Promoting a Research Impact Challenge Through Content Marketing

This article analyzes the process and analytics of the promotion of an asynchronous scholarly communications educational challenge in the setting of an academic health sciences library. The campaign used a content marketing strategy to create interest in and illustrate the importance of each day of the challenge. The campaign resulted in a click-through rate of approximately 8.7%, 63 sign-ups, and 546 research guide views. The reflections on this campaign unveil potential pitfalls and opportunities when marketing to researchers and others interested in scholarly communications.