Expanding Marketing Diversity in the Publishing Industry

The Christian publishing industry is identifying the need for diversity, not only in published books, but also in the hiring process, including in marketing departments. After all, what better way to reach diverse audiences than to start with diversity on staff? But we know change is easier said than done. How can companies openly promote and show unity by actively hiring more diverse employees and supporting them with the challenges they face? How can we reach out to and work with POC already doing marketing work in companies of their own?

Edwina Perkins

Managing Editor for Harambee Press, an imprint of End Game Press

Session Two

How to use Organic Marketing on TikTok to Raise Consumer Awareness and Build Community

As TikTok and #BookTok continue to grow in popularity, many publishing teams and authors have questions about how to make the most of this booming short-form, stylized video content. This presentation will spotlight some key marketing tactics and answer questions like: What’s the best way to utilize TikTok? What’s the best way to increase engagement using popular TikTok trends? How can TikTok be a driving force for Instagram Reels? How can publishing teams work with authors and their communities to raise awareness for their titles? In this session we’ll uncover how to engage an audience on TikTok for the long run.

Carlisle Russell

Social Media and Influencer Marketing Strategist; HCCP social team lead for D2C channels

Rachael Wing

Fiction Social Media Manager, Bethany House Publishers

Session Three

The Changing Landscape of Publicity, and Why It Still Matters

In today’s rapidly changing environment, publishing is shifting with the times, and publicity must adapt and forecast to meet changing needs. It is increasingly more difficult to find a straight road to success. As a subject she is often asked about, Jeane will discuss the changing landscape of publicity, highlighting how publicity has changed/is changing in today’s market, and why we need to pay attention.

Jeane Burgess

Founder and President of Tall Oak Media

Session Four

Web3 Marketing, NFTs, and What Our Jobs Will Look Like in 4 Years

Fifteen years ago, web2 (social media) completely changed the way we do our jobs. With the imminent eruption of web3, we are once again facing an upheaval in the way we do our jobs. Bob Hutchins, Expert in Residence in Consumer Psychology and Digital Marketing for 5by5, will provide an introduction to Web3, will explain how NFTs might feature in your future, and will tell us how marketing will change in the near future.

Bob Hutchins

Expert in Residence-Consumer Psychology and Digital Marketing

Session Five

How to use TikTok as an Advertising Platform

Tik Tok offers various ways of creating advertisements tailored for follower growth and selling products. Learn how to create both. Session will also include audience segmenting via hashtag and behavioral targeting.

Stephanie Chalk

Senior Marketing Manager, HarperCollins Publishers / HarperCollins Focus

Session Six

What to Expect When They’re Expecting: Marketing with First-Time Authors

Working with debut authors can be an exercise in both blessing and frustration. They know how to write, but they may not realize that putting words to paper is only the first step. How can you break the news to starry-eyed newbies that marketing is a team effort? Let’s talk about setting, managing, and fulfilling marketing expectations with new authors.