Building Influence and Community: The Future (and Power) of Author Newsletters
In this episode of ‘All Things Book Marketing,’ Corinne Moulder, Smith Publicity’s Vice President of Publicity, talks with Kathleen Schmidt, founder of Kathleen Schmidt Public Relations.
They discuss Kathleen’s extensive experience in book publishing as a publicist, literary agent, acquisitions editor, and ghostwriter. Kathleen shares the inspiration behind her popular newsletter ‘Publishing Confidential,’ on Substack. They discuss advice on creating engaging content, building a newsletter audience, and the evolving role of digital platforms in the publishing industry. Kathleen also touches on future plans, including branded events and a potential podcast. The conversation provides valuable insights for authors, experts, and publicists looking to navigate the ever-changing landscape of book publicity.
Listen to the Podcast here, or read take aways from their conversation below:
Introduction
In the dynamic world of book marketing, Kathleen Schmidt stands as a beacon of expertise and innovation. As a respected voice in the book publishing industry and the founder of Kathleen Schmidt Public Relations, Kathleen has crafted a career running the gamut from publicist to literary agent, and acquisition editor to ghostwriter. Her remarkable journey in creating and directing impactful global media, marketing, and branding campaigns for high-profile personalities brings valuable insights into the ever-shifting landscape of book marketing. This blog post explores Kathleen’s trajectory, inspirations, and her take on the future of publishing, based on our insightful podcast interview with her on “All Things Book Marketing.”
The Inception of Publishing Confidential
Historical shifts often inspire creative ventures, and Kathleen Schmidt’s journey is no exception. In 2016, during a career transition, she founded “Publishing Confidential,” a newsletter that would soon become a staple for literary enthusiasts. Initially created on MailChimp, the newsletter focused on industry issues, leveraging Kathleen’s extensive experience to offer unique insights into the publishing world. Despite an initial halt due to Kathleen’s return to the book industry as a literary agent, her drive to engage readers persisted.
The Evolution to Substack
Kathleen’s re-entry into independent content creation took momentum in March 2023 when she launched her PR and marketing business and revived the newsletter on Substack. With an organic growth trajectory and readership that skyrocketed from 50 to 16,000 subscribers, Kathleen attributes this to creating valuable content that resonates with the audience. Her advice is clear: focus on content rather than numbers, as authentic stories build genuine connections and community.
Navigating the New Age of Book Marketing
Kathleen emphasizes how platforms like Substack are filling the void left by traditional media’s dwindling book coverage. Unlike legacy media, where authors fight for limited space, newsletters offer platforms for undiscovered voices. Kathleen predicts these digital platforms will play an increasingly significant role in the evolution of publishing. Notably, she advises publicists to thoroughly understand their audience and engage with newsletter writers who resonate with their book’s themes.
Tips for Aspiring Newsletter Creators
Kathleen provides critical advice for budding newsletter authors: content remains king. Here are her recommended steps to success:
Audience Understanding: Know your audience not only from the comments but also by analyzing metrics to understand what content works.
Meaningful Content: Offer engaging, valuable content solving specific problems or creating supportive communities within niches you’re passionate about.
Branding: Establish a strong brand with a professionally designed logo and a compelling bio to enhance credibility.
Human Connection: Cultivate relationships by responding to comments and interacting with your audience, turning your newsletter community into an interactive space for dialogue and growth.
A Peek into the Future
Looking ahead, Kathleen has exciting plans for Publishing Confidential, including branded events and potentially expanding the brand into a podcast. As she continues to build her business, these endeavors demonstrate her commitment to enhancing the reach and impact of her work, proving that in the ever-adaptive world of publishing, innovation never takes a back seat.
Conclusion
Kathleen Schmidt’s trajectory is a testament to how adaptability and genuine engagement can drive growth, building community and influence. Whether you’re starting a newsletter or looking to refine your marketing strategy, Kathleen offers both inspiration and practical advice.
Kathleen Schmidt is the founder of Kathleen Schmidt Public Relations (KMSPR), a firm specializing in creating media and branding strategies for authors and their books. She collaborate with authors on every aspect of their publishing journey, from book proposals and contracts to publicity campaigns and crisis management. Follow Kathleen’s Publishing Confidential on Substack https://kathleenschmidt.substack.comand on LinkedIn linkedin.com/in/kathleen-m-schmidt
For more insights about book publicity and book marketing, visit Smith Publicity and subscribe to our newsletter to stay updated on upcoming podcast episodes.