One reason a lot of writers love publishing their own work is that it need not fit nearly into one box.
My Awakening Series, for example, fits into Horror as that category existed when I was growing up. Back then it included what I think of as “quiet horror”–like Stephen King's The Dead Zone (my favorite King novel) or The Omen. (In case you're trying to figure out how old I am based on that, I'll tell you–51.)
Yes, The Omen had some scenes considered shocking at the time and a little bit of gore, but it mainly relied on psychological and supernatural suspense.
These days, some publishers wouldn't consider that to be horror. As an independently-published writer, though, I can choose to write books like it, and I can market to readers who love what I love regardless what it's called.
Some writers also are drawn to indie publishing because it allows them to cross genres in the same book.
Indies are free, for example, to include romance in science fiction or add a supernatural element to crime fiction (such as J. F. Penn does in her London psychic/London crime thriller series, which is my favorite of hers).
Traditional publishing tended to frown on these types of books, finding them hard to market.
In some ways, though, things haven’t changed. Indie or traditional, it can be a challenge to market books that don’t fit neatly into a genre category.
That’s why this week I’m recommending an episode of the Science Fiction & Fantasy Marketing Podcast that specifically addresses marketing a book that falls in more than one genre.
In A Successful Cross-Genre Launch with Chris Fox, author Chris Fox is interviewed about creating covers that hint at more than one genre but aren't overbusy, how to use Amazon Ads to test tag lines pre-launch, and reader reactions to cross-genre books, plus many other points to help writers market their work.
In keeping with the theme, I recommend this podcast episode whether you write science fiction and/or fantasy or not because the tips and information are relevant to everyone.