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What is content marketing? Simply put, its 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, Whats in it for me? Author of the best-selling book The Librarians Nitty-Gritty Guide to Social Media, Solomon speaks directly to public relations personnel, web librarians, and other staff responsible for the librarys online presence. Filled with nuts-and-bolts advice on how to increase the librarys 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.
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