In today’s ever-expanding digital era, it’s no longer enough for authors to only write a book. Sure, you might have written the very best book within your niche, but your sales will eventually lose momentum unless you start producing accompanying content to blast to your audience via newsletters, e-mail marketing automations, your blog, social platforms and more!
Why is a carefully curated content strategy so important for authors?
Firstly, it’s imperative that they stay in touch with their followers in order to remain relevant and keep their finger on the pulse of what’s trending and of interest to readers.
Test future book ideas
Secondly, there’s no better way to test which topics resonate with your readers than by producing brief sections of content about them prior to committing to writing a full book. Your content strategy is where you’ll ultimately be able to experiment with and decide on your next book’s topic.
Think of the last time you read a really great book. You more than likely ended up Googling the author afterwards and landing on their website or social media platforms. Once you got to their site or Facebook account, you were delighted to see that they were offering a free mini-course to, let’s say, help readers save more money, achieve their dreams of self-employment and so on. Without hesitating, you gladly signed up and subscribed to their e-mail newsletter list. If the book provided such great value to you, chances are their post-launch content strategy would to.
Now that you’re following the author, you receive first hand notifications when they create new work, announce a book launch or share interviews they’ve done with the press. This makes you become more than likely to buy their next book, engage with the content they’ve produced and share it with your own followers – further expanding that author’s reach.
There’s no better time to start creating content than now!
Let’s flip it back to you – the author. You had enough on your mind to write a book, so we guarantee you are creative enough to create a valuable content strategy to help promote your author brand. Not sure what to write about? How about starting with a few of the ideas below.
What’s new in your world? Chances are, your readers will be interested to know. If you’re a star decorator, send a weekly update to your followers letting them know what you’ve been working on and which tips and tricks you’ve used to create the best possible spaces for your clients that week. Alternatively, talk about a new technique you’ve used and offer insight as to how your followers could recreate it on their own.
Remember – if your content provides value to somebody, they’ll keep seeking it out.
2. Social media content
Let’s use the same example as above. After self publishing your bestselling book, 27 Ways To Makeover Your Home On A Budget, you’ve garnered an audience of thousands across your Facebook, Twitter, Instagram and Pinterest accounts who are hungry for more content from you. Why not publish a photo of a recent space you’ve been working on? In the caption, consider adding information about where you found that incredible lamp, which company you bought the wallpaper from and so on. By providing a window into your daily life at work, your followers will keep coming back for more.
3. Blog posts
Blog posts are where you can really get detailed with your content. Are you thinking about ideas for your next book but can’t seem to narrow your top three options down to one? Why not write a blog post about each and see what your audience response to the most? Be sure to share your blog posts on your social platforms or in your newsletter to allow them to have maximal reach. If you receive 276 comments on one post but only 50 and 25 respectively on the others, you’ll have a pretty clear answer.
What better way to deliver value to your audience than by hosting detailed, educational conversations with some of the other influencers within your niche? If you’ve got the gift of gab and prefer chatting to writing, organize weekly talks with your design peers. From DIY projects that can be done at home to helpful tips for home renovation and decorating, you’ll quickly get an idea of which topics your audience responds well to and which could act the theme for your next book.
5. Video updates and tutorials
It’s one thing to talk about staining your own coffee table, but something completely different to actually SHOW your audience how to do it! If you’re adept at videography and editing, create fun, snappy videos to share your expertise with your followers. Video has become THE medium of choice today, and viewers tend to connect the best with an author/entrepreneur when they can actually see them.
6. Online courses and free guides
Platforms such as Active Campaign and ConvertKit can help newcomers easily create marketing automations to blast out to their e-mail subscribers. If you’ve created an online course or design resource guide, consider dripping it out to your followers via these platforms. The first section of the course could be sent out to them when they first subscribe, followed by the second on the second week, and so on. You’ll constantly be reminding your followers that you exist, to put it bluntly, while delivering value to them simultaneously.
There you have it – just a handful of the possibilities you can explore while creating your author content strategy. Of course, we’ve only just touched on the tip of the iceberg. What’s most important for newbies to the content game to keep in mind is to stay consistent.
Keep yourself on schedule
Building and implementing a content calendar with Excel or Google Docs is crucial to keeping yourself on track. Treat your content posting like a job – albeit a fun one! Here at Happy Self Publishing, we keep a detailed calendar featuring each category of content we’ll be posting to social, as well as which platforms we’ll be posting to and helpful notes for our graphic designer, who assists in creating attractive visuals to be posted alongside our written content. We then schedule our content for the week in Buffer, to ensure that we don’t forget about posting if we have a busy day or forget to check our social platforms.
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