D2C Isn’t Just About Selling, Says Hachette, Perseus & Rodale. It’s About Great Content.
Rick Joyce, chief marketing officer at Perseus Books Group, quickly got to the heart of the D2C marketing puzzle, contending that book publishers should not approach the strategy as salespeople. "Creating a direct relationship with consumers can be about selling your books, but it should mostly focus on a content area that people are passionate about." Publishing professionals don't have to learn a whole new skillset to sell books, Joyce added. They can leverage what they already do well, crafting great content, and utilize that to hook readers, form a relationship, and then sell more books.
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.