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Gali Halevi | MLS, PhD
Chief Director, Mount Sinai Health System Libraries
Assistant Professor, Department of Medicine
Ica...
Product/s
• Human expertise
• Electronic and print resources
• Software and platforms
Customers
• Students
• Faculty
• Sci...
 Innovative: Continuously improves its processes and services by
exploring new technologies and offerings.
 Mission Crit...
The Content Marketing Institute defines content marketing
as a
strategic marketing approach
focused on creating and distri...
Creating content for marketing
is not an easy task:
◦Requires time
◦Requires talent (writing, editing)
◦Requires subject ...
 Mobile Access:
◦ Mobile apps
 Full text on the go
 Customized content
Supporting online learning
through:
◦Curating content for courses
◦Supporting learners
◦Facilitating education
 The library as a publisher
◦ Creating a platform for early-career institutional
publishing
◦ Support researchers in effi...
Scientists
Clinicians
Faculty students
 Library developed credit bearing courses – taking
an active role in the curriculum
 Credit bearing seminars and continu...
 Lead institutional effort in research evaluation
 Use know how and expertise to showcase
institutional achievements to ...
 Focused activities for different communities:
◦ Collaboration
◦ Special Licensing
◦ Instruction / training
◦ Features an...
 Build advisory committees:
◦ Students
◦ Clinicians
◦ Program directors
 Insert library presentations into existing
comm...
 Analytics – based:
◦ Collection development
◦ Renewals
◦ Platforms and software licensing
 Advanced services:
◦ Referen...
 Become a partner and
be seen as a research
partner through:
◦ Publishing
◦ Joint studies
(Healthcare leadership)
◦ Data ...
 Customer engagement & marketing:
◦ Content marketing (note that all activities are featured on
a blog and shared)
◦ Soci...
White papers
Promotions
Presentations
Articles
Interviews
Pictures stories
Events recap
Live pictures Live events
Announce...
Activities Content types
 Seminars / workshops
 Community focus
campaigns (Year of…)
 Credit bearing courses
 CE/CME m...
 CME / CE courses = $200+ per credit
 Courses = T-Money (depending on # of credits)
 OA Journals = Author fees
 Specia...
 Trial products according to a strategic
plan:
◦ What is the community you are aiming to
connect with?
◦ Connect with the...
Year of…. (campaign)
Poster /s
Table stands
brochures
Blog posts
Pre -Seminar/s
Blog post
(speakers,
theme, interest)
Post...
Blog
Brochures
Posters
Twitter
Snapchat
YouTube
Facebook
Announcements,
Features research
White Papers
Online and in
paper...
 Many libraries invite publishers to a day at the
library
 Make the most out of your event:
◦ Pick a significant date
◦ ...
Gali Halevi, MLS , PhD
gali.halevi@mssm.edu
Contact
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
Increasing the value of the library through content marketing
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Increasing the value of the library through content marketing

How to create content marketing strategy for libraries

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Increasing the value of the library through content marketing

  1. 1. Gali Halevi | MLS, PhD Chief Director, Mount Sinai Health System Libraries Assistant Professor, Department of Medicine Icahn School of Medicine at Mount Sinai
  2. 2. Product/s • Human expertise • Electronic and print resources • Software and platforms Customers • Students • Faculty • Scientists • Clinicians Funding • Allocated budget • Gifts and Donations • Other revenue channels
  3. 3.  Innovative: Continuously improves its processes and services by exploring new technologies and offerings.  Mission Critical: Engages in a variety of activities that will directly serve and promote the institution’s missions.  Proactive: Enriches and contributes to the education of the community that it serves and within which it resides.  Competent: Strives to be seen as an analytical and metrics-driven body that creates and disseminates knowledge according to deep analysis.  Trusted: Provides trusted knowledge and services that advance the institution and its mission to continually improve services.
  4. 4. The Content Marketing Institute defines content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience
  5. 5. Creating content for marketing is not an easy task: ◦Requires time ◦Requires talent (writing, editing) ◦Requires subject area expertise
  6. 6.  Mobile Access: ◦ Mobile apps  Full text on the go  Customized content
  7. 7. Supporting online learning through: ◦Curating content for courses ◦Supporting learners ◦Facilitating education
  8. 8.  The library as a publisher ◦ Creating a platform for early-career institutional publishing ◦ Support researchers in efficient knowledge production and rapid dissemination of new research ◦ Open access to scholarly information ◦ Build collaborative partnerships around the world ◦ Improve the production and sharing of scholarly research ◦ Support innovative publishing services  http://pjephl.law.pitt.edu/ojs/index.php/pjephl
  9. 9. Scientists Clinicians Faculty students
  10. 10.  Library developed credit bearing courses – taking an active role in the curriculum  Credit bearing seminars and continuing education (CE/CME)  Workshops and hands-on learning (beyond library instruction)
  11. 11.  Lead institutional effort in research evaluation  Use know how and expertise to showcase institutional achievements to leadership: ◦ Analyze output ◦ Feature research ◦ Find opportunities  Use bibliometrics to grow content in emerging areas (What are they citing? Where are they cited? Where are they publishing?)
  12. 12.  Focused activities for different communities: ◦ Collaboration ◦ Special Licensing ◦ Instruction / training ◦ Features and promotions  Ongoing engagement (forum)
  13. 13.  Build advisory committees: ◦ Students ◦ Clinicians ◦ Program directors  Insert library presentations into existing committees and advisory boards
  14. 14.  Analytics – based: ◦ Collection development ◦ Renewals ◦ Platforms and software licensing  Advanced services: ◦ Reference - Use reference stats to build knowledge bases and feature services ◦ Research support (systematic reviews)
  15. 15.  Become a partner and be seen as a research partner through: ◦ Publishing ◦ Joint studies (Healthcare leadership) ◦ Data curation and analytics ◦ Conferences presentations ◦ Thought leadership (forum celebrating International Women’s Day)
  16. 16.  Customer engagement & marketing: ◦ Content marketing (note that all activities are featured on a blog and shared) ◦ Social media (blog, FB, Twitter, YouTube, website)  Take the mystery away from what we do via: ◦ Staff introductions ◦ Special campaigns ◦ Special events (information forum)
  17. 17. White papers Promotions Presentations Articles Interviews Pictures stories Events recap Live pictures Live events Announcements Relevant content Recordings Promotional videos
  18. 18. Activities Content types  Seminars / workshops  Community focus campaigns (Year of…)  Credit bearing courses  CE/CME mini- conferences  Expo / Forum  Conferences  Blog posts  White papers  Articles  Booklets  Workbooks  Postcards  Interviews  YouTube Videos  Pictures  Presentations
  19. 19.  CME / CE courses = $200+ per credit  Courses = T-Money (depending on # of credits)  OA Journals = Author fees  Specialized services (i.e. biostatistics @$175 per hour)  Leasing space for meetings / conferences
  20. 20.  Trial products according to a strategic plan: ◦ What is the community you are aiming to connect with? ◦ Connect with the leaders – gain buy-in ◦ Create a committee
  21. 21. Year of…. (campaign) Poster /s Table stands brochures Blog posts Pre -Seminar/s Blog post (speakers, theme, interest) Posters Registration campaigns During Seminar Pictures (Snapchat) Twitter posts (seminar handle) Post-seminar Seminar recordings Blog Post Pictures on Facebook Survey results
  22. 22. Blog Brochures Posters Twitter Snapchat YouTube Facebook Announcements, Features research White Papers Online and in paper Pre-during-post seminar Live pictures Event recordings Event pictures and summary
  23. 23.  Many libraries invite publishers to a day at the library  Make the most out of your event: ◦ Pick a significant date ◦ Create content around the occasion ◦ Take (lots) of pictures  Distribute via snapchat and twitter during the event ◦ Create a short video  Distribute using YouTube and Facebook https://youtu.be/LrkZXKX4eGg ◦ Write about it  Distribute using Facebook, Blog
  24. 24. Gali Halevi, MLS , PhD gali.halevi@mssm.edu Contact

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