Promoting a Research Impact Challenge Through Content Marketing
Sarah Thompson
University of Tennessee Health Science Center
Sthomp97@uthsc.edu
Jess Newman McDonald
University of Tennessee Health Science Center
jnewman@uthsc.edu
Marketing Libraries Journal, volume 8, issue 1, pages 153-175.
Abstract: This article analyzes the process and analytics of the promotion of an asynchronous scholarly communications educational challenge in the setting of an academic health sciences library. The campaign used a content marketing strategy to create interest in and illustrate the importance of each day of the challenge. The campaign resulted in a click-through rate of approximately 8.7%, 63 sign-ups, and 546 research guide views. The reflections on this campaign unveil potential pitfalls and opportunities when marketing to researchers and others interested in scholarly communications.
Keywords: Content Marketing, Social Media Marketing, Email Marketing, Library Promotion, Library Outreach
Thompson, S. & Newman McDonald, J. (2024).Promoting a Research Impact Challenge Through Content Marketing. Marketing Libraries Journal, 8(1),153-175. https://journal.marketinglibraries.org/fall2024/06_MLJv8i1.pdf