Libraries own many valuable holdings and collections that have great potential to attract public interest. But how do library customers find out about their existence? In most cases, digitizing and placing them on the internet alone is not enough to achieve the desired access numbers. Marketing is then quickly blamed: Too little was invested, the wrong channels were selected or the images were not attractive enough. So, how can the holdings and collections be marketed successfully?
The presentation discusses how marketing is used as a way of thinking in libraries and focuses on content marketing. Selected real-life examples are given to illustrate how content and collections can be promoted and distributed via various online channels. Topics such as storytelling, video and social media will be addressed.

Deborah Kyburz Deborah Kyburz has been working at ETH Library in Zurich since 2013 and has taken continuous training in social media management and content marketing. In addition to her work as a web and digital media manager, she was in charge of the project Multimedia Storytelling, in context of which the content marketing platform Explora was conceived and implemented. After several years in online marketing, Deborah Kyburz is now heading the group Community & Content Marketing at ETH Library.