All Things Book Marketing

What happens to your book marketing strategy after launch day? And how can you keep showing up on social media without feeling like you're constantly selling your book?

For nonfiction authors, publishing a book is a major milestone, but it's far from the finish line. Your book is filled with ideas, stories, and expertise that can fuel your content strategy, build meaningful relationships, and create new opportunities long after publication. The challenge is knowing how to turn that valuable material into engaging content that connects with the right people.

In this episode of All Things Book Marketing, Smith Publicity CEO Sandy Poirier Smith and Marketing Manager Rachael Robertson welcome Karlyn Ankrom, founder and lead strategist of Oh Snap! Social, to explore how authors can maintain their social media momentum before, during, and long after their book launches.

As the creator of the Fan Firestarter Framework and Expert Excellence Engine, Karlyn helps nonfiction authors, experts, and thought leaders transform their books, ideas, and expertise into authentic social media content that builds trust and supports their larger professional goals.

Together, Sandy, Rachael, and Karlyn discuss practical ways to repurpose book content, extend the life of media coverage, build an engaged audience, and turn online conversations into meaningful opportunities. They also explore why follower counts and viral moments aren't always the best measures of success, and how authors can reconnect with their audiences after taking a break from social media.

Whether your book is launching next month or has been on shelves for years, this conversation offers actionable strategies for making your book a long-term asset for your personal brand, business, and professional platform.

In this episode, we explore:

• How can authors build an audience before publication, even if they're getting a late start?
• What are the best ways to repurpose your book into engaging social media content?
• How can you extend the value of podcast interviews, media coverage, and other publicity opportunities?
• Why do authentic conversations and relationships matter more than follower counts or viral posts?
• How can authors use social media engagement to create speaking, consulting, and business opportunities?
• What practical steps can you take to restart your social media presence after a book launch?

Episode show notes
Timestamps are approximate
00:00 – Introducing Karlyn Ankrom and Oh Snap! Social
03:30 – Why authors should start building visibility before their book launches
05:00 – Bringing readers along on your writing and publishing journey
09:45 – Why book launch day is the beginning, not the finish line
11:00 – Turning your book into a long-term content generator
14:15 – The "one page, one line, one post" content repurposing strategy
16:00 – Writing calls to action that encourage meaningful conversations
18:30 – Building authentic relationships through LinkedIn and social media
22:00 – Why authors should continue sharing and repurposing media coverage
24:00 – Creative ways to turn interviews and articles into social media content
27:30 – Connecting your expertise to timely trends and conversations
32:30 – Measuring social media success beyond followers, likes, and views
34:30 – Why community engagement and strategic outreach matter
39:00 – Three ways to restart your social media strategy after a break
42:30 – Celebrating book anniversaries and reconnecting with your audience
45:45 – Why your social media content should focus on serving your audience

About Karlyn Ankrom

Karlyn Ankrom is the founder and lead strategist of Oh Snap! Social, where she helps nonfiction authors, experts, and thought leaders turn their ideas, books, and expertise into engaging social media content that builds trust and creates meaningful connections.

With a background in journalism, Karlyn brings a storytelling-focused approach to social media strategy. She is the creator of the Fan Firestarter Framework and Expert Excellence Engine, a strategic program designed to help authors and thought leaders repurpose their expertise, strengthen their online presence, and build momentum beyond their book launches.

Her approach emphasizes authentic storytelling, audience engagement, and practical strategies that help even the most social media-reluctant experts show up confidently without losing their voice.

Connect and learn more
Karlyn Ankrom on LinkedIn: https://www.linkedin.com/in/karlynankrom/
Oh Snap! Social: https://ohsnapsocial.com
Smith Publicity: https://www.smithpublicity.com
Smith Publicity on LinkedIn: https://www.linkedin.com/company/smith-publicity
Smith Publicity on Instagram: https://www.instagram.com/smithpublicity/

Explore more conversations with publishing professionals, authors, and book marketing experts on Smith Publicity's All Things Book Marketing podcast.

At Smith Publicity, we help nonfiction authors, experts, thought leaders, academics, and business leaders build visibility for their books, ideas, and expertise—reaching new audiences, strengthening credibility, and opening doors to new opportunities.

Our tailored campaigns bring together book publicity, media relations, author platform strategy, and expert positioning based on each client's goals, audience, and unique areas of expertise.

Whether you're preparing to publish a book or ready to bring greater visibility to your ideas and expertise, we invite you to start a conversation with the Smith Publicity team.

What if the most important decisions about your book's success happen before you've even written the first chapter?

A great nonfiction book can do much more than share information or generate sales. It can build credibility, introduce your ideas to new audiences, open doors to speaking and consulting opportunities, and become a valuable part of your larger professional platform. But that kind of impact doesn't happen by accident.

In this episode of All Things Book Marketing, Smith Publicity CEO Sandy Poirier Smith welcomes longtime industry colleague Jayme Johnson, founder of Worthy Marketing Group, to explore the foundational questions every author should be asking before, during, and long after publication.

Drawing on years of experience working with leading authors and thought leaders, Sandy and Jayme discuss how to clarify your book's purpose, identify the right readers, stand out in an AI-driven world, and create a strategy that supports your bigger goals.

They also explore what authors should realistically expect from publishers, creative ways to generate book sales and business opportunities, and why your book's return on investment should be measured in years—not weeks.

Plus, Jayme shares why she, Elizabeth Marshall, and Janet Goldstein are bringing back Book Breakthrough, a hands-on retreat designed to help authors refine their ideas, navigate publishing, and build a clear path forward.

In this episode, we explore:

• Who are you really writing for, and what problem will your book solve?
• What makes your expertise and perspective valuable in the age of AI?
• How can your book support your larger business, brand, and professional goals?
• What should you expect from your publisher, and what responsibilities will you need to own?
• How can you measure success beyond book sales and bestseller lists?
• What relationships and opportunities should you begin developing now?

Episode show notes
Timestamps are approximate

00:00 – Introducing Jayme Johnson and Book Breakthrough
02:00 – What makes a nonfiction book stand out today?
04:30 – Why understanding your ideal reader starts before writing
07:30 – Building credibility and trust in the age of AI
10:30 – What publishers do—and why authors need to own their launches
14:00 – Developing an authentic marketing strategy that fits your goals
17:30 – How books can support speaking, consulting, and bulk sales
22:00 – Reaching the right audiences through professional organizations
25:00 – Measuring your book's long-term return on investment
30:00 – Why publication day is the beginning, not the finish line
33:00 – Building relationships and learning to ask for support
38:00 – Why Book Breakthrough is returning in 2026
42:00 – The value of expert guidance, connections, and a clear plan

About Jayme Johnson
Jayme Johnson is the founder of Worthy Marketing Group, where she helps authors, experts, and thought leaders develop their platforms, market their books, and expand the reach of their ideas.

Together with Elizabeth Marshall and Janet Goldstein, she's bringing back Book Breakthrough, a two-day strategic author retreat taking place October 28–29, 2026, in New York City.

Connect and learn more
Jayme Johnson on LinkedIn: https://www.linkedin.com/in/worthyjaymejohnson/
Worthy Marketing Group: https://worthymarketinggroup.com
Book Breakthrough: https://bookbreakthrough.com
Smith Publicity: https://www.smithpublicity.com
Smith Publicity on LinkedIn: https://www.linkedin.com/company/smith-publicity
Smith Publicity on Instagram: https://www.instagram.com/smithpublicity/

Explore more conversations with publishing professionals, authors, and book marketing experts on Smith Publicity's All Things Book Marketing podcast.

At Smith Publicity, we help nonfiction authors, experts, thought leaders, academics, and business leaders build visibility for their books, ideas, and expertise—reaching new audiences, strengthening credibility, and opening doors to new opportunities. 
 
Our tailored campaigns bring together book publicity, media relations, author platform strategy, and expert positioning based on each client's goals, audience, and unique areas of expertise. 
 
Whether you're preparing to publish a book or ready to bring greater visibility to your ideas and expertise, we invite you to start a conversation with the Smith Publicity team.

How do authors and thought leaders go from writing a book to getting booked on stages? Mirjana Novkovic shares what it actually takes to build a speaking career from the ground up. In Smith Publicity's latest All Things Book Marketing episode, Sandy Smith talks with speaking-industry consultant and founder of Speaker Story Bank, Mirjana Novkovic, about how authors and experts can start — or level up — as professional speakers. In this episode, you'll learn:

• How to define a speaking topic that solves a real problem and establishes instant credibility
• Why articulating your audience's transformation matters more than listing your credentials
• How to keep your branding simple and focused, with your website and especially LinkedIn doing the heavy lifting around one clear signature keynote
• The three essential speaker assets every author needs: a highlights/sizzle reel, a 10-minute content sample, and a polished full 45-minute keynote
• The three paths to landing speaking gigs — self-marketing, speaker bureaus, and management — and how relationship-building and timely, "ripped from the headlines" outreach factor in
• How booking timelines have shifted post-COVID, from just weeks to as long as a year

0:00 Welcome and Guest Intro
03:25 Speaker Foundations and Credibility
09:21 Branding, Website, and LinkedIn
18:17 Keynote Video Assets and Reels
25:22 Three Paths to Gigs
26:14 How Speaker Bureaus Work
28:10 Stay Top of Mind
29:27 Ripped From the Headlines
31:37 Booking Timing Trends
34:18 Where to Find Mirjana

Smith Publicity is an international book publicity firm specializing in non-fiction, business, lifestyle and thought-leadership projects. Since 1997, they have helped authors and experts amplify their voices, reach the right audiences, and make a meaningful impact through media placements, strategic campaigns, and expert guidance. For more information visit Smith Publicity.

Follow us on socials:
Sandy Smith on LinkedIn
Mirjana Novkovic on LinkedIn
Smith Publicity on LinkedIn
Smith Publicity on Instagram

What actually makes someone a thought leader? And how do you build one deliberately? 
In this episode of Smith Publicity's All Things Book Marketing podcast, host Marissa Eigenbrood talks with Peter Winick, Founder and CEO of Thought Leadership Leverage, about his new book, The Thought Leadership Handbook: How the Experts Elevate Their Big Ideas—and How You Can Too, co-authored with both Bill Sherman and Naren Aryal and published with Amplify Publishing Group. In this episode, you'll learn:

➥ Why "thought leader" should never be self-declared, and what actually earns that title
➥ How Peter and Bill used AI to mine insights from over 600 podcast transcripts to help write the book
➥ The four elements of building a platform: content, community, product, and the "you are the X guy" positioning
➥ Peter's Impact Equation: simplicity × audience relevance × velocity × audience share, and why one weak link zeroes out the whole thing
➥ Why consistency and trust, not constant reinvention, are what keep audiences coming back

0:00 Welcome and Guest Intro
0:33 Peter's New Book: The Thought Leadership Handbook
1:40 Peter Winick's Background and Expertise
3:09 What Drew Peter to Thought Leadership
6:37 What Really Defines a Thought Leader
10:10 How AI Is Shaping Thought Leadership
11:22 The Origin Story of the Book (Mining 600+ Podcast Transcripts)
15:47 Where AI Helps vs. Where It Hurts Your Voice
16:38 The Four Elements of Thought Leadership: Overview
17:07 Element 1: The Core Idea
18:48 Element 2: The Content Library
19:57 Element 3: The Market Offering
21:29 Element 4: The Platform ("You Are the X Guy")
23:26 Building Trust Through Consistency
24:12 The Impact Equation Explained
28:00 The Five Thought Leader Avatars: Overview
29:38 Avatar 1: The Growth-Minded CEO
31:44 Avatar 2: The Impact & Legacy Executive
33:05 Avatar 3: The Solopreneur
34:02 Avatar 4: The In-House Expert
37:15 Avatar 5: The Hall of Fame Thinker
38:07 When Should You Actually Write the Book?
40:49 Why the Book Is the Beginning, Not the End Game
42:20 Pushing Back on the "Seasonal Book" Mentality
43:15 Playing the Long Game Beyond Publication Day
44:29 The Postpartum of Authorship
45:02 Why "Bestseller" Claims Mean Nothing
47:26 A Little Fun: Where They Disagree
48:00 Closing Thoughts and Where to Find Peter

Smith Publicity is an international book publicity firm specializing in non-fiction, business, lifestyle and thought-leadership projects. Since 1997, they have helped authors and experts amplify their voices, reach the right audiences, and make a meaningful impact through media placements, strategic campaigns, and expert guidance. For more information visit Smith Publicity.

Follow us on socials:
Marissa Eigenbrood on Linkedin
Peter Winick on LinkedIn
Bill Sherman on LinkedIn
Naren Aryal on LinkedIn
Smith Publicity on LinkedIn
Smith Publicity on Instagram

How Strong Are Your Author Brand Visuals? John DeMato shares why they matter more than ever in today’s crowded, attention economy.

Words alone aren’t enough to make your expertise stand out. In Smith Publicity's latest All Things Book Marketing episode, Marissa Eigenbrood talks with visual storytelling strategist and photographer John DeMato about how compelling imagery can elevate an author or speaker brand. In this episode, you’ll learn:

• Why visual storytelling is essential in an era overflowing with content and AI-generated noise.
• How to build a “Visual Storytelling Library,” including core assets, visual evidence, and personal details that bring your brand to life.
• How authentic photography helps you connect instantly with your audience and establish credibility.
• Why updating your visual assets regularly keeps your brand fresh, dynamic, and aligned with your message.

0:00 Welcome and Guest Intro
02:50 How We Connected
04:08 John’s Origin Story
05:27 From TV to Photography
07:03 Serving Speakers and Authors
11:11 Visual Storytelling Library
12:19 Core Assets That Convert
13:02 Visual Evidence in Action
13:58 Book Boudoir and Details
17:53 Why Stock Photos Fail
20:05 How Often to Refresh Photos
22:01 Core Assets Lifespan
22:38 Refresh Your Core Assets
23:11 Show the Rooms You Work
23:56 Capture the Full Event
27:21 Build a Living Image Library
28:28 Visuals for Every Stage
31:07 Budgeting Your Photo Priorities
33:50 Hiring the Right Photographer
36:30 Avoid Over Retouching
39:40 Favorite Client Story
42:57 Where to Find John

Smith Publicity is an international book publicity firm specializing in non-fiction, business, lifestyle and thought-leadership projects. Since 1997, they have helped authors and experts amplify their voices, reach the right audiences, and make a meaningful impact through media placements, strategic campaigns, and expert guidance. For more information visit Smith Publicity.

Crafting Genuine Connections and Building Thought Leadership on LinkedIn with Owen Sammarone 

In this episode of the All Things Book Marketing podcast by Smith Publicity, this episode’s host Marissa Eigenbrood, Smith Publicity’s President, interviews Owen Sammarone, founder of Unleash the Knowledge—a personal branding and ghostwriting agency. 

Owen shares his journey from a non-reader to an influential content creator with a 200,000-follower community. The discussion centers on how founders, executives, and authors can leverage LinkedIn to build their brands, emphasizing the importance of authentic, value-driven content and genuine human connections. 

Owen also offers practical tips on avoiding automated 'pitch slapping,' using AI judiciously, and nurturing relationships through personalized engagement. As they reflect on their longstanding professional relationship, Marissa and Owen explore actionable strategies to enhance online presence and drive business growth, stressing the significance of maintaining a human touch in the increasingly digital landscape.

00:00 Welcome and Introduction
01:00 Meet Owen Sammarone : Founder of Unleash the Knowledge
04:17 Owen's Journey: From Non-Reader to Book Enthusiast
05:13 Building a Community and Personal Brand
15:00 The Power of Niching Down
18:27 Effective LinkedIn Strategies
24:03 The Value of Giving Without Expectation
25:11 Personalized Outreach Strategies
27:35 The Role of AI in LinkedIn Engagement
29:14 Maximizing LinkedIn's Potential
34:37 Effective Connection Requests
38:33 The Billboard Analogy for LinkedIn Profiles
44:24 Looking Ahead to 2026: Staying Human in a Digital World

Owen Sammarone is the founder and CEO of Unleash The Knowledge, a personal-branding and thought-leadership agency that helps B2B founders, consultants, and executives turn their LinkedIn presence into a powerful, consistent driver of authority. He’s become known in the industry as a go-to “LinkedIn Growth Guy,” offering insights on how to turn content into consistent inbound demand, build authority, and scale influence — whether you’re an author, consultant, or executive looking to expand your impact

 
Smith Publicity is an international book publicity firm specializing in non-fiction, business, lifestyle and thought-leadership projects. Since 1997, they have helped authors and experts amplify their voices, reach the right audiences, and make a meaningful impact through media placements, strategic campaigns, and expert guidance. For more information visit Smith Publicity.  

Visual Storytelling for Authors and Speakers with John DeMato 

In this episode of the All Things Book Marketing podcast, this episode’s host Marissa Eigenbrood, President of Smith Publicity, welcomes visual storytelling strategist and photographer, John DeMato.

They delve into John's background, from his early days in photography to his evolution as a strategist helping professionals enhance their visual presence.  

John shares insights on the importance of having a well-rounded visual library, including core assets, visual evidence, and personal touches, highlighting how these elements contribute to an expert's brand credibility and marketability.  

The discussion also covers strategies for effectively capturing key moments, the necessity of regular updates to visual content, and practical advice on hiring the right photographer. The episode concludes with anecdotes reflecting John's passion for his work and the meaningful connections he forms with his clients.

00:00 Introduction and Guest Welcome
00:32 John's Impressive Bio and Career Highlights
01:49 The Physical Demands of Photography
02:53 How Marissa and John Connected
04:34 John's Journey into Photography
10:02 Building a Visual Storytelling Library
17:07 The Importance of Consistent Visual Content
22:38 Evaluating Your Brand's Visual Assets
23:44 Importance of Event Visuals
24:22 Capturing the Full Event Experience
28:28 Starting Your Visual Storytelling Journey
33:50 Choosing the Right Photographer
36:44 The Value of Authentic Imagery
39:40 A Photographer's Favorite Moments
42:57 Conclusion and Contact Information

John DeMato is a New York–based branded lifestyle photographer who specializes in creating strategic, story-driven images for authors, speakers, and thought leaders. A former TV producer, he brings a marketing mindset to every shoot, helping experts show up confidently and consistently across their platforms. Visit John DeMato for more information.

Smith Publicity is an international book publicity firm specializing in non-fiction, business, lifestyle and thought-leadership projects. Since 1997, they have helped authors and experts amplify their voices, reach the right audiences, and make a meaningful impact through media placements, strategic campaigns, and expert guidance. For more information visit Smith Publicity. 

Crafting Genuine Connections and Building Thought Leadership on LinkedIn with Owen Sammarone 

In this episode of the All Things Book Marketing podcast by Smith Publicity, this episode’s host Marissa Eigenbrood, Smith Publicity’s President, interviews Owen Sammarone, founder of Unleash the Knowledge—a personal branding and ghostwriting agency. 

Owen shares his journey from a non-reader to an influential content creator with a 200,000-follower community. The discussion centers on how founders, executives, and authors can leverage LinkedIn to build their brands, emphasizing the importance of authentic, value-driven content and genuine human connections. 

Owen also offers practical tips on avoiding automated 'pitch slapping,' using AI judiciously, and nurturing relationships through personalized engagement. As they reflect on their longstanding professional relationship, Marissa and Owen explore actionable strategies to enhance online presence and drive business growth, stressing the significance of maintaining a human touch in the increasingly digital landscape.

00:00 Welcome and Introduction
01:00 Meet Owen Sammarone : Founder of Unleash the Knowledge
04:17 Owen's Journey: From Non-Reader to Book Enthusiast
05:13 Building a Community and Personal Brand
15:00 The Power of Niching Down
18:27 Effective LinkedIn Strategies
24:03 The Value of Giving Without Expectation
25:11 Personalized Outreach Strategies
27:35 The Role of AI in LinkedIn Engagement
29:14 Maximizing LinkedIn's Potential
34:37 Effective Connection Requests
38:33 The Billboard Analogy for LinkedIn Profiles
44:24 Looking Ahead to 2026: Staying Human in a Digital World

Owen Sammarone is the founder and CEO of Unleash The Knowledge, a personal-branding and thought-leadership agency that helps B2B founders, consultants, and executives turn their LinkedIn presence into a powerful, consistent driver of authority. He’s become known in the industry as a go-to “LinkedIn Growth Guy,” offering insights on how to turn content into consistent inbound demand, build authority, and scale influence — whether you’re an author, consultant, or executive looking to expand your impact

 
Smith Publicity is an international book publicity firm specializing in non-fiction, business, lifestyle and thought-leadership projects. Since 1997, they have helped authors and experts amplify their voices, reach the right audiences, and make a meaningful impact through media placements, strategic campaigns, and expert guidance. For more information visit Smith Publicity.  

Dressing the Part With Kate Breen: The Power of Personal Style in Thought Leadership

In this episode of 'All Things Book Marketing with Smith Publicity,' CEO Sandy Smith interviews Kate Breen, the owner of Get Dressed Go, a top personal styling service in Washington, DC.

Kate shares her experience styling executives, speakers, and professionals whose work demands an exceptional visual presence on stage and on camera.

Discussing the importance of thoughtful clothing choices, Kate highlights common wardrobe mistakes and provides actionable advice on how to dress authentically and powerfully for professional events.

Kate's process for working with clients involves deep dives into personal history, brand goals, and practical styling sessions that ensure clients look and feel their best.

This episode offers valuable insights for authors, thought leaders, and speakers seeking to elevate their brand through their visual presence.

00:00 Introduction and Guest Introduction
01:30 Meeting Kate Breen: First Impressions
02:36 The Importance of Visual Presence
04:00 Dressing for Your Brand
08:01 Common Mistakes in Professional Attire
17:13 The Power of Authentic Style
19:22 Commanding Attention Through Style
23:18 Introduction to Working with Clients
23:48 The Importance of Understanding Personal Style
25:21 Gathering Client Information and Assets
26:22 Creating a Personalized Style Plan
27:49 Shopping and Outfit Coordination
29:44 The Role of Authenticity in Style
31:53 Empowering Clients Through Style
36:25 Final Thoughts and Contact Information

About Kate Breen
Kate Breen is the owner of GetDressedGo, Washington, D.C.’s top-ranking private personal styling business. She has built a reputation for helping executives, speakers, and high-performing professionals look and feel their best in every setting. Through focused, productive styling sessions, Kate delivers immediate results for all aspects of her clients’ lives—from high-stakes presentations and keynote stages to charity events and casual weekends.

About Smith Publicity
Smith Publicity is an international book publicity firm specializing in non-fiction, business, lifestyle and thought-leadership projects. Since 1997, they have helped authors and experts amplify their voices, reach the right audiences, and make a meaningful impact through media placements, strategic campaigns, and expert guidance. For more information visit Smith Publicity.  

In this episode, host and Smith Publicity Vice President Corinne Moulder chats with Sally Ekus, a senior literary agent at JVNLA, about the evolution and specialization of the culinary publishing market.

Sally shares her journey growing up in the world of cookbook publishing, her expertise in representing culinary authors, and the shifts in the industry toward niche, hyper-targeted cookbooks.

They also discuss the importance of leveraging backlists for ongoing success, the impact of platforms like Substack on the publishing industry, and the future trends in culinary and nonfiction publishing. The episode provides valuable insights for authors, publicists, and anyone interested in the culinary literary space.

00:00 Introduction and Guest Welcome
00:14 Sally Ekus' Background and Career Journey
01:57 The Evolution of Culinary Publishing
04:37 The Shift Towards Niche and Specialized Cookbooks
07:18 Successful Examples of Hyper-Targeted Cookbooks
13:14 The Importance of Backlist Promotion
23:16 Sally Ekus' Role and Future Plans
28:18 The Impact of Substack and Newsletter Platforms
33:06 Upcoming Events and Final Thoughts

Sally Ekus is a Senior Literary Agent at JVNLA where she spearheads The Ekus Group, a boutique culinary division representing a wide range of culinary, health, wellness, and lifestyle talent. On the non-culinary side, Sally represents books about caregiving and parenting, and is expanding into select other non-fiction genres. From concept to contract, she has brokered over 300 book deals with top publishers including Penguin Random House, HarperCollins, Hachette, Simon & Schuster, and numerous indie publishers. Sally hosts an online community called How to be a Cookbook Author and writes the bestselling Substack Newsletter, Not So Secret Agent.

For more information about book publicity, visit Smith Publicity.