No matter their size, virtually all publishers struggle to allocate limited marketing resources to many deserving titles. Sometimes that means taking a few shortcuts.
One of the most common can also be the most dangerous to discoverability: recycling bits of marketing copy that leads to them appearing in multiple places across the web.
“Relevance, after all, is at the heart of what Google and the other search engines look for when serving up search results,” marketing expert Murray Izenwasser explains. The more frequently content is duplicated, the more likely search engines will use other factors to decide what to display.
Fortunately, publishers can preempt that happening at the place where all their other marketing and SEO efforts begin: their websites.
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Rethinking the Marketing Cycle (The Shatzkin Files)
Many publishers are beginning to reconsider the traditional book marketing playbook, the terms of which have largely been dictated by print distribution. An alternative approach, writes Digital Book World Conference Chair Mike Shatzkin, involves “a constant process of audience segmentation, research, tweaks, analysis, and repeat.”
Related: Forget the Book Launch
Barnes & Noble Partnering with Author Solutions? (Ink, Bits & Pixels)
The bookseller has not confirmed reports that it’s partnered with the controversial self-publishing platform Author Solutions on its recently expanded author services program, but there appears to be evidence that the companies are indeed working together.
Charting More Diverse Global Ebook Markets (Futurebook)
In one industry insider’s estimation, the global outlook for ebooks “might at last be showing signs of general health with more local players taking advantage of those much slower growth rates.”
iBooks Store Gets Low Marks for Discovery (Talking New Media)
One observer complains that finding new content in the iBooks Store is bogged down by a heavy-handed approach curated discovery. “App Store and iBooks Store team are adamant that you will read what they recommend . . . or nothing else.” Otherwise, he writes, it can be difficult “to find something new without first already knowing its correct name.”
Nook Upgrades Android App (Android Police)
Nook 4.0 for Android makes the e-reading interface previously available only to users of Nook’s Samsung-built tablets to the gamut of other Android-running mobile devices.
Related: Android, Apple and Ebooks—A Roundtable
Libraries’ Materials Budgets Inch up (Library Journal)
A recent survey suggests that U.S. public libraries have a little more cash on hand to spend on materials. It’s uncertain whether the increase is enough to keep pace with the rising costs of many forms of media, but the findings do indicate libraries are now spending more on ebooks.
Related: Libraries Press Publishers on More Favorable Ebook Pricing Models
Guess Who’s Still Sweeping the Best-Seller List (DBW)
The world’s largest trade publisher, Penguin Random House, racks up sixteen titles on this week’s Ebook Best-Seller List, extending the outsize presence it exerted last year into 2015.
Five Ways Authors Can Reduce Editorial Costs (Pub Perspectives)
This list of tips is geared to self-published authors, but it’s incidentally also a look at authors’ business considerations in pursuing professional help with their projects—something many publishers are thinking harder about.