With its dramatic development over the past two years, artificial intelligence (AI) is reshaping everything from writing and editing to marketing and intellectual property rights.
As authors and experts, you are the ones who will decide whether AI is a replacement to be feared or a tool to be mastered.
One thing is for sure though: AI is not a far-off fantasy.
That’s why I recently hosted some of the leading experts with experience in both authoring and publishing technologies: Thad Mcllroy, Elizabeth Ann West, and Jason Hamilton to discuss AI’s role in publishing and how you should navigate this important industry transformation.
The Current Landscape: Where Are We With AI in Publishing?
Is AI a disruptive innovation or a passing fad?
As Thad McIlroy, publishing analyst and author of The AI Revolution in Book Publishing, put it: “They're still asleep at the wheel, and the car is moving very rapidly down the freeway.”
While some major publishers remain skeptical, independent authors and small presses are already leveraging AI to increase productivity and expand creative possibilities.
For example, our live poll during the live panel showed an even split between attendees actively using AI and those still exploring.
The Big Five Ways AI Is Disrupting the Publishing Industry
Writing and Creative Process
Elizabeth Ann West, bestselling author and founder of Future Fiction Academy, emphasized that “AI's biggest threat is not to publishers—but to authors who ignore it.”
“Society needs authors using AI, not publishers,” she said. “With the right fine-tuning and prompting, AI can now generate publishable fiction that “makes you laugh, makes you cry.”
Jason Hamilton, author and founder of The Nerdy Novelist, encouraged creators to think bigger: “This isn’t about how to publish more books. Everybody can do that now. It’s about how we can do things that were never possible before.”
Editing and Productivity
If you need a burden lifted off your shoulders, AI is a useful tool to decrease stress and enhance workflow.
By using fine-tuning, you can draft entire scenes or chapters, suggest structural edits, or mimic your own writing style with surprising accuracy.
Marketing and Book Descriptions
If marketing seems like the bane of your existence, you’re not alone.
AI is changing that.
Hamilton shared his method for generating high-quality book descriptions: “Find a top indie in your genre, break down their blurb sentence-by-sentence with AI, then build a template. Feed in your synopsis, and you're already in the top 10%.”
Legal & Ethical Considerations
There’s still a lot of confusion and concern about copyright. However, it’s helpful to note that risks are more about misinformation than infringement.
West broke it down: “You can't copyright AI-generated words—but you can copyright the selection and arrangement.”
Think of it like fanfiction, where the author’s original additions are protected.
Thad McIlroy added, “The Copyright Office is misinterpreting the technology. What they're declaring is not realistic in this particular age of AI generation.”
Industry Dynamics and Market Saturation
AI is resulting in thousands of new books being published, but is the quality there yet?
AI is only as valuable as the person controlling it. Authors with a distinctive voice, a personal brand, and a strategy will prevail over the “AI slop” every time.
And if you’re a fan of niche genres, you’re in luck! If new technologies halve a book’s creation time, serving a smaller audience will be worth the hassle.
What Most Authors Miss
AI shouldn’t be treated like a magic button.
Don’t fall into that trap.
Instead, West emphasizes integrity and diligence: “You want a tool that gives you control, not one that does it for you.”
How to Start Using AI (the Smart Way)
Identify your biggest pain point (book descriptions, editing, plotting)
And above all: practice. The future of publishing is powered by AI.
Success won't come from blind adoption or rejection. It will come from authors who are willing to learn, adapt, and keep their creative integrity front and center.
I can’t wait to see what you create next!
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
While the publishing industry has undergone a period of rapid transformation, publicity as an industry may be changing even faster.
For authors and experts like you, publicity is still an essential tool to grow your audience, establish credibility, and, yes, sell books. But gone are the days of simply getting meaningful PR by sending out a press release and hoping for the best.
The most effective strategies now focus on reaching the right audience, not the largest one.
Your approach must focus on specific markets and opportunities, delivering the right message during those opportunities, and creating long-term relationships.
This is why I recently hosted some of the leading experts with experience in both the publishing and publicity industries: Mary O’Donohue, Jess Todtfeld, and Marissa Eigenbrood to share insights on what works, what doesn’t, and how to turn media attention into real results. Our own CMO, Ken Course, also chimed in with some timely insights.
What's Changed and What Hasn't
Traditional media has avoided a complete fall from grace but is nowhere near its gold standard status of years past.
The reason? With the rise of algorithms and increasingly short attention spans, niche media opportunities have become the most influential source of PR.
This means podcasts, targeted articles, and industry blogs are more likely to attract the right people who will support your work long after a fleeting TV appearance.
That’s not to say traditional media has no value, but effective publicity today requires a more diverse strategy. Developing multiple media touchpoints will get you to results faster.
Where Should You Focus Your PR Efforts?
Many authors and experts dream of the “home run” scenario.
While big media opportunities are impressive to have on your website or resume, they don’t always generate book sales.
Mass market, or “chasing the big crowd,” often misses your most engaged audience.
Jess Todtfeld notes that while high-profile appearances look impressive, “The right podcast audience is more likely to buy your book.”
Mary O’Donohue emphasizes the importance of clarity: “Know your goals—visibility and book sales are not always the same thing.”
Marissa Eigenbrood advises balancing different types of opportunities. “Brand-building media and audience-building media should work together,” she says.
Strategic, targeted publicity will award you the long-term results you need.
Do's and Don'ts of Media Interviews
What to Do:
Deliver value and don’t overdo the sales pitch. “Media interviews are a marketing asset someone else pays to create. If you treat it like an infomercial, you’ll lose the audience.” – Mary O’Donohue
Have a “real” conversation. “TV and radio hosts want a conversation, not a monologue. Be personable and responsive.” – Marissa Eigenbrood
Prepare strong answers to questions and reinforce them with a strong takeaway. “When an interviewer asks about your book, don’t say, ‘That’s in chapter five.’ Instead, give them a strong takeaway that makes them want to know more.” – Jess Todtfeld
Don’t forget your call to action, but make sure to give answers with substance. “Your appearances should always direct people to your website where they can sign up for something valuable or to take the next step with you.” – Ken Course
What to Avoid:
Being overly promotional. “Your job isn’t to sell; it’s to showcase your expertise and give value. The audience will buy your book if they trust and connect with you.” – Mary O’Donohue
Relying on “one big interview.” “Media exposure is about frequency. Keep showing up in different outlets to build recognition and credibility.” – Jess Todtfeld
Don’t forget to repurpose your media. “After an interview, share it everywhere. Leverage your appearance for months by repurposing clips, quotes, and key moments.” – Marissa Eigenbrood
Remember, the goal for every appearance is connection, not promotion.
Turning Your Publicity into Actual Book Sales
In the end, you want your media to convert into actual results.
This means going from attention to action.
Marissa Eigenbrood emphasizes, “Media exposure builds awareness, but consumers need multiple interactions before making a purchase.”
How to Make Your Publicity Convert:
Always have a way to capture leads. “Rather than sending readers to Amazon, direct them to your website where they can engage with your brand and access exclusive content.” – Ken Course
Have a variety of valuable offers. “Create incentives like downloadable guides, private Q&A sessions, or limited-time discounts to turn interest into sales.” – Jess Todtfeld
Leverage each appearance for weeks or months afterward. “One interview can be turned into multiple marketing assets—blog posts, social media snippets, email content. Maximize every piece of media exposure.” – Mary O’Donohue
When your calls to action are clear and easy, it makes a big difference.
For example, one of our recent authors saw their book ranking jump from #650,000 to #97 on Amazon overnight after an online article linked directly to their book page.
The Tools You Need for Successful PR
Check out these amazing resources our panel shared to streamline your outreach and stay organized:
ListenNotes (free/paid) – A searchable podcast database to find relevant shows.
MuckRack– A tool for researching journalists, tracking their coverage, and finding media contacts.
RecurPost – A scheduling tool for automating social media posts and maintaining a consistent online presence.
Cision (higher cost) – A comprehensive PR database for advanced media outreach and journalist connections.
PodMatch – A platform for podcast hosts and guests to connect and schedule interviews.
And of course, be sure to check out our Twin Flames StudiosAuthor Resource Directory to find credible, experienced PR help.
This includes contact information from our panelists!
The key to success is having a diverse and refined approach.
This results in better media coverage, bigger results, and ensures that every appearance works harder for your book, your brand, and your audience.
I can’t wait to hear how you put these tips into practice!
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
2025 is shaping up to be one of the biggest years of transformation for the publishing industry ever.
From groundbreaking AI tools to massive shifts in traditional publishing models, authors like you are navigating a wide range of challenges and exciting opportunities.
This is also why I recently hosted some of the leading experts in the publishing industry (and more of them are coming up here) Jane Friedman, Dale L. Roberts, and Andrea Fleck-Nisbet to explore the trends that you need to follow.
This is what you need to know to succeed with your project in the year ahead.
The Trends Changing the Publishing Industry Right Now
Hybrid Collaborations: The Best of Both Worlds
The publishing industry is changing their approach to partnering with authors in a big way.
The good news? A partnership gives authors like you access to wider retail markets while still retaining control over your digital rights.
Deals like this just weren’t possible in the past and traditional publishers weren’t as interested in them.
As a great example, check out Bloom Books, an imprint of Sourcebooks backed by Penguin Random House.
So what will this mean for you?
Hybrid collaborations will open doors for authors who have proven their market potential and want help scaling their success.
It’s a completely new type of marketplace.
AI’s (Obviously) Changing the Game
So, is it worth the hype yet?
Kind of…
But maybe not in the way you think.
AI is driving advances in translation, drafting, and audiobook production which makes publishing a lot more accessible. But there are a lot of warning flags popping up when it comes to copyright and author rights.
This is why tools like Created by Humans are helping ensure authors are compensated when their work is used to train AI models.
The legal and ethical battles over AI are still ongoing, which means it’s not going to be settled for a while yet.
Most importantly, while the technology is improving rapidly, it still lacks the nuanced touch of a human creator.
Should you be ignoring AI completely? Absolutely not. However, you should be carefully considering where and when to use it appropriately.
The Market Is Consolidating
In not so great news, many smaller distributors are starting to collapse.
This consolidation means narrowed options for indie authors and small presses while shifting the balance of power to larger distributors.
As a sad example, take a look at what recently happened with Diamond Comics.
What this means for you is that you likely won’t find as many options as you have in previous years.
The Opportunities You Need to Take Advantage of in 2025
It’s Easier than Ever to Engage Directly with Your Readers or Community
Your email list is still your most important asset and it’s more than a marketing tool—it’s your VIP lounge for building lasting connections.
Authors and publishers are building communities on social platforms that go beyond a single book sale.
This means you should be thinking of yourself as a community leader from the start.
Genre Interest is Shifting into Escapist Fiction and Reader Comfort (But Don’t Just Chase the Trends)
Readers are seeking comfort in uncertain times.
This means that genres like Cozy Fantasy are exploding in popularity. Think of it as your literary equivalent of a warm blanket and a cup of tea—hobbits optional. This trend of stories with low stakes and high vibes shows no signs of slowing.
But, while it’s tempting to jump on a bandwagon, authenticity really matters.
Writing what resonates with you and your audience is far more sustainable than chasing fleeting trends and will make it easier for you to maintain your community as discussed above.
You Have Access to More Data and Sales Opportunities Than Ever
Platforms like Benevity, LaterPress, and BookVault empower authors to sell directly to readers, retain higher royalties, and gather invaluable data about their audiences.
The great part: you get access to more data than you’ve ever had before!
Unlike traditional platforms like Amazon and Ingram, which only give you limited insights, direct sales platforms give you a clear view of your customers and buying trends.
Owning this data helps you:
Make smarter marketing decisions.
Build stronger connections with readers.
Optimize pricing and promotional strategies.
More and more, it's up to you to keep control of your list, sales, and community.
The tools are more accessible than ever.
Don’t Forget About Crowdfunding!
Crowdfunding may seem like it has come and gone, but that’s far from the case.
Kickstarter and other platforms are offering authors ways to fund your project while building excitement, community, and engagement the whole time.
For example, one author used Kickstarter to fund an entire national speaking tour while promoting their book—which changed the entire model of their launch.
Even When the Industry Changes, the Possibilities Are Still Huge
You’ll notice a theme in all of these points – expansion.
Yes, the model that has existed forever is going through a rude awakening. What most people think of when it comes to publishing doesn’t exist in the same way as before.
But, publishing in 2025 is still a world of possibilities.
And there’s still nothing quite like the impact of a book.
The future of publishing isn’t just about trends—it’s about how you as a leader, author, and creator tell stories that matter to your audience.
Want to see the entire hour with our expert panel? Watch it here!
I can’t wait to see what you create next.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
By Mary O'Donohue, Media Coach for Women Nonfiction Authors
Why are so many authors struggling with getting the publicity they deserve?
I recently spoke to a nonfiction author who had a compelling topic, but she was very frustrated that she wasn’t getting any book publicity. Once we chatted and I had looked her up online, I quickly found the 5 reasons she wasn’t getting booked.
And I wasn’t surprised, because I see these same media marketing mistakes quite often. The sad thing is, they’re costing authors valuable national publicity.
I don’t want that to happen to you, so I’m sharing these common marketing mistakes – and how you can avoid them. Knowing these strategies will boost your chances of getting valuable publicity and doing media interviews that move the needle on book sales.
Mistake #1: Your bio reads like a resume.
Challenge: Surprised that your bio is costing you book publicity? It’s true! A resume-style bio is effective for HR folks, but it doesn’t speak to producers, columnists, and journalists who aren’t looking to hire you! So, listing out the 7 book awards you’ve won is impressive, but “award-winning author” says it better and faster. Media folks want an expert who knows how to convey their expertise succinctly and strategically.
Plus, a TV interview for example, often only runs about 5 minutes long, so if the host is stating your bio and it’s filled with lots of details about your work history, accomplishments, and awards, that will simply take up too much time. Ideally, for a short TV or radio interview, your Media Bio should be no more than 15 seconds when read aloud. If it’s longer than that, the person interviewing you usually won’t read the entire thing out loud. Instead, it will get edited, which is not ideal because it makes more work for them (not good) and they’re likely to take out key details that you’d rather keep in (not strategic.)
Solution: When your bio is media-savvy it becomes your brand ambassador, attracting the media rather than overwhelming them. So, your Media Bio should include the key elements like your name, title of your book, your unique expertise, and who exactly your reader is. It should clearly convey to the media and their audience that you’re the right person to be interviewed on this specific topic.
Action Step: Use this fictional example as inspiration to write your own Media Bio.
Kayla Suchandsuch is the author of the new book, Traveling With Toddlers: From Diapers to Denmark. Her year long experience globetrotting with her husband and 3-year-old twin daughters has transformed her into the go-to expert for adventurers who don’t want to give up traveling after becoming parents.
Mistake #2: You’re targeting an audience in media that is too broad.
Challenge: When you try to appeal to an audience that’s as wide as possible, you water down your appeal to the media. Think about it, when was the last time you listened to a podcast episode or radio program that appealed to everyone? It’s just not that common these days. That’s because we as individuals are interested in specific niches like book marketing podcasts, or radio shows about raising teenagers, or magazines specifically about pickleball (which totally exists, by the way.) You search out content based on your specific needs and interests, and your audience does the same thing.
Solution: Think about the specific audience who benefits from your book. If you want to get more readers and you focus on media outlets with as broad an audience as possible (or a completely different audience because you want to get your message out to the masses) you’re just going to confuse and alienate the people who need your wisdom, insights, and guidance.
But when you confidently target your book publicity to your true audience, it’s strategic and much more likely to move the needle on book sales. So, it’s worth your own time and effort, plus it benefits both the media outlet and their audience. That’s a win-win-win!
Action Step: After reading this entire article, take 5 minutes to do an internet search on your subject matter using this formula: your key words + “article” or your key words + “TV interviews,” etc… and you’ll quickly uncover the media outlets that are already serving your target audience. Make a list of these magazines, columnists, podcasts, etc… because they’re already interested in your subject matter.
Mistake #3: Your messaging lacks clarity.
Challenge: When I ask an author to tell me what her message is and she starts to explain, I know she’ll have a hard time getting book publicity. Why? Well, do you remember the old marketing adage, “A confused mind never buys?” My version is, “A confused producer never books.” If a media person doesn’t understand what you do or whom you serve, how can they know if you’d be a good fit for their audience?
Solution: These days our attention is spread really thin with so many messages coming at us in social media, ads, and about a gazillion websites. So, it’s more essential than ever to have a clear and concise core message that conveys your value to the media and potential readers. They need to know exactly:
What you do
Whom you do it for
The problem you solve
Your specific solution
When you do this effectively, you become memorable and much more bookable. For example, years ago I met a woman at a networking event whose message was so clear I still remember it. She said her company sold reversable infant clothing – pink on one side, blue on the other – for parents who didn’t want to know the gender of their child in advance. I wasn’t a media coach back then, but I told her that her message was “high concept” which meant a media person could immediately picture her product which helped make it extremely bookable. Producers love clarity. And that clarity helped her products to be featured on The Today Show 3 weeks later. Clarity is a powerful asset!
Action Step: Use this example of a clear and concise core message as a jumping off point for writing yours. Let’s say an author is an expert on solving sleep issues in toddlers. Her core message could be:
I provide effective bedtime routines for toddlers so they – and their sleepy parents – can get consistent sleep every night.
Mistake #4: You’re pitching from a point of need.
Challenge: When I worked for The Oprah Winfrey Show, I often received pitches from authors and experts. I was a post producer, so not only were those pitches sent to the wrong person because I worked on shows that were already taped, but the emails almost always started with a variation of these 7 words: “I was hoping you could help me.”
I call that “The 7 Word Pitch That Costs You Publicity” because when I received those emails, I always deleted them after reading just those 7 words. Why? Because media folks are not in the business of helping random strangers get publicity. Sorry. I know that was harsh. But as someone who has worked in high profile television for more than 30 years, I want you to know the truth so it will help you avoid the pitfalls that ruin your chances of getting coveted national media interviews. (Plus, to be fair, we often work 16- hour days and we eat lunch at our desks, if we’re lucky enough to have time. Or desks. So, random strangers asking for help are not our priority.)
The truth is, people who work in media like producers, columnists, and journalists are in the business of serving a specific audience. When you help us do that, you make yourself more bookable. But when you ask for help, you immediately convey that you think you have nothing to offer that media outlet. So, your pitch gets deleted, and you never hear back.
Solution: The truth is nonfiction authors like you are highly bookable media guests who can – and do – get publicity because of the value you bring to the audience of national media outlets. Producers are busy, so they’re looking for experts like you who can make their jobs easier. Experts who pitch with confidence and relevant content have a massive advantage when getting booked!
So, embrace your specific expertise. Own it. Know that you have something unique and important to bring to media audiences. Pitch from a position of service rather than promoting your book. The nonfiction authors I work with get book sales because they bring value to the listeners, viewers, and readers of a particular media outlet.
Action Step: Your specific topics are hidden in plain sight in your own content! Look through your manuscript or published book for 5 potential interview topics that would be of service to your audience in the media they consume. Start with chapter names if you have them. Write them down. That’s your starting point for pitching with purpose!
Mistake #5: You want national publicity, but you don’t have proof of “media viability.”
Challenge: You have your eye on a Good Morning America appearance. You know you can bring value to their audience of millions, and your topic has national relevance, but you’ve been pitching for months and you’re just hearing crickets.
I know one big reason why. Let’s take a peek behind-the-scenes of a national morning show. I used to work on The Today Show in Washington D.C. and just about every day we had live guests appearing on the show from our studios. So, I know first-hand that a national producer will be hesitant to book you if there is no proof that you’ve done local television interviews, or in a pinch, some kind of on-camera appearance. (FYI, even if you have experience giving prepared speeches, that’s not necessarily proof to a producer that you can do live TV.)
A TV newsroom is a hierarchy. A producer who books an inexperienced guest who freezes on live TV is a producer who may be looking for a new job. That’s how consequential your interview may be for their career. If you demonstrate that you can convey your message with confidence and can handle unexpected questions with ease in local TV interviews, bringing that level of skill to a national interview may just help the producer who booked you get a promotion. I’ve spent decades in control rooms and have seen careers change after a single interview.
So, when you pitch a national producer but don’t have the experience to back it up, your chances of being booked go down. Do producers take risks when the guest is THE expert on the topic, and they need to confirm the booking ASAP? Yes. Do they get burned for that decision if the guest doesn’t deliver? Absolutely.
Solution: If your aspirations are national, start local. Get experience. Use the tips in this article to get clarity on who you are, your core message, and to get ideas for what to pitch.
Action Step: If you want to be on a national talk show, start watching local or regional talk shows in your area. Chances are they’re recorded and edited so that producer will be less concerned if you haven’t done live TV appearances because a post producer like me will work with editors to refine and streamline your interview. If your goal is to get on a national morning show, those shows are in the news divisions of their networks, so focus on watching your local news.
So often, nonfiction authors are only focused on getting publicity. But the preparation you do in advance of your media appearances will make all the difference in how effective and successful your media marketing will be. Taking the time to create a media marketing strategy with intention will set you up for publicity that helps you sell books, grow your audience, and make the kind of impact only you can make.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
More About Mary O'Donohue
Mary O’Donohue is a media coach for women nonfiction authors, #1 bestselling parenting author, and former post producer for The Oprah Winfrey Show. She has worked in high profile TV for decades, including years on The Today Show and NBC Nightly News. Mary’s mission is to teach women nonfiction authors how to get national publicity and confidently do media interviews that sell books, grow their impact, and change the world. Her unique coaching framework, The Media I.M.P.A.C.T. Method™ has consistently led to author success in national Media with her clients reaching audiences of more than a billion. So far. She can be reached through her website maryodonohue.com or by email at mary@maryodonohue.com
Selling books in bulk through securing corporate sales and sponsorship is the goal of many authors, but the HOW (to do this) gets in the way. When authors understand the sponsorship process, how to position corporate book sales with buyers, and how to step into action, the results (and book sales) can be off the charts!
Corporate book sales and sponsorship can provide powerful and effective opportunities that help authors sell more books. These sales also assist authors in making a bigger impact with their message and reaching more people.
In reality though, authors put so much time, energy, passion, and resources into writing their book that, often, they’re not ready for the next phase of hard work, which is the marketing and selling of the book. As an 11x best-selling author, I know first-hand how much effort goes into bringing a book to life and keeping sales alive on a regular basis. Your writing will reach more readers when you treat your book like a business. With that in mind, your book needs a business plan to ensure its ongoing success.
When you think about your book as a business, you will find you are more creative and more focused in your marketing and sales strategies. Part of this same shift in thinking involves considering corporate sales, bulk buys, and sponsorship. Let’s dive into this a little deeper.
Bulk Book Sales with BOGOs
What does it mean to sell books in bulk? Bulk sales can be a bundled set of books (e.g., if you have more than one published title or selling anywhere from 5 – 500 quantities of the same book).
You can dip your toe in the “bulk” pool by using our Raise a Dream BOGO (Buy One, GIFT One) method where you encourage attendees at book signing events to purchase two books (you do not have to discount the price). The purchaser takes one purchased copy of the book home to read while the second purchased copy is donated by them to a charity that you have preselected.
Having a basket to put those donated books in is a powerful visual. It is great to have a charity representative onsite / present at the book signing to accept the donated books. This strategy provides an effective way to “start small” selling books in bulk. From our experience, implementing this strategy increased our book sales by at least 80% at live events.
A quick note of advice: Always discuss the arrangements with the bookstore first. Most stores are more than fine with the strategy as they see the potential to sell more books (without discounting the price), while also doing good for the community.
Now let’s turn the page to look at selling by the box, increasing the number of books in a sale.
Selling Books by the Box
Taking bulk sales of books to a higher level, consider how you can sell books by the box. In selling by the box, one strategy is to identify what schools, charities, groups, and organizations would benefit from having copies of your book for their staff, clients, or events. Who is a fit for your book?
Here are some ideas on how to sell books by the box:
Partner with service clubs (such as Rotary, Lions, or Optimist Clubs) to purchase a box of books to donate to:
a) local libraries,
b) local organizations,
or c) to hand out at their service club events.
Approach past clients to purchase a box of books to provide to their staff or their own clients as gifts. You can also encourage them to buy books that could be donated to the charities that they support.
Approach businesses you deal with to purchase a box of books to sell at their location. The owners can either keep the money or donate it to their favorite charity.
Note: My first attempt at this was with my hairstylist and clothing store I shop at. One box of books led to more and more throughout the year. Then my optometrist purchased a box of books (a book for children) to hand out to his clients who were parents with young children.
Be creative. Ask trusted colleagues and friends for their ideas.
Corporate Book Sales
Would your book be appropriate for attendees at a conference you are attending, exhibiting at, or speaking at?
If yes, what about approaching potential sponsors (who have an interest in the audience that is attending the event) to sponsor books for everyone in the audience or for the first 25 or 50 people who register or show up at the event?
Take Action
The key to selling books in bulk is to first be creative and think outside the box and beyond the bookstore, then:
Create a strategy.
Identify those businesses (and individuals) that you will be approaching.
Step into action.
Repeat the processes that are successful all year long.
Corporate sales and bulk sales are one of the best ways to make a bigger impact with your message and book (and create more sales in the process). If you’d like to learn how to sell more books without leaving home, discover how to create a sharing circle that spreads your marketing messages, and receive tips for marketing your book on social media in a way that gets traction, register for this complimentary video, 5 Ways to Sell More Books in the Next 90 Days.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
More About Charmaine Hammond
Charmaine Hammond, CSP, has been in the business of changing lives and raising dreams for more than 25 years through teaching the principles of collaboration, partnership, and sponsorship. As a Certified Speaking Professional and best-selling author, Charmaine shares her unmatched speaking, sponsorship, and entrepreneurial experiences with business owners, nonprofits, authors, and speakers looking to expand the funding and reach of their projects. She is also the Founder and CEO of Raise a Dream, which provides the training and support needed for you to take your idea from big vision to global brand.
If you're like most thought leaders, you've spent time developing a course or program that you were beyond excited to share with the world. It checked all the boxes:
It answered every question your ideal client might have.
It solved a frustration or pain point your ideal client shared with you.
It aligned with your brand's core mission and values.
And you were SURE it would sell out in minutes.
…but when you announced your shiny new program or product…instead of sales, you heard the sound of crickets. OUCH. We have ALL been there.
Now, part of owning a business is taking risks. And while you can't eliminate every chance of disappointment that comes with running your business, you can lessen the risk of selling a whopping zero programs or products with a very simple (yet often ignored) tactic: testing your messaging.
Instead of spending too much time thinking about creating a new offer or program…
Or spending months (or years) developing an entire suite of programs and offers…
…today, we are excited to share our tried-and-true method that will allow you to assess whether your idea is perceived as genuinely transformative to your audience – instead of just assuming that it will be.
Growing an aligned audience excited to learn from you requires cultivating a community eager to receive your wisdom, support, and guidance.
If you want to cultivate an aligned audience of humans who are excited about you and your business, you need to take a hard look at three key things:
Your niche
Your voice
The Invitation
Once you master those three things, you'll find that selling your programs and products becomes more straightforward and practically effortless.
Know Your Niche
It's not enough to assume that you're “niched down” – you've got to go deep here because surface-level “knowing” is no longer enough.
While you can narrow your niche in many ways, you want to focus on the ways that will result in them being able to say, “OH, THAT IS ME,” followed by, “I BELONG HERE.”
And, no, targeting people based on their Netflix obsession or their passion for crocheting isn't going to work. You'll waste precious time focusing on these things.
Instead, please focus on the actions they would be taking before working with you.
Use Your Voice
Please note that this does not refer to your volume–and this is where using your Content Personality® makes a massive difference in the energy of how your message is received.
The internet is a loud place – and that's before we even take a peek at social media.
When we talk about using your voice, we're talking about communicating your mission-driven message using your Content Personality® so that your narrowed niche can hear you, get excited, and get on board with your solutions, values, and more.
That is how aligned community growth happens!
Invite Them to Join Your Community
You may have already discovered this, but it's not enough to “post and pray,” hoping your aligned audience will find you as if by magic.
Instead of just hoping, be tactical with your messaging – invite your audience to share your vision for a changed world. This type of “leaning in” allows others to see you as human and amplifies the need to spread your message.
Suppose you're determined to create a lasting impact on your business and spread your mission. In that case, you'll need to become highly committed to being visible (using your Content Personality®), so your aligned audience can get to know you and cultivate a relationship with you.
Growing an aligned audience is possible, but it takes time, dedication, and courage!
When you share your mission and services with your audience in a way that is genuinely aligned with all the parts that make you UNIQUE, you'll earn their trust and create invaluable relationships (which will make offering your fantastic, ground-breaking, life-changing programs and products much easier).
The thing about growing an engaged, aligned audience is that everyone you're connected to absorbs and processes your messaging at their own pace.
This naturally means that some of your audience isn't ready to buy…yet. As a business owner, it's important to realize (and accept) that if someone doesn't invest with you today, that does not mean they won't be ready to invest with you later (maybe tomorrow or next week!).
Don't assume that someone not clicking the “buy” button means they don't want to work with you – they may need to grow your relationship first.
But wouldn't it be nice to know if, next time, introducing your brilliant idea makes sense for where the majority of your audience is right now?
(Yes, yes, it would.)
Take Action
If you're ready to make an impact and share your vision for change, take some time to review those three key things that can make or break your next offer.
Ask yourself:
Your Niche: Am I niched down enough? Is the audience I'm speaking to engaging and interacting with me?
Your Voice: Am I communicating effectively so that the people who read or listen to or watch my messaging understand my point of view, values, and mission?
The Invitation: Have you given the humans who follow your content time to get to know you and grow into a trusting relationship that will naturally lead to them investing in your program or product?
If you don't score perfectly across the board, that's normal (and expected). Review some of your more popular posts, videos, or emails and note how you highlighted your niche, used your voice, and invited your audience to take action.
If you don't have any posts that seem popular, take a broad overview of your messaging and identify areas where you need to improve for clarity and understanding. A great place to start is by learning your natural Content Personality®, and lucky for you, we've created a simple, 3-minute (seriously) quiz to help you understand precisely what your Content Personality® is and how to best utilize your natural talents in your messaging.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
More About M. Shannon Hernandez
M. Shannon Hernandez is ALL ABOUT THAT JOY in life and biz. She is specifically known around the globe for The Content Personality® Wheel and is the Founder of Joyful Business Revolution™, a business growth strategy and consultancy company that works with coaches, consultants, and service-based business owners. Shannon and her team specialize in organic mission-driven marketing and creative campaigns that help their clients grow aligned audiences and deepen community relationships, so they grow their business for GOOD, resulting in more joy, more time-off, and more profits with purpose.
You’ve worked incredibly hard on your book, and you’re finally ready to get it out into the world for others to learn from, appreciate, and enjoy. One of the first decisions you’ll have to make is about how to do that. If you choose to work with a book marketing firm (which, of course, we highly suggest), there are several things you should consider before hiring one.
Book marketing campaigns often move at a fast and furious pace, so preparing your platform, materials, schedule, and expectations prior to kicking off your campaign will ensure that you are ready to hit the ground running from day one. While finding the right team can feel like an overwhelming process, taking the time to do so will set you up for maximum book marketing success. Here are some things to know before hiring your PR firm:
Prep your platform
Before bringing a book marketing agency on board, you’ll want to make sure you have a solid foundation for your author platform. What exactly is an author platform and why is it important? Your author platform consists of the various places you “house” your author information and get yourself out there, and having an active and cohesive platform ultimately helps to build your brand. Now, you can make the most of your time once your campaign begins.
Though your publicist can help guide you on how to grow the various pieces of your author platform as part of your book marketing campaign, having most of the pieces in place in advance will benefit you greatly. You’ll want to be sure you have a professional website with information about your book that includes clear instructions on where and how to purchase, an “about” page for you as the author, a page for media coverage, and a page for contacting you. If you’re working with a publicist, you can put their contact information for the duration of your campaign. Make sure your social media pages are linked, as well.
Speaking of social media pages, they certainly constitute an important part of your author platform. Though it’s not necessary to be active on every social media platform, having at least one or two pages that are updated frequently and consistently adds legitimacy to your brand, facilitates connection with potential readers on a more personal level, and simply helps you get the word out about your book. Having these pages up and running before your book marketing campaign begins will give you an advantage for two major reasons. Once pitching begins, the media may search you to see what kind of online presence you already have established. Also, you will be able to share any media coverage you receive on your social media pages which will amplify the number of eyes on your project.
Communicate your schedule and availability
Simply put, the most collaborative book marketing campaigns are the most successful. Your PR team knows you have a life outside your book; however, if you’re committing to marketing your book, you will get the best results if you can dedicate proper time to media opportunities as they arise. For instance, you may receive a request to write a guest article, an invitation to appear on a podcast, or be tapped (often last minute, due to the nature of the media) to offer expert commentary. If you’ve anticipated the possibility of these extra projects and made room in your schedule for them, you’ll be able to get the very most out of your campaign.
Before your book publicity campaign begins, make sure you’ve assessed your schedule for the time the campaign will be taking place and have communicated any “black out dates,” or dates you absolutely won’t be available for interviews and/or other opportunities to your publicist. It’s also helpful to communicate openly with your team, family, and friends so they are aware that, during the time of your campaign, your schedule may look different as you are in the midst of a publicity push for your book.
Get clear on your goals
A good book marketing firm will ask you what your goals for your campaign are before you sign on. This may seem like an obvious question and an even more obvious answer; however, there are many different goals an author can have for their campaign. Whether your goal is to sell books, to grow your brand, to bring in new business, to raise awareness for an important issue or cause, or to become established as an author… it’s important that you and your publicist are on the same page. Your book publicity campaign will be designed to achieve—and build a strong foundation to continue to achieve—the agreed-upon goals of you and your team.
Having a strong sense of what your goals are and why before hiring your PR firm will help you go into your book marketing campaign with a sense of clarity, and will help your PR team design a campaign that is customized to go after the types of opportunities that will ultimately help you achieve your goals.
Keep in mind that the more realistic your goals are, the more likely you are to achieve them. Creating your goals based on what will really move the needle for your particular project, instead of what you think looks or sounds most impressive, can fast-track the success you see. Which brings us to…
Set your expectations
Before hiring your book marketing team, it’s helpful to know that coverage is very rarely guaranteed—especially in the timeframe of your campaign. This doesn’t mean you won’t get any coverage or even see fantastic results during your campaign and afterward, but sometimes authors go into the process expecting to become a New York Times best-seller within weeks of kicking off. The truth is, with nearly 2 million books published globally each year, there’s fierce competition. Though your publicist will work their absolute hardest to make sure you stand apart, setting your expectations from the get-go will ensure that you’re going after the right opportunities.
It's also important to note that before you’re in the thick of your campaign, not all coverage will occur within the timeframe of your book marketing campaign. Your PR team is working to set you up for continued success, meaning you may likely see coverage come through days, weeks, months, and even years after your active campaign has concluded.
Rally your network
Finally, before hiring professionals to get the word out about your book, don’t forget to make announcements to your own personal and professional networks. In moving down the checklist of who to contact once their book is ready to be publicized, many authors forget to add their nearest and dearest to the list when, of course, they are your built-in and biggest fans.
Rallying your team, clients, LinkedIn connections, friends, family, and community in support of your book will give you a head start in terms of building your following.
Each individual who spreads the word to their own network offers endless possibilities for organically growing your readership. After all, the power of word of mouth recommendations and support should never be underestimated.
The time period after finishing your book but before officially launching is a sacred one. How you use this time to prepare you for what’s to come can make all the difference.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
More About Jennifer Tucker
Jennifer Tucker is the Marketing Manager at Smith Publicity, and before that worked as a book publicist at the firm for nearly a decade. While there, she secured top national media placements for her authors including Good Morning America, People Magazine, Nightline, Fox & Friends, Family Circle, NPR, and The Los Angeles Times. For questions about services, please reach out to info@smithpublicity.com.
Here’s some facts that might shock you. 500 million tweets are sent out daily, and the weight of that sheer amount of content can be felt. On top of that, 11% of these tweets come from bots, whose sole purpose is to generate content.
In a world of AI-generated content and increasingly cluttered digital noise, it’s more important than ever to have our authenticity and humanity be heard. But aren’t you as exhausted as I am with the notion that you must be EVERYWHERE in order to stay relevant and ‘top of mind?’
So, we can use technology to help us, right? Our tech tools are wonderful, but they can also go completely off the rails. Here’s a few entertaining but cringe-worthy examples of #MARKETINGFAILS.
KFC had to apologize after sending a promotional message to customers in Germany urging them to commemorate Kristallnacht with cheesy chicken. Kristallnacht was a Nazi-era attack resulting in the death of 90+ Jewish people, marking the beginning of the Holocaust. Yikes. This PR meltdown started because KFC programmed a bot to send automated push notifications based on calendar events, including national observance days.
In another notable campaign, Coca-Cola encouraged people to reply to negative tweets with #MakeItHappy, so a bot could transform the negative words of the tweet into a cute image. As things on the internet so often do, Coke’s innocent attempt at positivity went south as quotes from Hitler’s Mein Kampf were tagged with #MakeItHappy. The bot made positive images, one of them being a cat playing the drums, out of Hitler’s words. When technology tools go unregulated, we see these types of consequences occurring.
Inflation nowadays…
And yet, we must ABC! (Always Be Creating…right?)
The Thought Leaders, like you, that we work with every day have brilliant bodies of work through your audiobooks and podcasts that we produce with you.
BUT, what I hear most often from our clients is the experience of ‘content fatigue.’ This is the state of listening to their own message over and over again in their minds, on paper, in their emails, and in their courses and classes. Content fatigue is something that thought leaders battle every day.
Did you know, however, that our audiences don’t get tired of entertaining, interesting content? Particularly when that content is surrounding a focused topic.
I never get bored of the antics of the Pearls Before Swine comics, or of JauncyDev, the content creator who famously creates videos giving human personalities to different dog breeds. Millions of people eagerly await every single derivative that these content creators bring to the table, month on month and year upon year.
We, as thought leaders, are no different. When we allow ourselves to go deeper into our content to find derivatives and angles on the topics we’re already in love with, our audiences come along with us.
3 Ways to Get Re-Energized From Your Own Message
The ‘Book Oracle’
Open your book to any page and read a couple of paragraphs out loud while running a voice recording app on your phone in the background. Then stop looking at the book but keep talking, stream of consciousness style, riffing on your own content. Transcribe what you say and see what new nuggets arise.
The ‘Indignant Response’
Set Google Alerts for keywords or topics in your book, and allow yourself to get catalyzed by what pops up. I used this method in the creation of this message- it’s a response to the article on AI generated content issues where I learned about the KFC fail.
The ‘Dear Abby’
Collaborate with a colleague, fan, or team member who is familiar with your work to send you a question each week for you to answer. These questions can be created for each chapter of your book, or episode of your podcast. Freely allow yourself to answer and ask questions as you capture this exchange in a document, in emails, or even in video or audio exchanges.
The last thing any of us need right now as humans, much less as leaders, is more noise. Focusing on content ‘craft’ vs. ‘crap’ is the gift we can give ourselves as a good use of our time, and the gift we can give the people we serve to make their time and attention worthwhile.
Inspired to turn your Voice into influence and become a Thought Leader worth listening to?
So many writers dream of publishing their books, but if you don’t know where to start, the process of actually publishing a book can seem daunting! The process of publishing a book can seem like it’s shrouded in secrecy.
In particular, writers who have never published a book before often are filled with questions about how to publish, what their publishing options are, when to contact a publisher, what marketing will look like, and much more.
Here’s some good news: even though you might be overwhelmed, you can publish a book—even if you’ve never published anything before! There are so many amazing first-time authors whose stories have changed readers’ lives, and your story deserves to be told, too!
To make the concept of publishing a little more approachable, we’re going to share five things writers who want to publish their first book should know about the world of publishing!
1. There are a variety of ways you can publish your book.
When writers think about publishing their books, they often think about one of two things: working with big-name publishers (also known as traditional publishing) or self-publishing. And while these are both options, there’s a third option as well—working with a hybrid publisher.
Let’s break down the three most common ways books are published:
Traditional publishing: you typically submit your manuscript or pitch your manuscript to a publisher, often through an agent; the publisher in these cases often has more control of your manuscript, the layout of the book, etc., and the royalties you receive can vary from publisher to publisher.
Hybrid publishing: this is sometimes considered an option that’s in between traditional publishing and self-publishing. You still maintain a good amount of control over your book, but you’ll also work with editors and publishers who can do much of the technical work that’s involved in publishing a book (such as ensuring your book makes it to wholesalers, formatting your book, etc.).
Self-publishing: you have ultimate control over your book, and while you have the potential to keep more of the money you make, you also have to pay for editors, illustrators, marketing, etc., directly, and you will need to research the ins and outs of what’s needed to publish your book on particular platforms (obtaining your ISBN, creating and formatting your documents, etc.).
So, what’s the best option for you? It depends on your timeline, budget, patience, and goals. If you want to publish and retain total control over the process, want to keep the bulk of what you make off your book, are okay with doing some research, and you’re willing to independently hire editors and/or illustrators, self-publishing might be a good option. Hybrid publishing is a great option for writers who want to maintain control over their books but need some help with formatting, editing, and other behind-the-scenes things involved in publishing. Traditional publishing can be time-consuming, especially for first-time authors who don’t have an agent, but pitching your manuscript to a traditional publisher can lead to your book being picked up in some cases (though it’s not always guaranteed, of course).
Ultimately, none of these options are “better” or “worse” than the others—it all depends on what you want!
2. You can contact a publisher before your book is complete.
If you want to work with a traditional or hybrid publisher, you don’t have to wait until your book is complete to reach out. In fact, it can be useful to start working with a publisher well before you plan to publish your book!
Though every book will vary (and some publishers will have a preference as to when you submit your manuscript), manuscripts often go through several iterations. After a first draft is written, editors who work with your publisher (if you choose to work with a hybrid publisher or traditional publisher) will review your manuscript to look for any grammatical, technical, or developmental issues that may need to be corrected.
For authors who want to self-publish, it’s often a good idea to contact an editor (or several editors, depending on the length of your manuscript and the genre you’re writing in) soon after you’ve finished your first draft. Being open to revisions and suggestions from experts can help you create a more polished book, which translates to giving readers a better reading experience.
3. You don't worry too much about formatting if you're using a hybrid publisher or a traditional publisher.
Often, people worry about making their manuscript look a particular way before sending it off to a publisher, and while you do want your work to be legible, the format you send your book in is likely not the way your book will ultimately look if you work with a traditional or hybrid publisher!
That doesn't mean you want your formatting to be a total mess, of course—after all, being organized as you write will make the process of publishing less time-consuming!—but you don't necessarily have to spend hours or lots of money on trying to format your book yourself.
Most publishers are familiar with taking manuscripts written in Google Docs or Microsoft Word and formatting them as needed. Formatting is a part of the publishing process that publishers often take care of, so you don't need to buy pricey software that may not be needed on your end, to begin with.
If you're self-publishing, depending on the platform(s) you're using, you still likely won't have to spend too much on formatting; many platforms, such as Kindle Direct Publishing (KDP), offer templates that can be used for formatting.
Of course, if you're self-publishing and are struggling to get your format to look just right, don't hesitate to reach out to an expert who can help! You can find experienced individuals willing to help you format your book on sites like Upwork or Fiverr, for example.
4. It’s never too soon to start marketing.
Regardless of what method you choose to use when publishing your book, it’s never too early to begin your marketing efforts.
When working with a hybrid or traditional publisher, some (if not most, in some cases) of the marketing efforts will be done for you. With a hybrid publisher, you may be offered marketing packages that you can use when marketing your book, or you can choose to go solo if you’re a marketing whiz.
And when you self-publish, you’ll be the one who’s responsible for your marketing; in some cases, you might want to hire a professional, but some authors prefer to do the marketing on their own.
There are several great ways to market yourself and your book well before it’s published, including by creating a mailing list, talking about the publishing and writing processes on a blog or social media platform, creating a website for your book, paying for ads, appearing on podcasts…the list goes on!
By marketing your book before it’s published, you can build up an audience. An audience that knows you (aka a warm market) is generally more likely to purchase something of yours than an audience that doesn’t know you (aka a cold market). Plus, building an audience early ensures you can continue to share about future projects beyond your first book!
Of course, you can also market your book well after it’s been published, too, especially if your book is coming out in new formats, such as an audiobook, after the first printed edition of your book has been published.
5. You define what success looks like when it comes to your book!
Every writer has a different reason for publishing their book. Some writers want to entertain readers, some want to educate and advocate for a particular group of individuals, and others just want to share a story that’s important to them.
If you’re working with a hybrid or traditional publisher, spend some time talking to them about what your expectations are for your book. They can help you figure out what’s realistic and manageable, and what steps you need to take to meet your goals.
And if you choose to go the self-publishing route, it’s still important to clearly define your goals for your book—and do a bit of research to learn the best ways to meet them. You don’t have to wait until you’ve finished your book to start this process!
Just because you’ve never published a book before doesn’t mean the process has to be overly complex or difficult!
Whether you choose to self-publish, work with a hybrid publisher, or work with a traditional publisher, you can create and share your story with the world—it just takes some time, patience, and a willingness to learn and accept some outside help when needed.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
More About Kim Eley
Specializing in personal development books and thoughtful children's books is the mission of Kim Wells Eley’s company, KWE Publishing; the common thread of both is to help people see what's possible and shift to a more enjoyable, fulfilled life. she says. As a writing coach and publishing consultant, Kim gives clients six steps to make their books a reality.
Kim is happily married to her BFF and has been for over 20 years. She’s a speaker; an author; a resident of Prince George, Virginia; a cat lover; a collector of orchids; and she gets all of her news from comedy shows.
Learn four ways podcasts can help solve common pain points of content creation and expand your reach.
By Tina Dietz, CEO Twin Flames Studios
When you’re trying to grow your business, you’ve got a huge amount of information you’d like to share with your audience. But taking everything you and your company are passionate about and distilling it into digestible content often feels like trying to capture a genie in a bottle. Despite your best efforts and highest motivation, it’s all too easy to wind up with content that’s inconsistent, doesn’t connect with your audience, or burns out your marketing team.
Not to mention that in the growing media landscape, it’s harder than ever to capture an audience’s attention. Their eyeballs are constantly pulled between social media, streaming services, hundreds of cable television channels, and millions of websites. But what if instead of eyeballs, you focused on ears?
According to Edison Research’s Infinite Dial 2021 Report released in March, about 80 million Americans (28% of the U.S. 12+ population) listen to podcasts weekly. 116 million people listen to podcasts monthly, a growth of 61.5% since 2018.
As a podcast producer and vocal leadership expert, I’ve seen firsthand how sharp companies increasingly turn to podcasts to solve their content conundrums. Let me take you through some of the most common pain points of content creation, and how you too can use podcasting to overcome them.
Single-use content
Tell me if any of these scenarios sound familiar:
You write a blog post that gets a lot of traction, but a week later no one remembers it
Your team designs a graphic for your website, but only uses it there
You create a social media post that works perfectly on one platform, but falls flat on three others
This is probably the biggest problem content creators and marketing teams run into. No matter how good these pieces of content are, they’re only ever going to be useful once—you can’t just repost them on a different platform. This leads to a never-ending cycle of constantly having to create immense amounts of new content, either for up-to-date engagement, multiple different platforms, or both.
Luckily, podcasts don’t have this limitation. You can take the content from a podcast and reuse it on a number of different platforms, simply by changing its form to adapt to different mediums. And each time you record a new podcast, all those platforms get up-to-date content.
The following six examples are ways you can repurpose podcasts:
Website embeds
Easily embed podcasts into your website so that the latest episode is always available to play with just a click on the front page. Visitors can listen while they navigate through your site or even continue as they switch to another tab.
Quote cards
Take the most memorable insights from your podcast hosts or guests and post them on social media as a one-look visual that your audience can quickly absorb while they scroll through their feed.
Video clips
Many podcast recording methods include video, so you can easily get another secondary piece of content from your podcast. Upload a full, optimized video to your YouTube channel or short, impactful clips to Facebook, Twitter, and TikTok.
Audiograms
An audiogram is a short media clip that layers an audio soundtrack over a background image and texts or subtitles, sometimes with other effects showing up as well. Think of it like a cross between a PowerPoint slide and an Instagram reel or YouTube short.
You can easily grab audio clips from your podcast and layer them over branded images and transcribed texts to create multiple audiograms from the same podcast. Then post them to social media, link to them in your email marketing campaigns, or feature them on your website to attract new listeners.
Transcripts
Some people still prefer the written word. Publishing transcripts of your podcast allows audience members to quickly scan for key phrases and ideas and jump to the point in the conversation that most interests them.
Google scans your webpages for keywords, and it’s easy for the algorithms to recognize them from a transcript. This helps your website’s search-engine optimization (SEO), leading to higher search rankings on Google.
Articles
Repurposing podcast content into blogs or articles are another way to create timely and thought-provoking content for the community or profession you serve. This could be on your own website as blogs or case studies as well as used for contributing blogs or trade publications.
The Paychex Business Series, a thought leadership-branded podcast from the global HR and payroll services business Paychex, is a great example of this multi-platform approach.
On the podcast’s main webpage, you’ll see weekly episodes with links to video of each episode on YouTube and audio on Apple Podcasts, Spotify, and iHeartRadio. The Paychex Business Series page also includes a few sentences summarizing each conversation, the timestamps of the topics covered, and a link to a PDF of the transcript for easy downloading and forwarding.
The podcast is promoted on LinkedIn, Facebook, and Twitter. One recent tweet from Paychex includes a link to the latest podcast, a short description of its focus on workplace mental health, and a 19-second video with stills of the podcast guest and one of her most impactful quotes from the conversation. The variety of content creates awareness of their message and promotes the podcast to multiple social media audiences.
Another example is Randy Crabtree, the host of The Unique CPA and his team at Tri-Merit Tax Solutions. They are now in their 3rd season of podcasting and went from building an audience from scratch to being in the top 5% of all podcasts, according to podcast data aggregator.
But, the real magic was how the podcast helped Randy Crabtree, the host, reach his goals. As a partner in the company, Randy is excellent in creating relationships and helping companies, but he didn’t consider himself a thought leader or influencer. Hosting the podcast allowed Randy to use his strengths as a relationship builder and generate content that he and his team were then able to turn into articles. They have become regular contributors to industry publications like Accounting Today due to their podcasting content, as they regularly turn their transcripts into thought provoking and timely articles for the accounting profession.
Because of his podcast, Randy also received a coveted mention in the Top 100 in public accounting because of his “excellent podcast.”
As you can see, each podcast can be turned into many pieces of content. Multi-channel marketing is an important process to maintain brand consistency and company growth.
Three other pain points of content creation podcasts can overcome are:
Inconsistent content
Let’s face it: it’s difficult to keep most marketing content consistent across platforms. In written blog posts, you have to follow grammar and style rules and keep the tone the same across multiple writers. Visual media must also remain consistent with brand color schemes and formatting. It’s easy to miss small (or even not-so-small) inconsistencies, especially when producing large amounts of content over time.
Podcasting solves this problem by holding all the consistency in its conversational format. As long as the length and topic(s) of your podcast stay the same theme, everything else can be flexible. The host and guests have room for a free-flowing conversation, without having to worry about going through a ton of edits or making everything look and sound perfect. Audiences already expect that every conversation is going to be a little different, so there’s no requirement to formalize a podcast besides a consistent introduction. After that, the space is all yours to share organic-sounding content that resonates with your listeners.
Trouble connecting with audience
We often struggle with the fact that the more overt our content is as an advertisement, the less likely potential customers are to want to come back to it. Gene Marks, host of the Paychex Business Series, is the first to admit that “nobody wants to have commercials or products jammed down their throats.”
Podcasting allows you to place your brand in the context of topics your audience already cares about. Tomorrow Comes Today, the branded podcast of UK wealth management giant St. James’s Place, features conversations with economists, journalists, and more on everything from success psychology to the role of investors in combating climate change. Content strategist Lauren Smith told podcasting company Podbean that the podcast has solidified St. James’s Place as a thought leader in the wealth management space.
Podcasts are edifying and enjoyable for both content creators and listeners. That’s the reason 80% of podcast listeners stick around for all or most of an episode. Podcasts offer a peek into a real conversation with real people, and provide real solutions to your content difficulties. You, too, can connect with potential customers more organically through podcasting.
Content producer burnout
If you or your company’s content producers report feeling burnt out today, they’re not alone. A recent study by content agency Vibely found that 90% feel the same way. Too many content producers are asked to spend too much time on mediums that don’t maximize engagement.
Mark Bussel, National Director of Learning and Development for the memorabilia ring company Jostens, used to spend much of his time creating an all-for-one newsletter. He recently turned to podcasts and told Podbean he was shocked at how easy they were to create and publish.
“We’ll take maybe 15 minutes to create an episode by putting a bumper on the front and back and adding a little bit of music,” Bussel said. “I am by no means a technical expert, but I’ve learned in a really short period that we can make it look pretty doggone good.”
As you can see, the magic of podcasts is that they are enjoyable for both marketers and target audiences alike.
For more information about how podcasts can work for your business, click here.
