Best Practices: How Should I Set Up Content Libraries?

November 13, 2015

In this series, we’ll highlight the common queries we receive from Vestorly users and our recommendations for best practices.

 

A Content Library is a collection of selected articles and videos, which is then embedded on your website, sent as an email, or shared in a social post. To your readers, your library is an advanced newsreader and a way of accessing top content. But it’s also their last digital stop, since any link clicked within your library keeps readers within that library. It’s the only tool to mine and process your audience’s interactions with your firm across email, website, and social. Optimize your libraries based on the sharing platform and your audience to maximize engagement and insights.

 

Website

Each library you create comes with its own piece of code to install on your website (here’s how). Since each library can be embedded separately, your options range from simple (one library placed on your site):

 

Screen Shot 2015-11-02 at 5.02.34 PM

 

to more complex:

 

 

In the above example, each tab on the News & Insights page is its own library managed from one Vestorly dashboard. A similar example looks like this:

 

Our recommendation:

Place at least one library on your homepage to gain the most views and encourage the most clicks. This library could include static firm information, timely news, market-related material, or whatever else represents your brand.

Take it even further by adding libraries to your resources or news pages. Any resources or news you share already can be hosted through Vestorly, with the additional benefit of Vestorly’s reporting tools and ability to update content simply and with trusted third-party information.

 

Email

To send an Email Roundup, you’ll add one or more Content Libraries to the email. By adding a library to the email, you indicate that the reader list associated with that library should receive the email. Even if your library contains multiple libraries, a reader’s Email Roundup will only contain libraries to which they have been added. Learn more about this here.

Therefore, an Email Roundup allows you to create and send just one email, but different segments of your audience will receive different libraries with different content.

In the below example, each member of your audience would see either or both of the attached libraries depending on which you assigned them to:

 

Our recommendation:

Segment your libraries for email by either audience or topic. Create libraries for audience segments like clients and prospects, over-50 and under-50, or men and women.

To segment by topic, build libraries that feature topics readers appreciate from an investment advisor like personal finance, market news, financial education, or retirement. Other commonly enjoyed topics are travel, local news, or sports.

Mix-and-match all options to create libraries that work for your brand and your audience. Perhaps create three libraries for emails:

  1. Over-50: share articles on retirement and estate planning with your over-50 readers only.
  2. Under-50: share articles on college planning and mortgages with your under-50 readers only.
  3. Travel and Lifestyle: share a library with other enjoyable content that readers from both groups would enjoy.

In this example, all readers would receive the same relatable travel advice along with financial advice that applies to their specific age brackets.

 

Social Media

A Social Media Roundup always posts a link back to your full Default Library. Even if you change the name of your Default Library, this library will still be shared in Social Media Roundups. If you’re unsure which library will post, navigate to Send > Social Media, and a message will display which library is posting.

If you rename your Default Library to Food & Dining and fill it with only food-related articles, this is still the library that will post to your social channels.

Our recommendation:

Take care that if you rename your Default Library or choose a specific topic to feature in it, you’ll still be happy with this library posting to your social channels.

 

Final Recommendations

The simplest Vestorly configuration would be to embed your Default Library to your website, email all readers with the Default Library, and share the library on social channels. Many of our users see success with this method and enjoy the ease of use.

A more targeted approach would mean creating a few libraries, based on topic or audience. Add one or more of these to your website, and send one or more of them to audience segments.

Consider what strategy would work best for you, based on your audience, website, and brand. You can configure your Vestorly account to work best for your circumstances. The Vestorly Success team is always standing by to assist you in strategy and implementation.