Just like Editorial, Marketing has roles such as Marketing Assistants. They also have roles such as Junior and Senior Marketing directors, Marketing Executives, Junior and Senior Marketing Managers, etc. While there are more roles within Marketing, the entry-level job starts out with the position of the Marketing Assistant, which requires performing administrative duties within the marketing department.
Marketing is the middle ground between Editorial and Sales as it deals with marketing the books to consumers and different markets. This means deciding on which markets and platforms to promote the books on, which covers and jackets will be used for the books, which resellers and book distributors (such as Amazon, Target, Barnes and Noble) to market and sell to, promotion methods and which demographics to target, etc.
Marketing includes deciding on strategies for book displays (such as newsletters, and book giveaways), special materials for book promotions and other events, budgeting plans for the marketing strategies, advertisements for promotions, etc. Working within this department also means keeping up with past and present marketing trends.
Marketing Strategies of Popular Authors
Let’s talk about how bestselling authors like Colleen Hoover, Tomi Adeyemi, and Jenny Han rose to fame — not just through their stories, but through smart, targeted marketing. These examples show how marketing can shape an author’s reach, brand, and reader loyalty.
The success of Tomi Adeyemi’s debut novel COBAB
”By the time I was soliciting agents with CHILDREN OF BLOOD AND BONE, my blog had around 3,500 subscribers. Ultimately it was my book and not my platform/readership that got me to where I am, but it doesn’t help to already have 3,500 people who might want to buy your book since you’ve been helping them for free for so many years.” — Tomi Adeyemi, Author of Children of Blood and Bone.
Before Children of Blood and Bone launched, Tomi was already cultivating an audience through her blog, “Tomi Adeyemi: Writer. Blogger. Creative.” She offered free writing tips, shared insights into the publishing process, and was super transparent about her journey as an aspiring author. Here’s how that strategy worked in her favor. Her blog gave her a platform to build a loyal readership before she even got a book deal. By consistently posting writing advice and updates, she established trust and credibility in the writing community, which naturally translated into excitement and early support when her book was announced.
Tomi was real about her rejections, doubts, and breakthroughs. That kind of vulnerability made her relatable, which is a huge asset in today’s author branding. Readers felt like they knew her journey—and that emotional investment translated into book sales and online buzz.
The publication of Children of Virtue and Vengeance was postponed twice, moving from an initial March release to December. Adeyemi emphasized the importance of allowing sufficient time for the creative process, stating that rushing could compromise the quality of the work. This decision reflects a marketing strategy that prioritizes product excellence over strict adherence to schedules.
Colleen Hoover’s strategic book marketing
Colleen Hoover’s use of social media platforms has been instrumental in her marketing strategy. By actively engaging with her audience on platforms like Instagram and TikTok (BookTok), she fosters a sense of community and personal connection. This direct engagement not only humanizes her brand but also encourages word-of-mouth promotion, as readers feel personally connected to the author.
There was significant impact from the BookTok community on TikTok on Hoover’s book sales. User-generated content, such as reviews and emotional reactions, createed organic buzz around her books. This grassroots promotion often leads to viral trends, substantially boosting visibility and sales without traditional advertising.
Hoover also employed scarcity marketing by releasing limited edition books and exclusive merchandise. This strategy not only rewards loyal fans, but also creates a sense of urgency and exclusivity, prompting quicker purchases and increased engagement.
A recurring theme in Hoover’s marketing approach is authenticity. By sharing personal stories, writing processes, and candid moments, she builds trust and relatability. This transparency resonates with readers, fostering a loyal and engaged fan base.
Jenny Han’s comprehensive approach to the promotion of TSITP
”Last June, the first season of the show debuted at No. 1 on the streaming service; to date the hashtag #thesummeriturnedpretty has drawn 6.8 billion views on TikTok, according to Prime Video. Overnight, the cast became stars on social media and the success of the series sent Han’s novels back to the top of the New York Times bestseller list. “Summer” also marked a milestone for Han, who was already considered a rock star in the world of young adult literature — she made the transition from bestselling novelist to successful series creator.” — Los Angeles Times
The show’s promotional efforts were deeply integrated with social media platforms, particularly TikTok and Instagram. The hashtag #TheSummerITurnedPretty garnered over 13.8 billion views on TikTok, indicating massive fan engagement. The marketing team also created exclusive content for fans, such as adding them to a “Close Friends” group on Instagram to share sneak peeks and behind-the-scenes content.
Music played a pivotal role in the show’s appeal. Han personally wrote a heartfelt letter to Taylor Swift to secure the rights to “The Way I Loved You (Taylor’s Version)” for a key scene in the first season.
For the second season, Amazon shifted from a binge-release model to a weekly episode rollout. This strategy aimed to build sustained engagement and anticipation, turning the show into appointment viewing.
The marketing campaign also included immersive experiences, such as secret screenings of the first episode in partnership with Refinery29, and interactive elements like a Snapchat lens that allowed fans to preview the first few minutes of episode one directly from the book cover. These initiatives created a sense of exclusivity and deeper connection with the audience.
Sources
“What I learned from Colleen Hoover About Marketing” Medium Article
”The Jenny Han Effect: How the YA rock star took charge of her own media empire” LA Times Article
“The Impact of Social Media on the Publishing Industry: A Case The Impact of Social Media on the Publishing Industry: A Case Study of Author Colleen Hoover” 2023 Undergraduate Thesis
“Tomi Adeyemi Talks YA Fiction Publishing Deal for ‘Children of Blood and Bone’” Teen Vogue Article
“Q & A with Tomi Adeyemi” Publishers Weekly article
Reflect & Consider
- Why do you think marketing is considered the “middle ground” between editorial and sales? How does this positioning affect its responsibilities?
- What factors should marketers consider when choosing a book’s target audience or platform (like social media, online stores, or in-person events)?
- In your opinion, what makes a marketing strategy successful? Can you think of a book campaign that stood out to you, and why?
- What are the potential downsides of using only traditional or familiar marketing strategies in an evolving industry?
- How can collaboration between Marketing, Editorial, and Sales lead to a more successful book launch?
- Reflect on a book that you discovered through marketing (a giveaway, ad, or display). How did the marketing influence your decision to read it?