Branding a blog to write a book makes perfect sense because blogs are an integral part of brand building. Regular posts function to establish the authority of a business or person within a given marketing niche. So why not transform that established expertise into a book that could eventually be self-published to sell online or offer at speaking engagements?
A focused blogging path is one where what is written frames a discussion important to building a brand. Over time, a thoughtfully branded blog will contain regularly scheduled posts under a subset of topic categories. Consistency is important in meeting subscribers’ expectations.
Creating a Rough Draft
Gathering related posts into a rough draft of a book is a great way to re-purpose content. Blog content can also be repurposed by packaging related posts into informative pamphlets to sell or to offer as a downloadable sign-up incentive for new subscribers.
If posts tend to get written on the fly, a blogger has more work cut out for herself with this less focused approach, but it’s not an insurmountable task. It’s okay to take inspiration from timely news items or trending topics, so long as the content works to engage the blog’s community in an ongoing discussion that establishes the blogger’s expertise.
However, proceed cautiously as a higher proportion of posts will need major revisions or cut entirely from being included in this more haphazard approach to branding a blog to write a book.
In the beginning, a blog might lack a clear focus, especially if the blogger has never blogged before. It took me three years to find the right groove for Word Bank Writing & Editing’s blog Make Every Word Count. It then took another year to further hone the types of posts that appeared.
Only now in my fifth year, have I devised a posting schedule I feel fully supports my brand. I prefer an eclectic mix of topics related to my niche, and I am well aware no books will likely ever be born from my posts. On the other hand, I am utilizing a monthly newsletter to create content that will become an author’s guide to book clubs for current and new subscribers alike.
It’s possible to develop a blog post editorial calendar that allows sections of chapters or even entire chapters to be drafted. It only makes sense that the more posts you write, the more quickly you can turn these into a book.
It takes time to write a blog and distribute it to social media networks to attract new readers and subscribers. The blogger also needs to respond to comments.
My advice is to start small, especially if just starting out. Be patient and do the necessary research to see what others are blogging about in a given niche while also devising a workable editorial calendar.
As much as we all long to be considered experts in our field and even thought leaders, bloggers are only mere mortals and occasionally have the all-to-human need to go off topic. Consider this an opportunity to take up a signature cause.
For instance, I proudly support national park conservation efforts and the Humane Society of the United States. These are causes I am just beginning to include in the conversations that relate to my brand as an author an editor.
It’s undeniable that people connect via stories, but the stories shared on a blog should ultimately support the brand. If a blogger is compelled to share pet and vacation photos, by all means do so if the content can be woven into the blog’s brand. If not, a second and more personal blog might be the best fit for those types of conversations.
Have you ever considered branding your blog to write a book? How have you noticed some of your favorite bloggers handling the occasional off-topic post?
Truth really is stranger than fiction, and it’s a long damn story. Jeri Walker’s short stories, creative nonfiction, and psychological novels (in progress) show the influence of being raised by a bipolar mother in the eccentric North Idaho mining town of Wallace as well as the trauma of being abandoned by her Jekyll-and-Hyde ex whom she fell in love with while working in Yellowstone National Park. She and her demanding pets call the Pacific Northwest home. In the continual pursuit of finding herself, she plans to someday live in an RV or a tiny house. She dwells online at Word Bank Writing & Editing, grateful to be charting a course as a freelance editor and writer. . Connect with her at JeriWB.com or browse her books.