Good question. The question. And if you're asking it, you have all the qualifications necessary to operate one. Read on.
Chances are, you probably outsource some portion of your business, such as marketing or scheduling or curating email. You may outsource your blog and social media posts, too. Those are repeatable activities that net you a big return on investment (ROI), making it worth the money you shell out for it. The good news is, a book can be one of those outsourced tasks, with an ROI even bigger than you’d expect.
By now you probably know how important a book is as part of your content marketing and brand-building strategy. It's an essential part of your growing platform (and a nutritious part of your healthy breakfast).
But what if you don't have a platform?
You might be wondering how a book fits with your content marketing strategy, and that's a Happy Pants Books "favorite question." Because there's a near-endless list of possibilities for leveraging book content in promoting and growing your brand. Here are three you can use right away.
If you're a public speaker, a lifestyle coach, a consultant—anyone who makes your living by sharing your expertise with your customers—having a book is required.
Building social credibility with your audience and potential customers means establishing a strong rapport with them. That can take months, even years, before you see the benefits of those relationships. But what if you could shortcut that, and do it in just 30 days?
There's just something about a book.
Blogs are a great way to keep a conversation going between your business and your customers. Social media is perfect for fast, continuous engagement. eNewsletters are the perfect tool nurturing leads. But a book ... there's just something about books that make them more relatable and more reliable in the hearts and minds of the reader. And because of that, books are an amazing content marketing too
"Why?" That's the question.
Those three letters (and that little squiggly question mark) add up to so many variables and so many options, it can actually get overwhelming. But answering it should be simple. Because the answer to "why" is the key benefit you're offering your customers.
There was a time when you could cram almost any combination of keywords onto a page and it would lead to a decent return, in the form of traffic to your site. "Page juice" was a bankable term for a while—meaning that you could load a page with (usually dubious) content, and that page would draw attention from the likes of Google and Yahoo! and other search engines, who would funnel a crowd of "netizens" (remember that term?) your way, and thus give you the opportunity to make a pitch, close a sale, or at least collect some demographic info.
One of the dangers of the current data-driven marketing mindset is that focusing on the "data story" is a sure way to lodge yourself in the dead middle of your industry. And guess where the most competition tends to hang out? There's a lot less competition at the top (and the bottom).