If you’ve already read why you should use articles to market your book, and decided that it would be a good idea for you to pursue, then deciding what articles to write and how many, regarding the use of Internet marketing strategy, to raise awareness, demand, and thus the sales of your book…is really up to you. Like what I described when I told you how often you should write articles for your book: you have to analyze yourself, understand, and acknowledge what your strengths and weaknesses are, and then play your strengths as if they were cards—with a style signature to you. It’s my personal philosophy to lead by example; so, I can only give a professional recommendation that’s a reflection of what I do and what works for me, but always keep in mind that exactly what works for me may not work for you without some mild tweaks here and there to fit what your capabilities are…or aren’t.
If you, like many writers, would like a massively diverse following filled with people who all appreciate something uniquely different about your book: first, truly, you should focus on the product—what you’re actually preparing yourself to sell. Make sure that you’ve actually written something worthy of people investing their time and attention, guaranteeing them a good return on their investment: whatever it is they’re seeking to take from your product. If you ever wish to compete in the free-market, remember that you have to find the balance between what you want and what your audience wants. If you give too much of what your audience wants, then your work will come off as generic; if you give too much of what you want, your book will come off as esoteric and few people will be able to connect to it.
Regardless of whether or not you’re competing in the fictional or nonfictional sector, always strive to write your best with an innovative piece of literature that pushes mankind forward in some way, shape, or form—to do something that hasn’t been done before in a story worth telling.
…because if you don’t, then it won’t matter how many articles you write, and it won’t matter of what topic.
Articles Should Be Organized Into Keyword Themes
Once you’re sure that you actually have something worth selling, a rich piece of literature with multiple dimensions to it in itself, then determining what articles to write for selling your book will be rather easy. For Search Engine Optimization (SEO) purposes, you’re going to want to break each set of articles into keyword themes. What are keyword themes? I’ll use my own website as an example. There are eight keyword themes that I focus on building the content for this site:
- Content Creation
- Social Media Marketing
- SEO/Link Building
- Market Research
- Local Marketing
Within each theme, I plan to publish anywhere between 20 to 40 articles per theme (1,500 minimum word count per article), over the given span of a campaign. This current article that you’re reading, for example, is the sixth article of our content creation theme (about writing articles), designed to market this website to readers like you, which is why you’re here reading this right now. Once I reach 24 articles in my content creation theme, I’ll start producing articles specifically about social media marketing. Then, I’ll write 20+ articles about social media marketing, and move on to SEO/Link Building, and so on and so forth. This is why it would be wise for you to follow me on Facebook and Twitter, to make sure that you stay up-to-date with every post as I make them, because I’m releasing one article almost every day. So, each theme may take anywhere between a month or two to complete.
Once I’ve run through all eight, I’ll start all over again, at content creation, as part of a planned cycle, part of the secret to my content marketing campaign—which is what I’m teaching you to do here, in this article: to have a plan for churning out articles one after another, like a job.
Take the same logic, but then apply it to whatever it is that you’re selling, your product—your book.
Like how I used The Lord of the Rings as a hypothetical example in another article of this content creation theme, called “Article Marketing for Stories”, let’s use it again for this one. As a disclaimer, I understand that the real Tolkien himself was no fan of allegories, but suspend the knowledge of that for a moment and just think about what you would do to market your book, in this day and age, with the tools that you had available to you, if this series had hypothetically been written by you.
If you were the writer of The Lord of the Rings, but you’ve hitherto been an unknown writer looking to use strategic Internet marketing in order to build a following to sell it to, here are five themes you could use for what would be your content marketing plan for your book (in no particular order):
Ideally, as I’ve been taught by one of my mentors, you’ll want to have eight themes (which is what we have) if you’d like to have lots of breathing room with what to write about (which will also keep your audience satisfied, which should be the highest priority to you), but I figured five was enough to convey the lessons at hand. One could write hundreds of different articles within the sections of these keyword themes that you’d rank on search engines for. Build a list of topics like these (strive for eight) as a part of your content marketing plan, and then build a list of named articles for each theme, setting dates for when each of them are due, complete with set working hours as a regimented form of self-employment (even if you would work from your own home).
You’ll also want to use keyword themes not only for your audience but as a guide for the organization of your website that tells Google bots how to categorize your site. When you set up your blog, and whenever you make a post, if you’re using a content management system (CMS) like WordPress, it’ll always ask you for what you’d like to type in for the tags of your content; this is how search engines will find and organize you in their index. If you have well structured repeating tags that are relevant to each theme, for every article: the bots will understand how to place you, and then give you a boost in credibility, which helps your SEO.
Deciding The Headlines
Because there’s virtually an infinite array of different approaches you can take when deciding upon your keyword themes and your article headlines for your content marketing plan, instead of trying to burn so much energy looking outward to analyze your own work (or paying someone to do it for you, which is unnecessary in this case), I recommend that you look inward and simply ask yourself: what would you like your work to be remembered for?
Remember, the articles that you write are going to attract and hook people based on what the articles are about that each respective target audience wants to see more of. Whichever article inspires them to follow you and buy your work is most likely going to reflect the theme/element of what they’d like to enjoy about your work. That’s what’s going to stick in their minds, which means that’s what they’re going to remember you for. So, for example, if you don’t want your work to be remembered for romance—don’t write articles about romance to market your work. Because if you do, you’ll attract a romance crowd who are looking to buy your book based on its romantic content, which is what they’ll heavily judge your work for in their minds. If you write articles about romance but your book doesn’t really feature romance, or that it’s such a small and insignificant part of the story—the consumers investing their time, attention, and money into your work will become dissatisfied, and thus write bad reviews on social media and the sales pages of your book (e.g. amazon.com), because they wouldn’t have gotten enough romance as the return on their anticipated investment.
Instead, choose your content creation themes based on what you’d actually like to have appreciated about your work; that way, the consumers you attract with your Internet marketing efforts will already have the idea that you want them to have of what to buy your work for in their minds, and you’ll have a funner and more streamlined time writing about it to begin with.
When you choose your themes, you may realize that the first four are incredibly easy and pop right into your head. The fifth and sixth require a bit of thought, while the seventh and eighth are surprisingly nigh impossible to think of without any kind of overlapping of the idea you’ve already thought of in your head. We, here at StrataGem, actually had to have a sit-down, whereat four members of our team (including me) commenced a 4-hour brainstorming session for the final two. We would choose one thing, but then scratch it…then choose another, but then realize that it was already kind of covered by another…scratch it, etc. etc. until finally we found what worked for us within the realm of the eight—that I now recommend you to think of for yourself as the core guiding elements of your content marketing plan for your book marketing.