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Content marketing for book publishers

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Content marketing for book publishers

  1. 1. Content Marketing for Book Publishers #TechForum Brian O’Leary @brianoleary
  2. 2. Today’s talk • How conversion architectures work • How content marketing applies to book publishing • Why publishers are well-positioned to compete using content marketing • How publishers can be good content partners for other companies • What you can do now to test and prepare
  3. 3. Top 10 CM challenges • Budget (lack of) • Finding trained CM professionals • Gaps in knowledge and skills • Integration across marketing • Management buy-in/vision (lack of) • Measuring content effectiveness • Producing a variety of content • Producing content consistently • Producing engaging content • Technology-related challenges
  4. 4. Top 10 CM challenges Producing engaging content Producing content consistently Producing a variety of content Budget (lack of) Measuring content effectiveness Finding trained professionals Gaps in knowledge and skills Management buy-in Integration Technology issues 0% 15% 30% 45% 60% 45% 53% 58% 16% 22% 27% 30% 31% 40% 40%
  5. 5. How many approaches? • 3 • 5 • 7 • 10 • 12
  6. 6. Most frequently used CM tactics Social media content Blogs eNewsletters Articles on website Case studies Videos In-person events Illustrations/photos Online presentations White papers Infographics Webinars/webcasts 0% 25% 50% 75% 100% 59% 60% 64% 65% 68% 73% 74% 76% 79% 83% 87% 93%
  7. 7. The 12 most effective tactics • Blogs • Case studies • eBooks • eNewsletters • In-person events • Infographics • Microsites • Online presentations • Research reports • Videos • Webinars and webcasts • White papers
  8. 8. The 12 most effective tactics eBooks Webinars In-person events Videos Blogs eNewsletters Research reports Case studies White papers Microsites Online presentations Infographics 0% 17.5% 35% 52.5% 70% 65% 53% 55% 55% 57% 57% 58% 60% 60% 61% 62% 65%
  9. 9. – Hugh McGuire “A book is a discrete collection of text (and other media) that is designed by an author as an internally complete representation of an idea, or a set of ideas, emotions or set of emotions, and transmitted to readers in various formats.” An idea A set of ideas An emotion A set of emotions The basis for a conversation
  10. 10. Source: Mequoda Group
  11. 11. How CM applies to book publishing
  12. 12. Why publishers are well positioned • In the business of linking content to markets • Established as content curators • Offer access to longer-form content • Recognize and know how to tell great stories
  13. 13. Linking content to markets • ARCs and galleys • Blads • “Search Inside The Book” and its equivalents • Journey maps
  14. 14. New York
 Rangers Fans Suffer From Gout
  15. 15. Publishers are accomplished curators • Provides value to readers • Creates opportunities to interact more frequently with those readers • Showcases content depth • Earns attention from target influentials
  16. 16. The web values longer-form content Sources: Neil Patel, SerpIQ, Garrett Moon
  17. 17. The web values longer-form content
  18. 18. Components of effective storytelling • High-quality content • Understand a target audience • Focused on niches • Unique style • Clear point of view
  19. 19. Good content partners • Industries and niches • Distinctive, high-quality content • Need not focus on the industry itself • Perceived effectiveness of eBooks offers an example
  20. 20. What to try now • Understand how search, social and referral marketing works • Inventory your content • Capitalize on the appeal of longer-form content • Measure what you do
  21. 21. What to try now • Blog about something readers care about • Think carefully about your calls to action • Nurture your infrastructure • Host a live event
  22. 22. Image via Shutterstock
  23. 23. Wrapping up … • How conversion architectures work • How content marketing applies to book publishing • Why publishers are well-positioned to compete using content marketing • How publishers can be good content partners for other companies • What you can do now to test and prepare

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