The smartest companies focus on content marketing as a way to engage customers and to attract potential customers. Entreprenuer.com describes content marketing as, “the creation and publication of original content -- including blog posts, case studies, white papers, videos and photos -- for the purpose of generating leads, enhancing a brand's visibility, and putting the company's subject matter expertise on display.” Marketing guru Seth Godin says, “Content marketing is the only marketing left.”
So, how can your published book fuel content marketing for your business? Here are 9 ways:
1. Create a Powerpoint presentation highlighting key messages from your book and post it on SlideShare. Have your book designer create a master slide background featuring your book cover and your website url.
2. Create “shareable quote” photo graphics using the cover of your book and short quotes pulled from its content. (From your Powerpoint presentation, you can export the slides as “pictures” to post as individual jpgs on your social media sites.)
• Opening the box with the first printed copies of your book
• Book signing events: The signage announcing your book signing; a shot of you at the signing table; reading to the group from your book; a close-up on your hand with pen and a stack of books
• Speaking gigs: Have someone take a photo of you at the podium during your presentation; with you signing a book at the back of the room; with you gifting a copy of the book to the organization leader or the speaker coordinator
• A screen shot of your book on Amazon
• A photo of the cover of your e-book showing on a Kindle, iPad, Nook or other tablet
• Have readers send in a photo where they are holding your book
4. Create a free sample chapter pdf and build your email list by requesting an email address prior to download. I created this type of pdf for Wendy Ellin. Download it here. http://wendyellin.com/enoughisenoughbook/
5. Create a free 30-second Animoto book trailer directing potential clients to your website book page. Read this article where I explain how to do it and include links to two sample videos. http://www.wordsofpassion.com/1/post/2013/04/create-a-30-second-video-to-promote-your-book.html
6. Ask a Quora question that relates to your book content. Respond to all who post an answer and share the link on your social media pages.
7. Develop a 20-minute talk related to your book’s content, along with a handout that includes your website and book information. Contact business and civic groups like Rotary, Kiwanis, and associations related to your industry and offer to speak on this subject. (Most of these groups don’t pay speakers, but will allow you to sell your books at the back of the room.) http://connect4leverage.files.wordpress.com/2011/02/improv-handout.pdf
8. Curate! Create a blog post listing five (or ten) books that compliment the topic of your book. Have your book listed in your blog post as a resource related to the topic. See how Jeff Bullas did just that with a list of ten books that inspire him and a plug for his book at the end. http://www.jeffbullas.com/2013/02/15/10-books-that-inspired-me/
9. Give interviews. Use your book to open the doors to interviews. The popular BlogTalkRadio.com site has shows listed by category and subtopics. You might also check the listing of shows on Empower Radio (empoweradio.com), BusinessRadioX.com, and VoiceAmerica.com. Listen to a few archived shows before reaching out to the show host. Be prepared to tell them why your topic will be
of interest to their listeners and what qualifies you as THE expert to be interviewed. If possible, send a copy of your book to the host in advance of your interview. You’ll be able to promote the show prior to the interview and also share the show archive on your social media sites after your
With all of the social media sites, there are many options for where and what to share. For small businesses or authors with limited resources, let your enthusiasm be your guide. Focus on the sites and shares that are the most fun for you. Post a variety of links, images, and quotes; interact with those who comment; measure results; and enjoy the process.
Vanessa Lowry is a marketing consultant, graphic designer, author, radio host and speaker. She leverages nearly 30 years of design and marketing expertise to support book authors who are self-publishing. Her four collaborative books are: 30 Days of Gratitude; Improv to Improve Your Business; Publishing as a Marketing Strategy and The 28-Day Thought Diet. Find more articles and radio podcasts on marketing and promotion at www.connect4leverage.com.
@VanessaLowry or Facebook.com/Vanessa.Lowry