Once launch week ends, many authors are left wondering what, specifically, they should keep doing. The honest answer is that ongoing marketing is less about any single tactic and more about building a rhythm that can actually be sustained over months, without burning out or quietly stopping altogether.
This guide focuses specifically on that ongoing rhythm, distinct from the fuller channel-by-channel promotion sequence covered in [how do I promote a book that is already published?](/resources/book-sales-growth/how-do-i-promote-a-book-that-is-already-published). Here, the question is how often to do things and how to keep doing them.
Launch versus ongoing marketing
Launch marketing concentrates activity into a short window around a publication date. Ongoing marketing spreads a much smaller amount of activity across months and years. Both matter, but confusing the two, either by trying to sustain launch-week intensity indefinitely or by stopping entirely once launch ends, tends to produce disappointing results either way.
A monthly rhythm
A realistic monthly cadence usually includes a small amount of content, some email contact with subscribers, some genuine engagement with readers, and an occasional glance at the retailer product page to confirm nothing has quietly gone stale.
Monthly checks
- A small amount of consistent content on the one or two chosen channels
- At least occasional contact with the email list
- Some genuine interaction with readers, not only broadcasting
- A quick check that the product page still reads well and looks current
A quarterly rhythm
Roughly every three months, it is worth stepping back for a slightly deeper review: is the positioning still accurate, is the metadata still doing its job, is there a small campaign worth running, and is there a partnership or media opportunity worth pursuing.
Quarterly checks
- Positioning review: does the description still describe the right reader?
- Metadata review: categories and keywords still accurate and current
- One modest campaign, if there is a genuine reason for it
- Any partnership, media or community opportunity worth following up
Book moments worth marking
Alongside the regular rhythm, certain moments give a genuine, honest reason to draw fresh attention to a book: a publication anniversary, seasonal relevance to the subject, news about a related or forthcoming book in a series, a new review, a genuine award, a new format becoming available, or news connected to the book’s topic.
A worked example
Example
Imagine a novelist a year past publication who manages one social post a week, a monthly newsletter, and a quarterly look at the book’s Amazon listing. When the second book in the series is announced, that becomes a natural, genuine moment to run a short campaign reintroducing the first book to new readers, without needing to invent a reason.
Why sustainability matters more than intensity
A marketing system an author resents doing will not last, no matter how well designed it looks on paper. Choosing a cadence that fits realistic time, energy and skills, even if modest, tends to outperform an ambitious plan abandoned after six weeks. It is also worth matching cadence to how the intended readers actually behave; a niche non-fiction audience may respond well to a quarterly deep-dive newsletter, while a fast-moving genre fiction audience may suit more frequent, lighter posts.
Building a post-launch marketing calendar
Private worksheet
Post-launch marketing calendar
Sketch a realistic monthly and quarterly rhythm, plus any genuine upcoming book moments. Nothing here is scored or sent.
Your answers stay in this browser tab only. Nothing is scored, sent or saved to an account.
Common mistakes
- Trying to sustain launch-week intensity indefinitely. This tends to lead to burnout and an eventual, often abrupt, stop rather than a durable rhythm.
- Stopping all activity once launch ends. A book with no ongoing promotion tends to fade from view even if it launched well.
- Manufacturing "news" that has not happened. Invented anniversaries or exaggerated milestones tend to read as hollow to genuinely engaged readers.
- Choosing a cadence the author cannot realistically sustain. An ambitious daily plan that collapses within weeks does less good than a modest, honest monthly one that lasts.
Frequently asked questions
How often should I market my book after launch?
There is no fixed frequency, but a realistic pattern usually includes light monthly activity, a slightly deeper quarterly review, and occasional campaigns tied to genuine moments.
Is it bad if I go a few weeks without doing anything?
Not necessarily. A steady, sustainable rhythm over months matters more than never having a quiet week.
How is this different from general book promotion advice?
This guide focuses specifically on the ongoing cadence after launch. See [how do I promote a book that is already published?](/resources/book-sales-growth/how-do-i-promote-a-book-that-is-already-published) for the fuller set of channels and one-off actions.
Do I need a campaign every quarter?
No. A campaign is only worth running when there is a genuine reason for it; a quiet quarter with only the regular monthly rhythm is a reasonable outcome.