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Promoting your content

How Oxford University Press promotes your content 

The way that people find research articles and books is evolving with the changing world. Gaining visibility for academic and scholarly publications takes a blended strategy of modern marketing methods and time-proven principles.  

Our aim is to connect research and scholarship with the widest possible audience and to help your work make an impact. Our marketing focuses on: 

  • Making research discoverable in search engines and library services. 
  • Raising awareness of new publishing among audiences around the world, including researchers, faculty, professionals, and students. 
  • Supporting library communities and providing resources that help readers use our online collections. 


Before research is read and cited, it must be found. The majority of research journeys begin with a general or specialist search engine, such as PubMed or, and so discoverability and Search Engine Optimization (SEO) are at the heart of our strategy for promoting your content. This ensures that when readers search for your topic, your publication will stand out.  

Discovery happens all over the internet, from online library catalogues to research hubs, from Amazon to Oxford University Press (OUP)’s own websites. Improving discoverability makes titles more visible online, raising awareness of research, increasing reach, and ultimately driving traffic and usage. Our Oxford Academic platform provides robust search, browse, and SEO capabilities, and expert SEO and discovery teams work in partnership with Google, Google Scholar, and leading discovery services to adapt to constantly evolving standards. 


SEO ensures that research outputs are prominent on major search engines like Google, Bing, and Baidu.

We prioritize SEO in platform development, where search, linking, and structure design are focused on the user experience. Marketing activity is also important for SEO; by creating well-crafted content and links and using key words in our digital marketing has a positive impact, increasing SEO and supporting discoverability. 

Raising awareness and reaching your audience 

At Oxford University Press our marketing teams have years of experience listening to and working with the academic community, and we have established a dynamic presence across traditional, online, and social media channels that allows us to promote your content to a global audience.  

Social media 
Conferences and events
Reviews and awards

Thematic campaigns 

Our thematic campaigns promote high-quality resources we have published in a specific area of interest, often using themes important to our audiences such as major news events, historical anniversaries, or key academic conferences. 

These campaigns are promoted with a full suite of marketing activities including email, events, online advertising, and social media. 

Working with libraries and retailers 


University and institutional libraries are a vital market for OUP’s content in all formats, whether books, journals, or reference works. We work directly with institutional library customers to license access to OUP’s books for use across the institution by scholars, faculty, and students, with flexible pricing and access models dependent on each institution’s needs. Working closely with libraries in this way helps us to ensure that your work is available in as many institutions as possible, in a range of formats, and discoverable by the library’s patrons. 

Book retailers 

Our marketing, sales, and product data teams partner with book retailers and wholesalers to make OUP books available around the world.  

The majority of our readers discover and buy books online. We work with all major online book retailers to ensure the widest possible availability, and customers can order direct from OUP via our website. Most of our books are included in Amazon’s ‘Look Inside’, giving potential customers the chance to read a sample of your work before they buy. We also have a print-on-demand (POD) program with Amazon, to enable continued availability for some backlist books. Please note that Amazon sets their own POD pricing; it is not within OUP’s control. 

In traditional book stores, shelf space is limited and competitive, and favours titles with mainstream appeal. Many booksellers are increasingly cautious about stocking scholarly or more specialized titles, but most will order titles on request from a customer.

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