In some ways, the notion that an institution like the British Library has to market itself at all is fairly new.
Indeed, my step father wrote a paper on exactly that topic (marketing is a family affair, you know).
But not only does the British Library have to create ‘customer value’, it has to do so online, casting as wide a net as possible and relying on its website to engage and even convert(!).
With the aid of analysis from its brilliant blog, let’s have a look at the British Library’s improvements to website information architecture.