Information Content Management Best Practices: Promoting Your Information Center

This Briefing tackles some of the practical issues faced by corporate,academic, and government information centers when getting the word out abouttheir services to potential users and customers. It draws on Outsell'sannual content deployment practices research to show that few informationprofessionals apply advanced marketing practices to help them reach theiraudience. The Briefing presents the Outsell Information Product DevelopmentLife Cycle (IPDL) model to set the context for promotional activities.Promotion is not the same as 'marketing,' but rather part of an ongoingmarketing process. It includes practical steps and examples thatinformation professionals can apply to their own situations. For commercialcontent vendors, this Briefing demonstrates the value of continuing tosupport information professionals as they deploy content products. Forcontent deployment professionals, this is an essential guide to some of thenuts and bolts of promotional marketing.