Repurposing Your Book’s Content into Blogs and Articles
on September 14th, 2021
After you’ve completed writing your book and you’ve experienced the publishing process, it is time to optimize your marketing efforts. You wrote a book to inspire, entertain, encourage, and elicit emotion, right? To do so for as many people as possible, you will need to amp up your publicity and tell the world about your book (and why they should read it).
Traditional publishing usually comes with a little bit of public relations mixed in, but oftentimes authors are expected to be their own chief marketing officers when it comes to book promotion. In addition to having a strong social media platform, there is another tactic you can use to build your target reader audience: earned media.
Earned media is a public relations result where either a) you receive free coverage from a media outlet on yourself or something you are doing or b) you submit an article/guest post to a media outlet and it is published. Let’s take a look at the latter.
Finding the Right Outlet to Pitch Your Writing
What is your book about? Is it full of valuable insights to help readers do or accomplish something? Is it a personal story that is told through a lens that others can relate to (grief, loss, transformation, parenthood, or health and wellness)? Once you identify your niche, you’ll be able to populate a list of media outlets that you want to consider pitching. For each outlet on your list, do some research on the editor in charge of the specific section because sections of magazines are usually run by different editors. Knowing who to pitch your idea to is the first key to success. If you send your pitch to the wrong person, chances are it will be ignored.
Crafting the Pitch
On some occasions, you will be able to submit a completed article or blog to a publication. More often than not, you’ll want to pitch your article idea to the niche editor. You do this by selecting a section of your book that would make a good blog article. This is a section that can stand alone, meaning readers do not require outside context to understand the crux of the story. With this excerpt in mind, craft a pitch in a few sentences. You do not even need to say it is part of your book. Just cover the who, the why, and the so what. Be sure to use a captivating yet professional subject line for your email to the editor.
Pitches are usually no longer than a paragraph. Your goal is to explain to the editor why they should want to publish your piece. Why does it matter to the publication’s readership? What unique insight do you offer that no one else has? Or why does your piece fit into a topical timeline of current events for upcoming issues of the publication? If you can’t find a unique angle, you may want to lean into theme or relevancy as a bargaining chip for your pitch.
Submitting the Article
You do not have to start from scratch. The goal is to submit an excerpt, slightly edited if needed, to the publication. The payoff comes with your byline. Some publications even allow a small caption at the conclusion of your piece that says, “So and so is the author of x book, now available on Amazon.” If anything, the bio or byline will give you exposure to a wider audience. And, since it is your words from your book that appeal to that audience, you can grow your target audience for your book.
Riding the Public Relations Wave
Once you’ve successfully had a blog or article published that contains an excerpt of your book, it is time to share that news with the world. Be sure to post on your social media channels and include links, when possible, to the content. Update your author website to include a press kit section or an “as seen in” section and list the publication. As you perfect this process, you can increase your “marketing street cred” and really gather a whole host of earned media for your book promotion.