Authors have limited time on their hands. In today’s busy world, who doesn’t?
So I frequently have authors who are wondering where they should invest what little marketing time they have.
If you’ve ever asked the question, “Should I be blogging or investing my time in building a following on social?” we finally have some answers.
Thanks to our friends at Contently, who recently published Does Your Content Need a Permanent Home? we have some important questions you can ask yourself when making this decision…. I’ve taken their recommended questions and customized them for authors…
Questions to Ask Yourself: Should I Be Blogging, Posting on Social, Or Both?
1. Who’s your target readership?
Who will be reading your book, anyway? Is it 50-year-old businessmen? Fifteen-year-old girls? If you’re primarily looking to reach an older, more academically-minded audience, a blog is probably a good place to dedicate your time and effort. That will allow you to drive them to your site, where you can offer additional materials and really sell your brand. If your audience skews younger, you’re probably better off offering snack-size bits — in either text or video format — that they can enjoy for a quick moment, and then go on with their day.
2. How important is ownership to you?
Do you know what the biggest difference between a blog and a social presence is? Well, it’s that you actually own your blog, and you have no ownership of anything on social. Not only does that mean that a social networking platform can take down anything you post if they’re so inclined, it also means that if they shut down their site, everything you’ve written there can disappear completely. And here’s another downside of lack of ownership when you post on social … you don’t really own the list of followers you acquire through social. So you may have 50,000 people following you on Twitter, but if Twitter were to cease to exist, that list would vanish completely. And if Twitter became less popular and people stopped paying attention to it? You would have no way to reach out to those followers again, short of getting them all to follow you on a new platform. Collect the same list of followers on your own site, for example, and you can collect contact info, etc… That is then yours, and you can use it for ever and ever. So if owning your material and your contact list is important to you, then blogging makes the most sense. If not, social will do just fine.
3. Do you regularly post about time-sensitive things?
Unless your blog grows to the point where it’s rivaling CNN, your blog posts are never going to be showing up at the top of a Google search result on the same day that you post it. Your social posts, on the other hand, very well might. So here’s a scenario: Let’s say you write a book about global warming. And then there’s a tropical storm, which you attribute to global warming, about to hit the US. You want to write about that, right? If you do it in blog format, it may get read … but certainly not when the search term “Tropical Storm Alberto” is trending on Google. If you post in social, with the proper hashtag, you have a much better chance of jumping on that opportunity.
4. What’s your primary online goal?
I frequently ask authors what their primary goal out of their website is. It usually falls into one of two categories: getting his/her name out there and building a following, or selling books. If your goal is the former — building your name — then social may be a good place for you to focus your efforts. By building followers on Facebook/Twitter, you are getting your name and your posts in front of a large number of people. They will regularly see you in their feed, and they will get to know your name, your face and your brand. Mission accomplished. If, on the other hand, you want to focus more on selling books, a blog may serve you better. People are far less likely to go out of their way to buy your book off of a series of cute social posts. In order to take the plunge and actually make a purchase, it usually requires something a bit stronger: an impressive blog post on an impressive website that nicely ties your book in to your overall message.
5. Is your website mobile-friendly?
While this isn’t directly related to the social vs. blog question, it is something to keep in mind. I wrote a post just a few weeks ago about the damage that can be done to your site if it’s not mobile-friendly. If that’s the case, and your site is less than optimal for the mobile audience, then it’s probably not worth your time to invest heavily in a blog on that site. Unless you plan to redesign in the near future, focus on social.
6. Do you write fiction or nonfiction?
This is another common conversation I have with authors. The truth is that marketing a fiction book is very, very different from marketing a nonfiction book. That ties back to two big reasons.
- People read fiction books for pleasure, and nonfiction books for learnings.
- People usually get fiction books recommended to them by friends/colleagues, while they very well may find out about a nonfiction book through browsing sites on topics that they find especially interesting.
Both of these scenarios spell out the following equation:
fiction books > nonfiction books on social
nonfiction books > fiction books on blogging
Now, you may have answered these six questions and still felt unsatisfied. After all, you might have answered three questions in one direction and three in the other. In short, we haven’t answered the question yet: “Should I be blogging?”
And that’s not for us to answer. That’s for you to ponder and figure out. Hopefully this post is a good first step in helping you do that.