to read an entire web page when the paragraphs are short. And if you can get the reader to look at the entire post, it’s more likely that they’ll share the content.

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!

0

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!

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