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8 Days of Content Marketing – Day 8: Publishing

When a person becomes an industry thought leader, a natural progression is to write a book. It’s also a good idea if you’d like to solidify your credibility as a writer, speaker or entrepreneur. For content marketing purposes, the possibilities are endless. Between previews, promotion from the author or publishing house’s networks, social media conversations, excerpts used, release and book signing events, content to market is generated en masse. If you want to be the industry leader of how to sell widgets, a long term goal would be the

However, be careful about which method you choose for publishing. Whether you’re writing a self-help book, providing professional advice or just expressing your thoughts, think about what content you’re sharing. Which way of publishing benefits you and your company best, and which makes the most sense? Here’s a breakdown of the three typical publishing structures.

Self-Publishing/eBooks – You have total control of the content, have 100% of the profit, but no help. It  takes less time because you publish on your schedule, which is crucial when you want publish time-sensitive content that’s professional advice or opinion. You also have control of how you promote or share the information within the book. However, you do not have the benefit of an editor, which can be a huge problem for some writers. Lulu and CreateSpace are two websites that help authors self-publish.

Independent Publishers – While independent publishers care about the content, you lose a bit of control and you usually end up footing the bill on the front end. It also takes more time to go through editing and actual creation, and you share profits at the end. On the bright side, you get an editor and help publicizing your book. An interesting model is how the Content Marketing Institute actually because an independent publisher using content marketing. Read the blog post by Joe Pulizzi.

Traditional Publishers – These are the big boys:  Penguin, Pearson, McGraw-Hill, Oxford University Press, etc. Even if you are a previously published author, it’s getting harder and harder to get your book published traditionally. The process is lengthy, and unless you hit the New York Times Bestseller List, it isn’t very profitable either. First you have to negotiate the book deal. IF they buy the rights to your book, you lose most control of the content. They will edit and promote how they see fit and then give you the royalties when it sells. What most people don’t realize is that unless you are a renowned author, or a household name, there isn’t that much promotion on the publisher’s side. Many authors hire their own publicist. The real benefit of traditional publishing:  sometimes you can get paid upfront to write the book.

For more information, How Publishing Really Works has a lot of information about all types of publishing and what the process is for each.

Want more on how to optimize your search visibility and website traffic using concise, high-impact content marketing strategies? Take a look at our 2-day Content Marketing Boot Camp!


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