Executives from Hachette, Workman & HarperCollins to Speak at Book Marketing Summit
While direct-to-consumer marketing promises larger audiences for authors and greater book sales, publishers must also learn new skillsets to make the most of these strategies, from data management to content marketing and mobile publishing. In an effort to help publishers transform their bookselling strategies, Book Business will be hosting Book Business Live: Bookselling Reinvented on May 5th in New York City.
Publishing leaders from HarperCollins, Open Road Integrated Media, Soho Press, Hachette, and more will participate in this summit. These executives will dive into the strategies they’ve implemented to make their books more discoverable online, develop content marketing initiatives, and analyze audience data in order to improve marketing and bookselling efforts. Book Business is excited to share the following two panels, and will announce more sessions in the near future.
Our first panel of the day, “How Content Marketing Can Solve the Discoverability Problem” will ask how top publishers are creating original content about their books to improve SEO and attract a wider audience to their sites. Joining this panel will be Julie Blattberg, VP content operations at Open Road Integrated Media and Tina McIntyre, senior executive director of content development at Hachette.
A second panel will dive into data analytics. We’ll ask how publishers are tracking audiences across their newsletters, websites, and social media platforms, and how they are using those insights to improve overall book sales. The panel “Using Data to Build Audience & Drive Book Sales” will feature Kate Travers, director of digital business development at Workman Publishing, Bronwen Hruska, publisher of Soho Press, and Jim Hanas, senior director of audience development & insight at HarperCollins.
The summit is free to attend for executives who work at book publishing companies. To learn more about Bookselling Reinvented and to register, visit the event page here. Any industry vendors or suppliers interested in attending should contact publisher Matt Steinmetz at firstname.lastname@example.org to learn more about sponsorship opportunities.
See descriptions of highlighted sessions below.
How Content Marketing Can Solve the Discoverability Problem
Over the last year book publishers have significantly upped their investment in consumer-facing platforms, launching new proprietary sites, newsletters, apps, and social channels. All of these efforts rely on compelling original content that can capture consumer attention and improve book discovery. This panel will explore the content marketing phenomenon in book publishing and the many ways that publishers are utilizing content to attract new audience, gain social traction, improve SEO, and ultimately, sell more books.
Julie Blattberg, VP Content Operations, Open Road Integrated Media Inc.
Tina McIntyre, Senior Executive Director, Content Development, Hachette Book Group
Moderator: Ellen Harvey, Associate/Digital Editor, Book Business
Using Data to Build Audience & Drive Book Sales
This panel will dive into the ways book publishers are utilizing audience data to inform their marketing and bookselling strategies. How can book publishers gain greater consumer insight by measuring activity across newsletters, apps, websites, and social media? How are book publishers utilizing data insights today to sell more books and drive greater revenue? What type of talent and technology should book publishing companies invest in to better understand and organize the data that they collect?
Kate Travers, Director, Digital Business Development, Workman Publishing
Bronwen Hruska, Publisher, Soho Press
Jim Hanas, Senior Director of Audience Development and Insight, HarperCollins
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.