The document discusses how content marketing can be applied in the book publishing industry. It outlines that book publishers are well-positioned for content marketing due to their expertise in curating and telling stories through long-form content. The document provides recommendations for book publishers on tactics for content marketing, such as blogging, hosting events, and partnering with other industries to create engaging content.

1. Content Marketing for
Book Publishers
#TechForum
Brian O’Leary
@brianoleary

4. Today’s talk
• How conversion architectures work
• How content marketing applies to book publishing
• Why publishers are well-positioned to compete using content marketing
• How publishers can be good content partners for other companies
• What you can do now to test and prepare

5. Top 10 CM challenges
• Budget (lack of)
• Finding trained CM professionals
• Gaps in knowledge and skills
• Integration across marketing
• Management buy-in/vision (lack of)
• Measuring content effectiveness
• Producing a variety of content
• Producing content consistently
• Producing engaging content
• Technology-related challenges

6. Top 10 CM challenges
Producing engaging content
Producing content consistently
Producing a variety of content
Budget (lack of)
Measuring content effectiveness
Finding trained professionals
Gaps in knowledge and skills
Management buy-in
Integration
Technology issues
0% 15% 30% 45% 60%
45%
53%
58%
16%
22%
27%
30%
31%
40%
40%

7. How many approaches?
• 3
• 5
• 7
• 10
• 12

8. Most frequently used CM tactics
Social media content
Blogs
eNewsletters
Articles on website
Case studies
Videos
In-person events
Illustrations/photos
Online presentations
White papers
Infographics
Webinars/webcasts
0% 25% 50% 75% 100%
59%
60%
64%
65%
68%
73%
74%
76%
79%
83%
87%
93%

9. The 12 most effective tactics
• Blogs
• Case studies
• eBooks
• eNewsletters
• In-person events
• Infographics
• Microsites
• Online presentations
• Research reports
• Videos
• Webinars and webcasts
• White papers

10. The 12 most effective tactics
eBooks
Webinars
In-person events
Videos
Blogs
eNewsletters
Research reports
Case studies
White papers
Microsites
Online presentations
Infographics
0% 17.5% 35% 52.5% 70%
65%
53%
55%
55%
57%
57%
58%
60%
60%
61%
62%
65%

11. – Hugh McGuire
“A book is a discrete collection of text (and other
media) that is designed by an author as an
internally complete representation of an idea, or
a set of ideas, emotions or set of emotions, and
transmitted to readers in various formats.”
An idea
A set of ideas
An emotion
A set of emotions
The basis for a
conversation

12. Source: Mequoda Group

13. How CM applies to book publishing

14. Why publishers are well positioned
• In the business of linking content to markets
• Established as content curators
• Offer access to longer-form content
• Recognize and know how to tell great stories

15. Linking content to markets
• ARCs and galleys
• Blads
• “Search Inside The Book” and its equivalents
• Journey maps

16. New York
Rangers Fans
Suffer From Gout

17. Publishers are accomplished curators
• Provides value to readers
• Creates opportunities to interact more frequently with those readers
• Showcases content depth
• Earns attention from target influentials

18. The web values longer-form content
Sources: Neil Patel, SerpIQ, Garrett Moon

19. The web values longer-form content

20. Components of effective storytelling
• High-quality content
• Understand a target audience
• Focused on niches
• Unique style
• Clear point of view

22. Good content partners
• Industries and niches
• Distinctive, high-quality content
• Need not focus on the industry itself
• Perceived effectiveness of eBooks offers an example

23. What to try now
• Understand how search, social and referral marketing works
• Inventory your content
• Capitalize on the appeal of longer-form content
• Measure what you do

24. What to try now
• Blog about something readers care about
• Think carefully about your calls to action
• Nurture your infrastructure
• Host a live event

25. Image via Shutterstock

26. Wrapping up …
• How conversion architectures work
• How content marketing applies to book publishing
• Why publishers are well-positioned to compete using content marketing
• How publishers can be good content partners for other companies
• What you can do now to test and prepare