Creating content marketing for libraries.

Content marketing can be a powerful tool for marketing the services of academic and health sciences libraries. Competing for the attention of busy students and faculty, the library must develop its own channels of engagement, which makes content-driven activities essential. A common example is resource licensing. Once a library licenses a new resource, driving or encouraging usage is a challenge. Traditional communication efforts such as email blasts are usually not sufficient as busy users tend to use resources that they are already familiar with. Creating content-driven marketing around the availability of library resources is an innovative way to create long-term engagement with users and reinforce the availability of new resources. Yet creating content for marketing is not an easy task, especially when librarians are already busy with managing their libraries’ daily operations and a variety of projects.