April 27-29 Hyatt Regency Crystal City
Arlington, VA
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Sunday, April 26, 2015

W12: Content Marketing 101

1:00 p.m. - 4:00 p.m.
Jeff Wisniewski, Director of Communications & Web Services, University of Pittsburgh
Darlene Fichter, Librarian, University of Saskatchewan Library

When we bring up the term “content” in a library context, we most likely think of it in terms of informing our users about how to find articles, books, maps, music, get a library card, or where and when events are going to be held and what they’ll cover. But the world of content has changed. Ten years ago, Facebook was just being coded. Five years ago, there was no Vine, Instagram, Snapchat, or Pinterest. What exactly is content marketing? It’s content that’s strategically designed and deployed, using appropriate platforms, to tell a story, to entertain, to inform, and to engage. In this workshop users learn the following:

  • How to create and deploy a strategic content plan for your community
  • How to create and curate engaging content
  • How to evaluate the effectiveness of your content and your content plan
  • Ways to discover how your content is perceived by your audiences

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