Book launches are exciting. There’s tons of buzz, activity and hopefully a wave of sales. But here’s the problem: most authors treat their marketing like a 3-week sprint when they should be thinking like marathoners. Why? Because you don’t just want your marketing to work for a month. You want a strategy that sells your books next month, next year and long after launch day fades.
That’s where content marketing comes in. It’s not about going viral or churning out blog posts for the sake of it. Instead, it’s about building trust with readers, creating value and positioning yourself as the go-to voice in your niche or genre.
Whether you write mystery thrillers or business strategy guides, content marketing gives you something most authors never build: consistent momentum. Let’s break it down step-by-step.
Why Content Is Non-Negotiable for Authors
Think about your own buying behavior. When you discover a new author, do you buy their book immediately? Or do you read a blog post, check out their socials, skim reviews or download a sample first?
Content fills the gap from “browsing” to “bought.” It keeps people around. It builds familiarity. And it gives you multiple touchpoints with potential readers before they hit “buy now.”
Plus, it helps your site rank higher in Google, keeps your email list engaged and gives you something to promote that isn’t just “here’s my book again.” This isn’t just a bonus strategy. It’s your engine to build a thriving author career.
Step 1: Choose Your Core Content Pillars
You don’t need to write about everything. You just need a few consistent themes that support your book’s message and brand. Clarify these first and everything else becomes easier.
If you write nonfiction:
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Expand on the big ideas from your book
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Break chapters into smaller “how-to” blog posts
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Share case studies or behind-the-scenes context
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Create thought leadership articles on your topic
If you write fiction:
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Dive into character development
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Share short stories or flash fiction
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Talk about your unique creative process
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Discuss writing life, inspiration or genre trends
Pick 2 to 3 content themes that excite you and tie directly back to your work. That gives your content structure without boxing you in.
Step 2: Start With Evergreen Content
Evergreen content stays relevant long after it’s published. These pieces should form the backbone of your content strategy. Let’s share some examples:
“The Real Story Behind My Book’s Ending”
“5 Lessons I Learned Writing Historical Fiction”
“How I Landed My First 1,000 Readers Without Paid Ads”
Each piece should end with a strong call to action, like:
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Download a free chapter
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Join your author email list
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Preorder your upcoming book
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Share the post with fellow readers
One powerful blog post can generate new traffic for months (or even years) with the right optimization.
Step 3: Turn One Post Into Several Pieces of Content
You don’t need to be everywhere. But you can do more with less by repurposing your best work. Here’s how one blog post can stretch:
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Turn it into a short video or reel
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Pull a quote for Instagram or Twitter
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Create a carousel with a list-style version of the tips
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Record a podcast episode or voice note expanding on the idea
It’s not always about creating more content. A great strategy is to leverage existing content across multiple domains.
Step 4: Create a Simple Publishing Schedule
Once a week is amazing. Once every two weeks works. Even once a month builds momentum if you stick with it. The key? Use a system and stick to a schedule like this:
Monday: Draft a blog post
Tuesday: Repurpose one idea for social
Thursday: Send a short email featuring the post
Friday: Respond to comments and connect with readers
Batching content is a popular strategy. Ultimately, you want to keep your strategy manageable enough to stay consistent. Because without consistency, content goes nowhere.
Step 5: Mix in Reader-Focused Content
Not everything needs to sell directly. Some of the best content should serve to serve (and engage) your audience without trying to sell more books. Ideas:
“What I’m Reading This Month”
“Reader Q&A: How I Develop Plot Twists”
“Playlist I Wrote My Latest Chapter To”
“Behind the Scenes of My Next Book Cover”
The goal? Build connection. Give people a reason to check back, open your emails, and feel like they’re part of your process.
Step 6: Use SEO to Bring in New Readers
This part scares some authors, but it doesn’t need to be complicated. Do basic keyword research using free tools like Ubersuggest or Google’s autocomplete. Look for questions or topics your ideal readers are Googling.
Once you have those, then write a post answering the question in your own unique style. Use natural language while making sure the main keywords appear several times. Then, link to your own book. Over time, you’ll rank higher and those readers will land on your content, not someone else’s.
Step 7: Include a Clear Next Step in Every Post
Every piece of content should point readers toward something. Not always the book itself, but different ways to engage with you, such as:
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A link to another blog post
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A lead magnet to join your list
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An invitation to reply or comment
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An exclusive preorder announcement
The key is variety and consistency. Don’t let the post be a dead end with nothing to offer. Keep it simple and test what people are most interested in.
Content Isn’t King. The Right Content and Strategy Are.
Being an author has changed. The days of publishers doing the heavy lifting are long gone. Today, content marketing is how you stay visible and in the minds of readers. Especially when you’re between projects.
And if you’re not sure where to start or how to turn your ideas into a content strategy that grows your audience, Slamdot is here to help.
We work with authors across genres to build beautiful, functional websites, create email and content strategies and make sure your book sells for years to come.
Want to see how we can help? Contact us today!
