“I’m blogging and sharing on social media, but it just does not seem to help me sell books.”
I have heard this complaint from more than one author. These authors are creating content, but not finding it as effective at driving sales of their books as they had hoped.
The beauty of creating content to market a book is that doing so is free. All it costs you is your time.
The downside of creating content to market a book is that it takes time and does not always reap the reward (sales) an author hopes.
Content marketing—creating valuable content that speaks to your readers’ needs and offering this information for free—is a long-term strategy for building trust and relationships with customers and potential customers. In fact, one study by Forrester found that, on average, a person consumes 11.4 pieces of content before buying.
This number is an average. This means that some people will consume less, but others will consume more before they decide to buy. Also, this study did not look at people who did not buy. It only looked at people who bought a product.
The study looked at how many pieces of content people consumed before they purchased the product or service. This average was between eleven and twelve pieces of content—written, audio, or video. Remember, you will always have people who will just read or view your free material and never buy your book(s).
If you are creating content and sharing this information via your blog, email newsletter, or social media sites, you want your content to be as effective as possible. So, before you create or share a piece of content, ask yourself whether your information or material answers one of these four questions.
- Does this piece of content boost awareness about my book’s subject?
- Does this piece of content help build people’s trust in me as an author on my book’s subject?
- Does this piece of content help convert visitors to my site to subscribers?
- Does this piece of content encourage readers to buy my book?
If your content does not satisfy one of these objectives, then developing that material may be a waste of your time. To be effective, every piece of content that you create should be relevant to your target audience as well as your book’s subject matter.
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Photo by bruce mars.