Authors today are desperately trying to figure out new ways to market and promote their books in a crowded digital space where attention is the new currency. Non-fiction authors struggle to engage an audience that is interested in their subject matter and willing to interact with their content. One method that is extremely effective but highly underutilized by authors when it comes to book promotion is podcasts.
Renowned PR expert and national TV personality Lauren Cobello, host of the Beyond the Cover Podcast, has found that podcasts offer a great outlet for helping non-fiction authors elevate their brand and boost their book’s visibility.
The Benefits of Podcasting for Book Promotion
- Targeted Audience Reach: Podcasts have taken the internet by storm, appealing to millions of listeners who tune in regularly for their favorite shows. A compelling attribute of podcasting for non-fiction authors is the ability to speak directly with exactly the audience you want. There are a variety of talk shows online that address anything from health and wellness to entrepreneurship or personal development. That means that authors can reach people who are already interested in their book’s subject by appearing on the right podcasts.
- Establishing Authority and Credibility: Podcasts allow authors to demonstrate their knowledge of a particular subject. This not only increases the exposure for their books but also establishes the author as an authority in their field. According to Lauren Cobello, “Podcast interviews allow authors to go beyond the pages of their book, offering deeper insights and personal anecdotes that resonate with listeners. This builds trust and credibility, which can be more impactful than traditional marketing methods.”
- Building a Personal Connection: Unlike other platforms, podcasts share an intimate tone and conversational style. The style of podcast recording is often quite informal and in-depth, which typically allows listeners to feel most connected with the hosts and guests. This gives authors the chance to form a bond with prospective readers on an emotional level, which increases the chances they will buy the book and continue reading your future work.
- SEO and Online Visibility: This is a big motivator because podcasts improve online visibility. Podcast episodes are often transcribed and shared across various channels with backlinks to the guest’s website or book landing page. This improves an author’s search engine optimization (SEO) and increases readers’ chances of finding their book online, which not only brings direct traffic but also more visitors.
Tips for Getting Featured on Relevant Podcasts
- Research and Identify Targeted Shows: The initial step to effectively use podcasts for book promotion is right there in the roots, i.e., choose some podcast shows that go with this topic of your books. “Not all podcasts are created equal,” says Cobello. “Authors need to focus on finding shows that cater to their target audience.” Research and locate popular shows that would cater to your target audience, having an established listenership already in place as well as the ability for them to interview guests.
- Craft a Compelling Pitch: Once you have reached out to the podcasts that are right for your message, it is time to pitch yourself as a guest. Keep your pitch concise and describe why you are qualified to talk about the subject, what value it will add for their listeners or readers, and how your book is tied into their content. Lauren Cobello suggests, “Focus on what makes your book unique and how your insights can help the listeners. Remember, it’s not just about promoting your book—it’s about providing value.”
- Leverage Your Existing Network: If you already know podcast hosts or others who have been guests on podcasts that fit in with your target audience, don´t be shy about contacting them. Personal recommendations can go a long way in securing guest spots. Cobello also suggests using social media to link directly with hosts, participate in their content, and form relationships before pitching.
- Prepare for the Interview: Once you have been able to secure that podcast interview, it is time to get prepared. Listen to a few episodes before so you know the host interview format and what type of questions they usually ask. Have your main talking points down, and remember you are here to talk about yourself, but also keep it as a conversation. Cobello emphasizes the importance of storytelling: “People connect with stories. Share personal experiences and anecdotes that tie into your book’s message. This will make your interview more memorable and impactful.”
- Promote the Episode: After your episode goes live, spread it on all of your profiles. Post it on social media, send it out in your email newsletter, and feature it on your website or blog. The more you promote that episode, the bigger the audience it will get, which in turn results in increased options for your book.
Discover Beyond the Cover Podcast
Find out how you can use podcasts to boost the desired results of your non-fiction book by listening to Lauren Cobello’s Beyond the Cover Podcast. Join the ranks of industry thought leaders to pick up a few tips and tricks that you can incorporate into your very own business strategy. Visit us today and start becoming known as a thought leader in your industry.