Reader Mailbox: Newsletter Marketing for Libraries

Tip_Marketing_Your_LibraryDid you miss Angela Hursh’s webinar on 4 Simple Ways to Beef Up Your Library Marketing? Never fear — it’s available on-demand for you to watch anytime. Our listeners also asked some great questions during the webinar about how to start integrating content marketing practices into their marketing plans.

As Angela pointed out in her presentation, many of you already have a vehicle for content marketing: your newsletter. Read on to see the advice and examples Angela had for taking newsletter marketing to the next level, and see how you can easily start implementing some of these tips in your library today.

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  • Answer:
    I haven’t seen your newsletter and don’t know what it contains now, but I’ll guess that it’s a list of program times and descriptions. In that case, instead of listing all the programs, pick the ones that are likely to be the most engaging — programs that are a point of differentiation for your library — and do more in-depth articles about them, interviewing the speaker or presenters.

    Try to do a customer story once a month, profiling someone who uses your branch on a regular basis and who is a super fan (I’m sure you know who they are!). Question-and-answer interviews are easy and practically write themselves. Ask your subject to answer five questions via email, and then compile those into an article. For an example, check out the author profile in my library’s latest issue of Library Links. The cover story of this issue was also written from a question-and-answer interview conducted via email.

  • Answer:
    The best thing to do is to look at your library’s strategic plan or goals and then create content that supports the meeting of that goal.

    So, for instance, if your library says it wants to promote early childhood literacy, then the content you produce should help parents, educators and caregivers answer the question of how to help little ones learn to read and love books.

Authors

Liz Bowie

Liz Bowie

Marketing Content Manager at Demco, Inc.
Liz is the Marketing Content Manager for Demco. Her background includes editorial management and product development of innovative and time-saving tools for schools and libraries, with an emphasis on Common Core, literacy and math. The products she and her team have developed, including classroom games, learning centers and professional development resources, have garnered 46 industry awards for excellence in education. Liz is passionate about promoting literacy through her work and the work of others. If you are interested in sharing your ideas and programming tips on Demco’s Ideas and Inspiration blog or have ideas for topics you’d like to see covered, contact Liz at lizb@demco.com
Angela Hursh

Angela Hursh

Angela Hursh left a career in the TV news business three years ago to accept her dream job as Content Team Leader for the Marketing Department of the Public Library of Cincinnati and Hamilton County. She is an advocate of collection marketing for libraries and specializes in targeted email messaging, and she also drives strategy for the content team's efforts to reach unique groups of library users. She loves to read and listen to audiobooks. Bernard Cornwell, Stephen King, Jodi Picoult and Philippa Gregory are her favorite authors. She lives in Cincinnati with her husband, Chris, and their two daughters, ages 16 and 12, a dog and a giant hermit crab named Tiny Tina. You can follow Angela on Snapchat and Twitter @Webmastergirl or on her website, superlibrarymarketing.com.