E-MarketingStrategy: Read This Article Before Putting Anything Else on the Internet!
The answer to all these questions must be yes. Press releases, commercials and the majority of book trailers are created with the publisher's interests in mind—not the audience's. The content you post must offer value to those you wish to read it, or it will reflect poorly on the book and author it is promoting. People really only share and discuss advertisements once a year… and you can't afford air time during the Super Bowl.
2. Does this content lead back to the source?
All content—whether it's a video, an article, an op-ed, an interview or a quote—must lead any interested people back to where they can find more. Our goal is to use free content to sell paid content. The free content is distributed to prove to your audience the value of the paid content.
Consider this: An up-and-coming photographer, whose book of "tigers cuddling with babies" photos you've just published, releases a photo to the Web of a snow-white tiger snuggled up to 14 newborn children in tiger pajamas. It's the most adorable and simultaneously terrifying thing anyone has ever seen, and it goes massively viral. The image, due to the photographer's unquestionable artistic integrity, was not watermarked with some sort of identification—a link, a name, a book title, etc. Now, the image is on 1 million websites, and it sends the viewers absolutely nowhere. Yes, it's valuable content—people love it! But it is doing no work to sell the book. People see the image, and desperately want more, but cannot find their way from the image to your book.
Always include links within the text of your articles, on your images, in your videos, spoken as an introduction on any audio you post, and so on. When content is reposted it is often stripped of its accompanying data and attributions. Bury the links inside the content so it can't as easily be taken out.