Primary Research Group has published Survey of Library & Museum Content Marketing Practices, ISBN 978-1-57440-262-9.

The report presents detailed data about how colleges, libraries and museums are marketing their digitized collections and other content through blogs, email, videos, and through major sites such as Pinterest, Facebook, YouTube, Twitter, Google+, Instagram and other venues. The study also looks at marketing through traditional advertising mediums such as space ads and press releases, as well as the cost of search engine optimization, pay per click ads, the development of finding aids, and other efforts to alert the public to college, library and museum content. In addition to examining marketing efforts, the study gives data on revenues from content sales, the percentage of collection content available in digital formats, and cross marketing efforts with other institutions. Participants include library special collections, major museums, historical societies, film and photography archives, college museums and archives and other venues presenting detailed and valuable content to the public.

Just a few of the report's many findings are that:

• More than 57% of the museums in the sample have done cross marketing with other organizations, while 37.5% of libraries sampled have done the same
• Survey participants estimate that a mean of 256 hours of staff time have been spent in developing search engine optimization strategies in an effort to draw traffic to the site and increase content use
• About 18% of survey participants distribute videos about their collections on the video site Vimeo
• 8.33% of the organizations in the sample with more than 100 employees use the photo sharing site Instagram
• More than 58% of the survey participants maintain at least one blog about their collections and the mean number of blog posts per month was 9.72

The study is available directly from Primary Research Group and also from major distributors of books and research reports. Print and PDF versions are available for $95.00. Site licenses cost $219.00. For a table of contents, questionnaire, list of participants and an excerpt, or to place an order, visit our website at www.PrimaryResearch.com.