Leverage Content Marketing
In today’s internet-driven world, there are tremendous opportunities to establish yourself as an authority online. It’s my feeling that every author and thought leader should implement at least one of the following foundational content strategies:
- Blog
- Podcast
- Video
The purpose of creating a blog, podcast, or video—or a combination of the three—is to showcase your expertise while you SERVE your audience.
Did you know that statistically speaking, the more often you update your blog, the more traffic your website will receive? If blogging isn’t your thing, consider producing a weekly podcast or videos on YouTube, and then feature them on your website as blog posts. Creating blog content has several benefits:
- Gives search engines a reason to direct people to your site with each new piece of content you create. Hint: Create keyword-rich headlines that are used by your audience in internet searches.
- Attracts your ideal audience to your site, where they can also learn about the books, products, and services you offer.
- Demonstrates your expertise to website visitors, including media pros and people who hire speakers, ultimately helping to establish you as a thought leader in your field. (Thought leaders need to share their thoughts!)
- Makes your website a hub for all your communications with your target audience.
Look at any thought leader or top author that you admire. No doubt they have implemented at least one of these foundational content strategies. Here are some real-life examples:
- Brené Brown: Professor and researcher who speaks on her topics (shame and vulnerability), authors books, hosts a podcast, gives interviews on podcasts, and hosts lots of free content on her website.
- James Clear: Delivers weekly tips on peak performance and productivity through an email list that has grown to two million subscribers. His book, Atomic Habits, remained on the NY Times Bestsellers list for over a year and has sold over 10 million copies.
- Robert Kiyosaki: Author of Rich Dad, Poor Dad, a personal finance guide about real estate investing, conducts seminars around the world. He also hosts a podcast and blog, offers coaching services, and courses.
- Ariana Huffington: Started a website called Huffington Post, originally to share articles about political issues. Eventually the site expanded to cover a variety of lifestyle topics. Huffington eventually sold the site for over one billion dollars (reportedly). During her reign, she started writing about wellness and today runs Thrive Global, a site dedicated to producing content covering “wellbeing that fuels productivity.”
Answer This:
- What will be your foundational content strategy? A blog, podcast, videos, or a combination of the three?
- When will you carve out time to produce at least one new piece of content each week?
Amplify Your Content
Once you decide to create a blog, podcast or video, your next step is to spread the word and attract new audience members. This effort often starts with social media.
I know many authors have an aversion to social media, but if you truly want to achieve thought leader status, it’s essential to utilize at least one or two of the top networks where your audience spends time. You don’t need to have a presence on every social media network. Just focus on those where you are certain you can connect with your ideal audience.
If you’re targeting a business audience, LinkedIn would be a good focus. If you’re aiming at home school families, you would likely find your audience on Facebook or Instagram. If you cover fashion or art or the wedding industry, your tribe may be on Pinterest. Take time to do some thoughtful research.
You will then share each piece of foundational content you create. You can also start conversations with your audience, share quick tips and memes, and connect with them directly. Remember, it’s all about SERVING your audience by addressing their needs, challenges, and interests.
Answer This:
- Which social media networks are frequently visited by my audience?
- What kinds of content can I create that addresses their needs, interests, and challenges?
Did you know we host a year-round Nonfiction Book Awards program? Check it out!
