According to a recent survey, reading is on the rise*. With so many societal changes over the last 12 months, people are looking for books that can help them contextualise and understand the world around them. This presents a huge opportunity for non-fiction publishers looking to reach a broader audience of readers.

One of the best ways of generating buzz around non-fiction is to make the content shine, by using both the author and the subject to create impactful thought leadership content. We’ve explored five effective ways to create thought leadership content.

*https://www.theguardian.com/books/2020/may/15/research-reading-books-surged-lockdown-thrillers-crime

Clearly communicate key messages

Lay the foundation for success by clearly identifying the key messages of your title and the campaign. Can readers learn to change their life through the power of positive mindset? Will they learn about setting up a successful business or how to adapt a lean mindset in the workplace? Work closely with your author to distil the essence of the book.

Developing this understanding early will enable you to create better thought leadership content throughout the campaign. For example, you might decide the best way to engage readers is to film a short series of videos that will be pushed out over social, sharing quick tips and key messages.

Understand where to add value

Thought leadership is not just about knowing everything about a particular topic. Truly effective thought leadership comes from inspiring others and helping solve a problem. That’s why adding value should be a key element of your non-fiction campaign. It’s good for brand building but it can also attract new readers and generate awareness.

Encouraging your author to add to the conversation, whether that’s through traditional channels such as radio shows, features for national press or appearing on a podcast, or by adding to the conversation online through Twitter, Reddit, Quora and even Facebook groups, will add value and firmly position the author and their book as a thought leader in the space. 

Select perfect partners

Demonstrating expertise becomes much simpler when you’re able to pitch for partners that perfectly align with your author’s message and values. Collaborating with relevant partners enables you to create all kinds of exciting thought leadership content, from serialising extracts that fit their purpose to writing bespoke pieces that speak directly to their core audience. You could also keep things simple by offering an exclusive giveaway of the book through their channels, giving you direct access to a highly engaged audience. 

Connect with other experts

An effective way of establishing your author and their non-fiction book as a thought leader is to expand your network. Connecting with other experts in the field enables you to demonstrate thought leadership and create content by generating conversation, exploring ideas, and engaging more deeply with the content of the book.

Scope out key events that are a natural fit for your campaign and pitch for panels or speaker opportunities at prestigious conferences and events. You could also turn the book launch into a live panel event with a selection of experts, providing an opportunity for readers to come along and ask questions, join the conversation, and get their books signed!

Take an always-on approach

Remember that non-fiction has a long lifespan and tremendous backlist potential. Opportunities can present themselves throughout the year, whether they’re fixed national days for various causes or pop culture moments where your author can add that all-important value. Set up Google alerts for topics related to your non-fiction title and be prepared to pitch at the drop of a hat.

Rachel Quin is a freelance marketer and copywriter with a love of marketing, books and cats. Rachel has over eight years of experience working across sectors and specialises in digital-focused campaigns for commercial fiction and non-fiction. If you need specialist help with your fiction books digital marketing, contact us at BookMachine Creative Agency.