We live in the digital age with more and more people accessing their information online. Thanks to Google and Wikipedia, a collection of the world’s information is accessible with a few clicks of a button. Every day, more information and experiences are uploaded to the internet in form of blog posts and videos. So, this leaves us with the question, how can librarians manage to keep up with rising access to digital information? The answer is simple: content marketing. Content Marketing is one of the only ways librarians can capture the attention of the 21st century audience. With it, they have an approach that allows them to adapt 20th century methods of collecting information and it’s also a great way to attract more MPA degrees. Here are a few strategies librarians can use to maximize community reach through video marketing.
Information technologies change rapidly meaning there are a multiplicity of related products, services, and formats in libraries. To stay viable in the current climate, libraries must adapt to what the 21st century consumer is using to collect their information. A great way to connect with these clients and consumers is via candid video book reviews. After completing an enjoyable book, have one of your accredited librarians provide either a brief summary or an exploration of the concepts readers may appreciate. By engaging with digital consumers in this fashion, users will be more likely to visit the library in person to enjoy the physical copy of the book.
Another great way to interact with digital consumers is to provide the opportunity to contribute to the overall experience. You can do this by creating a marketing funnel. Create a brief presentation outlining the current services and offerings your library provides to its users. Give them a tour of the facility and map out specific resources and unique informational tools they can obtain when stopping by for a visit. At the end of the presentation, include an opportunity for the viewer to respond to a survey. When they do, librarians will form a better understanding of what their users are looking for during library visits.
One way you can engage with digital consumers is by scheduling and recording regular activities then posting them online for the world to enjoy. You can host a weekly book club or a “coffee and cookies” meetup. You should market these exclusive opportunities for people in the local community to connect and share their thoughts on recent books they’ve read. Create competitions and awards for active readers or for comprehensive book reports—these are especially effective for younger readers who love a good summer reading program.
Market Your Service
One of the most valuable things about going to the library is the ability to have access to a librarian. When speaking with a librarian, users gain experienced help guiding them through completing their research or report. Librarians can create video case studies describing how they helped students having a difficult time finding specific resources and show viewers the step-by-step methods used to locate the information. Create hashtags such as #LetTheLibrarianDoThatForYou to create a witty viral atmosphere to an otherwise outdated method of delivering information. Interview the students that were helped and let them speak about their projects, as well as how coming to the library was the best decision they made to get the project done correctly.
The key to any content or video marketing is to connect and relate to your viewers in a compelling manner that drives them to take action, to attract patrons, and generate non-user awareness of available services and resources. Libraries need to find ways to promote these as effectively as possible to convey the availability and value of services and resources. Use video marketing to make your library and staff stand out from the crowd and build a community that sees the library as more than just a place to collect information. Create a space where people enjoy relaxing, connecting, and having fun, a place where they know they can find solutions to their problems.