Abstract

Inbound marketing and content marketing are used by social media as a way to achieve the goals of a brand and to attract customers. In this text, practical applications of both concepts for libraries are analyzed. In addition, examples are given and main implications are revealed.

Abstract

In the academy, Altmetrics has raised the need to describe the dynamics of disseminating research on social media. In order to disseminate research and obtain the best results on social media, academic journals are using digital and content marketing techniques. In this text, the characteristics of social media are analyzed and several digital marketing techniques for academic journals are suggested, based on the experiences of the journal El profesional de la información.