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Syndicating your writing is not easy, but if you can develop a syndicated column from your subject matter, you will generate continued publicity that will help in repeatedly marketing a book. A column helps establish you as an expert in your field, and gives you an audience interested in your particular subject. For example, if your book is on interior decorating, you might write a column offering quick and easy design tips, or designing on a budget. Marketing a column can be as much work as marketing a book, but it can be very rewarding!