O Uso do marketing de conteúdo em bibliotecas universitárias publicas e sua associação com o advocacy:o estado da arte entre 2001-2021 em âmbito nacional e internacionalacy e internacional

Abstract

Content marketing and Advocacy are tools that the library can use to increase institutional visibility, expand the community (aiming to add value and generate exchange of content with users) and be seen as a business for decision makers, guaranteeing the resources necessary for its efficient operation. Therefore, the general objective of this work is to analyze the intellectual production in the area of Information Science and Librarianship on the application of the content marketing strategy in university libraries, between the years 2001-2021, nationally and internationally, in Portuguese, English and Spanish, demonstrating the relationship between content marketing and library advocacy. For that, a bibliographical research with a quantitative and qualitative approach was carried out, using a research protocol as a methodological instrument for the execution, presenting the results through tables, graphs and qualitative analysis of the texts. In view of this path, among the results achieved, it was possible to observe that 7 craft articles with the theme (6 in English and 1 in Portuguese), the authors Kotler, Halvorson, Blankiston and Pulizzi are the most cited and the concept of content marketing is associated with Pulizzi, being mentioned in more than one text and Halvorson known voice in Content Marketing, in addition to being mentioned on the sites of the Content Marketing Institute and RockContent, also used to define content marketing. Still according to the analysis of the data, the advantages related to the use of content marketing in university libraries stand out, as an example, there is an increase in the use of the library, a closer relationship between the library and the community, an increase in visibility in the universe digital. In addition, the benefits related to advocacy are highlighted, sustained by advocating in favor of the library through the content marketing strategy or using it specifically to advocate by showing your relevance to the leaders of the educational institutions that they are receiving, obtaining financial and human resources (new employees), and allowing participation in entourages and interaction with decision makers. In this sense, it was concluded that content marketing associated with advocacy presented benefits and are efficient strategies for libraries, making a more in-depth study on the subject necessary for it to become a reality in institutions.