Where Does Your Blog Fit into Your Book Marketing Activities?

by Karen Jonson

If Your Blog isn’t Working, Don’t Blame Blogging — Work on Your Blogging Strategy

Diagram of book marketing program

I’m no artist, but I drew up this simple diagram to show authors how their blog fits into their book marketing program. Learn more in the Book Marketing Workshop starting March 14th. Click image to download.

Blogging doesn’t work!

Have you heard that comment before? I have. A lot.

I’ve found that many authors have tried blogging. But when it doesn’t result in tons of book sales, they blame blogging.

I’m going to be blunt for a minute: Authors who blog well, never say that.

In other words, it’s not the fault of blogging. Blogging works when it’s done right. Blogging doesn’t work when it’s done poorly.

The mistakes authors are making include the following:

  • Writing only about what they want to write about, not what their readers want to read about.
  • Not posting their best work on their blog.
  • Not posting regularly.
  • Not creating a strategy on how to attract readers to their blog.
  • Not creating a strategy on how to communicate with people who do come to their blog.

So how should authors approach blogging?

Your Blog Takes Center Stage — All Promotions Flow in and All Communication Flow Out

Since creating my free Blogging 101 Course for Authors, many authors have asked me: “Where does my blog fit into my book marketing program?”

I’ve tried describing it in words. But that’s not always been the most effective way to describe the process. So I decided to give authors something visual.

I’m no artist. However, I didn’t let that minor point stop me. I went to the store, purchase some colored pens, and drew the basic elements of the book marketing system I recommend.

I think this simple graphic explains it well.

Download the Diagram Here — Book Marketing Program Diagram

Here is an explanation to flesh out the details in the diagram.

Step One: Discovery — Learn How to Help Readers Find You

The first phase of your book marketing program should be to create a variety of ways for readers to find you — like social media, traditional media, and public speaking.

Each of these discovery avenues should lead the readers to your blog, like rivers that flow into oceans.

The reason for this is that you want an opportunity to build relationships with readers — because that’s the most powerful way to get people interested in your books today. And your blog is the best medium for that task.

So, whatever means you use to make readers aware of your books, always, always, always include an invitation to visit your blog.
If the invitation includes a freebie — like a free chapter or two from your book, it will work 100x better than no free offer.

Step Two: Your Blog — Learn How to Attract and Nurture Future Readers

Your blog offers you so many advantages in today’s increasingly competitive world of book publishing.

It’s where your future readers can get to know you and your books, stay in touch, and hear about new books you are publishing.

It’s your home base.

So give your blog the appropriate amount of time and attention when setting it up your blog and planning your blog strategy.

Step Three: Communications — Learn When to Post and What to Say

Communicating with your readers is about building relationships and nurturing them towards a sale — versus beating them over the head with sales offers.

Experts recommend that for every sales message you send, you send three to five non-sales messages. These could include your regular blog posts, news reports, links to other news of interest to you and your readers, etc.

Then when you send an email announcing that your new book is for sale, your subscribers will be more welcoming toward the message — and more likely to purchase your book.

After all, they’ve become fans of your writing on your blog.

I hope this short post helps you understand how a blog fits into your book marketing program.

The good news is that once you set up your blog and smart blogging strategy, your life will become so much easier — because you just keep repeating these three steps to find new readers and make more sales.

Learn more about how to use your blog more powerfully — and how to set up your own highly effective book marketing program in the Book Marketing Coaching Workshop starting March 14. You’ll learn to find more readers and make more sales.

Special Offer – sign up now and get ALL four free book marketing bonus reports.

Space is limited. Sign up now to secure your seat!


{ 7 comments… read them below or add one }

Jennifer March 8, 2015 at 10:19 pm

Thank you, I have struggled with the blog because I am writing about self-publishing on my blog to attract clients, but my books are about personal finance or marketing! So I am changing the self publishing over to another business site, so that I can focus on my own fun and friendly content.


Trish March 9, 2015 at 11:33 am

This is great information, but I am confused about the difference between the role of my blog and the function of my website. I kind of feel they should be one and the same. Am I right?


Karen Jonson March 9, 2015 at 11:57 am

Hi Trish, That’s a great question — but it has two answers.

1. Yes, they can be the same site. Your blog can do it all. This is normally what people are doing now.

2. However, you could also have them as separate entities.

If you have both, a solution is to add a blog link to your website.

So do you understand the ideal function of a blog for attracting potential book buyers/readers, and communicating with them once you do?


MERRILL J. DAVIES March 9, 2015 at 3:13 pm

I have just added a link to my blog on my website! Thanks for all the information you are sending me. I feel like I have learned so much and the book marketing workshop has not even started! I am now deep into filling out the author questionnaire. Some of the material I actually did with my other two books, but this is even better!


Karen Jonson March 9, 2015 at 7:48 pm

Hi Merrill – Thank you so much. That is so great to hear. I hope I continue to meet your expectations throughout the Book Marketing Workshop.


SA Collins March 10, 2015 at 7:54 pm

Thanks for posting this. No doubt you have some excellent tips to take in and absorb/process or distill into what we’re doing as authors. I think it also is incumbent upon the author to understand who their market is. Extolling on topics that might be tangential to your primary subject matter might be of slight interest, but it can also give readers the idea you’ve gone off the rails too. Also, since I come from the tech world (Systems Engineer here for over 30 years), I think that it is prudent for authors to not only understand technology but to deep dive and embrace it. You don’t use a hammer for everything – learn what tools work and for what purpose. I recently found an excellent article on the subject of SEO’s in your blog and how best to use them with an eye to Google Analytics. All the best writing in the world won’t serve you as well as if you don’t have a solid understanding of the tools behind the curtain. We’re all the wizards in Oz, folks. Time to start acting like it. When I blog I do so when something stirs my passions. I often write about the development of character, or the deep psychological dive (I come from years of working in professional theater as a classically-trained Opera singer/actor) of why my characters do what they do. I balance what I am writing against other masters of literature. But first and foremost it has to show passion. As they say in theater – no phoning it in. The audience WILL know the difference. Great post! Can’t wait to see what else you’ve got going. Cheers! SA C.


Karen Jonson March 10, 2015 at 10:07 pm

SA – thank you so much for your commentary. I love it! You are so right on — and that is excellent insight for authors. In fact, I want to interview you for a blog post to explore this more with you!!


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