Publishing and Marketing in the Digital Age

Contents Foreword xi Preface xv Introduction xix 1. The Internet Has Made Us Global xxii 2. Business Development Is Still Conducted with Boots on the Ground, Sort Of xxiii 3. Spam Isn’t Just Another Monty Python Skit xxv 4. Zip It to Me xxv 5. From Analog to Digital xxvii 6. Assumptions Are Sales Killers xxviii 7. Good Marketing Meets the Internet xxx 8. People Want It Here and They Want It Now xxx 1 Content Creation 1 1. Spreadable Storytelling 3 2. Be Consistently Good 5 3. What Should You Create? 6 iv Publishing & Marketing in the Digital Age 4. When All Else Fails at Getting a Publisher, Do It Yourself 8 5. The New Hard Copy 10 6. Organize Your Thoughts 11 7. If You Can’t Create Content on Your Own, Partner with Someone 13 8. Maintain Your Computer Better Than Your Car 15 8.1 Blood-sucking files 16 8.2 Back up your files or hear me say, “I told you so” 17 8.3 Account safety and password organization 17 2 Publishing Platforms 19 1. Traditional Book Publishing 19 2. The Ebook Revolution 22 2.1 Ebook formats 23 2.2 Ebook conversion and vanity presses 24 3. Gamification of Books 25 4. Apps 26 5. Digital Comics 27 6. Photography 28 7. Music 29 8. Film 30 9. What Other People Are Doing 30 3 Position Yourself 37 1. Find Your Target Market and Anticipate Where It Is Going 38 2. Discover Your Selling Feature 39 3. Plan for Success 40 3.1 Preparing your business plan and marketing and publicity plan 40 4. You Need the Internet More Than the Internet Needs You 42 5. Internet Trolls: Cyber Libel and Cyberbullying 44 6. Content Curation 46 4 Finding Monetary Resources and How to Get Paid 49 1. Crowdfunding 50 2. Electronic Banking 51 Contents v 3. Merchant Accounts 52 4. PayPal 53 5. PayLoadz 53 5 Be Seen and Be Heard 55 1. Plant Seeds 56 6 Create a Website 59 1. Map Your Website 60 2. Balance All the Elements of Your Website 60 3. Measure How Well Your Website Is Doing 64 4. Should You Create Your Own Website or Hire Someone? 65 7 Blogging 67 1. Blog Well and Blog Often 68 2. Track Your Blog’s Statistics 70 3. What Other Bloggers Are Doing 71 3.1 Advice from an avid blogger 72 8 Audio and Podcasts 77 1. Planning a Show and Interviewing Guests 77 2. Pay Attention to Sound 79 2.1 Practice your voice delivery 79 2.2 Purchase good recording equipment 80 3. Online Radio Broadcasts 81 4. iTunes 82 9 YouTube 83 1. Make the YouTube Platform Work for You 85 10 Webcasts and Webinars 89 1. Google+ Hangouts on Air 90 2. Spreecast 98 3. Webinars 103 11 Social Media Overview 105 1. Build a Social Media Platform 107 1.1 Share your knowledge 112 1.2 Attract, engage, convert 114 vi Publishing & Marketing in the Digital Age 1.3 Driving traffic 115 1.4 Geolocation 116 2. It’s a Lifestyle, Not a Job 117 3. Helping Others Can Turn Business Relationships into Friendships 118 12 Google+ 119 1. Create a Google+ Profile 120 2. Elements That Make a Good Post 121 3. Circle-icious 123 4. Google+ Trolls 124 5. Launching a Music Career on Google 125 13 Facebook 127 1. Facebook Tips 128 1.1 Create a fan page 129 1.2 Invite others to your Facebook group 129 2. Give Purpose to Your Pages 131 3. Networking Takes Time 133 14 Twitter 135 1. Set up a Twitter Account 137 2. Twitter Tips 141 3. Twitter Management System 141 15 LinkedIn 145 1. Keep Active on LinkedIn 146 16 Transmedia 149 1. Transmedia through Television and Movies 150 2. Creating Awareness through Transmedia 151 3. Design Your Own Transmedia Campaign 153 17 Public Relations 157 1. Old Media Rules Still Apply 158 2. The Media Landscape 159 3. User-Generated Content 160 Conclusion 163 Download Kit 167