Ten (and a half!) Things We've Learned About Blogging

It’s become increasingly important for authors to have a ‘platform’ to promote themselves and their books, but keeping a blog regularly updated can eat into precious writing time. A way around this is to have a joint blog with a group of friends. We started this blog way back in September 2012. It took a while for us to find our feet. We had no schedule - posting randomly whenever we felt like it, or not at all! Gradually our confidence grew, along with our visitors, and we now average over 100 hits a day. We’ve made mistakes along the way - and no doubt we’ll keep on making them! – but we have learned from them.

And here's what we've learned:

To ensure we stayed friends, we agreed in advance about the essentials, such as what we were going to blog about, and how often, and whether to have guest posts or to make our blog all about ourselves.

We learned to keep the design of our blog simple. Going mad with graphics, multi-coloured fonts and too many large photos meant our site was a bit slow to load and kept doing weird things. Occasionally it still does weird things but we decided to stick with the orange swirls because they've become our trademark. We've recently created a news page for our book launches and new releases, and another page lists all our latest books. This keeps our home page free for our blog posts.

We now tell visitors who we are (we used to be mistaken for a book blogging site!) and have lots of photographs to make ourselves seem more 'real'.

Most of our blog posts are around 600 words long, which we hope are just the right length to read during a coffee break. But we also like to alternate these with longer posts, which we break up with sub-headings, such as Valerie-Anne Baglietto did when she wrote this post about her favourite childhood books. (It makes them easier to read.)

We love photographs, but prefer to use our own rather than breaching someone else’s copyright. We recommend getting into the habit of carrying a camera around and building up a library of suitable photos, even doing your own photo shoot, as Johanna Grassick did for this post about books.

A group of authors blogging together can create a cross-pollination effect amongst their readers, but we try to be subtle about promotion. We write about the themes in our books rather than the books themselves. Trisha Ashley wrote a post about her pets when promoting her novel about a dog rescue centre and Juliet Greenwood wrote about creating a WW1 garden when her book set during the Great War came out.

We make sure our posts have a point to them and we’re not just blogging 'because it’s a Monday and we always blog on a Monday'. We try to make our posts informative, interesting, or at the very least entertaining - and occasionally tongue-in-cheek, like this one by Louise Marley.

If we get stuck for ideas we brainstorm subjects and themes. We’ve written posts about where we write (June Francis), how we juggle writing with family life (Anne Bennett) and even our favourite Christmas traditions (Cheryl Lang).

We keep an eye on our blog statistics and have found our posts about writing, research and inspiration are the most popular, especially this one by Annie Burrows, which has had almost 2,000 hits.

Finally, because there are ten of us, our posts receive ten times the exposure when we all link to them from our personal social networking sites. We tag our posts with all the (relevant!) labels we can think of. We try to keep old posts going by linking to them in a new post (in the same way we’ve done here - sneaky, eh?) or add the links in a list at the end, sub-titled something like ‘Related Posts’.

Setting up a blog and finding things to post about can be intimidating but with a group blog we can bounce ideas off each other and share the work between ourselves. And very often it doesn’t seem like work at all!

How I Became a Bestseller on Kindle by Juliet Greenwood

When I heard, several weeks ago, that We That are Left was going to be a 99p Kindle Daily Deal, I never imagined for one moment that it would get into the top 100, let alone to the dizzy heights of number #4 in the Kindle store.

We That are Left

At first I told myself there was nothing I could do to prepare. I couldn’t tell anyone until the day itself, and it was just one day. I’m with a small press, the incomparable Honno Press, and I’m not a big name. Besides, like most writers, trying to balance the day job, writing, editing and promotion (plus a life) means that choices have to be made.

But no one ever got anywhere by looking a gift horse in the mouth. So I took the risk, put everything else on the back burner for a couple of weeks, and went for it. I’m so glad I did.

Preparation

Juliet Greenwood

I couldn’t publicise the Daily Deal in advance, so I focussed on upping my profile. I increased my number of blog posts during those weeks, both on my own blog and on that of the wonderful and supportive Novelistas Ink, and publicised them as much as I could on Facebook and Twitter. Twitter is an amazingly supportive place. I made a real effort to use it more efficiently, following people back, tweeting blog posts, and retweeting publicity. Along the way, I grew my numbers of followers and learnt so much about really interacting, instead of just popping in now and again – plus I met some great people and made new friends along the way!

The day itself

I had decided to set aside the whole day to focus on networking and publicity. Which was just as well, as it turned out, because apart from a short dog walk and a few cups of tea in the sun, it was nonstop all day. I put a blog post publicising the deal at around 6.30am, and hit the social networks. It’s no good just shouting ‘buy me!’, so much of the time was the usual tweeting of information and other people’s blogs, and lots of retweeting, interspersed with a quick wave.

#2 in Sagas (Amazon UK)

It was all quite sedate for a while. I didn’t realise (until fellow Novelista Louise Marley told me) that it takes a few hours for Amazon’s figures to show, and what I was actually looking at were sales figures from several hours before. It was great being in the top 500, and definitely higher than I had ever been. There was just a small niggle that was thinking of all that work I’d put in over the past weeks, but I told myself to be philosophical. I was nervously looking at the figures, holding my breath and taking screen shots (work out how to do them before the day!) as a record.

Just before lunchtime I found one of my screenshots was blurred and dived back in without thinking. And there it was. We That Are Left had jumped to #61 in the Kindle store. Top 100. (Luckily I have very understanding neighbours, who nod sagely at the odd wild squeal and don’t call the men in white coats.) That’s when I knew all that work had paid off, and from that point on, until I finally collapsed at midnight when the promotion ended, it was one rollercoaster of a ride, up to number 2 in three saga categories, and number 4 in the overall Kindle store. Still pinching myself.

#4 in the Bestseller Chart (Amazon UK)

What have I learnt? That writers are the most generous and supportive bunch on the planet. That social networking really does work. Facebook and Twitter are amazingly supportive. That all the blog posts I’ve done over the past six months also helped to make the book familiar: I’ve done it myself, remembered a post and a cover of an author I don’t know and thought ‘that sounds interesting’, but done nothing about it until it appears in a charity shop or at 99p! That it is possible to get to #4 in the Amazon charts with a small publisher.

Top Tips:

1. Do your preparation – network, blog, make yourself as visible as can be. Keep on doing it - you never know when the chance might come your way.
2. Support other authors. Not just before you need them, but all the time. We’re all in this together.
3. Love your readers. They are your best advocates, and hopefully feel just as passionately about your book as you do.
4. Set aside the day. It’s a promotional opportunity, make the most of it. It’s only one day. The sun will be there tomorrow.
5. Be prepared for things to happen both slowly and very fast.
6. Take screen shots each time there’s a change, it might be your only chance! I made a folder on my desktop, so I could label each one and shove it in there out of the way until I had time to sort them out.
7. Share your excitement. I loved sharing the journey with my Twitter and Facebook friends, it was part of the blast, and it definitely helped to spread the buzz.
8. Forget about healthy eating, head for the chocolate. I was a nervous wreck by lunchtime, in need of the hard stuff (i.e. sugar).
9. Write the best book you can, straight from the heart. Listen to what your editor tells you, however much you want to sulk. She’s right. And if you believe passionately in your book, it’s not just about me, me, me, it’s about the book. You’ll fight to the ends of the earth to get your baby out there to take her place in the sun - and believe it or not, that’s catching.
10. Whatever happens, it’s only a day. Who knows what might happen tomorrow? Enjoy!