Content marketing is one way authors can find and connect with their ideal readers. After you create the content, where should you share it? Here are some ideas.
Content Marketing for Authors
First, what do I mean by content? It is anything you create. Your books are content, as are your blog posts, images of your cover, and photos of places you visited to research your book. It also includes audio and video you make. You may be reading a chapter of your book or being interviewed on a podcast.
For more ideas on content you can create to help market your books, see my post on Content Master List for Authors.
Once you have your Master List, you can create micro-content to promote your main content, repurpose it into different formats, and use social media schedulers to post it . Now you need to decide where you want to share it.
Where Can Authors Share Their Content?
When most people talk about sharing content, they think of social media. That is certainly a good place to start, but not the only way to share. Depending on what you write and what type of content you share, some platforms work better than others.
Things To Consider
There are many platforms out there and new ones appear regularly. You can’t be everywhere, so don’t even try! Start by answering these questions:
- What platforms are you already on as an author? This means you have a business profile there.
- Which platform(s) do you enjoy using?
- Are your ideal readers on there?
- Is that platform good for sharing the type of content you create?
Thoughts on Different Social Media Platforms
Twitter is a good place to share links, both your own and others. It is a very busy place. If you have ever watched your feed for a minute, it can update faster than you can read it. However, I encourage you to have a Twitter account and to share your content there. Why? Because Google indexes Twitter. The more places Google sees your content, the better, so you should share it on Twitter. Even if you don’t do much more with Twitter, share your own content. If it gets shared and retweeted, even better.
If you want to do a bit more, create some posts that don’t include a link. That’s right – don’t send people off Twitter. Create tweets that contain the most interesting bits of your content – you can even do a threaded tweet to put it all in once place. In the final tweet of the thread, make your call to action “to read the entire post go to link in bio.” That is where you will link out to your content.
You need to have an author page on Facebook. Why? To be able to run ads and to be able to connect to an Instagram Business Account (which gives you analytics).
Whenever you have new content, share it to your Facebook page. Because of Facebook’s algorithms it probably won’t get much attention, but if someone does come across your page, there will be content there.
While you are on Facebook, are there any Groups you can share it with? Which groups do your ideal readers hang out in? Not only can you lurk and listen to find out what your readers want, if (and that is a big if) they allow sharing, do so when it is allowed. Please, please, please read the group rules to know if sharing is allowed and when.
Instagram is based on images (both still and video) so that is what you need to focus on for posting there. They do NOT have to be professionally staged photos. An author I work with posts personal pictures on occasion and those always get the most likes and comments.
Instagram is a good place to do a book cover reveal, to share photos of places that inspired your writing, and bits of your writing life. Figure out what images to post, then write the copy to go with it.
For non-fiction authors, LinkedIn is a good place for you to share your content and establish your expertise in an area.
You can share a link to your blog posts on LinkedIn, and you may want to republish them there as well. When you go to LinkedIn to create a post, one option is to write an article. Copy and paste your blog post, or other writing, in there.
Fiction authors can post on LinkedIn, but I doubt you will find an audience for your writing.
Non-Social Media Places to Share Your Content
Think of Pinterest not as a social media site but as a search engine. If your book is set in Paris and you post photos from a trip there or images used in a blog post about your book’s setting, it may be found when someone searches for Paris. This could lead them to your website and your books.
Non-fiction authors can find an audience on Pinterest as well. If you have a cookbook or write about a craft, Pinterest is a natural place to share. If you topic isn’t a natural for pretty images, you can still do well. Remember, it is a search engine and people search for all sorts of things.
Like Pinterest, think of YouTube as a giant search engine. Since it is owned by Google, the Google algorithm pays attention to what is there.
If you write non-fiction along the lines of how-tos, creating an audio or video version and posting to YouTube is a great way to repurpose your content.
Fiction writers, you can also share on YouTube. Take the example of a blog post about a research trip to Paris. Record an audio version and upload to YouTube. If you took videos on your research trip, YouTube is great place to share them. I search for videos of areas I am writing about, so a video or slideshow of your research trip may be found by someone wanting to visit there.
You may be surprised to learn that many people listen to audiobooks on YouTube. If you have a free audiobook, and have the rights to it, you can upload it. If you don’t have an audiobook, why not record yourself reading your own book, either a few chapters or the entire thing. You can even go live on YouTube and read a chapter or two each day for a few weeks.
Another place to republish your written content is Medium. They make it easy with a tool that imports your blog post when you type in the url. You can edit it before publishing it.
Non-fiction writers are more likely to find an audience there, but it doesn’t hurt to put up fiction. Blog posts related to your fiction would be good here, and you can upload short stories or book chapters.
My Suggested Plan for Sharing Your Content
That’s a lot of places to consider and it may feel overwhelming. It doesn’t have to be. The best places to post will vary with genres, but here are my suggestions to begin with.
- Post a link on Twitter so Google will index it.
- Post to your Facebook page.
- Post images to Pinterest. Try to figure out keywords that relate to the image you are posting and to what your ideal readers look for.
(For the above, if you have social sharing buttons your website, I would share from them, then later, post the link directly. This way you make sure your buttons are working.)
After that, where do you like to spend time? What type of content do you like to create?
Also – where are you ideal readers online?
Ideally, you will find overlap between these two and that is where you share your content and spend some time to connect with your readers.
Go into this with an attitude of experimentation. Try something for a couple of months and see what the results are. If you don’t like them, either tweak what you are doing there, or try another platform for a few months.
It takes time to find what works best for you, but being able to use your content to find and connect with people will help you grow your following of ideal readers.
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