The best blog tours have completely original content on each and every blog.
You can have a blog tour where each person posts the same pre-written interview or just the blurb of the book and your bio, and those are still good blog tours because the large number of blogs that post about you and your book is still generating some internet buzz.
However, you ideally want an interesting, interactive blog tour, one where people will visit every single blog on the tour. For that to happen, you must have original content at each “stop.”
This requires pre-planning on your part. When you email your friends to ask them to be part of your blog tour, give them three options: to post a review, to post an interview with you (where they email you about 5 questions to answer), or to post a guest blog post written by you about whatever topic they prefer.
If you do your blog tour in conjunction with another group like the Christian Fiction Blog Alliance, try to encourage people to email you to get original content for their stops on the blog tour. I had several people in the CFBA who were stops on my blog tour (and got a link on my Blog Tour Schedule) because they posted original content.
Try to return your interview answers or the guest blog post in good time. I try to request the questions and return them before the blog tour even starts. You must make sure you give the blogger enough time to format the post before posting it. Some bloggers will post at midnight the day they’re supposed to post, so you must get them the content at least two days before, but that’s pushing it, in my opinion.
Reviews: This means the blogger commits to reading your book and writing the review before it’s their date to post.
Now, you also have to realize that your blogger friend has the right to give you only a so-so review, because it’s their blog and their review. You still have to link to them because they’re part of your blog tour.
However, most of the time, your friend will give you a pretty good review. Just be prepared in case you don’t get lots of gushing.
Next: Content continued, Interviews