When you are building up a reader platform, seriously consider creating and giving content and ebooks away. These will help sell both “you” (your services or overall brand) and your current book. It’s Content Marketing 101. And it comes across far better than shouting “here’s my book — do you wanna buy it?”
So, what are these easily-created content items? They are blog posts, print articles and news releases. (Newsletter articles no longer have their own category, because smart marketers send their blog posts to their reader list, perhaps adding a small editorial).
The most read and shared kind of content is How To posts, Picture List Posts (montage stories, comparisons or before/after images), Infographics and Quizzes (according to Uberflip/BuzzSumo). Which of these are the easiest to do for you?
‘How to’ posts are fairly easy to write if based on something you have done before. Step by step, you will reach an audience who is looking for such information on Google or Bing. How to posts are usually 1,000 to 1,500 words long. Also make sure your blog has “social share buttons”, so that viewers can share them. (e.g. Shareaholic plugin).
If you want to influence, then there is no better way than getting a print article published and mentioning your book. It doesn’t usually have to be letter perfect, as magazines have sub-editors, but it does have to resonate with THEIR readership’s target audience. So aim for industry magazines, business magazines in your area, and also try for digital magazines with a similar target following. (e.g. you run women’s female empowerment webinars and their market is for female entrepreneurs).
- You could also take an intriguing, ‘understandable’ extract from your book, adding a quick introduction, and mail it to a select few magazine editors.
- Ensure that you have read each publication’s submission guidelines, particularly about word limits and format.
- Ensure you have omitted any direct advertising and self-promotion.
- Remember to write a 20-word bio for your byline and include your book’s title and where to buy it.
You can wait for something amazing to happen in your world… or you can research your way to a news story. You might have discovered some things about your topic or its audience while writing — so dig out one nugget which coincides with media commentary or current social thought.
Here is a basic News Release structure (with thanks to Jack Delosa in Unprofessional):
- Headline that Talks to the Topic
- Outline your argument
- Introduce your facts / stats
- Expand the debate… perhaps use another person’s influential voice
- Quotes from you (in third person voice).
- Closing: Why this is relevant. Include where you can download the report or buy the book.
Perhaps cherry pick 4-5 newspaper or radio stations to send it to, follow up with a couple of phone calls, and explain you can send a high resolution photo or be available for interview. You can also use ‘news wires’ to distribute releases: PR Wire (mainly free) or the huge one, PRWeb ($159).
So that was three strong, simple types of content to reach your audience — an audience who is looking for your knowledge. Now, are you going to hide your light under a bushel — or are you going to start creating a debate around your topic?!
If you’d like to some help in creating eBook content, then contact Jennifer by email or phone today… a professional copywriter.