Book Marketing Strategies

NYU School of Professional Studies
8 Sessions, In-Person Course

Course Description
This course will show you how to creatively market books in an evolving publishing marketplace, providing skills, industry-know-how, and strategies that will allow you to implement innovative, cost-effective, actionable ideas into your campaigns. You’ll get a thorough understanding of the established mechanics on how books are brought to the marketplace, but we’ll devote most of the class to looking at case studies that have broken new ground and revealed more effective ways to promote books and forge long-term connections with a growing number of readers.

Class Outline

Class 1

  • Instructor introduction.
  • Student introductions.
  • A snapshot of the publishing industry: print, digital, ebook ecosystems, emerging business models.
  • An overview of the publication process as it relates to marketing.
  • What publishers are looking for beyond quality writing/stories.
  • Building in-house support.
  • The evolving marketing skillset.
  • How digital has impacted book publishing.
  • The importance of looking outside of the publishing industry for ideas.
  • Case study and class discussion.

Class 2

  • Class discussion about goals for the class (based on questionnaire from Class 1).
  • Establishing your own platform, and how to leverage it creatively.
  • Networking opportunities for you, your authors, and your company.
  • How to build and leverage contacts.
  • How to reach consumers so that they become readers that are interested in your books.
  • Case study and class discussion.

Class 3

  • Guest speaker 1

In depth on author platforms:

  • Website best practices (for every screen).
  • Social media strategy.
  • The power of newsletters.
  • Digital assets: leveraging video, images, audio, photos, text and more.
  • Case study and class discussion.

Class 4
In depth on publisher platforms:

  • Website best practices (for every screen).
  • Social media strategy.
  • The power of newsletters.
  • Digital assets: leveraging video, images, audio, photos, text and more.
  • Case study and class discussion.

Class 5

  • Guest speaker 2

Advertising, print and online:

  • Boosting Facebook posts.
  • Sponsored tweets.
  • Display vs. Print.
  • Seach Engine Marketing (SEM).
  • Native advertising.
  • Video ads.
  • Analytics.
  • Presenting results.
  • Case study and class discussion.

Class 6
In depth case studies and class discussion:

  • Major author vs emerging author (budget vs no budget).

Class 7

  • In depth case studies on creativity driving a campaign — what works best in the different platforms, on different devices, in print, and for live, in-person events.
  • The politics of trying something new, breaking the mold, dealing with push back.

Class 8

  • Final project presentations — A presentation to showcase your marketing campaign.
  • Book publishing career insights and advice: Landing a job, landing the next job, moving up in your current job.

Disclaimer: Syllabus is subject to change due to current events, guest speaker schedule changes, and/or level and interests of students. The official syllabus for the course, which includes information on grades and other school policies is published within the NYU course platform.

WHY TAKE THIS COURSE?

  • You want to understand how to market books/authors/publishing houses, generate sales, and forge long-term connections with readers.
  • To understand how the book industry promotes and markets books — as standard operating procedure.
  • To understand the fundamentals of the tools, platforms, and strategies to promote books and authors.
  • To understand how retailers — both physical and digital — merchandise books.
  • To gain insight into start-ups engaging in the book publishing space, and to understand how to separate noise-factor from true innovation.
  • To develop a digital skillset and marketing knowledge that will allow you to develop creative, innovative marketing strategies that promote books, authors, and publisher brands.