Writing blogs can be distracting, can be a time sink, can be unproductive, and can be a waste of time. There, I listed most of the arguments against blogging. Now let me make my case. Being an author in 2013 is like being a small business owner. You need a marketing strategy or you will go out of business. If people can’t find you, they can’t buy your book. You have many choices when it comes to marketing. Here are some options from my blog on Marketing Options for Authors.
Having a digital marketing strategy is absolutely the best option in my biased opinion. Sure you can point to a few authors who don’t do anything online and are still successful, but for the majority spending time and/or money online is the cost of doing business.
And I consider blogs (like websites) the foundation of a digital strategy. Not only do blogs give authors the opportunity to stay connected with their readers, they also position the author as an expert. Blogs are also the absolute best way to drive traffic to websites. For book authors in a competitive marketplace, the need to blog couldn’t be higher. Let’s take a closer look at some of the compelling reasons why you, as an author, need to blog.
- Blogs are a natural extension of you as a writer.
Consider the time you spend blogging as an extension of your job as a writer. Publishing a book or producing any professional writing, is a small business and authors should look at it as such. Sure, the publisher will offer support and expertise, but it is the author’s responsibility to build a long-term Web strategy. To communicate 24/7, which is now the expectation and the norm, you need to develop different types of content. Blogging is a great way to share your knowledge, test how your content resonates, and collaborate with others. While experts may disagree on how often you need to blog, consistency is the key. Develop a readership base by putting out a blog on a regular schedule — whether that’s once per week or twice per month. Blogs also provide you with the opportunity to link your content to your books, eBooks, whitepapers, audio recordings, slide presentations, videos and webinars, so there are lots of cross-promotional opportunities (more…)