As the end of the year rolls around, a lot of authors start thinking about their 2026 goals. One of the most common things I hear is:

"I need to get on social media—or get back on it—but I have no idea where to start."

If that’s you, you're not alone. Whether your last post was three months ago or you’ve never posted at all, it is possible to show up online in a way that feels manageable and real. You don’t need to go viral. You don’t need to be everywhere. You just need to be present.

This post is for authors who want to:

• Start fresh with a new online presence
• Reconnect after letting their socials go quiet
• Move beyond "Buy my book" posts
• ​Build a rhythm that supports their writing, not competes with it

Social media doesn’t need to take over your life. Let’s get you started — or restarted -- with content ideas that actually work.

What Should Authors Post That Isn’t “Buy My Book”?

Every author asks this eventually. Here’s the short version: don’t just promote—connect. Readers follow authors because they want more than just marketing. They want insight into your world, your process, your interests—even if that’s just one or two posts a week.

Below are simple, flexible ideas for fiction, non-fiction and poetry authors. Pick the ones that suit your tone and comfort level, and start there.

For Fiction Authors

You write stories. Let your social media reflect that in small, authentic ways.

Easy Photo Ideas

• Your writing desk or editing setup
• Notebooks, index cards or plot maps
• A place that inspired your setting
• ​Favourite coffee mug with a page of notes
  
  

Short Caption Ideas

• “This line changed everything in the story.”
• “This character wasn’t planned—she just appeared.”
• ​“I nearly cut this chapter. Glad I didn’t.”

Engagement Prompts

• “Do you finish books you’re not enjoying?”
• “What was the first book that truly stayed with you?”
• “Paperback or hardback—what’s your preference?” or one of our personal favourites "does the audiobook count as reading?"
• “What makes you try a new author?”
• “Do you judge a book by its cover?”
• "How many books are on your TBR pile?"

Other Content Ideas

• Share review quotes (even short ones)
• Thank a bookseller who’s stocked your book
• Repost a reader photo or comment
• ​Recommend another author’s book you’ve enjoyed

For Non-Fiction Authors

You’ve written about something that matters to you. Use your social media to keep that conversation going.

Easy Photo Ideas

• A research stack or annotated article
• Your workspace or planning wall
• A headline or stat that connects to your topic
• A book that shaped your thinking
  
  

Caption Starters

• “This stat changed how I approached Chapter 3.”
• “I couldn’t fit this in the book, but I keep thinking about it.”
• “This is the question I get asked most often…”
  
  

Engagement Prompts

• “What’s a misconception you’ve come across in this space?”
• “What’s one book that shaped how you see this topic?”
• “Who deserves more attention in this field?”
• “What’s an idea you’ve changed your mind about recently?”

Other Content Ideas

• Break the book into small insights—one idea per post
• Share recent articles, interviews or podcasts
• Reflect on a key learning moment from your research
• ​Ask your audience what they want to know more about
  
  

For Poets
Poetry lends itself beautifully to short, visual or audio posts. You don’t need to explain it—just share it.

Visual Ideas

• A handwritten or typed poem
• A short stanza paired with a still image
• Your writing notebook, open to a half-finished line

Audio and Video Ideas

• Record a 20-second reading of one of your poems
• Share a clip from a recent event or reading
• Post a Story with your voice reading over a background image

Engagement Prompts

• “Do you read poems aloud or in your head?”
• “What’s a poem you’ve never forgotten?”
• "If you could invite any poet over for dinner, who would it be and why?"
• "Do you have a favourite word and why?"
• ​“What’s a moment from your life that felt like a poem?”

Other Content Ideas

• Recommend a poetry collection or fellow poet
• Reflect on the inspiration for a specific piece
• Talk briefly about rhythm, revision or voice
  
  

Not Posting Daily? That’s Fine! Start with once a week. Two if you can manage it. You don’t need to post constantly—just consistently. Keep it real, keep it simple, and remember that your feed is an extension of your writing life, not a replacement for it.

Catch Up On What You’ve Missed! If you’ve been away from your account for a while, spend some time checking:

• Goodreads, TikTok, Instagram or X for reviews and mentions 
• Reader tags or bookstore posts
• Hashtags like #bookstagram or #[YourBookTitle] or #[YourName]

Repost these with thanks. A kind review, a bookseller shelfie or a librarian’s pick is always worth revisiting. It keeps you in the conversation and shows your appreciation.

How Do I Actually Do This?
If this feels a bit overwhelming, start here.

Canva is an easy-to-use tool that lets you create visuals like quote cards, event promos, or “coming soon” posts. The paid version allows you to schedule directly to social platforms, saving time and effort.

You can also use:

• Meta Business Suite for Facebook and Instagram
• LinkedIn’s native scheduler
• X’s scheduler (if you’re still posting there!)

Not sure how to create a post, add a caption or schedule content? Just Google your question. YouTube is full of short, helpful tutorials. Once you’ve done it once or twice, it gets easier. You don’t need to be a tech expert—just open to trying.

Don’t Be Afraid to Use AI for Content Ideas
If you're feeling stuck on what to post or how to word something, try using a tool like ChatGPT or Microsoft Copilot to help you get started. You can use these tools to:

• Generate social media post ideas
• Draft caption options
• Brainstorm reader questions or engagement prompts
• Rework a review quote into a post
• Break down your book into shareable themes

Start simply by giving the AI a few key details—your name, the title of your book, your genre or topic, and who your readers are. Then ask it to suggest 5 to 10 content ideas, or draft a sample post in your tone. You can always tweak the results, but it’s a great way to build momentum.

Final Thought: Just Show Up! 
You don’t need to have the perfect post, the best lighting, or the most polished feed. You just need to start.

A little consistency and a little personality go a long way.
​

The publishing world is busy. Whether you're running a university press, small trade house, specialist imprint, or juggling multiple roles across departments with limited capacity—it’s easy for things to pile up.

​You’re not alone—and you’re not failing. You just need someone who can step in and get the work done.
That’s where we come in.

RM Marketing Services provides experienced, flexible support for publishing businesses—without the overheads of a full-time or part-time hire.

Led by Rachael McDiarmid, RM Marketing Services brings 35+ years of senior-level experience across trade, academic, scholarly, and professional publishing. Her background spans product development, sales, marketing, library supply, distribution, metadata, and content acquisition. If you’re in the publishing industry, she’s probably worked in your world—or closely alongside it.

Since 2014, the business has supported publishers, distributors, authors, and book-adjacent organisations both locally and internationally. Whether you need extra capacity, specialist skills, or help clearing the backlog, we work inside your systems and alongside your team to get results—quickly, professionally, and with minimal fuss.

What outsourcing looks like
Outsourcing with RM Marketing Services means engaging us for a set number of hours each week to deliver clearly defined tasks or projects. Some clients need 4–5 hours on a regular basis; others require 10. Special projects can extend to 15–20 hours per week when the business can accommodate it (and we do our best to say yes when we can!).

We’re not staff, but we operate like part of your team. In fact, we’re often included in team meetings or invited to attend events and planning sessions. We represent your organisation professionally, work with minimal supervision, and quickly adapt to your systems and workflows.

To keep everything on track, we use Clockify for time tracking, Asana for task management, and Less Annoying CRM for project pipelines and contacts. We’re familiar with most platforms used in the publishing industry and are fast learners—whether it’s legacy systems or the latest digital tools. We’ll work with what you’ve got, plug into your processes, and keep momentum going.

We’re also used to working under contractor agreements and NDAs for multinationals, or with just a clear brief via email for smaller presses. Once we’re set up and connected to the right contact, we’re good to go—no time wasted.

What we actually do
Our core services cover all aspects of sales, marketing, publicity, and book distribution. This includes:

• Campaign management – strategy, implementation, and tracking
• Author communications and care – consistent, professional engagement
• Publicity and promotions – pitching, follow-ups, and documenting campaigns
• Social media & EDMs – content creation, scheduling, and delivery
• Website & catalogue updates – keeping information current and aligned
• Special projects – typically focused on distribution (print and ebook), platform/vendor research, ERP support, Australian market strategy, or content acquisition

💡 Need ideas or examples? We’ve pulled together a list of practical suggestions based on real-world projects we’ve delivered—everything from campaign management and distribution support to author mentoring and special sales.
👉 Explore ideas for publishers here

Not a publisher—but published a book?
If you’re not in publishing full time but you’ve released a book as part of your business—think executive coaches, mediators, policy consultants—we’ve got you covered too. We offer tailored services to manage your book’s social media, email marketing, website presence or design needs. While we typically work in 4+ hour weekly blocks, we’re happy to consider 2-hour packages for select clients, subject to availability. A corporate rate applies for businesses outside the traditional book industry.

Why publishers and organisations trust us
We’re not an agency. We’re not a generic admin service. And we’re not here to take on your leftovers.

RM Marketing Services focuses on the work that matters—supporting your campaigns, communications, strategy and sales.

If something’s been sitting untouched in your inbox or keeps slipping down the list, we’ll help shift it into the “done and dusted” column.

Clients value our ability to:

• Deliver results with minimal supervision
• Work seamlessly with existing teams and systems
• Handle confidential or strategic work with professionalism
• Offer flexible, no-fuss arrangements tailored to your business

What you get

✅ 35+ years’ senior publishing experience
✅ No on-costs (no leave, super, payroll tax, or tech setups)
✅ Fast onboarding and flexible availability
✅ Clear communication and defined deliverables
✅ A strong industry reputation (just check Rachael’s LinkedIn)

If you're at capacity, stuck on something important, or just need experienced support to keep things moving—we’d love to help.

📩 Get in contact and let’s talk about what outsourcing could look like for your business.

If you’ve tried to get your book into distribution—whether through a trade distributor, library supplier, or aggregator—you’ll know this question by heart:

“What publicity do you have planned?”

It’s a question that, frankly, drives many publishers and authors to distraction.

Yes, publicity is important. But it’s also one of the most unpredictable and least controllable aspects of any marketing plan. Even well-funded, carefully crafted campaigns can be knocked sideways when news cycles shift, review editors are overwhelmed, or your topic simply isn’t in the spotlight. Meanwhile, the success of a book depends on much more than whether you can secure a handful of media mentions.

Why This Narrow Focus on Publicity Falls Short
Here’s why this question is becoming outdated:

• Publicity is just one part of the equation. A complete marketing plan also includes advertising, social media, events, partnerships, retailer engagement, special sales, and more. When distributors only ask about media coverage, they ignore the many ways books actually find their readers.
• Most books don’t get widespread traditional media coverage. Thousands of new titles are released every month in Australia alone. Only a fraction will be reviewed in major outlets. A fixation on mainstream reviews overlooks the reality of a crowded market.
• Publicity doesn’t guarantee sales. Even glowing coverage sometimes fails to translate into purchases—especially without clear calls to action, retailer support, or a strong online presence.
• Other factors often matter more. Distributors often don’t ask about the author’s network, any niche audiences, or whether the publisher has a strategy for special sales—yet these can drive much of a book’s success.

Start With a Clear, Holistic Plan

Before you even think about pitching distributors, it’s worth stepping back and thinking carefully about all the factors that drive demand.

One of the most effective ways to do this is by answering practical questions about your book, your readers, and your goals. For example:

• Who exactly is this book for? What groups, professions, or communities will care?
• Are there special sales opportunities—bulk orders, associations, conferences, or corporate gifts?
• Do you have an author platform—social media, newsletter, website—that can support discovery?
• What comparable titles have sold well, and how are you positioned against them?
• What marketing activities beyond publicity will you use to generate awareness?
• What formats are you offering, and what sales channels will you pursue?
  
  

This process isn’t just about marketing—it’s about clarity. The more you know about where your sales are likely to come from, the more realistic and effective your plan will be.

Before you start imagining bestseller lists, spend some time understanding the actual sales data for your genre. Knowing what’s realistic helps you set achievable goals and focus your energy on strategies with the highest chance of success.

Why Sales Strategy Deserves as Much Attention as Publicity
One reason this publicity question can be so frustrating is that it implies media mentions alone drive success. In reality, many books don’t primarily sell through retail bookshops or thanks to reviews.

Books are also sold:

• Direct from the author’s website  
• As incentives, gifts, or in bulk to organisations
• At conferences, events, or professional gatherings
• Through speaking engagements and workshops
• To libraries and institutional buyers (although preference for them is to buy from a distributor)
• To specialist audiences that traditional media rarely reaches

If your distributor only wants to hear about newspaper coverage but isn’t interested in how you’ll reach niche buyers or drive direct sales, they’re missing a huge part of the picture. 

It’s also worth remembering: most books—especially in Australia’s relatively small market—sell in modest quantities. Even with a fantastic marketing plan, success takes time, patience, and consistent effort.

What You Can Control (And What You Can’t)
One reason it helps to think beyond publicity is that media coverage is inherently unpredictable. No matter how strong your pitch, you can’t guarantee an editor will pick up your story.

But you can control:

• How you position your book in the market
• The quality of your metadata and online listings
• Your pricing, formats, and availability
• Your advertising and social media strategy
• The relationships you build with communities and organisations
• Your direct sales and email marketing efforts

Publicity is wonderful when it comes—but it’s just one part of the mix.

A Final Thought
Distributors asking about publicity isn’t going away anytime soon. But by broadening the conversation—and coming prepared with a well-rounded marketing and sales strategy—you’ll be in a much stronger position to show your book’s potential.

Publishing is a demanding business, and the landscape is only getting more crowded. But if you approach it with clear-eyed realism, creativity, and persistence, you’re far better placed to make your work stand out. 

​Focus on what you can influence, stay realistic about the challenges, and remember: a professional approach and a multi-layered strategy will always take you further than relying on luck and a newspaper clipping.

We have a running joke about social media in that we're too busy doing other people's social media channels that we don't pay much attention to our own! And we rarely market our business because we don't need to. Word of mouth from existing clients and recommendations from others in the global publishing industry keep us busy with our outsourcing solutions and consulting services. But for authors, small and specialist publishers, having a social media content strategy is important.

And we can help with that.

In fact, we are always being asked about social media as part of the marketing mix! We've been invited to do multiple presentations on it - from small presses to university students through to Writers' Festivals and writing centres. And it's great to watch the audience work through their marketing strategy and determine the social media channels they want to work with.

Social media is an important channel for book marketing but many authors still don't know what to post or feel uncomfortable about what they share. For some people it is extremely important, others have very little understanding of how social media works, and there are authors who just aren't right for this form of marketing. Trust us, social media is not for everyone.

That comes down to these key points about social media platforms which are there to: 

• drive engagement
• encourage discussion
• share consumer information and news
• build virtual networks and communities
• have a conversation
• build an online connection

And authors and small presses, need a content strategy in line with their overall marketing strategy.

There's plenty of content ideas - share behind the scenes content, excerpts from your books, endorsements, reviews, events, launches, customer visits, industry news & awards etc. Engage with readers by consistently posting and interacting - you'll increase your book's visibility and build a community around your work. Don't forget to use hashtags and collaborate with others (booksellers, librarians, influencers) to help reach a wider audience and drive more sales.

Remember:  it's not the quantity but the quality that counts. it's about having an engaged audience. Engagement figures are much more important than impressions but everyone gets lost in the higher numbers of those 'eyeballing' their posts, particularly when advertising/boosting their content.

Need help with social media? We can help you build a content plan for your social media channels. Book in an author marketing and coaching session with us and take advantage of 34 years experience in the book publishing industry. We'll guide you through the process but more than that - our services cover everything from distribution to publicity, social media to websites. Depending on availability, we can also look after your social channels as well. Our online author consulting services are reasonably priced and we offer flexible "out-of-office" hours for one hour meetings.