Marketing Content and Collections

Abstract

Libraries own many valuable holdings and collections that have great potential to attract public interest. But how do library customers find out about their existence? In most cases, digitizing and placing them on the internet alone is not enough to achieve the desired access numbers. Marketing is then quickly blamed: Too little was invested, the wrong channels were selected or the images were not attractive enough. So, how can the holdings and collections be marketed successfully? The presentation discusses how marketing is used as a way of thinking in libraries and focuses on content marketing. Selected real-life examples are given to illustrate how content and collections can be promoted and distributed via various online channels. Topics such as storytelling, video and social media will be addressed.