Blogger: Rachelle Gardner
I’m always talking with authors about marketing their books and growing their platforms. It’s a challenge for most writers, who are constantly trying to figure out the formula for gathering more fans (i.e. potential book-buyers).
While writers typically don’t love the idea of marketing their books, ironically they’re more suited to it than many other kinds of business people these days. Why? Because today the #1 strategy for marketing in every kind of business is CONTENT MARKETING.
And what is this newfangled, businessy sounding term?
According to Content Marketing Institute:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
In other words: YOU WRITE STUFF.
And who better to write stuff than YOU?
It’s funny, the rest of the advertising-marketing-business world is calling it “creating content” like it’s this brand-new thing they’ve invented. Um, it’s called “writing” and YOU do it every day.
Another way of putting it, also from CMI, is:
…content marketing is the art of communicating with your customers and prospects without selling.
The key words: communicating without selling.
So to become an expert at content marketing, here is what I want you to do:
Post stuff your readers will love.
By “stuff” I mean “content,” of course: blog posts, Facebook and Twitter posts, newsletter articles, images on Pinterest or Instagram, or videos on YouTube or Periscope. Anyone who is trying to build a following on social media needs to be posting content regularly—at least a couple of times a day. The tricky part is knowing what that content should be.
The key to identifying the kinds of content you should post is in knowing who you are as a writer, and who your audience (generally) is. This is easier for non-fiction writers, who can create an online persona that swirls around the themes of their books.
But even fiction writers can develop a brand and a style so that people have a strong idea of what to expect. You don’t want to be “that girl who is always posting about her books,” but rather, “the one who always has great articles that inspire me (or make me laugh… or educate me…)”
The idea is that when people are accustomed to receiving material from you that they deem valuable in some way—whether it’s informational, inspiring, thought-provoking, or entertaining—they will eventually reward you with their business (i.e. they’ll buy your books).
Fewer than 1 in 10 of your posts should include “selling” language. The rest of your content flows from who your audience is, and the brand or online persona you’ve created.
Focus on your readers’ needs, not your own.
Interestingly, you don’t even have to be the creator of all the content you share. To keep your social media presence dynamic, you’ll want to use “curated content,” a fancy word for “other people’s stuff.” Make sure you’re following people or organizations whose content tends to complement yours, so that when you see an appropriate post, you can easily share it with your followers.
Of course, the problem with using curated content is that when someone clicks your link, they’re leaving and going to someone else’s website. One way to mitigate that is to use Sniply, an online tool that places a banner across the website to which you’re linking, bringing them back to your site. (That may be difficult to understand. Here is an image that shows Steve Laube’s website, to which I posted a link, with my Sniply banner across the bottom. When someone leaves my Facebook page to read Steve’s post, I still have a presence there.)
Content marketing should be easier for YOU than for most businesses. After all, you’re already a writer. In fact, companies using content marketing typically report that their #1 challenge is “producing engaging content.” But you’re a writer, so this is right up your alley!
The key in content marketing is that you are engaging your audience. You are in conversation with them through your interesting posts, and they’re coming to expect good things from you. So when you happen to share some news about your new book releasing, or your older book that’s on a promotional sale on Amazon, they’re willing to pay attention because you’re not continually bombarding them with marketing.
Of course, I’ve given you the highly simplified description of content marketing. It’s more than just writing great stuff—it’s writing great stuff as part of an overall marketing strategy based on your brand. But for now, let’s just start with the basics: write stuff your readers will love.
So: content marketing. A business-world term for what you already do everyday.
How are you already using content marketing? How do you think you might increase or improve that strategy in the future?
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Excellent post; I think it will help a lot of writers…including me.
* I already use this strategy, at least to some degree; I’ve recently increased my blog postings to 4 per week, including one short fiction post (which is up now, if anyone’s interested)
* There’s some readership carryover between that and my ‘dealing with a dying spouse’ series; that’s gratifying, since I generally link each category on very different types of blogs.
* And content marketing has, to some degree, become an end in itself, and a literal incentive to live. Not to give TMI, but today has been a physical Day from Hell…and it being the short-fiction posting day, I thought I would have to pass. But God gave me the strength and the desire to get up and write something (a new part in a continuing series).
*And now, adieu. I’m at the end of my energy, and ability to focus coherently.
Praying for you, Andrew.
Thanks, Shelli; the last 24 hours have been the limit of my endurance, and I really appreciate – and need – the prayers. I dread what the coming day will bring.
As someone who checks your blog a couple times of week, I enjoy the fictional escape from your worthy, serious and much-needed insights on terminal illness. The interludes give your other thoughts time to simmer on my back burner. But you have some consistent themes that connect both. My favorite is the humor you find in un-funny circumstances.
Dear Lord, you know how much Andrew means to us (and we sense how much he means to you). Perhaps it is not your plan that he run and not grow weary. But, dear God, let him type and not grow weary. Amen.
Shirlee, Andrew still has me giggling over the “power surge” … I know that too well as of lately. 🙂
Praying for you, Andrew. You are such a blessing to this community.
Thanks, Rachelle…I’ve said it before, but it bears repeating. This community, and my privilege in being a part of it, has been a huge incentive to fight on and to keep writing.
I actively do this, all the time and have done so over a long time, without relying on any one thing. EVERYTHING has to work together and we must progressively identify and eliminate what doesn’t work. It is rarely communication without selling, though. It is also not about volume, but content, but even then it is about consistency more than frequency. If we want to be heard above the clutter and if our message is worthy, we need to acquire a platform by selling ourselves. I never bring it to a selling moment, but I am always selling what I stand for, whilst avoiding anything that will detract from my mission. Even Jesus had to sell … really. His miracles were not self-serving sideshows, but essential to building a case for the one and only thing that defined His life … the cross. He was single-minded about that and He used every moment, every exchange, every word and action, to ensure the credence of His death and to fulfill His long-term objectives. He also avoided the barest hint of indiscretion because time amplifies folly until it comes back to haunt us and undermine all we have built. Communication is a tree – it takes years to build, moments to cut down.
Peter, this is spot-on: EVERYTHING has to work together and we must progressively identify and eliminate what doesn’t work. Great way to put it!
And you’re right, Jesus had the ultimate obligation to sell. His ministry could be an object lesson in content marketing.
So when I share insights from God, I’m curating his content? I want readers to “click” from my post to God. Let it be, dear Lord, let it be!
Love this, Shirlee. I hadn’t thought about it in that way. 🙂
You are absolutely curating His content!
Thank you for clarifying what content marketing is, Rachelle. I’ve been contemplating the topics to cover on the blog I’m developing, so this post was timely.
For what it is worth, my current blog topic kinda found me.
And may you be blessed in the shadow of His wings.
Excellent! Try to make a list of themes and subject matter that your blog will generally include. Then within that framework, you can begin making lists of post topics.
Hint: If you keep each post narrowly focused on one small thing, it will be much easier to come up with many, many blog posts over time. I can’t cover “marketing your books” in one blog post, but each time, I can address one small aspect of marketing.
Thank you for the advice, Rachelle!
I’ve been thinking about this, though in different terms. Since I don’t have a book to market right now, I’m trying to get myself “out there more.” One thing I’ve been thinking about over the past day or so is that it might be a good idea to see which of my Facebook posts get the most likes/comments, and which of my Tweets get retweeted. This might give me an idea of what I post that others are interested in. Then, maybe I can focus more on those kinds of posts and tweets. Right now, on Facebook, I share photos and snippets of life in my world, and it’s a pretty mixed response. I guess that means I need to become more purposeful in what I post and tweet. 🙂
On your personal page, snippets of life is perfect. But on your author page, it’s crucial to be building a brand. You’re smart to pay attention to the kinds of content that gets shared the most. You also have to settle on a broad theme that interests you deeply – excites you, in fact – so that you’ll always have more to say.
I’ve got to find a way to do this. I believe I may be going down the path of writing mission stories … so I probably need to be sharing more mission stories. I wouldn’t want to swamp those with what I’m writing about, since my mission topic will probably change with the next MS. But I do need to find a way to balance this. Thank you for the inspiration and motivation. 🙂
Shelli, I think we have similar themes. My plots all incorporate a nonbeliever lead character falling in love with someone who loves Jesus and how that opens his or her heart toward seeking God. I’ll be looking forward to seeing what you decide to do that is mission-themed.
I relate to the first part of your post on margins today. For more than six months, we had an 8-mile NASCAR course through the mountain pass I had to drive to work every day: I-40 with semis passing you at 60 when the speed limit was 40 and no more than 3 feet clearance from the concrete barriers on one side and maybe 6 on the other. One fender bender anywhere along that route could trap you for hours as traffic backed up as much as 20 miles. My nerves couldn’t take the rush hour through there so I drove the only other way through the pass, an old two-lane frontage road that was once Route 66. When there are no margins and no escape route and it feels like the slightest error might get you or someone with you killed, it can be truly scary, even when you know God is with you. I chose not to embrace the NASCAR challenge. Was it a lack of courage due to a lack of faith to take the frontage road or just wisely taking the alternate way God provided? Boy, can I think of too many parallels in my life when I took the safer path and maybe that wasn’t the choice God wanted me to make.
Carol, thank you for reading my blog post. That means so much to me … so much. I know … I don’t know if I’m being a coward or showing wisdom. I just want to stay safe! 🙂 We drove through that area today … my husband driving … and I read. I had to keep my head down and not look. 🙂
I’ve only written one mission story, but I’m working on plotting my next one. My main characters are Christians, working on a mission project … helping change the lives of children. I write for Woman’s Missionary Union, so sometimes I come across such sweet stories … ones that just deserve a little more love and attention. 🙂
You have the right idea, Shelli.
This is great, Rachelle. Very encouraging…except for the part where you say to post several times a day…but besides that. Thank you. I think an example would be the lady who wrote “Fresh Eggs Daily”. She has her book on pet chickens and small organic farms (which my almost-12-year-old adores, we love our pet chickens!) and then she posts cute pictures of her chickens and coops around the world and recipes for mite medicine and what not on facebook. I clicked like just so I could show my sons all the chicken pictures.
Kristen, it’s really important to note that I said you don’t have to create original content several times a day! You can put up a quote, a link to someone else’s blog, even just a quick observation. The idea is that the more dynamic your social media is, the more quickly your following will grow.
Rachelle, to clarify – I assume that you mean to post at least a couple of times a day PER social media outlet, and not as an aggregate of posts on all the media one uses?
I hope not … I have never found that density pays off. Quality of content is king. Spend time mulling over what you want to say, let God guide and inspire you, deliver it well and then spend time on engaging your audience until it has run its course.
Peter, I believe it’s possible to deliver quality, even if you’re only posting an inspiring quote or image. You avoid too much “density” by posting a substantive blog post less frequently. In-between them, you keep your social media sites active by posting quick snippets.
As for curated, my view is not to be a cuckoo. Your own work must be core to your site and curated content must be complementary. I do have self-refreshing curated content in sidebars or special interest content in the body, but only when it is compelling. I use outsourced content to frame my own content, the way an artist uses a frame or a gallery to amplify content. I also use it to ensure that my content is always fresh without being enslaved to the beast. Otherwise, my blogs are substantially original content. There is, however, value in reciprocating either through back-links or by trading content, as that can achieve mutual benefits. I also like to help others get noticed, which is a better reason to feature outsource content than because we may lack content or inspiration. Anyway, that is just me. Frankly, and one of my books addresses this idea, we can achieve far more through collaboration, by sharing a site with worthy co-bloggers the way this site effectively does. It enables individuals to punch above their weight and to share in something that is diverse, rich and mutually self-fulfilling. Solomon felt that three working together as in a three-cord knot, is a hard act to follow.
Andrew — actually, yes, you’re correct. But see my response to Kristen, above. Many of your updates should be quick – not even links, but just a great quote or image.
That’s encouraging, Rachelle!
My blog had a banner day on Monday, due to a post that just seemed to click with folks. I was kicking myself later because I didn’t mention my book at all. I was afraid I’d accidentally blown an opportunity, but your advice about creating valuable content makes perfect sense. Now, if only I can keep that up!
Say what? My reaction to this subject is to post “curated content” from one of my favorite “Curators?” Lewis Carroll from “Alice Through the Looking Glass:”
“Speak in French what you can’t think in English for a thing–turn out your toes when you walk–and remember who you are!”
Curiouser and curiouser.
Why not share great quotes from your favorite books?
Rachelle,
What are the copyright limitations on how much and how to cite?
Thanks!
Content marketing…I can do that. Like Shelli said, I think my focus could be better defined. But like you said, it’s still writing. Thanks for the encouragement today, Rachelle.
Yes, Meghan, you CAN do that!
Awesome post (as usual)!
As far as content marketing:
*Posting consistently to my blog (recently made the leap from WP.com to WP.org)
*Posting morning, afternoon, evening posts to my FB page (same name as blog) My FB page Likes are growing daily, and good engagement there.
* I’m working on engaging Twitter followers, but that’s been a struggle. I have to admit, I wasn’t consistent with tweets, but working on that! Every post is tweeted, and adding images more often.
The Facebook page connected to my blog has the most engagement.
I’m finding followers will post comments on the Facebook page instead of the blog!
I’m not sure if other writers have this issue?
It sure does take consistency and perseverance!
Thanks for the encouraging words, and great resources Rachelle.
Thanks for sharing Rachelle, especially about Sniply. I fell into content marketing two years ago working for a real estate company and now I have my very own business! I LOVE what I do for a living. I provide services for small businesses, real estate agents, and other professionals. I’m still working toward a novel, but the content provision and social media management company that I now have sure pays the bills. As I get to know the clients that I am working with, my first question is “Who is your main audience?” Second question, “What do you know that they need or you would like them to know?” I give them a detailed survey and questionnaire that I designed. Once I have collected their responses, I set up a google calendar with specific social media targets that I believe will be used by their main audience age group. I spend about a day on each client creating unique content that gives their clients or prospective clients a “take away experience”. Whether it is information, how-to’s, ideas, a break from the serious, or what services are offered, I always keep in mind that it is to help the reader and allow the reader to identify that specific business as a trustworthy authority in what they do or offer. It’s really a lot of fun, I get to pretend to be someone else for the day, which is kind of like writing a novel. I also do bio’s which is by far the most entertaining. I try to create a character for them to become. It’s hard to brag on yourself, so I get to be the one that does the bragging for them.
Hi Rachelle, thank you for this post. Lots of good information and a way for authors to look at marketing as non-threatening. Kudos. Barb
This is terrific, Rachelle – thank you for posting! I’ve been working on my platform and marketing content more strategically for the last five or six months as I near the completion of my novel. I’ve continued to post on my blog several times a week and on my Facebook page two or three times a day. I also post on Google+ several times a week and try to post an original article on LinkedIn every two or three weeks. I guest post on other sites and in newspapers pretty regularly, as well.
On Facebook and Google+, I share articles, inspirational messages, cartoons, and advice from others to mix it up and support the community, so I’m glad to have it confirmed that sharing “counts” toward our own content marketing. (I’d need to quit my full-time job otherwise!) I hadn’t heard of Sniply and just checked it out…I can’t wait to use it.
For me, the trick is staying organized. I keep a spreadsheet of all my original posts and articles and track when and where I publish them. By circulating them on different dates on all the various sites, I get more mileage out of each piece and (hopefully) attract a fresh audience. To leverage them further, I sometimes add links to where other similar pieces have been published.
It’s a lot of work, but it’s incredibly fun and rewarding – I know it will support my freelance writing and publishing goals. Thanks again for this helpful information!
Michelle
Thanks for providing clarity about what content marketing is. It’s so encouraging to know I was already doing this – and enjoying it!
Awesome post and great information. Will definitely put this into practice. Thank you for sharing all these helpful tips. I always enjoy reading your posts and have learned so much from you.