Laura Solomon, MCIW, MLS, is the Library Services Manager for the Ohio Public Library Information Network. She has been doing web development and design for twenty years, in both public libraries and as an independent consultant. She specializes in developing with Drupal. She is a 2010 Library Journal Mover & Shaker. She’s written three books about social media and content marketing, specifically for libraries, and speaks nationally on both these and technology-related topics. As a former children’s librarian, she enjoys bringing the “fun of technology” to audiences and in giving libraries the tools they need to better serve the virtual customer.
- Table of Contents
- About the Author
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.
Chapter 1: Get Over Yourself
Chapter 2: Should You Care About Content Marketing? (Yeah, Probably.)
Chapter 3: Identifying Your Audience(s)
Chapter 4: Planning Not to Fail
Chapter 5: Writing So People Might Give a Damn
Chapter 6: Common Mistakes: Getting Better, Going Forward
Chapter 7: Are You Actually Succeeding? (And How Do You Know?)
”Should be considered a core addition of 'in-house' library staff collections for community, corporate, governmental, academic, and NGO library collections."
— Library Bookwatch
”Busy professionals will appreciate its succinct and to-the-point style … This book is recommended for academic and public libraries."
”A must-read for every librarian or library considering creating or revamping a marketing or social media plan."