When you’re finally nearing the finish line and getting ready to share your book with the world, you’re probably staring down a tangled mess of advice about how to promote it. Googling “book marketing” alone can make your head spin with millions of results. But here’s the thing. “Book marketing” is often used as a catch-all term, when really, it includes a few very different strategies.
The two biggest players in book promotion are book marketing and book publicity. They sound similar, and they do work together. I hate to break it to you, but they’re not the same. One gives you credibility; the other gives you control. And knowing the difference can help you craft a book promotion plan that actually works.
What Is Book Publicity?
Book publicity is all about getting people talking about your book through earned media coverage. That means things like book reviews, interviews, podcast appearances, reading list features, and shoutouts from bloggers or influencers, all without paying for the exposure. This is where a publicist comes in. Their job is to pitch your book to magazines, newspapers, websites, TV and radio shows, book bloggers, Bookstagrammers, BookTokers—you name it.
But here’s the kicker: publicity isn’t guaranteed. You’re at the mercy of editorial calendars, trending topics, and whether or not someone thinks your book fits their audience. And while that might sound frustrating, it’s also what makes publicity so powerful. When someone features your book because they genuinely think it’s worth sharing, that coverage holds credibility with their audience.
Example: Your book being selected for a curated “Top 10 Must-Reads” list on a trusted blog can introduce you to a loyal and book-hungry readership. That trust and word-of-mouth power? You can’t buy that.
What Is Book Marketing?
Now, let’s flip the script.
Book marketing is where you call the shots. It’s about paid promotion and targeted outreach that you control. This includes things like:
- Launching an author website
- Running paid ads on Facebook, Instagram, or Amazon
- Creating email campaigns or eBook discounts
- Hosting book giveaways or social media campaigns
Marketing gives you control over your message, timing, and audience targeting. You can tweak your strategy based on hard numbers—impressions, clicks, conversions, ad spend, and more. While publicists rely on relationships and editorial trends, marketers rely on data, consumer behavior, and analytics.
Bonus: Marketing lets you test and adjust in real-time. If an ad isn’t getting clicks, you can change the image, headline, or call-to-action. If you notice one group of readers responding better than another, you can shift your targeting accordingly.
To further help you out, check our Marketing for Indie Authors: A Guide That Won’t Break Your Brain.
Why You Need Both: Credibility + Control = Visibility
Here’s the truth bomb: In today’s book market, authors need both book marketing and book publicity. According to a ProQuest Bowker Report, over 1.7 million books were self-published in 2018, and by 2019, the total number of books published in the U.S. topped 4 million. That number’s only growing.
With that much noise, you need as many touchpoints as possible.
Marketing helps people find your book.
Publicity helps people trust it.
Think of it like this: A Bookstagrammer’s post is your reader’s first encounter. A targeted Amazon ad brings it back to their mind a few days later. Then, they read a glowing review in Publishers Weekly, and that’s what seals the deal. Each touchpoint builds momentum. That’s book marketing for you!
Maximize Your Book Promotion Strategy
Marketing and publicity are strongest when they work together. Let’s say your publicist lands you a glowing review in Kirkus. You can then use a quote from that review in your Facebook ads, email blasts, and Amazon description. That single earned placement now strengthens your entire marketing strategy.
Yes, each layer you add to your promotion plan will cost something—whether it’s time, money, or energy. But by understanding the distinct roles of marketing and publicity, you can invest smarter.
If your budget allows, plan for both. If it doesn’t, prioritize strategically. A great publicist might get you powerful placements that marketing can later amplify. And even a modest ad campaign can help boost visibility while you wait on earned coverage.
Need more tips? Check out these 7 Simple Steps to Market Your Books, by Reedsy.
Final Thoughts: Choose The Right Tools for your Launch
At the end of the day, marketing gives you control over how and when you promote your book, while publicity builds credibility through third-party endorsements. Both are essential in their own way—and when combined, they can help your book break through the noise and connect with the readers who need it most.
So don’t get overwhelmed by the buzzwords and options. Focus on building a strategy that fits your goals, your audience, and your budget. And lean into the power of both marketing and publicity to make your book launch count.
Book Marketing vs. Book Publicity – which do you think would be beneficial for you?
