Your Blog Strategy ... part 2

by guest blogger Rodney Page

Last month I wrote on the importance of developing a blog strategy. I hope you found the comments helpful, and thanks to you who provided feedback.

Several of you requested additional information regarding the “how’s” of creating awareness for your blog. I’ll share some ideas that that have been effective for me. But remember, your blogging objective, target audience and desired actions of your readers are unique.

Following is a recap of the major elements of a blog strategy for a non-fiction writer. Today we’re focusing on the third question.

• What is your objective? It will likely focus on establishing your expertise.
• Who do you want to read your blog?
• How do you make them aware of your blog?
• What do you want the readers to think or do after they’ve read your blog?

First, develop a comprehensive list of appropriate publications, websites and other related blogs

When blogging to promote a non-fiction work, this task isn’t quite as daunting as it may seem. You are likely already familiar with many of the specialty or trade publications and websites appropriate for your topic. To identify other bloggers, start with these blog list websites (…and there are many others):

• http://www.blogher.com/network  
• http://www.searchenginejournal.com/20-essential-blog-directories-to-submit-your-blog-to/5998/ 
• http://blogsitelist.com/dir/
• http://www.bloglisting.net/

Now, get creative with your Google search terms. Below are a few generic terms, applicable to almost any subject, to add to your topic search:

• Marketing
• Customers
• Media
• Articles
• Comment
• Editorial
• PR
• News
• Recent articles
• Experts
• Readers
• Books

Second, communicate with a person, not a blog, website, or publication

For the targeted blogs, websites, or publications you choose to target, identify the names and email addresses of living, breathing human beings. It sounds simple, but it seems to be getting more difficult as the ‘humans’ hide themselves behind website pre-formatted email templates…and when you fill out one of those, it’s the same as addressing a letter ‘To Whom it May Concern.’ If you’ve searched and searched and can’t find a name or email address, here’s a little trick: in the Google search window type @the organization’s website URL. You’ll be surprised how often names and email addresses turn up.

Third, learn something about the blogs, websites, or publications you will contact

For goodness sake, read a couple of blogs, scan recent press releases on the website, review the last couple issues of the magazine. Weaving a few pertinent facts into your message will work wonders. Doing so demonstrates you are familiar with and taken the interest and time to learn about them.

Lastly, realize that in order to get, you must also give

If you want another blogger to re-post your blog, will you reciprocate? If it would be a boon should a regional publication mention your blog, are you willing to highlight the magazine in your blog before you ask for their help? If a brief mention of you and your expertise on a prominent website would boost your book sales, will you take the time to contribute to the site’s online forum?

I hope you find these additional thoughts useful and, happy blogging!

___________________________________________________

Rodney Page is the author of the upcoming novel Powers Not Delegated. 

A native of Georgia, Rodney's business career includes a variety of senior management positions and consulting engagements in a broad range of industries, from startups to Fortune 500 firms. In 2005 Rodney co-authored Leading Your Business to the Next Level...the Six Core Disciplines of Sustained Profitable Growth. He lives in Atlanta. His passions include hiking, photography, reading, and, of course, University of Georgia football.

Website: www.powersnotdelegated.com

Blog: http://blog.powersnotdelegated.com

Have you gotten your free online copy of Southern Writers' anniversary issue yet? Get it now! www.southernwritersmagazine.com/july-gift.html 

Your Blog Strategy ... You Really Need One

by Rodney Page

You’ve signed all the paperwork, and your book is headed into preproduction. Now, everything you hear and read advises you to get busy on your premarketing, particularly writing a blog.

Well, okay. Sounds good, but what is your blog strategy, what do you write about, who do you want to read it, and how do you get them to do so?

I believe the key question in developing a blog strategy is answered easily: is your book fiction or nonfiction? If nonfiction, you’ll likely pursue a direct strategy. If fiction, your strategy will be indirect.

Direct Strategy for Nonfiction Authors

1.     What is your objective? It will likely focus on establishing your expertise. (Example answer: To be perceived as a top southeastern authority on growing dwarf azaleas.)

2.     Who do you want to read your blog? (Example answer: Amateur gardeners in the southeast.)

3.     How do you make them aware of your blog? (Example answer: Share blog content with appropriate publications, websites, radio shows, other blogs, etc.)

4.     What do you want the readers to think or do after they’ve read your blog? (Example answer: Believe you are an expert on dwarf azaleas; comment on and share your blog with others who need your expertise.)

Indirect Strategy for Fiction Authors

For fiction, the steps are the same, but the objective 1 is quite different. Instead of establishing expertise, the fiction writer will establish awareness of shared interests.

My book, Powers not Delegated, is a political thriller with a decidedly conservative slant. It is my first fiction work, and the target market and key influencers don’t know me from Adam’s house cat. Therefore, using my blog to tout my great writing and plot development skills would be futile. So, what can I do?

Perhaps the best way to illustrate my point is to answer the four questions for my own blog.

1. To create name (brand) awareness at the national level and be perceived as an astute observer of current political events; provide informed political commentary consistent with the readers’ point of view.
2. Target potential buyer subsegments, influential conservative media/editorial commentators, and conservative politicians.
3. Share blog content with appropriate publications, websites, radio shows, other blogs, etc.
4. “This guy knows what he’s talking about and shares my views”; “He writes well”; “I would consider buying his book”; “I (key influencer) would consider endorsing his book.” Comment on and share my blog with others who would enjoy my views.

Lastly, I suggest several “rules” for both fiction and nonfiction bloggers:

• Stick to your plan; the temptation arises to veer off course and post something that has nothing to do with your blog’s strategy. Don’t give in.
• Set quantitative and timing goals and stick with them. I write two blogs weekly and attempt to post them on Monday and Thursday mornings.
• Always respond to any comments quickly and courteously.

I hope these strategy ideas help you. If you’re left wondering how to reach these goals, that is a separate post that I’d be honored to address in a future Suite T. Blogging is made for us writers! Now, get to it. Strategize, write, and grow your following.

(read part 2 of Rodney Page's Blog Strategy advice here)

___________________________________________

Rodney Page is the author of the upcoming novel Powers Not Delegated. 

A native of Georgia, Rodney's business career includes a variety of senior management positions and consulting engagements in a broad range of industries, from startups to Fortune 500 firms. In 2005 Rodney co-authored Leading Your Business to the Next Level...the Six Core Disciplines of Sustained Profitable Growth. He lives in Atlanta. His passions include hiking, photography, reading, and, of course, University of Georgia football.

Website: www.powersnotdelegated.com

Blog: http://blog.powersnotdelegated.com

Tortilla Flat

by Doyne Phillips, Managing Editor

Tortilla Flat, do you recognize the title? Written in 1935 by one of our greatest novelists, his fourth novel was an account of friends enjoying life after the Great War.  This sometimes forgotten novel was the author’s first critical and commercial success. It was made into a movie some years later with stars such as Spencer Tracy, Hedy Lamarr and John Garfield. This often forgotten title was just the beginning for the author. Greater known titles, such as Of Mice and Men, The Grapes of Wrath, Cannery Row and East of Eden were to follow. John Steinbeck was getting the critical and commercial acclaim as well as the recognition of the public with Tortilla Flat.

 

In our local Barnes and Noble there is a reprint of a promotional poster for Steinbeck’s Of Mice and Men by noting him as author of Tortilla Flat. I found that interesting. I am looking back at all his great titles and the poster was looking forward with only the one successful novel under his belt. Tortilla Flat was his launching pad. The movie Tortilla Flat had yet to be filmed and wouldn’t be for another two years so there was not recognition from the movie. The recognition was strictly from the book itself which was published two years earlier. The Grapes of Wrath came along in 1939 followed by the film Tortilla Flat in 1942. Cannery Row was written in 1945 and East of Eden in 1952. All of which we now recognize as better known titles but again our timeline is seen from the future.

The promotion of Of Mice and Men was carried by the success of Tortilla Flat so the question is, “What is your Tortilla Flat?” What is it you can use for your launching pad? It is something well known or soon will be well known? Whatever it is you must use it. Steinbeck did and then in future years he used The Grapes of Wrath to promote Cannery Row and again all of the above to promote East of Eden. We must use what we have whether it is known or not. Move ahead with your success to support you no matter how large or small you may think it is. Use your Tortilla Flat and who knows, the next time you may use your Of Mice and Men to promote your very own The Grapes of Wrath. Promote yourself! 

Getting Closer to Elvis

by Doyne Phillips, Marketing Editor

I was once checking through customs in Rome and the young lady, seeing I was flying into Memphis TN, asked me if Elvis was still alive. I answered, “Some think so”. She said, “Before I die I am coming to Memphis to see Elvis”.  

Have you ever been to Graceland? Millions have gone there to get closer to their idol; “to see Elvis.”  

The Turner-Ingersoll Mansion, a seaside home in Salem, Massachusetts, was built for Captain John Turner in 1668. Having visited the home I can easily see the attraction. But the draw is Captain John Turner’s cousin Nathaniel Hawthorne. Hawthorne wrote a book about the home and due to the popularity of the book the home is better known by the title of the book, The House of the Seven Gables. Seeing the home with its secret staircases and notable architecture makes the book come alive. 

In Oxford MS, not far from the Greek revival home known as Rowan Oak, you can find seated on a bench in front of City Hall a life size bronze statue of Rowan Oaks' former owner William Faulkner. Faulkner’s writing about the area in which he lived went so far as to have a detailed map of the fictitious county of Yoknapatawpha. From this many locations were spoken of in his books As I Lay Dying, Sound and the Fury, Absalom, Absalom!, and TheUnvanquished. It was believed to have a strong connection to the county of Lafayette, the county in which he grew up. Tours of the home, the city and surrounding areas are available.   

The question is, like the chicken or the egg, which came first? Were people drawn by the book, the author, or the location?  I think the answer is not which one came first but how wonderful the connection is. It is like Graceland and Elvis!

Let’s take that concept one step further. What if you wrote a book about a specific area that was a popular tourist area and also used the location to market the book? In April 2011 Andrew Andrews published The Noticer, which made the New York Times Best-Seller List. It is about a mysterious man suddenly appearing to certain citizens of Orange Beach and Gulf Shores, AL and assisting them with their problems by using common sense. This was based on a true encounter Andy Andrews had years ago in that same location. Orange Beach is now Andy’s home town. It is also the Gulf Coast destination of hundreds of thousands of beach goers each year, my family included. 

 

On a recent trip to Orange Beach I discovered in a gift shop Andy’s book The Noticer displayed alongside a Points of Interest brochure. The brochure compiled points of interest in Orange Beach and Gulf Shores AL "that have special meaning for New York Times best-selling author Andy Andrews.” How brilliant! The connection with the book and the author are much stronger when you can see where the story took place.  

If you have written a book and have used a well-known destination a brochure like this may be of help. If you are considering writing a story and have yet to decide on the location, again this may help. Help your readers to make the connection. You can’t leave Graceland without feeling a little closer to Elvis.