May 7, 2021 5 min read
The opinions expressed by the entrepreneur’s contributors are their own.
Writing a book is a lot of work – after all, not only are you relying on your own knowledge and experience, but you are also working on case studies, statistics, and more to support your point. While getting this book in and out is a great accomplishment in and of itself, you shouldn’t feel finished with it after you’ve got it ready for publication.
In order for your book to have the most impact on your business, you need to leverage the contents of your entire content marketing plan. In reality, writing a book can make the rest of your content marketing plan easier, not harder. Let’s outline how.
1. Turn chapter sections into blog content
While you don’t want to copy and paste content from your book into your blog, each chapter can serve as the basis for one (or more) blog posts. Grammar Factory recommends that each chapter in a business book break down a main topic into several sub-topics that you can use to explain the main topic in more detail. By focusing on “what, why, and how” for each subtopic, you will create rich, engaging sections for your book.
Following this basic outline also makes it easy to convert each chapter into multiple blog posts. Each subtopic from your chapter should be rich enough to be used as a blog post. Just adjust the wording to match the new format and you can start blogging in one quick clip.
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2. Pull important stats or stories for social media posts
In order for the arguments in your book to be truly convincing, you need to do a fair amount of research. Industry statistics and case studies are invaluable for building your point of view in the book itself, but they also serve as a goldmine for creating social media posts that will grab your audience’s attention.
Aaron Orendorff explains for Write to Done: “Evidence-based posts are ‘viral gold’ because they establish your authority, credibility and individuality. Whether you share the results of a personal test or the results of an online survey, provide original data or display existing data in a novel format, this is always a crowd-puller. “
3. Turn selected sections into video content
Video is generally considered to be the most engaging form of content on the web. In fact, 68% of marketers get a better ROI on video than they do with Google Ads. By turning subtopics from the chapters of your book into videos, you get a very engaging library of content for Facebook, YouTube, and other channels.
Video content can (and should) be much more engaging than simply reading your book. Make your video as dynamic as possible with a personable moderator who can give you a brief overview of the topic. Focus on highlights or key stats so you can keep the videos under two minutes.
4. Use chapters as starting points for podcast episodes
Podcasting has become increasingly valuable in the world of content marketing as well, offering a unique way to reach your target audience while they are at home commuting, exercising, or relaxing. When listeners find a podcast they like, they are very loyal. 61% shop from ads they hear on a favorite podcast.
The chapters of your book are the perfect starting point for creating an engaging podcast episode. You and your guests can discuss the pros and cons of your topic beyond what is written on the page. You can even use subtopics to develop questionnaires when interviewing guests.
5. Create a webinar from book content
Most business books are educational in nature. After all, few things are better for establishing your expertise than helping your readers develop a new skill or improve their skills. But not everyone learns best by reading a book. Many people prefer a classroom learning experience.
To do this, you can use your book to create a series of webinars based on each chapter. You can customize the content of the book to provide a script for up to an hour’s webinar that contains key insights and information. Many companies use webinars as a client onboarding tool or as an additional source of income so that the content of your book can make great use of the content.
6. Provide the basis for guest contributions and appearances
Your content marketing strategy should go beyond your own platforms. Writing a book gives you authority and makes you much more visible to others in your industry. This can be used to provide guest blogging, podcasting, and more that may not have been possible before.
Now, when you contact for these performances, you can factor in the fact that you recently published a book. The added authority you get as a writer makes you a far more attractive guest.
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If you take the time to write a quality book with meaningful insights, it can be so much more than something you occasionally incorporate into your marketing. It can become the foundation of all of your content marketing efforts and serve as a rich source of material that can be used for almost any medium.
In this sense, a book becomes a gift that is given over and over again. Not only will this help grow your company’s audience, but it will also ensure that your content marketing stays consistent with your brand and engages your followers.