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By Beth McGough
Social Media Manager

This is the second in a three-part series on library content marketing. The first post covered content marketing in business. Now let’s look at how content marketing works for libraries.

How does a library get started with content marketing? First, set goals.

Do you want to increase attendance at an event? Increase engagement on a social media site? Or, drive patrons to your website? By setting goals you can measure the success of content marketing.

Examples of content marketing include blogs, videos, infographics, social media posts, and e-newsletters. Does your library have a blog or a newsletter? You have already taken a step into developing a content marketing program.

Library content marketing is ideal for:

-- Awareness
-- Advocacy
-- Programming
... and more!

Some libraries have harnessed the power of content marketing to create awareness in local communities. Check out this creative video promoting the Nashville Public Library, “All About the Books, No Trouble.” It has received more than 186,000 views on YouTube.

But you don’t need a Hollywood production budget to create engaging videos or other types of content. You will reach patrons with creativity, imagination, and basic tools.

Content marketing is easy to do on a budget with all of the free image and video tools available. Check out this presentation Stephen Abram shared on the top free and paid visual content creation tools. (Canva is the personal favorite of this blog author.)

Good content, such as a video or a fun image on Facebook:

-- Increases engagement
-- Garners attention
-- Improves loyalty
-- Educates
-- Plus, increases web traffic and positively effects SEO

How do you know if your content is good? In the final installment of this series, measurement and content distribution is covered.

To learn more about content marketing, check out these infographics:

-- The State of Content Marketing
-- How Do You Measure Content Marketing?
-- B2B Content Marketing, 2015 Benchmarks, Budgets, and Trends
-- 9 Tips for Building a Killer Content Marketing Strategy
-- 5 Laws of Content Marketing

08 Apr 2015

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