Why Authors Should Be Using Content Marketing
Guest post: Colin Cieloha is an American author and content marketer at Skilled.co. He writes about everything that will draw his attention with a focus on the mobile and e-commerce space. When he is not writing he is spending his time traveling the globe and snowboarding. You can follow him on his Twitter at @ColinCieloha or on Linkedin.
Authors are in a unique market position compared to most other producers. They work for a long time, often over a year, on a product, and then they have to think about how to market that product best in order to maximize sales. These are two very different skillsets, which is why a lot of authors don’t do as well as they should. There are tons of writers who are great at the writing part of their job, but not nearly as good as promoting that product effectively when the release comes around. The far less acceptable alternative is being a great marketer, but not having a great book to sell. One possible solution for authors that would like to market their books more effectively, is to release content along the way.
This is effectively a content marketing strategy. Most businesses are doing something like this these days, but it makes even more sense for authors to do it, because they are already writers. It fits right in their skillsets to put together pieces that communicate their thoughts and messages in a more abbreviated manner than their books.
There are a few ways to go about this, and this will depend on the nature of your writing business. You can either blog or email. There are other options like syndicated content, but that is an extension of a blog and we are placing more focus on consistent efforts in this piece.
Email marketing has become a favourite of many businesses because of how it pushes the information towards the customer rather than requiring the customer to come to their website. 80% of businesses report that email and email marketing is a strong contributor to their revenue growth efforts.
If you go the blogging route, it is best to blog as consistently as possible. 57% of sporadic bloggers experience revenue increases when they start producing content on their blogs, whereas 82% frequent bloggers get this revenue increase effect. This is a notable difference, and illustrates the principle that consistency is half the battle.
93% of marketers will say that email is the most important channel for distributing their content and put a considerable emphasis on streamlining this method of approach. Email has a more intimate feel to it than other marketing approaches because you are already in the same “zone” that emails from personal contacts are. This is why email ends up being 40x more effective at acquiring new customers than Facebook or Twitter.
The good news is that as an author sending out great content to your readers, the readers enjoy it as well. 72% of consumers prefer to receive promotional content through email, and if these people have already opted in to hear from you, they will be happy to have value added to their life, because they already trust you. So whether you go the email route, or decide to stick with your blog, your likelihood of increasing your sales through marketing efforts will greatly benefit from the use of content marketing.
Presented by Skilled.co