7 Essentials of Online Marketing Success for Authors – Part 7: Synergy

Posted May 18th @ 9:24 pm by Roger C. ParkerPrint

Wednesday’s promoting tip for authors

Synergy between book content and marketing content plays an essential role in an author’s online marketing success.

Content synergy pays big dividends to authors who take the time to plan and implement it. Content synergy helps you:

  • Save time. Many authors continually reinvent the wheel, constantly coming up with new ideas–which is great, except when authors get behind in their marketing and important deadlines are missed.
  • Communicate more effectively. Authors who frequently revisit the key ideas and concepts in their book and adapt them in their marketing usually find that their ideas–and their ability to communicate them–improves each time they revisit a topic. New ideas appear and their writing becomes stronger and more effective.
  • Strengthen your brand. Advertising agencies frequently find that their clients want something “fresh and new” just when an advertising campaign is beginning to get noticed and really pay off. Repetition builds familiarity, and familiarity builds comfort–converting awareness into sales. Each time a key book idea appears in an author’s marketing, it simultaneously attracts new prospects and reinforces the idea to those who have previously encountered it.

The roots of synergy

The starting point to online marketing success and synergy begins with a content plan that identifies the key ideas, concepts, and terms that set the author’s book apart from competing books.

Author who identify their key ideas, principles, questions, resources, shortcuts, steps, strategies, symptoms, or tips enjoy a major advantage over their competitors

The exact number of key ideas, concepts, and terms isn’t as important as the fact that you  take the time to identify your key ideas and organize them for easy reference in a single document or file.

Although you can organize your ideas in a list in a word-processed document, visual formats–like mind maps–offer a far more effective way to display the key ideas in a content plan and their relationships to each other.

At left is an example of content synergy showing how a single idea or topic can be easily expanded into a 5-article series:

From 1 idea to 5 different articles or blog posts

  • ARTICLE ONE: The original article, (blog post, podcast, or teleseminar, etc.),  introduces a 4-step process for solving a problem or achieving a goal.
  • ARTICLE TWO: The second article in the series provides more details about the first step, or idea in the 4-step process.
  • ARTICLE THREE: The third article focuses on the second step, or idea, in the series.
  • ARTICLE FOUR: The fourth article focuses on the third step, or idea.
  • ARTICLE FIVE: The fifth article focuses on the remaining step, or idea.

From here, of course, you can probably already see how you could create even more articles based on the same expansion process. For example, you could focus additional articles on implementing, maintaining, or testing the 4-step process. Or, you could address shortcuts or efficiency tips, or the latest changes and trends, in future articles.

Recycling, reusing, & reformatting

In addition to creating marketing synergy and enhanced search engine visibility by expanding topics into a series, a mind map similar to the one above could display an idea that is revisited and reformatted for different media.

  • ORIGINAL IDEA, or blog post.
  • REFORMAT #1 = PODCAST
  • REFORMAT #2 = VIDEO on www.YouTube.com
  • REFORMAT #3 = ARTICLE for www.Ezinearticles.com
  • REFORMAT #4 = SPEECH
  • REFORMAT #5 = PRESS RELEASE
  • REFORMAT #6 = TELESEMINAR or webinar
  • REFORMAT #7 = GUEST POST on another blog in your field

Once you break yourself of the tendency to “reinvent the wheel,” and commit to adapting the key ideas in your book to a synergistic marketing content plan, you’ll fine yourself getting more marketing done in less time while strengthening your brand.

Previous installments

Below are the links for you, if you’d like to review and comment on my previous posts in this series, which I’m currently revisiting.

  1. Part 1: Control. Authors must be able to update their blogs and websites themselves.
  2. Part 2: Simplicity. Clutter is the enemy of effective communications. Clutter weakens messages, whether it originates from too many messages competing for a website visitor’s attention, or too many words camouflaging the truly important ideas.
  3. Part 3: Templates. Writing to fit, based on wireframes that indicate the amount of space available for text, helps you avoid over-writing and clutter.
  4. Part 4: Testing. Testing is an essential part of an author’s commitment to constant improvement. Headlines, prices, and colors are just a few of the elements that can be tested in homepages and landing pages.
  5. Part 5: Browser size. Whenever possible, make sure that the essence of your message appears in the opening screen of your home page.
  6. Part 6: Personas. How to focus your marketing by identifying the key characteristics of your most important readers and online visitors.

Is marketing synergy for you?

Do you think you could greatly benefit from focusing your online marketing on a few essential content ideas and topics that you address from different perspectives in various marketing formats? Share your ideas and questions about creating a content synergy to your online marketing as comments, below. And, share your comments and questions about the earlier posts in my Essentials of Online Marketing Success for Authors series.

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