Content as Currency How Content Can Fuel Visibility

Content as Currency: How Content Can Fuel Visibility and Organizational Success SLA, IL Symposium August 11, 2016

Let’s Chat About Content • SLA Annual Conference Panel • How I Learned to Love Content Creation • Cultivating Content Opportunities • The Many Benefits of Becoming a Content Creator

SLA 2016 “Why Should Creatives Have All the Fun? Advertising Librarians as Content Creators and Publishers” • B&F Division: Advertising and Marketing Section • Caitlin Nitz, Director of Content Marketing at Blue State Digital • Hilary Rengert, Vice President, Research, e. Marketer • Moderated by Susan Hoover, Research Specialist at Young & Rubicam Group

Content and the Source The Role of an Advertising/Marketing Librarian • Drive new business • Support existing business • Fuel thought leadership and agency visibility • Be a trend tracker • Be a Swiss Army Knife

Content and the Source Potty Postings

Content and the Source Annual Trend Reports

Content and the Source Trade Articles

Content and the Source Expert Commentary

Content as Brand Currency Business and the Attention Economy • A priority in today’s marketplace • Differentiates - B 2 B and B 2 C

Cultivating Content Opportunities STEP ONE: Review current content strategies and portfolio. STEP TWO: Identify opportunities for both external and internal content creation. • Business development • Marketing STEP THREE: Identify and adapt the work that lends itself to content. • Trends, POV’s, infographics, thought leadership

Content as Currency Why? • A natural evolution for librarians • Supports your organization’s strategic goals • Potential to raise your visibility

Content and the Source Thank you! Q&A