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Content marketing done right!: Best practice marketing for library blogs
University of Borås, Faculty of Librarianship, Information, Education and IT.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This study explores marketing strategies for blogs with a focus on library marketing, and aims to discover the best practices for library blog marketing. The research is carried out by reviewing general marketing literature and library marketing literature, and by analyzing five case studies consisting of both personal blogs and library blogs. The research revealed several effective marketing strategies that were universal across the personal blogs. These blogs have all attracted a passionate reader following due to the bloggers’ strong focus on their readers’ needs and wants. The personal bloggers are responsive, personal and willing to share their private life. In contrast, the library blogs are formal and non-personal, with a primary focus on disseminating information rather than focusing on their readers’ needs and wants. As a result, both library blogs have not been able to attract a reader following, and each blog therefore lacks the necessary user feedback to further develop the blog with a reader focus. It is however possible to develop a library blog in a sustainable way by learning from the personal bloggers in this study, and as part of the conclusion of this study, several recommendations are presented for library bloggers who wish to further develop their blog marketing skills.

Place, publisher, year, edition, pages
2017.
Keywords [sv]
Biblioteksmarknadsföring, Bloggmarknadsföring, Innehållsmarknadsföring, Bloggar, Biblioteksbloggar, Kvalitativ innehållsanalys, Fallstudier, Tematisk analys
National Category
Information Studies
Identifiers
URN: urn:nbn:se:hb:diva-31859OAI: oai:DiVA.org:hb-31859DiVA, id: diva2:1860286
Subject / course
Library and Information Science
Available from: 2024-05-27 Created: 2024-05-23 Last updated: 2024-05-27Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf