HOW AUTHORS CAN USE CONTENT MARKETING TO SELL MORE BOOKS

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Let’s face it: shouting “Buy my book!” into the void of the internet rarely works. (Unless you’re shouting at your cat. Then it works perfectly—because the cat ignores you and you can get back to writing.)

So how do you get readers to care about your books before they even know who you are? Two words: content marketing.

Now, don’t let that term scare you. Content marketing is just a fancy way of saying: “Share useful, entertaining, or inspiring stuff so people want to hang around you, and eventually buy your book.”

Here’s how authors can do it without feeling like a slimy salesperson:

1. Think Beyond the Book

Your novel or nonfiction title is one piece of content. But what about the world around it?

  • If you write fantasy, create blog posts or TikToks about mythical creatures, magic systems, or behind-the-scenes maps.

  • If you write romance, share “date night” ideas inspired by your characters.

  • If you write nonfiction, drop quick tips from your book that solve everyday problems.

Readers fall in love with you and the universe you create. Not just the book cover.

2. Play With Different Formats

Not everyone wants to read long blogs (ouch, but true). So mix it up:

  • Short videos – show your messy writing desk or do a dramatic read-aloud of your favorite passage.

  • Graphics & quotes – Canva is your best friend. Pretty images with quotes spread fast.

  • Email mini-stories – send your subscribers little “extras” they can’t get anywhere else.

The key? Don’t just repost the same thing everywhere. Keep it fresh so readers feel like they’re part of your journey.

3. Tell Stories (You’re Good at That!)

Here’s the beautiful part: authors already have a superpower—storytelling.
Instead of “buy my book,” try:

  • Sharing the story of how an idea struck you at 3 a.m.

  • Telling readers about the day you almost quit writing.

  • Giving them a peek at the embarrassing early drafts (everyone loves a glow-up story).

People remember stories way more than pitches. And when they’re invested in yours, they’ll naturally want your book.

4. Make It About Them

Here’s the trap: authors often make content about themselves. But readers want to know: “What’s in it for me?”

  • Give them useful tips.

  • Make them laugh.

  • Help them escape their stressful day.

When your content makes their life better in some way, they’ll happily stick around.

5. Be Consistent (But Not a Robot)

You don’t need to post every five minutes. But showing up regularly builds trust.

  • Pick 1–2 platforms you enjoy.

  • Post something once or twice a week.

  • Let your personality shine through (awkward jokes and all).

Readers don’t want perfection. They want connection.

Final Thoughts

Content marketing isn’t about tricking people into buying your book. It’s about building relationships, giving value, and inviting readers into your world.

So the next time you’re wondering how to sell more books, remember:
    Share your world.
    Tell your stories.
    Make it fun.

Because when readers feel connected to you, your book sales naturally follow.

Thanks for reading!
Michelle Files


Michelle Files writes Mystery/Thrillers, Small Town Dramas, and Non-Fiction Books for Authors. She is also a professional copy editor and proofreader. Find her at MichelleFiles.com or TheAuthorFiles.com.

For a complete lists of Michelle's blogs, go to TheAuthorFiles.com.

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