In today’s challenging publishing world, authors are broadening their book marketing services, with blogs climbing in importance. Many bloggers command dedicated followings and are now essential figures on the internet. Since the first blog appeared in 1994, their influence has grown steadily, and nearly three decades later, blogs are more respected than ever. There are now about 600 million blogs; of course, some attract more readers than others. Yet for authors marketing books, the key factor is the audience, and blog readers are deeply engaged, making them excellent prospects for book purchases.

Book marketers have always recognized the power of niche audiences, as they are more likely to purchase books on subjects that interest them. While national TV appearances can be thrilling for an author, they reach a broad audience, many of whom might not care about the book. In contrast, a focused blog with a specific audience can drive higher book sales. Bloggers command respect and wield influence among their readers. Followers often feel a personal bond with bloggers that traditional media personalities rarely achieve. It means a blogger’s endorsement carries weight and helps sell books.

When planning a book marketing campaign that uses blogs, it’s smart to build your approach step by step. Securing mentions on 10 to 15 blogs can equal the reach of a single media interview. However, blog audiences are more targeted, highly interested, and often more valuable for book sales. Combining digital promotion with traditional media boosts your chance of reaching dedicated readers. These days, almost no successful book relies on a single promotional tactic. Reaching different media audiences with a diverse strategy yields better results – ideally, you reach some people more than once.

For novelists, getting media coverage isn’t always easy. Yet book bloggers constantly read and share their opinions online. If you’re a new author building your following, the right blogs can jumpstart your career. Some bloggers even create vlogs, reviewing and discussing books—usually in a positive light. Their reach can extend far, and because internet posts last, you might gain new readers long after the blog goes live. Clearly, blog coverage offers lasting benefits. Given that the blogosphere is nearly unlimited, there are no limits to how far you can go with your book and make it a sensation.