Blogging as Marketing from Your Indie Author Website

Here’s a question to kick things off: how do readers discover new indie authors? The answer might surprise you — it’s not always through ads or bookstore displays. One of the most effective and personal tools at your disposal is your blog. It allows you to speak directly to potential readers, showcase your voice, and create a digital trail that leads back to your books.

For indie authors just starting out, blogging isn’t just about sharing thoughts — it’s a marketing engine. From improving search visibility to building trust with your audience, your blog becomes the foundation of your long-term brand. Add in a smart integration with your email platform and a tracking tool like ScribeCount, and you’ve got a system that brings in readers, converts them into subscribers, and turns them into lifelong fans.

This article will explain what blogging is, how it evolved, what kind of content you should be writing, and how to use it as part of a broader marketing strategy that includes email automation, book launches, and even translations for a global audience.

The Evolution of Blogging and Its Simpler Modern Form

Blogging has come a long way since the 1990s, when platforms like LiveJournal and Blogger ruled the internet. Back then, blogging required technical knowledge, basic HTML, and a lot of patience. For authors, the idea of maintaining a digital presence was daunting. Today, however, blogging has become one of the easiest ways to connect with readers.

Thanks to modern platforms like WordPress, Weebly, Wix, and Squarespace, even first-time website users can create and maintain a professional blog. Built-in tools allow you to schedule posts, format content, embed media, and even optimize for SEO using plugins like Yoast. What used to take days can now be done in an hour — without touching a single line of code.

Blogging has become a streamlined, writer-friendly tool that fits perfectly into the indie author workflow.

The Marketing Power of Blogging for Indie Authors

A blog gives you something social media can’t: permanence. Blog posts don’t vanish in a 24-hour story cycle or get buried under a sea of other posts. They live on your site, attract search traffic, and grow in value over time. This makes blogging a form of content marketing that can drive long-term visibility and sales for your books.

When readers find your blog through a Google search or shared link, they’re entering your world. Each post is a doorway to your author brand. Over time, readers begin to associate your tone, perspective, and consistency with your books. This is how trust is built. When paired with a direct sales platform on your site and tracked using ScribeCount, blogging can become your most effective tool for building visibility and converting interest into revenue.

What Author Blogs Usually Contain

Your blog is your voice between books. It’s the place to share what doesn’t fit inside a novel but still matters to your readers. Most author blogs include content like updates on the writing process, cover reveals, deleted scenes, short fiction, character insights, and event recaps. You might also share genre commentary or behind-the-scenes looks at research you’ve done for your books.

Many readers love these posts because they feel like insider access to your creative world. The blog becomes a way to stay engaged with your readers, even during the long gaps between new releases.

The Difference Between a Blog and a Newsletter

One of the most common questions new authors ask is whether they need both a blog and a newsletter. The answer is yes — and here’s why.

Your blog lives on your website, where it can be found by anyone. It helps with SEO (search engine optimization), which means new readers can find you through Google. A newsletter, by contrast, is delivered directly to people who have already opted into your email list. It’s private, personal, and often includes time-sensitive information.

Think of your blog as your public stage, and your newsletter as a backstage pass. The blog gets attention; the newsletter builds relationships.

How Long Blog Posts Last and How to Keep Them Relevant

Unlike social media posts, which disappear quickly, blog posts have long lifespans. A single blog post, especially one that’s evergreen — meaning it’s always relevant — can continue to attract visitors for months or even years.

To extend the life of your blog content, revisit and update old posts regularly. You can also link to them from newer content, include them in newsletters, or turn them into downloadable resources. A well-maintained blog becomes a rich content library that draws traffic, builds your authority, and supports your other marketing efforts.

How Often Should You Blog?

A common misconception is that you must blog every week to stay relevant. The truth is, once or twice a month is plenty for most indie authors. That’s enough to stay visible and provide value without burning yourself out or neglecting your writing.

Posts can be short — 500 to 800 words is ideal. What matters more than length is consistency and content quality. Try to keep your posts informative, entertaining, or personally engaging. A content calendar can help you plan ahead and tie your blog to your book launch schedule or seasonal topics.

Blogging and Book Launches

One of the best uses of a blog is to support a book launch. In the weeks leading up to publication, your blog becomes a place to tease content, introduce characters, and build anticipation.

You might write about what inspired the story, show a cover reveal, or share early reviews. After launch, blog posts can highlight reader reactions, post-launch reflections, or exclusive behind-the-scenes extras. Every post related to your launch becomes another opportunity to link directly to your book and guide readers to purchase.

Using Blogging in Email Automation

When combined with email automation, blogging becomes even more powerful. Email marketing platforms like Mailerlite, ConvertKit, and Klaviyo allow you to set up sequences that automatically send blog content to new subscribers.

For example, you might set up a welcome sequence where:

• Email 1 thanks the reader and introduces your latest release

• Email 2 links to a blog post about your inspiration for that book

• Email 3 provides a link to a deleted scene from your blog

• Email 4 offers a discount on your next book or exclusive content

This approach keeps readers engaged over time, even while you’re busy writing.

Sample Email Flow with Blog Content

Email 1
Subject: Welcome + Free Story Inside
Hi [Name],
Thanks for signing up! I’m excited to have you here. You can start with this free short story, part of the world of The Midnight Files. [Download link]

Email 2
Subject: Meet the Character Behind the Book
In my latest blog post, I share the origin story of Detective Anya Ross. Did you know she was inspired by a real-life case? [Read the full post here]

Email 3
Subject: Deleted Scene Exclusive
Here’s a deleted scene that never made it to the final version of my novel — but I think you’ll enjoy it. [Link to blog post]

Email 4
Subject: Sneak Peek + What’s Coming
Want to know what’s coming next? My latest blog post previews Book Two in the series and invites your feedback. [Read it now]

Each email builds a deeper connection and nudges the reader further into your story universe — all using blog content you’ve already created.

Reader Behavior and Blog Preferences

Most readers don’t check blogs daily, but they will return if you offer something worth reading and promote it well. Studies show that readers prefer blog updates once or twice a month. That’s why tying blog posts to your newsletter or email automation is key.

Readers want posts that are easy to digest, add value, and show your personality. They also appreciate blog posts that feel timely and connected to your larger body of work — whether that’s a character reveal or a reflection on the writing process.

Translation Services for a Global Audience

If your books are available in multiple languages, your blog should be too. Services like Weglot, TranslatePress, or Google Translate Plugins can automatically translate your blog content into dozens of languages.

This is especially useful if you have an international fanbase. Even a simple plugin that lets users read your posts in their native language shows you’re thinking globally — and that can build trust and boost engagement.

Common Challenges and How to Overcome Them

Blogging comes with a learning curve. Some of the most common hurdles include not knowing what to write, lack of traffic early on, and difficulty connecting blog content with email or direct sales. But the key is to start small, stay consistent, and use the right tools.

With user-friendly platforms like WordPress or Wix, and tracking tools like ScribeCount, you can monitor what’s working and gradually build a blog that supports your author career. Don’t aim for perfection — aim for connection.

Bringing It All Together: The Blogging-Marketing Ecosystem

At its best, your website becomes a central hub for everything you do — a place where readers can learn about your books, sign up for your newsletter, and read your blog. With automation tools sending blog content to your email list, tracking tools like ScribeCount showing which posts drive sales, and translation plugins opening the door to a global audience, you’re creating an ecosystem that nurtures your readers and grows your brand.

Blogging isn’t just a nice extra — it’s a vital part of the self-publishing toolkit. When used strategically, it becomes the connective tissue between you, your books, and the loyal community of readers you’re building one post at a time.