As authors, you know there are a lot of marketing options for promoting your book these days. There's publicity, advertising and of course social media, but before you invest your money and time, it is important to know the benefits and challenges of the three types of marketing options (commonly known as Owned, Paid and Earned media by us marketing geeks).
- Owned is media you as an author control. It includes your website/s, social networks, blogs, videos, etc.
If your goal is CREDIBILITY, publicity wins as the best option. Reviews and interviews will do more for your reputation than any other form of media.
- Owned: Your content usually has less credibility. We have a joke in our office about such content. We call it the "Aren't we great? Don't you agree?" content. Although content marketing is growing in importance and has many benefits, credibility is perhaps not the biggest advantage here.
However, if you are looking to CONTROL the message, your best bet is paid advertising. It can, however, get expensive.
- Owned: Your content gives you absolute control over messaging and timing but not over reach. You can't control how many people will see your blog or video, but you can post it at the time of your choosing. It's important to have a content strategy and know all the elements of your digital plan, because if you don't invest in your career and brand, no one else will either.
You can control the TIMING of both owned and paid media. Publicity (earned) is tricky to line up perfectly, but good publicists know how to manage the timing of reviews and features.
- Owned: Your content gives you the most control over timing. Depending on your marketing plan, you may release an effective piece of content timed with the release of your new book.
The final decision often comes down to COST. Of course the most cost effective option is to create excellent "media" of your own. It is not free, however, as it takes a great deal of your time.
- Owned: Sure uploading content to your blog, YouTube, Slideshare or social networks like Facebook and Twitter may all be free, but creating that content is anything but free. Developing content on a daily basis takes time, creativity, energy and most of all a good plan.
The best marketing plans typically include a mixture of all three types of media. As long as you understand the difference between them, you can find the right mix for you and your book. Would love to hear what type of media has worked best for you, please leave a comment. Thanks.
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For online publicity, book publishing and social media news, follow Fauzia on Twitter: @FauziaBurke. To talk with FSB and ask your book publicity questions, please join us on Facebook.
© 2013 Fauzia Burke. All Rights Reserved.