Our promotional strategy answered three key questions:
Who is promoting it (the author, someone from the marketing team, or someone else from the company)?
Through which channels is it promoted (LinkedIn, Twitter, email, forums, comment sections of other publications)?
Depending on the structure of your team, your goals and your industry, you probably have different answers to these questions than we do.
That's how it should be!
But to give you a first impression of what worked for us, let me tell you how we answered them:
All content is promoted, but on different levels. Blog articles are promoted only in the most poland telegram data basic ways: on social media and the community, and via the email newsletter. In-depth research reports or infographics are treated much more lovingly - with additional emails and pitches to social media influencers, industry publications, and major media outlets.
The writer does a minimum amount of promotion through their own channels (15 to 30 minutes per week), but the marketing team maintains all of the company's major social media accounts and is responsible for larger pitches and advertising campaigns.
Note: You can also find our "Writer Promotion Checklist" in the large resource pack at the end of the article.
We chose three channels that we wanted to focus on and get really good at before adding more: Twitter, LinkedIn, and email (both email newsletters and influencer emails).
This last point is important and you should definitely limit which channels you use in the beginning. Too many companies try to be everywhere at once and end up doing none of it very well, instead of taking the time to master a few high-quality promotional strategies.