Content marketing is a great way for self-published authors to build an audience, engage with their readers, and just sell more books—all without relying on expensive ads. To get the best results, however, you need to approach it strategically following best practices and avoiding common pitfalls.
Let’s explore how to create a content marketing strategy that’ll work for you.
What is Content Marketing and Why Use It?
First, let’s recap what content marketing is and how authors benefit from it.
Content marketing is the process of creating and sharing valuable content that attracts and retains potential readers.
So, why do you need this? Because content marketing:
- Creates multiple touchpoints with readers, making them more likely to buy.
- Increases visibility without paid ads, ensuring long-term discoverability.
- Establishes authority, positioning the author as an expert or a must-read storyteller.
- Strengthens brand identity, making readers feel emotionally connected to the author’s work.
How Does an Author Content Market?
There are multiple ways for self-published authors to use content marketing, but five of the most powerful ways are:
- Blogging – Writing articles related to writing tips, genre discussions, or behind-the-scenes insights.
- Email Newsletters – Building an email list and nurturing readers with updates, exclusive content, and offers.
- Social Media – Engaging with readers through platforms like Instagram, TikTok, Twitter, and Facebook.
- Podcasts – Reaching audiences through audio content, whether by launching a personal podcast or guesting on others.
- Guest Blogging & Collaborations – Writing articles for popular writing and book-related blogs to reach new readers.
Each is a way to organically attract your ideal readers and build a loyal fanbase.
Strategies for Effective Content Marketing
Now that we’ve got the what, why and how out of the way, let’s discuss strategy.
To ensure long-term success, focus on building an author brand, being consistent and using content effectively.
Develop Your Unique Author Voice
Your ‘voice’ doesn’t necessarily stop at your books. It should flow into your content marketing as well. Think of it as your ‘personality’ on a ‘page.’
Now, this doesn’t mean you have to be mysterious if you write dark romance or bubbly if you write romantic comedy.
The way you feel most comfortable speaking to your readers might be different than the style you use to write. As long as you remember to…
- Be Authentic – Readers will connect much better to someone who feels genuine rather than someone forcing a marketing persona.
- Keep Consistent – Whether blogging, posting on social media, or sending a newsletter, your voice should feel the same.
…you’ll be alright!
Batch Create & Repurpose Content to Save Time
We’ve got ‘building a brand’ and ‘being consistent’ out of the way, but what do we mean by ‘using content effectively’? There’s a couple of strategies at play: the first of which is batching and repurposing.
One of the biggest struggles authors face is finding time for marketing while writing books. Batching and repurposing is a great solution to this.
- Batch create content – Set aside a few hours each month to write multiple blog posts, social media captions, or emails in one sitting.
- Repurpose across platforms – A single blog post can become a YouTube video, Instagram carousel, Twitter thread, and email newsletter.
- Use scheduling tools – Plan content in advance using tools like Tailwind (Pinterest), Buffer (social media), or MailerLite (email).
You’re working smarter, not harder while maintaining consistency!
Mix Evergreen & Trend-Based Content
The second strategy is having a mix of evergreen and trend-based content. See, not all content has the same life span. A well-balanced content marketing strategy will have both evergreen and trend-based content.
Evergreen content is timeless. It includes posts like “How to Self-Publish Your Book” or “5 Ways to Improve Your Novel”. In other words, topics that stay relevant for years. This type of content attracts and builds a long-term audience of readers.
Trend-Based content is immediate. They’re topics deriving from current book trends, viral posts, or season promotions (think “Best Horror Reads This Halloween”). This type of content captures immediate interest and can lead to spikes in traffic and boost engagement.
Both types of content go hand-in-hand, so don’t focus solely on one. Aim to have a 70-30 split between evergreen and trend-based content.
Engage Authentically with Your Audience
Now, creating content is great but we have to remember our purpose. This is all about building relationships with readers (current and potential).
Readers want to feel connected to authors, so engagement is key.
How can you do this?
- Respond to comments on your blog, emails, and social media.
- Ask your readers questions. Encourage interaction by seeking their opinions on book covers, characters, or themes.
- Show up regularly. Consistency (again) builds trust—don’t vanish for months and expect instant engagement when you return.
The stronger these reader relationships, the more invested they’ll be in your success.
Best Practices & Tips for Self-Published Authors
Focus on Providing Value, Not Just Promotion
One of the most common content marketing mistakes is treating it like non-stop advertising. Readers don’t want to keep hearing, “Buy my book!”—they want to be entertained, informed, or inspired.
Instead of “Check out my new fantasy novel!” try “Here’s how I built the magic system in my new fantasy novel.”
Instead of “My book is on sale!” for the umpteenth time try “5 Books That Inspired My Novel (Including My Own!)”
Are you getting the hang of it?
By giving valuable, interesting, and entertaining content, readers naturally become curious about your books.
Build an Email List with a Lead Magnet
Email marketing is the most direct and reliable way to engage with your audience, but people won’t just sign up without an incentive.
This is where a lead magnet comes in.
A lead magnet is a free piece of valuable content offered in exchange for a reader’s email address.
It’s basically an incentive to sign up for your email list.
This might be a free short story, bonus chapter or epilogue, exclusive character art, or even behind-the-scenes book notes.
Lead magnets are great because they’ll attract more subscribers while giving you a direct line to your audience that isn’t controlled by social media algorithms.
Be Consistent, But Sustainable
We’ve said this before, but content marketing works best if you’re consistent.
That doesn’t, however, necessarily mean posting daily. You should choose a schedule that works for you to avoid burnout.
Need an example?
Try blogging weekly or bi-weekly, scheduling newsletters monthly, and posting on social media three to four times a week (using a scheduler).
Of course, this is just one example, but as long as you create a rhythm you can maintain you got this! Remember, consistency is more important than sheer quantity.
Common Mistakes in Content Marketing
Even well-intentioned authors make mistakes. Here are some of the biggest pitfalls to avoid when content marketing.
Trying to Market to Everyone
Don’t post generalized content that doesn’t resonate with a specific audience. Instead, define your ideal reader and tailor content to their interests, genre preferences, and reading habits.
For example, if you write romance then consider focusing on romance lovers (there’s tons of us) instead of all fiction readers.
Ignoring Content Quality
Don’t just rush to post something. This might lead to bland or low-quality content.
Remember, quality beats quantity: one great blog post a month is better than four forgettable ones.
Take time to edit, add visuals, and make posts engaging so that they stand out.
Only Posting Promotional Content
Don’t make everything a sales pitch. It’ll just drive readers away.
Use the 80-20 rule to your advantage by posting 80% valuable content and 20% promotions.
Instead of spamming “buy my book,” share stories, insights, and discussions to keep your audience engaged and coming back for more.
Giving Up Too Soon
This might be tough to hear, but you can’t expect immediate book sales from content marketing. Try not to quit when you don’t get fast results. If you think there’s genuinely something wrong then you can rework your strategy, but don’t quit cold turkey.
Content marketing is a long game. It builds trust over time.
Keep showing up and your audience will show up for you. Authors who post consistently are the ones who see steady audience growth and book sales.
Conclusion
Content marketing is one of the best tools for self-published authors, but it only works if you’re strategic.
- Develop your author voice so your content stands out.
- Focus on long-term engagement rather than quick sales.
- Be consistent but realistic—find a schedule that works for you.
- Avoid common mistakes like rushing to post or focusing only on promotion.
If you provide value, stay engaged and remain patient, you’ll build a loyal audience that supports you and your work for years to come.