C.S. Lewis & Co. Publicists

The ‘So-What’ Is the Secret Sauce in Book Publicity

In a crowded, hypercompetitive, and oh-so-noisy marketplace, book publicity isn’t getting any easier. To succeed, especially at the highest levels, it’s important to know why a book matters.

I’m not talking about peppy platitudes, gross generalities, or heaven forbid, shameless self-promotion. I’m talking about current, concrete relevance — in the here and now, in the real world — preferably communicated in a sentence or two.

I call this “the so-what.” And in respect to every media decision maker — whether in print, broadcast, or digital — it answers an all-important question: Why should I care?

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7 Ways to Never Run Out of Book Publicity Content

By any measure, content marketing is the new and ever-expanding ‘it’ in business and branding circles everywhere. Regardless of type — consumer or B2B, digital or traditional — marketing campaigns now run on content. Today, even Coca-Cola spends more money creating its own content than it does on television advertising.

For authors, book publicity and promotion is no exception: Content is king — if you never run out of ideas. For articles, blogs, podcasts, videos, social sharing, media interviews, and more, you need a constant pipeline. Or as one content marketing expert put it, “you need to keep feeding the beast.”

But how can you keep the ideas coming? Here are seven surefire ways to ensure you never run out of content.

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Book Publicity Does More Than Promote Books. It Builds Brands

Why do authors write books? For most, their primary reason is clear: They want to build their personal brand — a smart first-line strategy, particularly now when the average nonfiction book sells less than 250 copies a year.

Today, book publicity — a must-have marketing tool in the new, overcrowded publishing world — does more than promote books. It is purposely designed to build brands.

Consider these key reasons, all proven brand builders, why.

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