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)

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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

What I Learned From Fred Flintstone About Social Media

by Shannon Milholland, Social Media Director

I'm not sure if it was his ability to consume a whole rack of brontosaurus ribs or his effusing ways but I was a big Fred Flintstone fan growing up. I would plan my week around when the little stone television would appear on mine. I even considered the name Bam Bam for a son (no wonder I was only given daughters.)


Now you might think of Fred as dense and surly with a negligible emotional IQ but I think he has a thing or two to teach about social media. Here are his lessons:

1. Sometimes you need a little foot power.  Fred maneuvered his car all over town and didn't let the fact he had to use his feet deter his progress. Social Media is all about using your feet. It takes time to walk on the streets of Facebook or stroll about Twitter. You might even get a few callouses on your feet because you have to invest time to implement a legitimate social media strategy.
2. Sometimes you need help from your fellow Water Buffaloes. Fred and Barney would slip away from the girls at regular intervals to attend those oh-so-important water buffalo meetings. Sometimes there would be a coup, a contest or a controversy among the brothers but in the end the Water Buffaloes stuck together no matter what. Every person utilizing social media needs a band of water buffalo brothers or sisters. You need people on social giving the buffalo call on your behalf and telling others how great you are. Assemble a group around you and watch your social media effectiveness increase (water buffalo hats optional.)
3. Sometimes you need to go to the quarry. Day in, day out Fred and Barney faithfully returned to their jobs at the quarry. The work wasn't glamorous. They got few accolades but through consistency they made a living. This same principle is needed in your approach to social media. Visit Facebook, Google+, Twitter and your other social media sites every day. We need to faithfully return day after day to reap the long-term benefit.

If Fred Flintstone can do it, all of us can be successful in social media. So open up your closet, let that bowling ball drop down on your head and be grateful we don't have to use a stone tablet to write our next blog post.

The quarry bird is calling quitin' time so Yabba Dabba Doo to all of you. I'm off to foot pedal my way to a successful social media presence. Won't you join me at the quarry or in the water buffalo lodge?