No repository is successful without content to disseminate. We will discuss how IR administrators can go about targeting certain constituencies on their campus with content to share, such as working with subject liaisons in the library to outreach to departments on campus and targeting new incoming faculty and faculty with a research-specific need of the IR, such as a data management plan. We will also consider the impact capstone and research projects from the student body could have on your IR, as well as how to target campus publications struggling to transition to electronic format or faculty who wish to start an e-journal.