Investigating the Status of Content Marketing in the Public Libraries of the Country: From the Perspective of Managers and Librarians

Document Type : Original Article

Authors

1 Ph.D. Candidate, Department of Information Science and Knowledge, Babol Branch, Islamic Azad University, Babol, Iran

2 Assistant Prof., Department of Information Science and Knowledge, Babol Branch, Islamic Azad University, Babol, Iran

3 Assistant Prof, Department of Information Science and Knowledge, Babol Branch, Islamic Azad University, Babol, Iran

4 Assistant Prof, Department of Information Science and Knowledge, Hamadan Branch, Islamic Azad University, Hamadan, Iran

10.22034/aimj.2022.166590

Abstract

The current research is a survey-analytical type with the aim of investigating the use of content marketing strategy in public libraries of the country. The statistical population consists of all librarians and managers of public libraries in the country, which were determined using Cochran's formula and numbered 364 people. The resulting data were analyzed using SPSS version 24 and PLS3 version 8 software. Reviewing the findings of the research shows the average desirability of the content marketing variable among the respondents. Also, among the components of content marketing, the factor of providing and producing content with an impact factor of 0.931 is the first priority and the factors of distribution and publication of content with 0.917, content analysis and analysis with 0.894, strategic planning with 0.877 and pricing and sales with 0.642 are in the second to fifth priorities, respectively. The results indicate that public libraries have been able to some extent to attract and retain more users by producing useful content related to the needs and preferences of the audience, as well as changing and improving the behavior of users and turning them into loyal users, but it seems that this is due to ignorance. Managers and librarians in other components, despite their importance, have been neglected, and while paying more attention, they can make a special contribution in the direction of branding public libraries, establishing better communication with customers and making them loyal. Also, content marketing in the institution of public libraries, while being effective, if implemented accurately, can also become the basis for economic development.

Keywords

Ahmad, N. S., Musa, R., Harun, M. H. M. (2016). The impact of social media content   marketing (SMCM) towards brand health. Procedia Economics and Finance, 37, 331-336.
Akeroyd, J. (2013). Future of academic libraries. Aslib proceeding, 53(3), 79-84.
Ansari, S., Ansari, G., Ghori, M. U., Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5-10.
Asnawati, A., Nadir, M., Wardhani, W., Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision.International Journal of Data and Network Science, 6(1), 81-90.‏
Baltes, L.P. (2015).Content marketing– the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov Series V. Economic Sciences, 8) 57), 2.
Costill, A. (2015). What works in content marketing: Case studies & tools for success. Search Engine Journal. Retrieved August 10, 2017, from:https://www.searchenginejournal. com/already-subscribed/
Donofrio, K. (2014). Content Marketing Enhances Public Relations Strategies through Social Media to Increase Market Shares for Businesses. Doctoral dissertation. California Polytechnic State University, San Luis Obispo.
Gurjar, P., Kaurav, R.P.S., Thakur, K.S. (2019). Content Marketing: Concepts and Its Relevance in the Tourism Industry (5January 2019). Proceedings of 10th International Conference on Digital Strategies for Organizational Success, Available at SSRN: https : // ssrn . com/ abstract = 3307713.
Halevi, G., O'Hanlon R. (2016). Creating content marketing for libraries. J Med Libr Assoc. 104(4), 342-345.
Hua, X, Si, L., Zhuang, X., Xing, W. (2015). Investigations about new methods of library marketing in Chinese “985” Project Universities. Library Management, 36(6), 408 -420.
Khusainova, D. (2015). Effectiveness of content marketing for photographers. (MA thesis), Masaryk University, Czech Republic.
Koob, C. (2021). Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective. PLoS ONE, 16(4): e0249457.
Koss, U. & Sert, S. (2017). Improving content marketing processes with the approaches by artificial intelligence. Ecoforum, 2(1), 1-8.
Lou, C., & Xie, Q. (2021). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40(3), 376-402.
Lopes, A. R., Porto, I. P. A. M., Casais, B. (2022). Digital Content Marketing: Conceptual Review And Recommendations For Practitioners. Academy of Strategic Management Journal, 21(2).
Nur Syakirah, A., Musa, R., Mior, H., Mior, H. (2016). The Impact of Social Media Content Marketing (SMCM) towards Brand Health. Procedia  Economics and Finance, 37(331).
Poradova, M. (2020). Content marketing strategy and its impact on customers under the global market conditions. SHS Web of Conferences, Globalization and its Socio-Economic Consequences.
Prudnikov, Y., Nazarenko, A. (2021). The Role of Content Marketing in the Promotion of Medical Goods and Services. Health Economics and Management Review, 1, 23-29.
Putranto, W.A. & Fajry, A.N. (2018). Content Marketing Strategies via Instagram for Indonesian Libraries. Paper presented at: IFLA WLIC 2018 – Kuala Lumpur, Malaysia – Transform Libraries, Transform Societies in Session 128 - Management and Marketing.
Pulizzi, J. (2014). Epic content marketing: How to tell a different story, break through the clutter, and win more customers by marketing less. New York: McGraw - Hill Education.
Pulizzi, J., Barrett, N. (2009). Get content get customers: Turn prospects into buyers with content marketing. McGraw Hill Professional.
Rancati, E., Gordini, N .(2014). Content Marketing Metrics: Theoretical Aspects And Empirical Evidence. European Scientific Journal, 10(34).
Rose, R. & Pulizzi, J. (2011). Managing content marketing.The Real-World Guidefor Creating Passionate Subscribers to Your Brands.Cleveland: CMI Books.
Singh, R. (2016). Creating Engaging Library Experiences through Effective Content Marketing. OLA Quarterly, 21(4), 49–54.
Silverman, M. (2012). Capturing community: How to build, manage and market your online community. Cleveland: Content Marketing Institute.
 Steimle, J. (2014). What Is Content Marketing? Retrieved on 25 June 2015 from:http://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-marketing/
Wang, W. L., Malthouse, E. C., Calder, B., Uzunoglu, E. (2019). B2B content marketing for professional services: In-person versus digital contacts. Industrial marketing management, 81, 160-168.
 
Volume 8, Issue 1 - Serial Number 14
August 2022
Pages 155-175
  • Receive Date: 09 May 2022
  • Revise Date: 09 August 2022
  • Accept Date: 09 February 2023