I’ve been doing graphic design for the past 10 years and its always been challenge to figure out what to post about, aside from my artwork. I mean, I can only post so much of my artwork without just feeling egotistical. My thinking changed when I heard an excellent podcast interview with a creative director, he talked about writing a book using a blog-style writing structure. I was dumbfounded. While that podcast is long gone, what remains for me is a valuable new paradigm on content creation and publishing. A powerful new outlook on the never-ending question, “What do I post??”  A blog is a starting point to feed content to the rest of your outlets!

What is a blog?

“I have a blog” seems like a trendy bragging right these days, especially if it's all about your cats. In all reality, a “blog” is simply a self-published collection of writing. In the 90s it all started as “weblog” which was shortened to “blog” through the years, "check out my web-log" (nerdy laugh) I think the word blog stuck because the feel of it roughly matches the feel of the typical blog, as most have turned into a random compilation of internal reflections about the world.

But really though, in all seriousness, writing and publishing content regularly is a powerful tool when you use it the right way!

Why write a book using a blog?

First of all, and mostly, a blog provides a familiar platform to be able to plan, write and publish a book over time while also generating some buzz around your project. Taking on the task of writing a book seems monumental - planning and writing everything chapter by chapter, finding a publisher, getting it published. It seems like more of a profession than a method of creating a promotional tool for your business.

Using a blog provides a top-down approach to writing a book over an extended period of time, while also building the backbone for content that is in your own words and ultra-focused on your expertise.

If you don’t have your own website, lets talk about building you one! Or you can publish on a place like medium.com, which allows users to publish written content. Even if you do have a website, I’d suggest publishing on Medium as well for extra exposure. The more places you can publish, the better. More on that later. 

Not a promo tool, but a promo tool

One thing I want to make clear is that the main focus of this whole project should be to give people value. You’ve been through a lot (hell, maybe!) to know what you know about your area of expertise. The most generous and most attractive thing you can give to other people is a word of advice on something you have expertise in. 

I worked with a real estate agent once who ran workshops at local community colleges as a lead generation tool. He genuinely likes helping people and often times, people would start to build trust with him and he would end up working with them to buy their home. I was astounded. But it showed me new easy to provide value as a way to generate leads. 

Most people realize they can’t do everything on their own, so they’re relying on this type of content and these connections to be able to move forward with their career and/or business. The most powerful part about this project is the opportunity to make genuine connections based on the value you can provide the other person.

Bottom line: its a big, awesome humble brag

The blog to book method allows you to provide value while touting your expertise. It's a fantastic way to not look like an egomaniac while giving back to those around you and also promoting yourself and your business!

Blog to Book Content Strategy Series | By Kevin Kimmell

I’ll be posting my own blog-to-book series on how to blog-to-book (very meta, I know, lol)  This series will outline how to create one and some details to consider through the process, while I actually create a book on the process. Fun stuff!