Beyond the Launch: Why New Books Need a “Long-Tail” Communications Strategy
Successful communications strategy for book launches goes far beyond the day – or even year – of publication.
Ned Ward | October 3rd, 2024
If you think about a rocket launch – the countdown, the takeoff, all the smoke and noise – do you think of it as an end or a beginning? We’d likely agree it’s the latter: the point of a launch is to get the rocket off the ground and into outer space, and then keep it in space for some time. A book launch should be treated the same way: not an end but a beginning to keeping a book and its ideas in orbit long enough to make an impact. But many books have a successful launch only to fizzle out; they don’t make it to space, or they don’t stay there long. How do you leverage a book launch to maintain interest and attention long past the official release? Here’s how to plan for a “long-tail” strategy.
A book will typically have a central idea that’s being communicated, but it’s important to also identify as many relevant audiences as possible and angles that will appeal to them. Have a central document with key points, broken down by audiences – industry, type of person, etc. – and targeted messages, research points and case stories for each group. Having this document helps you build the framework of a long-term plan to leverage current events beyond the launch.
Keep in mind that the book launch itself isn’t usually news (unless you’re a major celebrity). Rather, the book’s ideas and insights shed light on current issues, problems and potential solutions. It’s important to proactively identify news events and trends that will be useful in showcasing your thesis or story, along with potential media headlines and speaking topics at conferences. And this is a process that shouldn’t end with the launch or the immediate few months afterward. You or your communications team can keep leveraging news hooks for years to get reporters and conference organizers interested – and your book cited as an important source.
Don’t let the book be the only piece of content to reference. Consider creating “owned” media platforms – podcasts, blogs, newsletters, etc. – that continually tell and retell the story in light of new events and changing trends. A dedicated communications team can help quickly turn around incredible content on a regular basis. And these can also serve as great networking tools if you choose to promote other authors and experts by interviewing them.
In short, don’t let your book communications strategy begin and end with the prologue. Devise a strategy for long-term thought leadership, publicity and networking that will keep your title relevant at cocktail parties for years to come.