Digital marketing is a science that’s rapidly evolving. As soon as you have it figured out, Google or Facebook algorithms change and your visibility sinks back down into obscurity. One thing has remained constant in recent years, though, and that’s the importance of content in marketing, especially as it related to social media for authors.

Content marketing–or using compelling stories to sell your product–is something that all major brands do. Brands like Nike, Kraft, and Dove spend millions of dollars on content marketing each year. But you have a distinct advantage over these household names:

You write books. You already have content.

Now you just need to know how to utilize it as marketing material. Here are three simple steps you can take to make it happen:

1. Create Community

The purpose of book marketing is to, of course, sell more books. But the way content marketing does this is by creating connections that will, in turn, build community. Base this on high-quality content that your audience can empathize with or finds so fascinating that they simply must know more.

The content might include:

2. Choose Your Vehicles

Now that you have an idea of what to share, how will you share it? There’s no one answer to that question because you need to find what works best for you. The key is to focus on vehicles that not only drive the most traffic but that you can use consistently well.

Here are some ideas:

3. Balance Analytics and Authenticity

Notice that although content marketing is traditionally based in science and analytics, we’ve hardly discussed that aspect of it. Why?

Authentic human connections come first.

Search engine optimized keywords and expertly crafted titles can help, but not at the risk of losing your authentic voice. Even Google agrees. It’s constantly updating its algorithm to measure content for relevance and quality. Basically, your content needs to be interesting and useful to the people it’s trying to reach.

We’ve got some extra tips in our guide 3 Ways to Build Authority as an Author. You began your journey as an influencer when you wrote your book. Now it’s time to add publicity, influencer marketing, and digital relevance (including content marketing) to the mix to build what we call The Road to Influence.

Learn more about how we can help you navigate the journey here.