Why Authors should hAve A Blog

Once you’ve created an outstanding book, you might as well make sure you get the most out of that content by putting your voice and angle in as many places as possible. A very effective way to capitalize on book content, release sneak peeks, and establish yourself as an authority - aside from social media - is by creating an (oldfashioned) blog.

The most successful blogs are consistent (read: weekly or daily) and I want to lead with that, because just like podcasting or even writing, the less consistent you are, the fewer results you will see and the less success you will have. Blogs, when done right, can generate a tremendous amount of traffic based on SEO and keywords alone, something I know you’ve heard Juliet talk about often.

I encourage my podcasting guests to create blogs for each podcast episode they create and we even offer this as a service and are astounded by the growth results.

Why? Because blog post text that is rich in keywords is the currency of Google. Especially if you are writing about heavily searched topics, you will begin to see traffic you wouldn’t otherwise see on your author website.

Even better than that, any blog post carries a search relevancy of more than a year. Blog posts are evergreen content. They have a life expectancy that far outlasts any other type of content that is searchable through Google.

Your blog will connect you to your readers and drive traffic but it will also establish major credibility, highlight your writing style and show readers the value you bring to the table.

How to Write A great Blog Post

1. Brainstorm Topics. Build a list of what you’ll blog about, along with a supporting thought of how it ties back to your book. This way, when you sit down to write, you already have a strong starting point.

2. Make the Headline Specific. Clever headlines are fine but the main goal is to let potential readers know exactly what they’re about to read and to make sure the main idea is conveyed for searchability.

3. Organize your content. A good blog post will flow well and will have subheadings to keep readers drawn into the next idea you’re about to share. Make sure your blog post flows in the order the reader would expect it to. Keep it simple and specific to the overall message you are trying to convey.

4. Build in Important keywords. Just like any other content marketing or SEO you do online, keywords will help potential readers find you and should be littered throughout your blog post - where it makes sense. Blogging is another piece of the content marketing puzzle and thinking about it this way will help you get the most out of each post.

5. End with a Powerful cTA. Whether you’re driving traffic through an internal link, trying to get blog post readers to buy your book or to follow you on social media, end your blog post with some sort of Call To Action that feeds the ecosystem you are building. It is also a great idea to use some of these CTA’s as a way to inspire motivation and link that message back to a CTA in your book. For example, if your book is about meditation, use your CTA to encourage your reader to put a 10-minute block on their calendar and meditate at least two days that week.

A Few Ideas to get your Blog Started:

• Use excerpts from your book. Teasers and excerpts are a great way to give readers an idea of what they will find in your book, minimizing the risk of them buying it and not liking it. If they’ve already seen some of the content, it feels less risky for them to make that purchase. Word of caution: Do not publish full chapters. Giving away too much will hurt your book sales, if the reader can get everything from your blog.

• Share characters. If your book is fiction, write about characters in your book. Let the reader get to know the characters and connect with them.

• Share reviews. If your book is already published, share reader reviews and do a deep dive into the review or give your opinion of the review. Keep it positive and authentic. Your readers will feel like they’re really seeing behind-the-scenes.

• Share your writing process. Speaking of behind-thescenes, readers love to know how authors do what they do. Share your process for writing content, how you came up with the idea for your book or how you developed characters.

• Write about your life. Readers love to know that you’re a real person. Share daily experiences, special moments, travel - whatever you’re comfortable sharing about your personal life. Let your readers get to know you and connect with you in your everyday experiences.

Ultimately, you will find that it’s easier to build an audience for your book if you include a blog in your growth plans. Consistent blogging that reinforces your writing, while putting searchable content on Google, is a great way to get in front of more people and drive more traffic to your book.

Tracy Hazzard is a seasoned media expert with over 2600 interviews from articles in Authority Magazine, BuzzFeed, and her Inc. Magazine column; and from her multiple topranked videocasts and podcasts like The Binge Factor and Feed Your Brand – one of CIO’s Top 26 Entrepreneur Podcasts. Tracy brings diverse views from what works and what doesn’t work in marketing, branding and media from thought leaders and industry icons redefining success around the globe. Tracy’s unique gift to the podcasting, marketing, and branding world is being able to identify that unique binge-able factor – the thing that makes people come back again and again, listen actively, share as raving fans, and buy everything you have to sell.