This Bookseller article reports on a presentation at the IPG conference by Ashgate Publishing’s Adrian Shanks and Michael Zeoli of YBP Library Services in the US, and is useful as a brief summary of this revolution in academic libraries, with content only paid for once patrons access the digital files supplied by publishers to the library.
Read the article on The Bookseller website.
If you could really use an overview of the current academic market (plus loads of practical guidance to effective marketing), take a look at our Academic Marketing Workshop (next runs 17 March), and Marketing Digital Products (next runs 24 March).
Eye-tracking reports are always fascinating; this one from QuickSprout is no exception. The main points are mostly familiar – eg: the importance of getting the most important information above the fold, or why it’s logical to position call to action buttons near the foot of the page, to organise content in chunks and to include enough white space …
What makes this really useful, though, is plenty of visual examples and points backed up with stats. There’s also a very impressive quick SEO test you can do on your own site.
Read the report on the QuickSprout website.
Eye-tracking features on both our Emarketing Workshop and Mastering SEO for Marketing.
This rule is credited to Andrew Davis in the book Brandscaping, and applies equally to lead generation, social media posts, blogs and enewsletters (like this one). In essence it says that for every 6 pieces of marketing content you post, 4 should be sharing useful content from elsewhere, one should be original content from you, and one can be selling (eg attend an event, download a trial). In this way you make yourself useful to your readers, which builds their trust and wins you the right to post those marketing messages. Content top-heavy with sales messages will pretty quickly get rejected.
Our Email Marketing Workshop and Social Media Marketing Boot Camp both cover this topic.