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Librarian's Nitty-Gritty Guide to Content Marketing (Paperback) (Laura Solomon)
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What is content marketing? Simply put, it’s the most effective way to increase your value to customers. When you deliver content that library users find useful and relevant, you give a compelling answer to their question, “What’s in it for me?” Author of the best-selling book The Librarian's Nitty-Gritty Guide to Social Media, Solomon speaks directly to public relations personnel, web librarians, and other staff responsible for the library's online presence. Filled with nuts-and-bolts advice on how to increase the library's value to its users, her guide: • defines the essential characteristics of effective content marketing; • explores methods of audience assessment; • demonstrates how to optimize content for sharing; • explains the elements of an editorial calendar for sustainable content, and shows how to create once and re-purpose many times; • describes meaningful metrics for the library context; • points out 5 common mistakes and how to avoid them; • provides a template for creating personas; and • includes first-hand accounts from library marketers.Making content marketing concepts bite-sized and easily digestible, this guide shows libraries how to market effectively by focusing on what library users find useful and relevant.