What is content marketing? Simply put, it's the most effective way to increase your value to customers. When you deliver content that library users find useful and relevant, you give a compelling answer to their question, What's in it for me? Author of the best-selling book The Librarian's Nitty-Gritty Guide to Social Media, Solomon speaks directly to public relations personnel, web librarians, and other staff responsible for the library's online presence. Filled with nuts-and-bolts advice on how to increase the library's value to its users, her guide:

• defines the essential characteristics of effective content marketing;
• explores methods of audience assessment;
• demonstrates how to optimize content for sharing;
• explains the elements of an editorial calendar for sustainable content, and shows how to create once and re-purpose many times;
• describes meaningful metrics for the library context;
• points out 5 common mistakes and how to avoid them;
• provides a template for creating personas; and
• includes first-hand accounts from library marketers

. Making content marketing concepts bite-sized and easily digestible, this guide shows libraries how to market effectively by focusing on what library users find useful and relevant.