Authors must market and promote their book on their own, especially those who are self-publishing. To do so, you must create an online presence.
Inbound marketing is a relatively new approach to marketing. In the past, we pushed out messages to our potential customers. You may still use that approach sometimes, such as when you advertise. However, business owners today should also use inbound marketing, which is drawing people into your business instead.
Content calendars are a useful tool for any blogger or business blogger. You might also call it an editorial calendar.