Building a Blog
In the last 48 hours I have written about 15K words of fiction, which is a lot, for me. I have about 20% of the projected length of the novel remaining, and I want to finish it as soon as possible so I can get on to other projects, this summer being very very busy. I’m having fun with the writing, the other things are both more and less fun. LibertyCon at the end of this month, an accuracy-checking gig for a professor who is writing a textbooks, the second half of my General Chemistry, and a week camping out with my kids.
So what does all this have to do with blogging? Well, about a year and change ago, I commited to a daily blog. I’d been trying to blog regularly, and for some reason I lost my mind and decided daily was a terrific idea. Right now I’m looking back at past me and wondering if she was a little soft in the head. I think she didn’t have enough to do, poor thing…
But why? Well, blogging is one way to do what is sometimes called content marketing. In other words, people come to you not to see ‘buy my book!’ but information that interests them, and keeps them coming back, while you subliminally have messages about your books for sale, just not (usually) hitting them over the head with it. Dorothy Grant addressed this nicely in yesterday’s post, how repeating it a few times when you launch is good, but not too often.
Which, since I only launch something every 2-3 months, leaves me with a lot of space to fill up. I decided right away I would make one day a week a book review day. This not only gave me an excuse to read (I was never catholic, but boy, do I get the guilt thing) so I wouldn’t feel guilty about taking time to read when there was work to be done. I wanted to do at least one day a week to writing tips, techniques, and the industry, but I didn’t want the whole blog to be that.
So many blogs from writers are targeted to writers. Think about that… talk about niche marketing. Just how many of your fellow writers are going to buy your books? Now, yes, helping newbies learn is a worthy cause, and it’s part of the reason I do write about writing, or more often, publishing. On the other hand, I wanted posts and articles that would be of interest to the general public.
Take for instance Peter Grant, whose blog Bayou Renaissance Man is very simple in design and layout, but with sheer prolific output and an audience which was interested in the articles he writes on history, guns, and much more, he had a great platform for the launch of his first book. I had a good chat with him on our first meeting about his blog, and it was part of what inspired me to build mine.
Our own Sarah Hoyt is a blogging machine, even though she has been trying to cut back recently. And According to Hoyt is rarely about writing, and only occasionally about publishing. Yet she has a wonderful platform full of fans who refer to themselves as Hoyt’s Huns. This is a power tool in her toolbox of things to help her succeed as a writer, and seller of books.
So here’s the thing, being regular is almost more important than content, but if you don’t have interesting content they won’t come back. I write on food, art, writing, snippets of my work (and rarely, whole stories), social issues, and whatever catches my fancy. I’m not sure, never having compared numbers, how my blog is doing relative to other blogs. However, in the past few weeks, I have seen fans who tracked me down and left me comments praising my work. I have seen, in this year, my ‘followers’ grow, and the daily read-count according to wordpress (I will tell you I know this is highly inaccurate, but I haven’t been able to figure out how to get analytics to work with this blog) slowly get higher. And there have been a few days where the hitcount was astronomical, when I hit a nerve with an article.
Is it worth it? Well, there are always days when I can’t come up with a flippin’ thing to write about. I may, in time and given undue pressure by outside commitments, drop back to 3 days a week. It’s a whole lot of work, it is. I may take the art day off completely, as I watch my hits drop like a rock when I do them. However, the art is something I do for me, so maybe I won’t, either.
I do think that it is helping my sales. My books are hanging in there, and I have fans contacting me to tell me they found my book through my blog. I have people telling me how they appreciate my book reviews and it helps them find other authors (doesn’t help me monetarily, but it gives me a kick). It’s satisfying to do, for now. I do think that a network, like we have been building with Mad Genius club and the people who write for it, is a great way to cross-promote books to fans who might not have heard about them. I’m equally uncertain that ‘blog tours’ do anything at all, having participated in one or two and seen no blip in my sales.
Keep content marketing in mind. Social media blasts to announce a book are all well and good, but if you don’t already have a platform of people waiting to hear you speak, who will hear that blast? Besides, this internet thing is the perfect way for an introverted performer to thrive. I love the conversations a blog post can spark, and how they get me thinking, in return.
Don’t feel like you can manage a blog on your own? Try getting together with a couple other friends, setting an iron-clad schedule, and doing a combined blog. If you can stick to it, that would be a great way to keep regular content, and pool a fan base. Like this blog…