Turn Your Editing Scraps into Marketing Magic

by RJ Redden

I have a confession to make: every night, I'm that person reading under the covers.

You know the one—phone glowing in the dark, blankets pulled up to create my own little reading cave, scrolling through another Star Trek fan fiction while my wife sleeps peacefully beside me. 

Some nights it's a brilliant exploration of Data's emotional journey. Other nights, it's... well, let's just say not every writer understands what makes Spock compelling.

But here's the thing: I read them all. The good, the bad, and the "did someone actually publish this?" Because every single story—no matter how questionable the grammar or how wildly it diverges from canon—offers me another chance to live in that universe I love.

That nightly ritual got me thinking about something most writers never consider: the world of unconventional marketing. (Yes, I know—from fan fiction to marketing strategy. My brain works in mysterious ways.)

The Secret Every Fan Already Knows

Marketing has changed dramatically and will continue evolving. The fan fiction keeping me up past my bedtime relies on the established Star Trek brand to find readers—something most of us don't have the luxury of. 

But here's the question that kept me scrolling until 2 AM one night: How can we, as writers and storytellers, create our own magnetic universes that readers can't resist entering?

Look around my desk right now, and you'll see the answer everywhere. Six toy replicas of different Star Trek ships (the Enterprise-D has a place of honor). Eight representations of Yoda in various poses. Three popcorn buckets based on Marvel Avengers characters, including one shaped like an old red limousine—you get the popcorn through the sunroof, which is both ridiculous and brilliant.

The point isn't my questionable spending habits. It's this: I want to step into these worlds I love, inhabit them, and bring pieces home from the visit. I'm not limited to movies, TV, or books to appreciate these universes. I use every tool available to keep the magic alive throughout my ordinary days.

This is what your readers want too—they want to live in your world, not just visit it for a few hours and never return.

The Worldbuilding Revolution

I have a world I've been building. It’s a medieval interdimensional fantasy tavern called The Come Wright Inn. I tell stories about that world, create characters and coffee drink recipes and merch. What I've discovered is that there are countless tools available to draw people into my universe and make them active participants in the story rather than passive readers.

Some of these tools are AI-powered, some aren't. About the question of AI use, I often refer to the famous line from Hamlet: "This above all: to thine own self be true". I do my best to use AI ethically, being transparent about where and when it's used. (Yes, I used AI to help me shape and edit this post.) I research the companies I work with to help create my world. I spend my money with companies I believe in and that I feel are ethical and fair to creators.

But here's the truth: worldbuilding is done every day with and without AI tools. Worldbuilding and storytelling have been going on since humans first gathered around fires to share tales. Choose whatever tools resonate with you—just choose something.

Let’s spark ideas about what you can do with all those elements that ended up on your editing room floor. 

Those character backstories you loved but couldn't fit? 

That detailed history of your fictional town? 

The playlist your protagonist would actually listen to?

Stop letting those treasures gather dust. 

Start using them to create an entire universe that readers can't resist exploring. 

And let that be your marketing strategy. 

Your Worldbuilding Toolkit (No Magic Required)

Ready for the possibilities? Here's your arsenal:

Visual Storytelling:

• Image creation (character portraits, scene illustrations, mood boards)
• Video creation (book trailers, character interviews, behind-the-scenes content)
• Map creation (bring your fictional geography to life—your readers will study every detail)

Interactive Elements:

• Chatbot creation for your characters (imagine readers having actual conversations with your protagonist)
• Augmented reality experiences (platforms like GoBrunch can create immersive spaces)
• 3D model creation from images (make your fictional objects tangible)

Atmospheric Building:

• Music/song creation (your world's soundtrack—trust me, this is powerful)
• Timeline development (the history your readers never saw but desperately want)
• World Anvil (comprehensive worldbuilding platform that's awesome for fantasy writers)

Community Connection:

• Printify for merchandise (let readers literally wear your world)
• Email lists or Substack (ongoing connection with your universe)
• Social platforms tailored to your world's aesthetic

Marketing Beyond the Obvious

Think about what Suzanne Collins did with The Hunger Games. Yes, she had the trilogy, but she also created an entire mythology around Panem, complete with fashion inspired by the Capitol, recipes from District 12, and two prequels that expanded the world's history. 

She understood that fans don't just want to read about the Games—they want to understand the world that created them.

You don't need a massive budget or a publishing empire to create this kind of immersive experience. You need creativity, consistency, and a deep understanding of what makes your story irresistible.

Your Next Steps (Start Small, Think Big)

Pick one element from your story that makes you genuinely excited—maybe it's a character, a location, or even an object. Then ask yourself: "How can I bring this into the real world?"

Could you create a playlist that your antagonist would listen to? How about the restaurant menu from that crucial scene in chapter twelve? Could you build a simple website that looks like it exists in your fictional world?

Every piece of content you create outside your main story is another doorway into your universe. 

Every image, every song, every interactive element is an invitation for readers to step deeper into the world you've created.

The Truth About Modern Readers

The bottom line: readers aren't just consuming stories anymore—they're participating in them. 

They're writing their own stories in your world, creating fan art, building communities around your characters, and yes, even buying ridiculous popcorn buckets shaped like limousines.

The question isn't whether they want to go deeper into your world. The question is: Will you give them the tools to do it?

Your story doesn't end when you type "The End." It's just the beginning of a universe waiting to be explored.

* * * * * *

About RJ

If your audience engagement feels like you’ve been screaming into a black hole, then RJ is your digital fairy godmother. Her wand wields AI, chatbots, and augmented reality to create engagement so addictive, your audience will forget Netflix exists. She also speaks fluent human in a world obsessed with algorithms.

Find her online at blackbeltbots.com.

Top Image by Deleyna via Midjourney.