Content marketing for book publishers
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The document discusses how content marketing can be applied in the book publishing industry. It outlines that book publishers are well-positioned for content marketing due to their expertise in curating and telling stories through long-form content. The document provides recommendations for book publishers on tactics for content marketing, such as blogging, hosting events, and partnering with other industries to create engaging content.
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Content marketing for book publishers
- 1. Content Marketing for Book Publishers #TechForum Brian O’Leary @brianoleary
- 4. 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
- 5. 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
- 6. 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%
- 7. How many approaches? • 3 • 5 • 7 • 10 • 12
- 8. 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%
- 9. 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
- 10. 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%
- 11. – 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
- 13. How CM applies to book publishing
- 14. 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
- 15. Linking content to markets • ARCs and galleys • Blads • “Search Inside The Book” and its equivalents • Journey maps
- 16. New York Rangers Fans Suffer From Gout
- 17. 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
- 18. The web values longer-form content Sources: Neil Patel, SerpIQ, Garrett Moon
- 19. The web values longer-form content
- 20. Components of effective storytelling • High-quality content • Understand a target audience • Focused on niches • Unique style • Clear point of view
- 22. Good content partners • Industries and niches • Distinctive, high-quality content • Need not focus on the industry itself • Perceived effectiveness of eBooks offers an example
- 23. 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
- 24. What to try now • Blog about something readers care about • Think carefully about your calls to action • Nurture your infrastructure • Host a live event
- 26. 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