基于内容营销的图书馆短视频运营策略研究

Research on library short video operation strategy based on content marketing

文章以内容营销理论为基础,采用网络调查法和内容分析法,调查抖音平台49个开通合集功能的图书馆官方账号,对其合集中短视频作品的内容以及传播情况进行分析,发现即时性和热点性内容可以短期内获得较高的人气关注度,高质量的持续性内容可以提高读者黏性。最后提出基于内容的图书馆短视频营销实施策略:确定营销目标、策划内容、组织内容、投放内容和总结分析效果。

Based on the content marketing theory,this paper investigates 49 official library accounts on the Tiktok platform that have opened the collection function by using the network survey method and content analysis method,analyzes the content and dissemination of their combined short video works,and finds that real-time and hot content can gain high popularity in a short period of time,and high-quality continuous content can improve reader stickiness.Finally,a content based implementation strategy for library short video marketing is proposed:determining marketing goals,planning content,organizing content,placing content,and summarizing and analyzing the effectiveness.