Digital content strategy for libraries

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<ul><li><p>Digital Content StrategyWhat libraries can learn from the marketplace &amp; How you can reach their goals by improving your digital presenceSharon ClappDigital Resources Librarian, Elihu Burritt Library, CCSUsclapp@ccsu.edu </p></li><li><p>I was going to talk about toolsHootsuiteWordpress, Drupal, JoomlaFacebook, Twitter, LinkedInEventBrite, Meetup.com/BigTent,Hubspot, SEOMozGoogle AnalyticsGoogle CalendarMailChimp, Constant ContactCustomer Relationship Management (CiviCRM, Salesforce, Zoho, RedHen, Hubspot)</p><p>but</p></li><li><p>You dont need to hear this ifEveryone on campus is already fully aware of what the library offersYour brand is already more than booksYour programs are overflowing with attendeesYour student body has already learned everything it needs to know about information literacyYour faculty members already understand, respect &amp; embrace the role of the library in the 21st-centuryEveryone on campus finds and uses your web presence easilyBecause of that high-quality user experience, your campus recognizes the library as a leader in the digital realm uses its best practices as a basis for their ownCampus administration is so convinced of the importance of the library in 21st-century academia that youre well-funded and well-staffed</p></li><li><p>But the same tools made these</p></li><li><p>We need a blueprint (a digital strategy) that includes the following$Human resourcesTimeGovernance / structure</p></li><li><p>HOLD UP A SECOND!We dont have $, human resources, time, or even a governance structure so how will this happen - Whos going to do all of this?Do a Digital Health Check on your organization: seehttp://www.smashingmagazine.com/2014/06/20/take-a-digital-health-check/https://www.youtube.com/watch?v=sDps4SesQAE#t=128https://www.youtube.com/watch?v=HDp4Vunjvr4</p></li><li><p>Learning from the for-profit worldEmbracing the M wordCommercial v. library/non-profit sectorLearn from the people with the $The marketplace is an immediate feedback loopWhat is the librarys feedback loop?</p></li><li><p>The rise of Inbound MarketingInbound MarketingIs not interruptive / outbound / push-based marketingInstead, it is attractive / inbound / pull marketingthe content is the piece that attracts</p></li><li><p>Content MarketingContent MarketingContent marketingis anymarketingthat involves the creation and sharing ofmedia and publishing contentin order to acquire and retain customers. This information can be presented in a variety of formats, including news, video,white papers,e-books,infographics, case studies, how-to guides, question and answer articles, photos, etc [from Wikipedia, https://en.wikipedia.org/wiki/Content_marketing, 11/13/14]Content provides value to usersMust be relevant to audiencePre-digital Content marketing included cookbooks/recipes, magazines/newsletters, e.g.</p></li><li><p>Takeaways from Todays Digital Marketing Pros Time to get strategicWe need to be &gt; strategic when creating &amp; distributing content onlineWe used to rule the free offerings of content/resources spaceNow with big $ in content-based, commercial firms are resetting user expectations for digital content</p></li><li><p>The evolution of digitalPutting stuff online is enough Put your stuff online and [Search Engine Optimization (SEO)]Add metadata/keywordsGet others to link to your stuffPut your stuff online &amp; distribute itBlogRSS feedsEmail subscriptionsSocial SitesFacebook / LinkedIn / TwitterEvent Promotion SitesWhen Libraries / Higher Ed Ruled the Digital WorldPublishers, Digital Experts Like SEOs start to rule the Web (growth thanks to Google)Social Media Experts RiseAre Libraries &amp; Institutions of Higher Ed Playing Catch Up?</p></li><li><p>Evaluation: How effective is your current digital content strategy?Whats the mission of your digital presence?What are your metrics for success?What is your process for publishing &amp; promoting your library online?Is there a publishing checklist for promoting library events, services, resources?Who manages your online presence? (if everyones in charge, no ones in charge)What tools do you use &amp; whos in charge of eachWhat are your continuity plans</p></li><li><p>Digital Content Strategy Establishes</p><p>Why youre publishing (have clear, measurable goals)What youre publishingWhom youre publishing it forWhen youll publish itWhere youll publish it / How youll publish itWho will publish it?</p></li><li>PublishingThe </li><li><p>PublishingEditorial calendarContent publishing template / repository from HubSpotWhere to? Channel depend on:Audience location / desiresType of contentPromotion SEO social mediaSocial media tools</p></li><li><p>Landing Pages &amp; CTAs1 concept / pageIncludes 1 CTA (Call to Action)Share this / promote / advocate forSubscribe to email listAsk a librarianReview / rate / comment / postEnterFundJoin</p></li><li><p>Digital Content Strategy ProcessList Goals / Align with overall business goals &amp; brand strategyResearch UsersInventory Existing Channels &amp; ContentPlan Build / Fix / OptimizeMeasureRepeat</p></li><li><p>User eXperience (UX) DesignDigital content is for useEverything comes down to relationships, even todayHow do you build a relationship?Understand your users &amp; their needsMeet their needsEngage with them, converse with them, make adjustments</p></li><li><p>UX -&gt; Digital SuccessConsider your customers journeyMap it / understand it (gain empathy)Your librarys digital presence is the way end-users encounter your library online. It includes online touchpoints such as:Your websiteBlogSocial networking sitesOther repositories of web content</p></li><li><p>UX Process = Building RelationshipsA process for relationship building onlineBegin with User Research (surveys, focus groups, analytics)Identify your target audienceLearn what they needSee where they goFind the right channels for your audience, influencersThen Create Personas to Help you designOnce youve built, test and iterate to fix issuesConsider Customer Relationship Management (CRM)</p></li><li><p>PersonasThe purpose of personas is to create reliable and realistic representations of your key audience segments for reference. These representations should be based on qualitative and some quantitativeuser researchandweb analytics. Remember, your personas are only as good as the research behind them.Personas help to focus decisions surrounding site components by adding a layer of real-world consideration to the conversation. They also offer a quick and inexpensive way to test and prioritize those features throughout the development process.- http://www.usability.gov/how-to-and-tools/methods/personas.html</p></li><li><p>Minimum Next StepsFix your website &amp; social media content (&amp; continue to do so its an ongoing task)Make sure you have the latest Analytics tools running Be Strategic get support of higher upsbuild a task force (to transition to an editorial board for ongoing operations)write up a strategy (a living document)begin executing ASAP (the only way to see what works is to begin doing agile not waterfall style projects)Map your customer journey / Inventory web properties, purposes, whos in chargeCreate goals for your contentInventory existing contentDo a gap analysis between existing content and where your content goals areMake a list of the audiences youre targetingMake personas for each segmentCreate a style guide (guiding best practices include look/feel, tone, and principles)Plan your user research program (get IRB approval)</p></li><li><p>Thank you!Sharon Clapp, Digital Resources Librariansclapp@ccsu.edu860-832-2059@sclapp</p><p>Yes, you can be of help to me*But the tools shift, you can do the research as well as I can (Google top 10 social media tools for event promotion or whatever)California CARL ILS reports story*Do libraries already succeed at marketing?How about digital?*Left-hand side: The Winchester Mystery House, San Jose, CA http://www.winchestermysteryhouse.com/Right-hand side: Falling Water, PA http://www.fallingwater.org/37/what-is-fallingwater*Re: Governance of Librarys Web presence:</p><p>McGinty, J. (2009, March). Digital Libraries Need Digital Organization: Identifying, Defining, and Creating New Academic Library Management Structures. InPushing the Edge: Explore, Engage, Extend: Proceedings of the Fourteenth National Conference of the Association of College and Research Libraries, March 12-15, 2009, Seattle, Washington(p. 298). Amer Library Assn. http://www.ala.org/acrl/sites/ala.org.acrl/files/content/conferences/confsandpreconfs/national/seattle/papers/298.pdf </p><p>*Does it matter isnt it just fun stuff (all this Facebook, Twitter, blogging, web design activity)? Is this the REAL work of librarianship?</p><p>http://www.smashingmagazine.com/2014/06/20/take-a-digital-health-check/ https://www.youtube.com/watch?v=sDps4SesQAE#t=128http://headscape.co.uk/digital-transformation/ http://www.digital-adaptation.com/ http://boagworld.com/digital-strategy/the-higher-education-needs-to-face-the-digital-reality/ *We could use digital metrics as a feedback loop, as well as user research methods like surveys, focus groups, usability testing</p><p>Google Analytics: analytics.google.com *Since 2006, inbound marketing has been the most effective marketing method for doing business online. Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customers interests, you naturally attract inbound traffic that you can then convert, close, and delight over time. the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, customers, and promoters. Along the bottom are the tools companies use to accomplish these actions. (Note the tools are listed under the action where they first come into play, but thats not the only place theyre applicable! Several tools, like email, can be essential in several stages of the methodology.)https://www.hubspot.com/inbound-marketing *Are the digital marketers eating the quality content providers lunch? They are providing high-quality content for free in order to establish their reputations, create trust, and build relationships with potential customers.https://en.wikipedia.org/wiki/Content_marketinghttp://contentmarketinginstitute.com/https://www.hubspot.com/inbound-marketing</p><p>*Takeaways from Inbound / Content / Digital MarketingWe need to be strategic when creating and distributing digital contentWe used to rule the content/resources space, now with big $ in content-based marketing and an approach to sales that is based on giving away information, commercial firms are resetting user expectations for digital content</p><p>https://en.wikipedia.org/wiki/Content_marketinghttp://contentmarketinginstitute.com/https://www.hubspot.com/inbound-marketing</p><p>***Success on the web today = relationship-buildingRelationships are one of the librarys strategic advantages (We dont need to profit from that relationshipWe get to leverage that relationship for the users highest good (student success retention, graduation, societal participation, and long-term prosperity)</p><p>Use hubspot &amp; Pew Internet info to describe whos on which social media channels &amp; how (e.g., mobile)</p><p>*Content is made for useUnderstanding your audience is key to successThis is an area where commercial firms, adapting to digital more quickly than we are, are also exceeding us*This is one of the librarys strategic advantages (We dont need to profit from that relationshipWe get to leverage that relationship for the users highest good (student success retention, graduation, societal participation, and long-term prosperity)</p><p>Use hubspot &amp; Pew Internet info to describe whos on which social media channels &amp; how (e.g., mobile)</p><p>*A key building tools for a positive UX is the creation &amp; use of personasThe purpose of personas is to create reliable and realistic representations of your key audience segments for reference. These representations should be based on qualitative and some quantitativeuser researchandweb analytics. Remember, your personas are only as good as the research behind them. Effective personas:Represent a major user group for your websiteExpress and focus on the major needs and expectations of the most important user groupsGive a clear picture of the user's expectations and how they're likely to use the siteAid in uncovering universal features and functionalityDescribe real people with backgrounds, goals, and valuesBenefits of PersonasPersonas help to focus decisions surrounding site components by adding a layer of real-world consideration to the conversation. They also offer a quick and inexpensive way to test and prioritize those features throughout the development process. In addition they can help:Stakeholders and leaders evaluate new site feature ideasInformation architects develop informed wireframes, interface behaviors, and labelingDesigners create the overall look and feel of the websiteSystem engineers/developers decide which approaches to take based on user behaviorsCopy writers ensure site content is written to the appropriate audiencesNCSU uses personas &amp; has an excellent UX program, reflected in the amazing Hunt Library</p><p>http://www.usability.gov/how-to-and-tools/methods/personas.html</p><p>*Starting points = what I handed out to our web team from other libraries web content strategies Web4LibAlso the John McGinty article Digital Libraries Need Digital Organization: Identifying, Defining and Creating New Academic Library Management Structures (2009, ACRL Fourteenth National Conference)*Lets continue the conversation can we share knowledge??*</p></li></ul>

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