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Level-Up Lab: Content Marketing for Libraries
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When: 7/22/2014
2:00 PM
Where: SWON Libraries Consortium Meeting Room 1st Floor
10250 Alliance Rd
Blue Ash, Ohio  45242
United States
Presenter: Nathan
Contact: Racheal
513-751-4422 x10

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"Content Marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty."

Content Marketing is a way to serve your patrons before they set foot in the library. It's a way of showing patrons examples of what they might learn or be able to do by visiting. It's still selling, despite the nicely-worded definition above, but marketing doesn't have to be sneaky or manipulative. You can use Content Marketing to begin building relationships with patrons.

One of the challenges of marketing is that it tries to address two sets of needs: the organization's and the customer's. Too often, marketing addresses the organization's needs--"Use our service!"--instead of the customer's desire to accomplish a goal. These messages can look good internally but not prompt much response.

In this Lab, Nathan will share some basic marketing tips, and we'll use examples (hopefully your examples!) to discover opportunities to use Content Marketing in your libraries.

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