Investigating the Status of Content Marketing in the Public Libraries of the Country: From the Perspective of Managers and Librarians

The current research is a survey-analytical type with the aim of investigating the use of content marketing strategy in public libraries of the country. The statistical population consists of all librarians and managers of public libraries in the country, which were determined using Cochran's formula and numbered 364 people. The resulting data were analyzed using SPSS version 24 and PLS3 version 8 software. Reviewing the findings of the research shows the average desirability of the content marketing variable among the respondents. Also, among the components of content marketing, the factor of providing and producing content with an impact factor of 0.931 is the first priority and the factors of distribution and publication of content with 0.917, content analysis and analysis with 0.894, strategic planning with 0.877 and pricing and sales with 0.642 are in the second to fifth priorities, respectively. The results indicate that public libraries have been able to some extent to attract and retain more users by producing useful content related to the needs and preferences of the audience, as well as changing and improving the behavior of users and turning them into loyal users, but it seems that this is due to ignorance. Managers and librarians in other components, despite their importance, have been neglected, and while paying more attention, they can make a special contribution in the direction of branding public libraries, establishing better communication with customers and making them loyal. Also, content marketing in the institution of public libraries, while being effective, if implemented accurately, can also become the basis for economic development.