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The British Library's content marketing strategy is built upon four pillars that enable them to rank highly in SEO, then convert users to make a purchase.
If judged in words and sentences, paragraphs and articles, the British Library might well be the biggest content marketing organisation in the world. With well over 150 million items within its collection, brought to life by a small, 30-strong marketing team, it has one of the biggest impacts, both for the million people who come to the library each the year, and the many more who engage with its sizable online presence.
So how does such a content-rich organisation marshal its resources to deliver on its core missions of getting its assets utilised, not left un-accessed and unloved in a warehouse somewhere?
Graham MacFadyen, former Head of Digital and Marketing Operations at The British Library, explains how its content marketing program operates, sharing everything from objectives to search engine optimisation (SEO) strategy....
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