Mining Your Book for Multi-Channel Content
September 2, 2020
You’ve finally done it. After years of thinking about it, making the decision to sit down and get to it, and hours at your desk typing away (or chatting with a ghostwriter and poring over edits), you’ve actually written a book. No matter how long the process has taken you, those pages capture decades—if not a lifetime—of hard-won knowledge and experience. With that in mind, there’s so much more you can do with it.
You can—and should—mine your book for multi-channel content, finding nuggets that are perfect for every social media platform out there, as well as your personal website and blog.
So, how do you break down your book into digestible chunks targeted to reach the various audiences with whom you’ve connected? Consider this your quick and dirty guide, starting with the social media channels where your network inevitably spends their time.
Facebook is a great platform on which to build your brand and connect with potential clients and customers. Videos top the list in terms of engagement, outperforming images and links. With that in mind, think about any content that might be particularly well suited for video—a story about how you started your business with nothing but a hand-lettered banner and a folding table, a chapter’s worth of content that can be broken down into a handful of how-to steps (with a plug to read your book for more insight, of course), or even a short clip promoting book-based material that you’ve just shared on your blog (more on this in a minute).
Don’t worry about professional videography equipment, or even one of those fancy ring lights—all you need is your phone and a steady hand, or something that can serve as a tripod. Remember, too, that the video doesn’t have to be perfect. The purpose is connection, and more than anything, people want to connect with someone real.
With that said, photos and links certainly aren’t out of the question. If video doesn’t feel right for you, share an image with a brief story, or simply tee up that blog with a little colorful background to drive traffic to your website.
Instagram has become the go-to channel for high quality photos—and videos, too—that highlight one’s work and life. Beautiful photos of products, behind-the-scenes images, and even childhood picture (particularly if your book tells a personal story) are all great candidates for Instagram content.
Consider posting a high-resolution photo with a caption that piques your followers’ interest and encourages them to learn more.
Quotes also do well on this channel, so don’t be afraid to quote yourself! Present a quote from your book in a visually appealing way, and you’re headed toward increased sales in the time it takes to click the “like” button. With the ability to post on both Instagram and Facebook simultaneously, you can essentially kill three birds with one stone: repurposing that fantastic book content and pushing it out through both platforms at once.
Twitter is all about news, and with its signature character limit, we’ll keep this one short. Think about how you can tie the latest headlines to your book’s content and quickly make the connection. Don’t forget to include a link to your book’s webpage!
You don’t need us to tell you that LinkedIn’s purpose is driving professional connections. But people also head here for industry insight and updates. This may just be the perfect avenue for that story about how you made headway in your career, the tips you continue to draw on for success, and any work-related offerings your book holds.
Your Personal Website
Chances are, in the process of writing your book and drafting your cover copy, you’ve come up with some content that could be a real asset to your personal website. Whether it’s a fresh bio that encompasses all of your accomplishments or a contact page that has the most up-to-date resources for potential buyers, make sure these new pieces are incorporated into your web presence.
The beauty of a blog is that you can curate and communicate the content you want to share in any way you wish. We bet your book can be broken down into dozens of posts that will be useful to your reader—and encourage them to learn more by picking up your opus itself.
A good way to start? Read each chapter with an eye toward themes and topics that jump out. Make a list, and summarize each one. To do this, you can even adapt and edit the existing material—saving yourself a lot of time while investing in an important tool with the potential to really pay off.
And if you’re looking for more insight on how to market yourself and your brand, consider checking out our CEOs excellent book on the subject, Authority Marketing by Adam Witty and Rusty Shelton. Just like mining your own book content for gems, we promise it will be time well spent.