Experts will warn you not to blog your book. They are right – AND wrong. There are ways to blog your book, and ways not to do so.
The upside of blogging your book
Blogging your book (and sending out the blogs via an e-newsletter) has some fabulous advantages.
Publishing 500 to 700 words weekly for a year or more is a much easier task than sitting down to write 45,000 words in a block.
You get feedback on the way. Some of your blogs will get a big response, and provide solid evidence for what resonates with your audience.
Every book is a storybook. That includes your business book. Yes, we can convince with data, but we connect with stories. Stories hook our hearts. A book without stories is a rant, a lecture or a plea. A book that is underpinned by stories is a powerful bird. On its mighty wings, we soar high above the problems we face and see the patterns, like fields of colour below us. Then we swoop down to look more closely at them on a guided tour.
If you think that blog quality is a subjective matter, think again. You can learn how to judge whether the stories you are publishing are good content – ideally brilliant blogs – and you can learn how to write to the highest standard, too.
By “blogs”, I mean well-thought-out, well-written articles of 400 to 750 words on topics that matter to your readers.
“Quality content” is the biggest factor in the success or failure of your content marketing campaign, the research tells us again and again.
Case studies are a wonderful way to build up content for your blog and your book and build your authority and connections. It’s also a great way to build relationships with people you admire and want to connect with.
An interview – at least one, and ideally more – is the foundation of almost every interesting blog or article, and is essential to writing a case study. If you are not familiar with the process, interviewing can be intimidating. But it is also exciting and fun.