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Big Gains, Bigger Lessons: Why One Library is Rebuilding Its Social Media Incentive Program After Huge Early Growth

A black‑and‑white photograph of an ornate, multi‑level library filled with towering bookshelves and balconies. In the upper left corner, a translucent teal box contains the text “Social Media Incentive:” and below it, in white, “Lessons Learned.”
Photo courtesy Cincinnati and Hamilton County Public Library

Key Takeaways:

1. Hyper‑local social media works but only with empowered staff. By giving staff autonomy to create content tailored to each branch’s unique audience, the library sees more meaningful engagement than a one‑size‑fits‑all strategy could ever provide.

2. Incentives can spark huge engagement if the program is simple. Josh’s initial point‑based contest led to dramatic increases in reach, interactions, and followers at participating branches. But it also revealed the importance of designing challenges that align with staff capacity.

3. Start small, collaborate early, and refine as you go. Josh’s biggest lesson: don’t skip the research stage. Understanding staff time, motivations, and manager buy‑in is essential.

Josh Mosey lives in the same town where he grew up: Middleville, Michigan.

“My older brother and I used to ride our bikes to the library in the summer when we were kids and take part in the summer reading program,” remembers Josh. “I wasn’t as big a reader then, but I did enjoy the books on cassette tape that came with the physical books attached. When nothing new was available in that form, I’d pick a ‘Choose Your Own Adventure’ book, which I would read until one or two endings and call it good.”

“I was a notorious cheater when it came to counting books for the summer reading challenge back then. I’m making up for it now by reading voraciously as a grownup.”

Josh can get plenty of books, thanks to his current job as part of the six-person Library Marketing and Communications team and the Kent District Library. KDL serves 440,000 residents in Kent County, MI, excluding the city of Grand Rapids and a couple of smaller municipalities on the north end of the county. The library consists of twenty branches, one express library, and a bookmobile.

Josh is responsible for email and social media marketing for KDL. And the social media part of his job involves working with 20 “social media branch champions”. These are staff members appointed to create content and list events on their branch’s Facebook page.

“The social media branch champions have been around for as long as each branch has had its own Facebook page,” explains Josh. “They are chosen by that location’s manager as someone who either has time, interest, or expertise in that area. While I oversee the group, give tips, and create content they can use, the social media branch champions don’t take orders from me.”

Josh says the goal of our social media branch champions is to engage with their community, cultivate relationships with community members who might come to their events in person, and reflect the things that make their communities unique.

“Since the patrons at each branch can vary widely in interests and socioeconomic makeup, a one-size-fits-all mentality doesn’t work for our branch pages,” he says.

But this system has its challenges.

“Skills and interests vary widely from branch to branch,” explains Josh. “My graphic design background is borne out of the fact that my roommate in college was a graphic design major, and he let me play around on his computer with Photoshop. I’ve been able to do a lot with that over the years, but I’m a rarity among library staff members. Most folks have backgrounds in library science, literature, or education.”

“And while we have a comprehensive brand guideline and I’ve given the team examples of what a well-designed image should look like, some folks just don’t have the time, interest, or expertise to create on-brand, engaging content.”

And because this job likely falls under the “other duties as assigned” for many of the social media branch champions, they may not want to take on the frustrating job of posting to social media. So, Josh decided to incentivize social media work for this library.

“The incentives are based on best practices like consistent posting, interacting with local groups, sharing posts from the main KDL page, promoting branch events, and so on,” explains Josh. “Each of those activities is awarded a specific point value, and the points are calculated quarterly. At the end of each quarter, the branch with the most points wins a pizza party for their branch, a bookstore gift card for themselves, and temporary ownership of a goat trophy that says, ‘You’re the G.O.A.T.’”

Josh says the incentives worked well… at first.

“While some branches simply didn’t have time to put their numbers in (or participate, really), the branches that took the competition seriously saw massive increases in followers, interaction, and post views and likes.”

For example, Josh says the first branch to win was the Alto Branch of KDL. The results were as follows:

  • Views increased by more than 356 percent.
  • Reach increased by 811 percent.
  • Content interactions increased 334 percent.
  • Link clicks increased by 1,400 percent.
  • Visits to the Alto Facebook page increased 51 percent.
  • Follows increased by nearly 191 percent.

That sounds like a great leap. But when Josh solicited feedback from the branch champions on the incentive program, he discovered that most felt participation was just one more thing they needed to squeeze into their already busy routines, especially in the summer and fall. So Josh is making some changes.

“The program is going to change from a cumbersome Excel spreadsheet into a simple, physical Bingo sheet with twenty-five challenges that a branch can do monthly,” says Josh. “The more bingos a champion earns, the more chances they’ll have to win a prize. This should still get at the heart of what motivated the ones who participated while addressing the complexity of the previous version of the challenge for those who didn’t do much with it.”

Josh has some candid advice for anyone considering a similar incentive program for staff.

“I was too quick to go from the ideation phase into implementation,” confesses Josh. “I should have done a little more research into what my champions had time for and what exactly would motivate them.”

“I would encourage libraries that want to do this to sit down with the folks who manage their library’s social media presences, along with those folks’ managers, to increase the level of buy-in at the beginning.”

“Also, simpler is better. I was trying to get my people to do all the right things from the beginning, but I probably should have started smaller by focusing on two or three things each month until everyone had some momentum going for a bigger training and competition event.”

And Josh has one more, unrelated piece of social media advice for libraries.

“Don’t give up on social media posts that use words,” advises Josh. “Photos and videos are great, but it’s okay to make basic, nice-looking posts with nothing but words on them. It’s been working for us since I started in my role four years ago, across all our platforms.”

Want more help?

When Should Libraries Jump on Social Media Trends?

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How Libraries Can Use Storytelling to Build Community Support (4 Practical Tips)

Black-and-white photo of a vintage library card catalog drawer pulled open, with rows of labeled drawers in the background. A translucent banner at the top reads “STORYTELLING” in yellow and “For Community Support” in white text.

My high school history teacher never assigned a textbook for class. Instead, every day, Mr. David Ulmer would pace back and forth in front of a room of students, explaining the events of the world in vivid detail as a story.

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

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

No one failed tests in Mr. Ulmer’s class. That’s because his teaching method was storytelling. Rather than pushing a bunch of facts, figures, and details at us, he made historical events personal, vivid, and memorable. Everyone remembered the details.

Your library will have the same impact by including storytelling in your promotional strategy.  

“People are looking for a connection.” —John Michael Morgan, Business Leadership Coach

Here are the four things you need to know to start incorporating storytelling into your library promotions.  

#1: You don’t have to do all the work.

When a cardholder talks about the way your library’s collection, programs, and services have impacted their lives, people will listen. Let your community share their story about their experience at the library.

One year during my time at the Cincinnati and Hamilton County Library, we sent an email to a target group of library users. We asked them to tell us why they loved the library. I thought maybe 25 people would respond. I was so very wrong.

We got more than 400 responses! Some people wrote a few sentences, and some wrote paragraphs. That one “ask” was a gold mine of storytelling for more than a year.

We contacted many of the responders later to ask them to elaborate on their stories on camera. We used those interviews for fundraising, blogs, and newsletter blurbs. We pulled some of their quotes and had our librarians read them on camera, which we shared during Library Workers Week and other big events.

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

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

#2: You can gather stories every day.

Make it a practice at your library for front-line staff to be on the lookout for stories as they work — not in a forced or formal way, but simply by noticing when a patron has a meaningful moment.

When those moments happen, give staff an easy way to jot down a sentence or two about what happened. And if they feel comfortable asking the patron directly, they can use simple language like, “I’m so glad we could help! Would you mind if we shared a little about this interaction? It helps other people discover what the library offers.” Most patrons appreciate being asked

If you frame this work as optional and low-pressure, staff don’t have to feel like they’re intruding. When I worked at the Cincinnati Library, I asked front-line staff to call me if they had an interaction with a patron that they thought would make a good story. One day, I got a call from a branch manager who said she just worked with a 12-year-old boy and his father, and they were willing to talk about their experience. That interaction led to this incredible video.

You can also ask volunteers, board members, and library friends groups to share their stories, as Deschutes Public Library did. These folks are often really passionate about their love for the library, and their stories will inspire others to volunteer, donate, and use the library.

#3: Stories don’t have to be long or complicated.

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

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

#4: Your library can share stories everywhere you do promotions.

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

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

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

If your library has a blog, include at least one cardholder story on your blog every month, like Oak Park Library did with this extraordinarily moving piece. Your blog will grow in traffic and subscribers, which is good news for the other content you post.

One of the best places to share content marketing is in a video. And your subject doesn’t even have to be human, as you’ll see from this video by Broward County Library.

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

“In a time of rapidly compounding technology generations, the most successful businesses will consistently deliver high touch to customer with one of our oldest traits—the telling of a story.” —Jim Blasingame, Small Business Advocate, Radio Show Host, Storyteller

One final note

As I was writing this blog, I came across this article by Martin O’Connor of University College Cork Library that I encourage you to read. It’s full of great tips on sharing the story of your library!

I also teach a course on library storytelling that is available as part of a Learn with NoveList Plus subscription or as a live or virtual session at library staff development days. You can contact me for more details.

PS: Want more help?

How Storytelling Is Revolutionizing One Library’s Video Strategy

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The State of Library Marketing 2026: How Emerging Trends Will Reshape Our Strategies

Photo courtesy Cincinnati and Hamilton County Public Library

To be honest, I’m not a huge fan of New Year’s Day celebrations. I am usually in bed and fast asleep by the time the ball drops.

But I do feel a certain kind of hope as I wake up on January 1st every year. It’s an opportunity to reflect on the past year and set new goals for the next 12 months.

And so, I use that day to write this post, revealing the results of the annual State of Library Marketing survey. Your answers help me plan Super Library Marketing content and episodes of The Library Marketing Show for 2026

Here are the big takeaways from this year’s survey results:

  • Increasing physical visits is the most important goal for more library marketers.
  • Time and capacity are the biggest challenges library marketers face.
  • Frustration with social media effectiveness continued to grow.
  • Formal marketing planning remains elusive for nearly half of the respondents.
  • Facebook and Instagram are nearly tied for promotional use by libraries.
  • Most library marketers either have a budget of $5000 or more or no budget at all.

Basic methodology

The survey was fielded in September 2025 and received 125 total responses, a 15 percent increase in responses over 2024. Questions included multiple-choice and open-ended items about platforms, goals, budgets, planning, evaluation cadence, AI usage, and the biggest challenges facing library marketers.

Who responded

  • 86 percent work at a public library.
  • 8 percent work at an academic or university library.
  • 2 percent work at some other kind of library.

Size of libraries

  • 38 percent serve a population of 25,000 or less.
  • 26 percent serve a population between 25,000 and 50,000.
  • 14 percent serve a population between 50,000 and 100,000.
  • 8 percent serve a population between 100,000 and 250,000.
  • The rest work at a large library.

Marketing experience and workload

  • 88 percent of the respondents to this survey report having three or more years of experience.
  • 60 percent of respondents say promotion is one of many responsibilities they have.
  • 40 percent are working solely on library marketing.

Social media platforms used by libraries in order of popularity

  1. Facebook
  2. Instagram
  3. YouTube   
  4. LinkedIn
  5. TikTok
  6. Threads
  7. X

Budgets

  • More than $5,000: 32 percent
  • No budget: 22.4 percent
  • $1,000–$5,000: 16 percent
  • Not certain: 16 percent
  • $500–$1,000: 8.8 percent
  • $100–$500: 4.8 percent

Top goals for the next 12 months

  1. Drive visits to the physical library location.
  2. Reach non-patrons.
  3. Drive the use of services.
  4. Increase program attendance.

How effective do libraries consider their promotions?

  • 68.8 percent say somewhat effective.
  • 12 percent say very effective.
  • 18.4 percent say somewhat effective, not very effective, or not effective at all.

The top five most pressing challenges for library promotion

#1: Time & capacity

41 percent of respondents stated they feel they lack the time or resources needed to perform their jobs effectively. This is a huge shift from 2025, when staff buy-in was ranked as the number one challenge.

As one person put it, “I’m often racing to complete all my tasks. I’m the only marketing person. I try to prioritize the items that are most important. It can be a challenge.”

Another said, “With additional resources, we could expand our efforts significantly. We are constantly busy, and despite an award-winning year of results, there remains the perception that we could always do more.”

But that respondent also shared some advice that I thought was profound.

“We’ve had to accept that marketing will always be a balancing act between capacity, expectations, and impact. At the end of the day, we focus on doing the most we can with the resources we have and ensuring that our efforts deliver real value to the library and the community.

I can assure you that marketers in many other industries with larger staff and budgets feel like they are also always short of time and money. But it shouldn’t be that way, should it? We can’t do our best work when we are stressed, burned out, and chasing success with our hair on fire.

So, this year, I’ll be looking for ways to help you prioritize projects, reuse content, and convince your leadership and coworkers to give you the resources you need.

#2: Social media effectiveness

This challenge rose from the fifth biggest challenge in 2025 to the second spot in 2026.

You can hear the frustration in this respondent’s comment: “The ever-changing algorithms! What worked in the past is dead, and we constantly have to learn new things.”  

Another said, “I wish we had more time for the team to get training, learn from experts, etc. Also, a budget for apps and tools to make social media content creation easier and more efficient.”

To be honest, it is very hard to be successful on social media. You may have noticed I tried in 2025 to share more tips about ways to promote the library that did not involve social media. However, some of my most popular videos and posts are about social media.

You are telling me you need to use it, and it needs to work. I hear you, and I’ll focus more on social media effectiveness in 2026.

#3: Budget and resources

I often wonder if anyone ever really has enough money to do the marketing they want to do. I suspect the answer is no. But for libraries, and especially in 2025, the money, or lack thereof, was a huge issue.

With cuts to funding and the closure of the Institute of Museum and Library Services (and all its grants), U.S. libraries in particular faced huge difficulties finding the money to market effectively.

In 2026, I’ll continue to provide tips that libraries can use without spending a fortune.

#4: Staff and leadership buy-in

I can sense sheer frustration from many respondents that their coworkers and their bosses don’t understand or support their efforts.

”Staff view participating in marketing efforts as someone else’s job, and not important,” said one respondent. “We have a social media committee that writes blog posts and manages our social media platforms, but they see very little value in posting to social media and aren’t active in social media in their personal lives.”

Said another, “There is only so much you can do from one department. In the end, the branches must facilitate the promotions and participate.”

“Also, there is still an old-school mentality of marketing in the branches that does not conform to the professional branding needed to elevate marketing throughout the library system.”

“My challenges continue to be the lack of director-level support for formalizing a process to incorporate a broader focus on non-program offerings in our publicity campaigns,” laments a third marketer.

I’ll continue to look for ways to offer tips and strategies for library marketers facing this problem, which is related to the final big challenge…

#5: Planning and strategy

It’s difficult for library marketers to know what to focus on when there is no overall plan or strategy for the promotions or for the library, in some cases.

In fact, 47 percent of respondents said they have no formal marketing plan to follow. And even when they have a plan, library marketers face challenges without someone at the helm directing everyone and keeping the focus clear.

“We have one plan, but different people do it differently,” lamented one respondent. “There are a lot of different skill sets and thoughts about marketing. It can be hard to try to get some on board.”

Another shared this wish for 2026: “Convincing management that a strategy we all adhere to really would be more effective than being spontaneous.”

Look for more posts and videos in 2026 about how to convince senior leaders to create a strategy and, if that doesn’t work, how to make your own plan!

How libraries decide what to promote

When asked how they choose which programs, services, or resources to highlight, respondents revealed a mix of strategy and necessity. About a quarter said decisions are anchored in strategic plans or leadership priorities, often guided by directors, committees, or formal marketing calendars.

Another 25 percent rely heavily on usage data and registration numbers, giving extra attention to underused services or events with low signups. Cost plays a big role, too. High‑investment programs, outside presenters, and grant‑funded initiatives often rise to the top.

Many libraries aim for fairness by rotating coverage across branches and age groups, while others admit choices are still ad‑hoc or driven by staff requests.

A smaller but notable group prioritizes seasonal themes and cultural relevance, trying promotions to holidays or trending topics.

So, while some libraries have formal frameworks, many are still juggling competing priorities and making reactive decisions when time is short.

Lessons that changed marketing approaches

I asked a new question this year: What’s one thing you learned this year that has changed your approach to marketing and promotions?

The most common answer was rethinking social media volume. Many library marketers learned that posting less, but with more intention, can boost engagement and free up time for higher‑impact tactics.

Others embraced email segmentation and onboarding email series.

Video remains a priority, with several respondents focusing on short‑form content while acknowledging capacity limits.

Partnerships stood out as another bright spot: collaborating with schools, local organizations, or influencers amplified reach and built trust.

Interestingly, AI sparked mixed reactions. Some respondents experimented and found it unreliable, while others leaned on it for editing and idea generation.

Suggestions for improving Super Library Marketing and “The Library Marketing Show.”

I also use this survey to get feedback on what I’m doing now and how I can improve! Here are some suggestions that I’d like to respond to.

  • “More examples or case studies from libraries in different regions and cultural settings, especially those working with multilingual communities or limited resources.” This is a great idea and one I will work more diligently to fulfill in 2026.
  • “Maybe highlight some things that DIDN’T work. It both makes failure okay and shows that we can learn when things don’t turn out as we expected.”  Wow, great idea! And I’ll try to find some examples for you.
  • “I appreciate the transcript you provide. Would it be too hard to use photos as examples of what you’re talking about during your kudos?” As soon as I read this response, I started doing it… I hope you noticed!
  • “I would just like to see captions on the videos so those of us in common workspaces can watch them without sound.” I do provide captions on all my videos on YouTube and LinkedIn. To turn it on, click on the “CC” button in the lower right corner under the video.
  • “Focus a little bit more on academic libraries and special libraries.” Great idea–I would love to do more of that in 2026.

PS Want more help?

Your 2026 Library Marketing Kickstart: The Posts and Tips You Can’t Miss

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Your 2026 Library Marketing Kickstart: The Posts and Tips You Can’t Miss

Library friends, we did it! We made it through 2025. We faced numerous issues and threats to libraries, yet we celebrated many triumphs. I’m proud of you. I’m proud of this community. And if no one has told you this lately, GOOD JOB YOU!

And now, we look forward to a new year and new chances to grow the connection between your library and your community.

Want to make 2026 your best year yet? Let’s start by learning from the content your fellow library marketers found most helpful this year.

Most Popular Super Library Marketing Articles of 2025

#1: Here’s a 12 Month Promotional Campaign Plan To Skyrocket Database Usage at Your Library

#2: Finding the Perfect Name for a Library Program: A Checklist and Tips for Using AI

#3: The Dreaded Library Annual Report: How to Create a Masterpiece that Showcases Your Library’s Value and Inspires Your Readers

#4: The Top 8 Must-Attend Library Marketing Conferences of 2025 (Note: A new version of this blog will publish in February. Do you have a conference to suggest for the list? Let me know!)

#5: Beginner’s Guide to Promoting Your Collection: How to Get Started and Drive Circulation at Your Library

Top Episodes of The Library Marketing Show of 2025

#1: Stop Annoying (and Potentially Dangerous) Facebook Messenger Spam in 30 Seconds Flat

#2: 6 Common Library Marketing Mistakes To Avoid in 2025

#3: Is Bluesky the Next Big Thing for Libraries? Expert Weigh In

#4: How to Create a Library Marketing Strategy from Scratch! (Wow, this one is old!)

#5:  Unveiling Facebook’s New Rule on Content: Are Your Posts at Risk?

I hope you are looking forward to 2026 as much as I am. My next post will be on Monday, January 5, when I’ll unveil the State of Library Marketing. I’ve got a calendar full of posts and videos featuring tips to make your work easier, as well as profiles of libraries to inspire you. Happy holidays!

PS: Want more help?

Beginner’s Guide to Promoting Your Collection: How to Get Started and Drive Circulation at Your Library

Subscribe to this blog, and you’ll receive an email whenever I post. You can also follow me on the following social media platforms:

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Grow Your Library’s Online Presence and Rank Higher in AI Searches With These Tips

Photo courtesy Cincinnati and Hamilton County Public Library

Key Takeaways:

  1. AI is changing how people search, and libraries are seeing a drop in website traffic as a result.
  2. Simple formatting changes like clear titles, bullet points, and question-based headings can help your content appear in AI summaries.
  3. Add credibility cues like staff names, job titles, and internal and external links to boost your site’s authority with AI and search engines.

Have you noticed a slight change in the blog posts here? Most now include a list of three quick takeaways at the top. Here’s why I started doing this, and why your library should consider it too.

AI impacts website traffic

A few months ago, I attended a webinar featuring three of the leading experts on Search Engine Optimization, or SEO. SEO is the practice of improving a website’s visibility and authority in organic search results to attract more visitors. 

But AI has introduced a new wrinkle in SEO.

In May 2024, Google introduced AI Overviews (formerly called AI Summaries). These appear at the top of search results and provide a summarized answer to a user’s search, often pulled from multiple sources.

An example of an AI Overview for the search, “How can I get a library card?”

Once AI Overviews were introduced, searchers stopped clicking through to a website because their question was fully answered by the AI Overview. As a result, many libraries (and other websites, including this one) noticed a decrease in their organic web traffic.

In addition, a survey by Adobe Express says 25 percent of people use ChatGPT as their first choice for search over Google. Gen Z is particularly drawn to AI as a search engine. That likely means the popularity of using AI for search will continue to rise.

What does all this mean for your library?

You’ll need to adjust the way you structure your library’s website and blog to surface more often in AI searches and to show up in the AI Overview. It’s not as difficult as it sounds. Here are the changes I’ve implemented. I recommend you try these and monitor your web traffic over several months to see if the changes make an impact.

Titles should be clear, not clever.

Tell readers exactly what they’ll find on the page. For example:

Author Visit

  • ❌ Clever Title: “An Evening of Literary Magic”
  • ✅ Clear Title: “Meet Author Jasmine Guillory at the Library – October 24”

Why it works: The clear title includes the type of event, the author’s name, and the date. Those are the keywords that AI tools and search engines can easily match with user queries.

Craft Program

  • ❌ Clever Title: “Get Your Glue On!”
  • ✅ Clear Title: “Fall Craft Workshop for Teens – Make Your Own Bookmarks”

Why it works: It specifies the audience (teens), the season, and the activity.

Educational Workshop

  • ❌ Clever Title: “Brain Boost Bonanza”
  • ✅ Clear Title: “Free SAT Prep Workshop for High School Students”

Why it works: It uses direct language that matches what a student or parent might search for, like “SAT prep” or “high school test help.”

Wellness Event

  • ❌ Clever Title: “Zen in the Stacks”
  • ✅ Clear Title: “Free Yoga Class at the Library – All Levels Welcome”

Why it works: It clearly states what the event is, where it’s happening, and who can attend.

Include a bullet list of key takeaways or what you’ll learn at the top of the page.

This helps both readers and AI quickly understand the content. Try this on blog posts and key webpages.

Here’s how you might structure key takeaways at the top of a library card sign-up page.

  • A library card is free to all residents of Tree County.
  • Applicants need to fill out a form and have one document with proof of residence. The form can be sent to the library via email or presented at any library location.
  • Applications presented in person will be processed immediately. Applications sent via email will take 1-2 days to process.
  • Once an application is accepted, you’ll be given a card, which you will you to check out items, reserve meeting rooms, and register for programs.

Use well-structured headings.

Phrase them as questions, when possible, like:

  • How do I get a library card?
  • How can I reserve a meeting room?

Here’s an example of how I did this in a post for NoveList.

Include the right keywords.

Ask ChatGPT to provide you with a list of keywords or frequent questions around your topic. You can also search for your topic on Google and look at the ‘People Also Ask’ section. The website Answer the Public can provide you with some frequently asked questions as well.

Structure your content with bullets, steps, or lists.

Clean formatting makes it easier for AI to scan and summarize your content. You’ve probably noticed this post has been full of bullets and lists. That’s intentional! The bonus benefit is that it makes your blog and website easier to read.

Write in natural, conversational language.

Avoid jargon. Focus on being clear and helpful. Remember that searchers will not use jargon to look for answers to questions that may lead them to your library. Try to imagine what your community would put into the search bar, and then use those words in your blog or landing page.

When possible, include a staff member’s name and job title on a page.

AI looks for expertise or credentials when scanning pages. This is easy for a blog… just include the name of the author and their title in the post. For a landing page, consider adding a line like this: “Need help signing up? Email Maria Lopez, Library Services Manager, with 15+ years of experience helping patrons, at mlopez@treelibrary.org.”

Ask your partners to link to your website and blog.

When other trusted sites link to your content, it signals credibility to AI and search engines.

Use internal links whenever possible.

Link to related blog posts or pages on your site to help AI understand your content’s structure and relevance. That has the added benefit of keeping people on your page longer, which improves your trust and credibility to Google and AI, which means you’ll show up in search more often!

Try to stay within best practice lengths for word count.

BlueHost.com says for blogs, the ideal range is between 1,500 and 2,500 words. This gives readers comprehensive coverage of a topic. It’s also easier to include keywords and internal links for longer posts.

But… here’s something to remember: Google and AI tools prioritize quality over length (and so do most readers!) Don’t try padding your posts, as that can hurt your ranking.

Neil Patel, who is a trusted expert on SEO, says that for landing pages, word count isn’t a direct ranking factor. Rather, you should focus on the user’s experience and provide enough information for a community member to act.

Has your library’s website traffic taken a hit? Are you using any other methods to drive more traffic to your library’s website? Let me know in the comments.

Need more inspiration?

Google Ad Grants Improve Your Library’s Chances of Being Found in Search: How To Apply and Manage This Incredible Opportunity

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Why Print Marketing Still Works for Libraries… and How to Prove It!

Photo courtesy Cincinnati and Hamilton County Public Library

Quick Summary

  1. Print marketing is not dead. When used strategically, it helps libraries cut through digital noise and even strengthens digital marketing.
  2. Measure return on investment of print marketing with opt-ins, QR codes, custom trackable links, and interactive prompts.
  3. Repurpose print content across social, blogs, and email to extend its reach and prove its impact.

Every day, I run with anticipation to the mailbox.

I can’t help myself. As a member of Gen X, snail mail was a significant part of my life when I was growing up. A letter or postcard from a family member or friend brought me such joy. We had phones, of course, but no social media. So if a friend went on vacation, I couldn’t follow each step of their journey on Instagram.

I also love mail because it’s physical. There is something about the feel of paper in your hands that adds to the joy of reading. It’s why I prefer print books to eBooks.

And I know that digital correspondence is also permanent, but there is something different about a stash of letters, held together with ribbon or string, kept to be read again years later.

What does any of this have to do with library marketing?

The 10th Annual Super Library Marketing survey closed a few weeks ago. I’m analyzing the results now and will publish the full report on January 5, 2026.

But one theme has emerged already: Library promotions are getting lost in the constant digital noise.

I work with hundreds of libraries worldwide every day at NoveList. They’re all facing this struggle. And some are beginning to lean on print to cut through the noise.

That’s because print still matters when it’s intentional, measurable, and audience-focused.

Print is not dead. It’s strategic!

It might feel old-fashioned or even risky to invest staff time and budget in print. After all, email and social media offer instant metrics and quick reach. But here’s the truth: Print has never been more valuable.

Now, I realize this statement may come as a surprise. Readers of this blog know how much I value email marketing. It is, hands down, the most effective use of your marketing time.

But clever library marketers know that there are some audiences we cannot reach with email. Print helps you connect the dots between those groups. It can spark attention in people who might otherwise overlook your digital promotions. And it can deepen the relationship with those who are already engaged with your library.

Imagine this: You’ve been on a store’s email list for years, eagerly clicking through their sales messages. Then one day, a coupon shows up in your mailbox. Suddenly, the brand feels even more present, more valuable, and you’re more likely to act on the next email, too. (BTW, this example is born of my own experience with Bath and Body Works!) And it works because…

Print doesn’t replace digital marketing; it amplifies it.

How do you know if your print marketing is working?

Here’s the challenge I’ve always faced with print marketing: How do you prove that it’s effective? How do you know it’s worth the investment? Because, let’s face it, print can be costly.

Here are five concrete ways you can measure the effectiveness of print marketing at your library.

1. Start with an opt-in model for longer print publications.

Many libraries print thousands of copies of their print newsletter or magazine. Then they send them out to all the people living in their service area. They might also send copies home with each child in their school district.

I totally understand that strategy. But it’s akin to sending un-targeted email messages. If someone isn’t already engaged with the library, the sad truth is they may throw that print piece in the trash. That’s a waste of money for the library and a waste of time for you.

A better approach is to ask readers to opt in to the publication. There are a couple of ways to do this.

  • Ask people to sign up either when they sign up for a library card or through an email campaign.
  • Send your print publication to anyone who donates to your library’s fundraising groups.
  • Put copies out in your branches. You can also distribute copies to partner organizations with locations that have a lot of foot traffic, like museums and theaters. Be sure to include a QR code so those new audiences can sign up to receive their own copies at home.

2. Make your print marketing interactive.

Ask readers to post a social media comment on a story or an event in your print publication. This works really well for print calendars and fliers.

Add a unique hashtag to the piece, and ask people to use it when they post their comment. Then count how many comments you receive.

You can also ask readers to send an email with an answer to a special prompt, like, “Which storytime is your child’s favorite?” Create a special inbox to receive comments from your print publications. Then you can count the number of emails you receive.

3. Use custom trackable links.

When I worked at the Cincinnati and Hamilton County Public Library, I used Bit.ly to create special trackable links for our website. With a free Bit.ly account, you can edit the back half of a link and then track how many people click on it. This makes it easy to see which traffic is coming directly from your print marketing.

4. Add QR codes.

Add a QR code to your print piece, then track how many scans you get. One library marketer I spoke with takes this a step further by creating a different QR code for each poster, depending on where it’s displayed. That way, she can compare engagement across different locations or departments!

Pro tip: This strategy works for all your library’s print pieces, from bookmarks to event flyers. If you ever feel like you’re doing too much print marketing, the data you collect from trackable links and QR codes can help you make the case for (or against) continuing.

5. Repurpose your content across other channels.

Save time and amplify your content by repurposing stories from your magazine or newsletter into social posts, blog articles, or email content. If those repurposed pieces perform well digitally, it’s another signal that your print marketing is resonating.

When I worked at the library, many of the stories we published in our quarterly newsletter or on our blog were repurposed in this way. This helped us to get more traction for the stories and gave us another way to measure whether the story is interesting to our audience.

This trick can also help your community to learn that you have print promotions and give you a reason to solicit sign-ups for the print version!

How is your library using print marketing?

I’d love to hear how your library is using print. Share your experiences in the comments below.

Need more inspiration?

Library’s Print Magazine Is a Community Must-Read! Here Is Their Secret Formula.

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:

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March Meowness: How Cat Photos Forgave Library Fees and Won Hearts Worldwide

Photo courtesy Cincinnati and Hamilton County Public Library

When she was growing up in Leicester, Massachusetts, Linnea Sheldon found the library to be… boring.

“While I enjoyed reading and admired the librarians, the library itself didn’t feel very exciting,” confesses Linnea. “Today, libraries are dynamic community hubs offering so much more than books, and I love that part of my job is sharing these opportunities with the community. When people say, ‘I didn’t know the library did that,’ I can truly relate.”

Now, in her role as Community Relations and Communications Manager for the Worcester Public Library, Linnea works hard to make sure her community finds the library to be exciting and dynamic. She’s a team of one, communicating to a city of more than 210,000 residents across seven branches and two bookmobiles. She does receive generous help from library staff with tasks like social media posts, flyer design, calendar postings, and more.

And the library is vital to this city. Linnea says nearly 20 percent of her community lives in poverty. So, when she was approached in 2023 about offering a fee forgiveness program, she was fully supportive.

“We had many kids who went home before the pandemic and left books behind in schools,” explains Linnea. “We also have a growing population of unhoused individuals in our community, and we were finding that we were losing patrons because they had lost or damaged items on their accounts.”

 “From a marketing standpoint, I knew that the right hook was key for an initiative like this to succeed. I also knew I would have no budget. My goal was to come up with something fun and easy enough that people would not only want to participate but would also want to tell their friends and family about.”

Linnea, who is a self-professed “cat person,” decided to lean into her love for felines to create her campaign, which she called March Meowness. The premise was simple: People could trade cat photos for fee forgiveness.

“We began planning in the fall of 2023 and chose March 2024 because there weren’t any competing campaigns planned,” explains Linnea. “The actual marketing push happened just a week before launch. With limited time and resources, I created our collateral and focused on social media, signage, and email as our primary channels.”

“One key strategy was timing. We intentionally didn’t announce too early. By waiting until just a few days before the campaign, we created a sense of urgency and excitement that encouraged immediate participation.”

-Linnea Sheldon

“Another pivotal decision was to pitch the story to the media before we launched it ourselves. Local outlets loved the playful concept, and the first article went live within the hour. Even press outlets in Boston picked up the story, and from there it snowballed. By the time we officially launched on our website and social media, we already had significant buzz and community interest.”

Linnea says the community response far exceeded the library’s expectations. Worcester Public Library decided to launch the promotions a few days early, at the end of February. Patrons were thrilled to be welcomed back in such a fun, positive way.

“What surprised us most was that even people without fees wanted to participate,” says Linnea. “Many people asked if their cat photos could be applied toward another community member’s account, a generous show of support that really embodied the spirit of the campaign.”

The library displayed submissions on a “cat wall,” and soon cat photos started arriving from across the country. After the story was picked up by The New York Times, it spread internationally, and the library was suddenly receiving cat pictures from all over the world.

“The volume was incredible, and staff from across departments volunteered to help,” recalls Linnea. “We developed a workflow: Some saved the photos, others responded to emails, others formatted and printed the pictures, and still others hung them on the wall.”

“Our circulation staff cleared fees for patrons, and my director and I fielded multiple media requests every day. It was an all-hands-on-deck effort, and while it was exhausting, it was also one of the most energizing experiences we’ve ever had at a library.”

Besides the multitude of patrons whose fees were forgiven, the campaign led to some incredible marketing results. Those included:

  • 10.7 percent increase in physical visits
  • 9.2 percent rise in circulation
  • 10.2 percent increase in new library card registrations when compared to the previous month.
  • 46 percent increase in website traffic
  • 244 percent increase in engaged Facebook users.
  • 120 percent increase in Instagram interactions
  • 16 percent increase in TikTok followers from the previous month.

“We also tracked over 500 media stories on March Meowness,” shares Linnea. “NBC Nightly News with Lester Holt even came to our library to shoot a story.”

“But the real impact was seen when you look at how our patrons were helped. Staff successfully unblocked 930 patron accounts during the campaign, while the Library Board of Directors later approved the forgiveness of an additional 3,787 accounts due to the success of the campaign.”

This past June, Linnea and her library received a John Cotton Dana Award for the campaign. That’s how I first heard about it. Sitting at the award ceremony, I can tell you there was nary a dry eye in the room when Linnea described the outpouring of cat photos from people around the world, eager to help her community reconnect with their library.

And it’s no surprise that Linnea and the library repeated the campaign this year, with a few adjustments.

“We knew nothing could match the scale and virality of the original campaign,” explains Linnea. “This year, we launched March Meowness 2.0: Marchier and Meowier. For every cat photo donated to our cat wall, the Worcester Public Library Foundation pledged $1 toward our summer reading programming.”

“The response was wonderful, we received 2,500 photos, and once again, community members came out to see the cat wall grow. We also introduced a new element: a cat mascot with a community naming contest, which resulted in the winning name Whooskers.”

“While this year’s campaign was more localized and didn’t capture the international attention of the first, our community was still excited for its return and embraced it as a fun, meaningful way to support the library and one another.”

“One of the best outcomes of this campaign was the way it allowed staff to connect with patrons and the community in an entirely new way. Library work can be particularly challenging. We deal with serious issues every day and support people in deeply meaningful but often difficult ways. March Meowness brought a sense of lightness and joy.”

“The initiative also opened incredible doors for our library and for me personally. In the past year, we have received more awards than at any other time in our organization’s history. The campaign has connected me with library marketers across the country and strengthened relationships within my own community in ways I never imagined possible.”

“We’re still making the case for the importance of marketing and communications in libraries to our city officials, but all of these wins have made it even clearer just how important our field is to the success of libraries across the globe.”

-Linnea Sheldon

And when she’s not creating award-winning campaigns, Linnea says she looks to other libraries, nonprofits, large companies, and this blog (thank you!) to stay on top of trends and get creative ideas.

“I’m subscribed to a wide range of email marketing lists, I’m a regular social media user, and I follow marketing and nonprofit influencers on LinkedIn,” shares Linnea. “I also make a point to research the campaigns and libraries that win marketing awards each year. It’s inspiring to see the creativity and innovation happening across the field.”

“Harris County Public Library was one of the first libraries that really stood out to me on social media; they showed me that taking a slightly unconventional approach could actually expand your reach.”

For a library looking to launch a campaign like March Meowness, Linnea has four key pieces of advice.

  1. Always start with your patrons. This campaign may have been fun and lighthearted, but it grew directly out of a real need identified by our New Users Task Force. Our community needed a fee forgiveness program to remove barriers to access. Without that foundation, the idea wouldn’t have resonated the way it did.
  2. Lean into what makes your library unique. For us, it was cats. We were already known for our cat memes, and many staff (me included) are passionate cat lovers. That authenticity made the campaign feel natural and genuine, which helped it connect with people.
  3. Remember that making marketing fun can actually make your job easier. While responding to the overwhelming interest took a lot of work, the creative and promotional side of the campaign was surprisingly simple. Of course, not every initiative lends itself to this kind of playful approach, but finding ways to add a little fun to a program or campaign benefits both patrons and staff.
  4. It helps immensely to have supportive colleagues and leadership. Over the years, I’ve built strong relationships with staff and with our Executive Director, who is always willing to try new and creative ideas. That trust and openness were critical in bringing March Meowness to life.

Need more inspiration?

How One Library Marketer Played an April Fools’ Prank On Her Community… and Got Incredible Reach on Social 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:

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Be Heard: The 2025 Super Library Marketing Reader Survey Is Open

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

Take the 2025 Super Library Marketing Reader Survey

This year marks the 10th anniversary of the Super Library Marketing Reader Survey. Over the past decade, library marketing has grown and changed in exciting ways, and so have the questions in this survey. And since I can’t visit every library (as much as I’d love to!), this survey helps me understand what’s working for libraries, what’s challenging them, and what’s next.

Your responses will shape the blog posts, videos, and presentations I create over the next year. The survey takes about 5-7 minutes. I’d be so grateful if you’d also share it with anyone at your library who works on promotions, whether or not “marketing” is in their job title.

I’ll publish the results on January 5, 2026. Thank you for being part of this amazing community.

Take the 2025 Super Library Marketing Reader Survey

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:

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