Back in the upstart days of the internet, blogs may have been dismissed or overlooked. Gone are those days, and book publicity campaigns now routinely target bloggers with influential audiences. Target readers for books just as easily follow blogs; many are loyal to specific bloggers. When the right person reads your book and posts favorably, it starts a buzz. Even better is when a group of bloggers make posts, and then you have momentum on your side. Savvy authors also offer bloggers free copies or downloads of their books and run contests for followers. It's an excellent promotional vehicle.
Another interesting publicity approach for blogs is writing a guest post. It helps if you follow the blog and have a feel for the blogger and audience. You'll have a leg up when your article fits easily with the blog's successful content. Many blogs also allow for reader comments; some may come as questions. You can continue a conversation with followers in the comment section following your post if you choose. It's a helpful way to build rapport with the audience. Each blog is unique, and you may post to several. When combined with other publicity tactics, you'll have more success.
Regardless of your book's topic, there's a high probability a blog exists on precisely your topic. If you're a novelist, there are book bloggers for your genre who will appreciate your characters and story. Today, there are many high-quality blogs, but choose them carefully, as you would with any media when seeking coverage. Also, keep in mind that not all media will say favorable things. If your book receives an unfavorable review, try to take it in stride and focus equally on the people who liked it. As long as enough are favorable, you'll find success – some famous literary works were panned initially.
Podcasts are another fast-growing online PR opportunity and are worthy of mention along with blogs. Many authors have launched their own podcasts because it requires little expense or time. You can speak on your own or have conversations with guests. If you decide to try your hand, listen to others before diving in. It's wise to respect your listeners' time and keep the content of higher quality. Preparing some notes of bullet points to guide your comments works well, just as it does for a speech. When you have guests and the podcast becomes a conversation, less preparation may be necessary.
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