Dear CrabbitFor what it's worth (and I regard myself more as an experienced bumbling opportunist than a marketing strategist,) I think you are doing the right thing. I think those of us who have several different strands to our work, with different (but sometimes overlapping) audiences, have to keep an eye on what we're doing and adapt as we go.
We had a brief Twitter exchange this evening. I asked: " Do you recommend focusing on marketing the writer...or the book? "
A bit more info: for the past 2-3 years, I've been blogging. Firstly as a way of promoting my (very) part-time coaching practice (I have a full time day job as well), and latterly as a way of promoting my writing (I've had a small paid writing gig with PaleoDietNews.com for the past few months).
Long story short....I now want to focus on promoting my writing. I'm going to convert my main site (cormackcarr.com) into an "author" site, and am going to set up two other blogs. One will focus on my coaching/careers/personal effectiveness writing....the other on food/health/fitness. Those are the two areas that my writing to date has tended to cluster around.
My logic (such as it is!) is that I can then promote the two blogs to their respective niche areas, backlinking to my author site (which will also have backlinks to any guest posting and article writing I do) and which will focus more on me...so that there's scope for me to develop my writing in other directions without being tied down.
Consequently, I suspect I'll "market" my blog writing sites, and just let the author site be my online "home".
A year ago, I had my new website designed. My thinking was: some people will come looking for me because they've heard of my children's books (and of those, some will be looking for my brain books and others my teenage novels and yet others my younger fiction, or they may want a school event) and others will come because they've heard of my advice for writers. But I'd like each group to know about the other areas of my work. On the other hand, I want them to know exactly where they are and not struggle to find what they are looking for. So, my website has three sections - "rooms" - and all of them link to each other, except that when you're in the children's area you cannot directly get to the more grown-up area designed for writers. (Though you can get directly from the writers' area to the children's area.)
The rules I feel we (and the questioner) should follow are:
- We need to be easy to find, when people know they want to find us. So, someone looking for Cormack's coaching should get to it immediately; ditto for someone looking for his writing. They should not have to go searching and make many clicks.
- We should be possible to find even when people don't know they are looking for us. So, someone looking for particular coaching should ideally come across Cormack's coaching site; and when someone is looking for a writer of the sort of books he writes they should be able to find him. (This is harder to achieve and requires good SEO and google-friendly content, but good linking between sites and other sites is helpful here.)
- When someone comes to one part of our internet presence, it should be easy for them to see that there are other parts, and to feel inclined to browse.
[Edited to add: although it's gone off-topic, please see the comments below for a useful discussion about fake accounts to review one's own work. This whole topic makes me feel sick. But I'm grateful to Philip for raising it, especially since there's been discussion about it ever since a certain panel on a certain crime-writing festival...]