[et_pb_section fb_built=”1″ _builder_version=”3.22″ custom_padding=”0px||3px|||”][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.27.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]With publications closing and book review sections of newspapers and magazines getting smaller and smaller, authors need to work very hard to find publicity opportunities for their books these days.<\/p>\n
Whether traditionally- or indie-published, authors must seek out new and different ways to get their books in front of readers.<\/p>\n
Fortunately, in a world where so much has moved online, authors are lucky enough, by their very nature, to have a hugely effective weapon in their publicity arsenal: words.<\/p>\n
Having your own author blog and building an engaged community is one way to use your words effectively (and I\u2019ve written about this\u00a0here<\/a>,\u00a0here<\/a>\u00a0and\u00a0here<\/a>).<\/p>\n But another approach is simply to borrow someone else\u2019s blog or website.<\/p>\n Guest posting is where you write a post or article for someone else\u2019s blog or website, thereby drawing their audience\u2019s attention to you and your work. Sounds simple, right?<\/p>\n Yes, and no. There are a few hurdles to jump between \u2018I\u2019d like to use guest posting as an author marketing strategy\u2019 and \u2018oh, look, there\u2019s my post being shared widely on that established blog\u2019.<\/p>\n Firstly, you need to know which blog might be interested in your post.<\/p>\n Secondly, you need to reach out to that blogger and actively pitch your work (it\u2019s a rare occasion where a blogger will contact you and say \u2018I see you have a new book out, please publicise it on my blog\u2019)<\/p>\n Thirdly, you need to know what it is you intend to write about AND how this post will help to showcase your new book.<\/p>\n But more about that lately.<\/p>\n Let\u2019s look at the first point.<\/p>\n There are several ways to find bloggers\/websites to pitch for guest posting. You\u00a0could<\/em>\u00a0try the scattergun approach, whereby you just google \u2018writing websites\u2019 or \u2018author blogs\u2019 and work your way down the list.<\/p>\n Or you could just decide you\u2019ll only target blogs or authors that have minimum 10K followers on Facebook \u2013 or some other arbitrary system you come up with.<\/p>\n You\u00a0could<\/em>\u00a0do that. I wouldn\u2019t recommend it, but if you have a lot of time to spare, then go for it.<\/p>\n Instead, look at your own communities. Look at the websites you follow, the authors you like, the Facebook groups you like to be part of, the people you like to engage with.<\/p>\n Who are they? What do they have in common? Are they sharing links from particular websites over and over?<\/p>\n Make a list.<\/p>\n Now look at your list and ask yourself this question: if I write a post for this blog, will the audience be potential readers for my book?<\/p>\n This is a really important question. Lots of new authors will look at guest posting on blogs where they can write about a subject dear to their hearts: writing. Which is great. There\u2019s no doubt you\u2019ll probably come up with a cracking post.<\/p>\n But the people reading that post will be WRITERS.<\/p>\n And while most writers are also readers, what percentage of them will want to read your book after gleaning all they can from your pearls of wisdom about writing?<\/p>\n With that in mind, have another look at your list of potential bloggers\/websites.<\/p>\n And then make another list about the kinds of websites\/blogs you think\u00a0the ideal reader of your book*<\/em>\u00a0would visit.<\/p>\n That\u2019s your actual list.<\/p>\n You\u2019ll note there\u2019s a * on that description and it\u2019s this: if you are writing for children, for the most part you\u2019ll need to be looking for the ideal\u00a0buyer or recommender<\/em>\u00a0of your book. You\u2019re looking for parents\/teachers\/librarians and the other adults who putting books into the hands of your ideal reader.<\/p>\n Guest posting takes work. Sorry, but it\u2019s true. Now that you have your list of potential blogs\/websites, it\u2019s time to take a very close look at each of them.<\/p>\n First question, does that blog\/website take guest posts? Is there any evidence that other guest posters have paved the way for you?<\/p>\n If yes, then great. If no, chances are that you don\u2019t need to waste your time.<\/p>\n Next, read through the last eight to ten blog posts\/articles on the site. Even if you\u2019re a regular visitor, don\u2019t rely on your memory. The tone and flavour of blogs can change from month to month as the blogger\u2019s circumstances or focus changes, so a guest post idea that might have worked three months ago may not work now.<\/p>\n As you read through, make a note of the tone or flavour of the posts. Try to get an idea of who the blogger is writing for \u2013 what\u2019s their audience?<\/p>\n Have a look at any associated social media \u2013 what kinds of things is the blogger sharing on Facebook? What kinds of comments are they getting? What posts are really working for them on Instagram? Who\u2019s engaging?<\/p>\n Once you\u2019ve got a clear picture, it\u2019s time to brain storm some ideas for THAT blog. Pitching is precise.<\/p>\n A successful guest post is one that provides the blog or website host with valuable content, while ALSO promoting the author\u2019s book in a meaningful way.<\/p>\n You can write about similar subject matter for five different blogs or websites, but the ANGLE of each post\/article needs to be honed differently for each blog or site you\u2019re pitching.<\/p>\n As an example, say I was going to write a post about how to keep 13-year-old boys interested in reading, because my next book is an adventure story for 13-year-old boys. I might pitch three different stories thus:<\/p>\n These are obviously all ideas for blogs or websites that have an adult audience.<\/p>\n If I was pitching the same idea for a website that caters TO 13-year-old boys, I might go with something like:<\/p>\n The 10 best books you\u2019ve never read<\/p>\n \u201cBut where is your book in all this Allison?\u201d I hear you ask.<\/p>\n Oh, my book is in there. If it\u2019s a book list, my book is on that list. If it\u2019s a blog post aimed at adults about why boys don\u2019t read, it\u2019s got all of my experiences with my own sons and why they inform the brand-new exciting adventure story I\u2019ve written.<\/p>\n In fact, that\u2019s a tip for new guest posters \u2013 do NOT forget to put your book in to the text. Don\u2019t just rely on the bio at the end, because readers may not get that far. Instead, start with \u201cWhen I was writing [my book], with its themes of action and adventure, it reminded me of 10 classic adventure stories that kids today will love\u2026 As with [my book], these are books with [insert characteristics] etc etc\u201d<\/p>\n Get your book upfront! And in the middle! And at the end!<\/p>\n But in a natural way.<\/p>\n Once you\u2019ve brainstormed all of your ideas and worked out which is the best fit for each particular blog or website, it\u2019s time to reach out via email.<\/p>\n Keep your pitch concise, covering who you are, the guest post topic you are proposing, how it fits into their site (if they have different series or post types, flag which one you are targeting), whether you can supply images (hint, bloggers really like it if you can) and when you\u2019d be able to get them the post.<\/p>\n If they don\u2019t have guest posts regularly, with a standard template for credits, let them know what kind of info\/links you will supply along with the main article (eg, I\u2019ll send links to my website and book info, along with a 100 word bio and a book cover), to show them your expectations around crediting. You might as well be upfront about this, otherwise you might end up writing an 800-word article for one link buried deep in the middle of the text.<\/p>\n Then cross your fingers.<\/p>\n Be warned that popular bloggers and websites are often inundated with guest post pitches, and you may not even hear back from them unless they\u2019re keen to take up your pitch. Wait a week or two, then send a polite follow up.<\/p>\n As someone who receives a lot of pitches myself, I can tell you that the ones that really spark my interest are the ones where its clear the author has\u00a0really thought about\u00a0<\/em>my audience. If you can tell me quite clearly what\u2019s in your guest post\u00a0for me<\/em>, I\u2019m much more likely to look closely at it.<\/p>\n As a hint, proposing that I do a Q&A with you about your book is probably not going to get you over the line.<\/p>\n I\u2019ve got one word for you: share. Share. Share. Share.<\/p>\n Yes, you\u2019ve written the post to effectively borrow someone else\u2019s various platforms, but extend the reach of that post by sharing on your own as well.<\/p>\n Some of you are probably thinking \u2018but, of course\u2019, but, and trust me on this, I\u2019ve seen many instances where it hasn\u2019t happened.<\/p>\n Guest posting, as with most things on the internet, is best if it\u2019s a two-way street. And, remember, if your guest post does well, your relationship with that blogger is strengthened \u2013 and chances are, you\u2019re going to have more books to promote down the track!<\/p>\n As with most things to do with book promotion and marketing, the answer to this is NOW.<\/p>\n Even if your book is not out for six months, start researching potential blogs and websites now. Begin establishing connections, start to make a big list of potential ideas. You could even write some posts that will start to build your name in that blogger\u2019s community.<\/p>\n Six weeks out from publication, start pitching, giving the blogger a time frame for the post. \u201cMy book is out on 1 August 2020, so ideally this post would run that week.\u201d<\/p>\n Don\u2019t overcommit yourself \u2013 remember you have to\u00a0write<\/em>\u00a0all the posts you\u2019re pitching and you need to do a quality job on each and every one of them. You\u2019re better to send out six highly strategic and well-thought-out guest posts than 13 that you\u2019ve dashed off for anyone who will have you.<\/p>\n Good luck! With publications closing and book review sections of newspapers and magazines getting smaller and smaller, authors need to work very hard to find publicity opportunities for their books these days. Whether traditionally- or indie-published, authors must seek out new and different ways to get their books in front of readers. Fortunately, in a world where […]<\/p>\n","protected":false},"author":2,"featured_media":30894,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":" With publications closing and book review sections of newspapers and magazines getting smaller and smaller, authors need to work very hard to find publicity opportunities for their books these days.<\/p> Whether traditionally- or indie-published, authors must seek out new and different ways to get their books in front of readers.<\/p> Fortunately, in a world where so much has moved online, authors are lucky enough, by their very nature, to have a hugely effective weapon in their publicity arsenal: words.<\/p> Having your own author blog and building an engaged community is one way to use your words effectively (and I\u2019ve written about this\u00a0here<\/a>,\u00a0here<\/a>\u00a0and\u00a0here<\/a>).<\/p> But another approach is simply to borrow someone else\u2019s blog or website.<\/p> Guest posting is where you write a post or article for someone else\u2019s blog or website, thereby drawing their audience\u2019s attention to you and your work. Sounds simple, right?<\/p> Yes, and no. There are a few hurdles to jump between \u2018I\u2019d like to use guest posting as an author marketing strategy\u2019 and \u2018oh, look, there\u2019s my post being shared widely on that established blog\u2019.<\/p> Firstly, you need to know which blog might be interested in your post.<\/p> Secondly, you need to reach out to that blogger and actively pitch your work (it\u2019s a rare occasion where a blogger will contact you and say \u2018I see you have a new book out, please publicise it on my blog\u2019)<\/p> Thirdly, you need to know what it is you intend to write about AND how this post will help to showcase your new book.<\/p> But more about that lately.<\/p> Let\u2019s look at the first point.<\/p> There are several ways to find bloggers\/websites to pitch for guest posting. You\u00a0could<\/em>\u00a0try the scattergun approach, whereby you just google \u2018writing websites\u2019 or \u2018author blogs\u2019 and work your way down the list.<\/p> Or you could just decide you\u2019ll only target blogs or authors that have minimum 10K followers on Facebook \u2013 or some other arbitrary system you come up with.<\/p> You\u00a0could<\/em>\u00a0do that. I wouldn\u2019t recommend it, but if you have a lot of time to spare, then go for it.<\/p> Instead, look at your own communities. Look at the websites you follow, the authors you like, the Facebook groups you like to be part of, the people you like to engage with.<\/p> Who are they? What do they have in common? Are they sharing links from particular websites over and over?<\/p> Make a list.<\/p> Now look at your list and ask yourself this question: if I write a post for this blog, will the audience be potential readers for my book?<\/p> This is a really important question. Lots of new authors will look at guest posting on blogs where they can write about a subject dear to their hearts: writing. Which is great. There\u2019s no doubt you\u2019ll probably come up with a cracking post.<\/p> But the people reading that post will be WRITERS.<\/p> And while most writers are also readers, what percentage of them will want to read your book after gleaning all they can from your pearls of wisdom about writing?<\/p> With that in mind, have another look at your list of potential bloggers\/websites.<\/p> And then make another list about the kinds of websites\/blogs you think\u00a0the ideal reader of your book*<\/em>\u00a0would visit.<\/p> That\u2019s your actual list.<\/p> You\u2019ll note there\u2019s a * on that description and it\u2019s this: if you are writing for children, for the most part you\u2019ll need to be looking for the ideal\u00a0buyer or recommender<\/em>\u00a0of your book. You\u2019re looking for parents\/teachers\/librarians and the other adults who putting books into the hands of your ideal reader.<\/p> Guest posting takes work. Sorry, but it\u2019s true. Now that you have your list of potential blogs\/websites, it\u2019s time to take a very close look at each of them.<\/p> First question, does that blog\/website take guest posts? Is there any evidence that other guest posters have paved the way for you?<\/p> If yes, then great. If no, chances are that you don\u2019t need to waste your time.<\/p> Next, read through the last eight to ten blog posts\/articles on the site. Even if you\u2019re a regular visitor, don\u2019t rely on your memory. The tone and flavour of blogs can change from month to month as the blogger\u2019s circumstances or focus changes, so a guest post idea that might have worked three months ago may not work now.<\/p> As you read through, make a note of the tone or flavour of the posts. Try to get an idea of who the blogger is writing for \u2013 what\u2019s their audience?<\/p> Have a look at any associated social media \u2013 what kinds of things is the blogger sharing on Facebook? What kinds of comments are they getting? What posts are really working for them on Instagram? Who\u2019s engaging?<\/p> Once you\u2019ve got a clear picture, it\u2019s time to brain storm some ideas for THAT blog. Pitching is precise.<\/p> A successful guest post is one that provides the blog or website host with valuable content, while ALSO promoting the author\u2019s book in a meaningful way.<\/p> You can write about similar subject matter for five different blogs or websites, but the ANGLE of each post\/article needs to be honed differently for each blog or site you\u2019re pitching.<\/p> As an example, say I was going to write a post about how to keep 13-year-old boys interested in reading, because my next book is an adventure story for 13-year-old boys. I might pitch three different stories thus:<\/p> These are obviously all ideas for blogs or websites that have an adult audience.<\/p> If I was pitching the same idea for a website that caters TO 13-year-old boys, I might go with something like:<\/p> The 10 best books you\u2019ve never read<\/p> \u201cBut where is your book in all this Allison?\u201d I hear you ask.<\/p> Oh, my book is in there. If it\u2019s a book list, my book is on that list. If it\u2019s a blog post aimed at adults about why boys don\u2019t read, it\u2019s got all of my experiences with my own sons and why they inform the brand-new exciting adventure story I\u2019ve written.<\/p> In fact, that\u2019s a tip for new guest posters \u2013 do NOT forget to put your book in to the text. Don\u2019t just rely on the bio at the end, because readers may not get that far. Instead, start with \u201cWhen I was writing [my book], with its themes of action and adventure, it reminded me of 10 classic adventure stories that kids today will love\u2026 As with [my book], these are books with [insert characteristics] etc etc\u201d<\/p> Get your book upfront! And in the middle! And at the end!<\/p> But in a natural way.<\/p> Once you\u2019ve brainstormed all of your ideas and worked out which is the best fit for each particular blog or website, it\u2019s time to reach out via email.<\/p> Keep your pitch concise, covering who you are, the guest post topic you are proposing, how it fits into their site (if they have different series or post types, flag which one you are targeting), whether you can supply images (hint, bloggers really like it if you can) and when you\u2019d be able to get them the post.<\/p> If they don\u2019t have guest posts regularly, with a standard template for credits, let them know what kind of info\/links you will supply along with the main article (eg, I\u2019ll send links to my website and book info, along with a 100 word bio and a book cover), to show them your expectations around crediting. You might as well be upfront about this, otherwise you might end up writing an 800-word article for one link buried deep in the middle of the text.<\/p> Then cross your fingers.<\/p> Be warned that popular bloggers and websites are often inundated with guest post pitches, and you may not even hear back from them unless they\u2019re keen to take up your pitch. Wait a week or two, then send a polite follow up.<\/p> As someone who receives a lot of pitches myself, I can tell you that the ones that really spark my interest are the ones where its clear the author has\u00a0really thought about\u00a0<\/em>my audience. If you can tell me quite clearly what\u2019s in your guest post\u00a0for me<\/em>, I\u2019m much more likely to look closely at it.<\/p> As a hint, proposing that I do a Q&A with you about your book is probably not going to get you over the line.<\/p> I\u2019ve got one word for you: share. Share. Share. Share.<\/p> Yes, you\u2019ve written the post to effectively borrow someone else\u2019s various platforms, but extend the reach of that post by sharing on your own as well.<\/p> Some of you are probably thinking \u2018but, of course\u2019, but, and trust me on this, I\u2019ve seen many instances where it hasn\u2019t happened.<\/p> Guest posting, as with most things on the internet, is best if it\u2019s a two-way street. And, remember, if your guest post does well, your relationship with that blogger is strengthened \u2013 and chances are, you\u2019re going to have more books to promote down the track!<\/p> As with most things to do with book promotion and marketing, the answer to this is NOW.<\/p> Even if your book is not out for six months, start researching potential blogs and websites now. Begin establishing connections, start to make a big list of potential ideas. You could even write some posts that will start to build your name in that blogger\u2019s community.<\/p> Six weeks out from publication, start pitching, giving the blogger a time frame for the post. \u201cMy book is out on 1 August 2020, so ideally this post would run that week.\u201d<\/p> Don\u2019t overcommit yourself \u2013 remember you have to\u00a0write<\/em>\u00a0all the posts you\u2019re pitching and you need to do a quality job on each and every one of them. You\u2019re better to send out six highly strategic and well-thought-out guest posts than 13 that you\u2019ve dashed off for anyone who will have you.<\/p> Good luck!<\/p>","_et_gb_content_width":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[24,688,5],"tags":[714,724,719,717,716],"class_list":["post-30893","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice-for-writers","category-social-media-writers","category-writing","tag-author-life","tag-blogging-for-authors","tag-book-promotion","tag-build-your-author-platform","tag-tips-for-writers"],"yoast_head":"\nGuest posting 101 for authors<\/strong><\/h1>\n
Where to put your words<\/strong><\/h4>\n
Who are you writing your guest post for?<\/strong><\/h4>\n
The key to a successful guest post<\/strong><\/h4>\n
\n
Now for the pitch<\/strong><\/h4>\n
After your guest post is published<\/strong><\/h4>\n
When to start guest posting<\/strong><\/h4>\n
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"Guest posting 101 for authors<\/strong><\/h1>
Where to put your words<\/strong><\/h4>
Who are you writing your guest post for?<\/strong><\/h4>
The key to a successful guest post<\/strong><\/h4>
Now for the pitch<\/strong><\/h4>
After your guest post is published<\/strong><\/h4>
When to start guest posting<\/strong><\/h4>