The fun has just begun.

So you’ve laid the foundation for your brand publication: you’ve given it a catchy title, created the perfect logo and begun to develop great content to feature on your homepage.

But before you kick back and relax, did you know that the strategies you use to promote your publication are equally as important as the quality of your content? Lucky for you, we’ve created a comprehensive guide to promoting your fledgling publication.

Content Optimization

First things first: Do your research to uncover the topics and keywords that are most relevant within your industry, and optimize your content accordingly. Weave relevant keywords into your headlines and articles to boost your SERP rankings, and be sure to write clearly and concisely. The more value you can offer your target audience, the better you will fare in terms of search results.

Paid Search Ads

While optimizing for organic search is important, promoting your content with a self-service PPC platform like Google AdWords or Bing Ads can give you an extra push. Plus, paid search allows you to target highly specific audiences, increasing your brand’s visibility.

Social Media Posts

Promote your content on every social network that is relevant to your industry: tweet links to your content, share articles with industry-specific LinkedIn groups, post images on Instagram — whatever works best for your brand. If you don’t have time to manually post everyday, you can make use of tools like Hubspot and Hootsuite to schedule posts in advance and automatically push content out throughout the week.

Paid Social Ads

While you can use social media as a free promotional tool, there are also paid options that can enhance the efficiency of your existing strategy. For example, you can boost a Facebook post or promote a tweet to get it in front of more viewers. When you’re creating ads for social media, be sure your CTA leads directly to your publication or post, encouraging readers to take a specific, immediate action.


Retargeting is the process by which Google allows you to track online visitors to your site, and then use the information you’ve gathered during their visit to serve them targeted ad content as they browse other pages. Retargeting is a great way to speak directly to people who have already shown interest in your brand.

Content Ads and Audience Trading

Paying to advertise your latest posts via Taboola or Outbrain can help drive greater brand awareness. Platforms like these allow you to offset the cost of your campaign by placing the same ad units on your own blog. Specifically, earnings from ad impressions on your brand publication can help generate “cashback” for your marketing budget, which in turn can be put towards expanding the reach of your content.

Email Newsletters

Email newsletters help you build value, promote brand recognition, and extend your reach among prospective clients. Send a daily or weekly email chock-full of valuable content, so people can get to know (and love) your brand.


Team up with another company (hopefully one that already interacts with your intended audience) to increase awareness of your brand and introduce your content to a new demographic. Working with other brands to produce long-form content, such as whitepapers, case studies, or ebooks is a great way to pool resources and reap mutual benefits.


Find relevant syndication partners who are open to hosting your content on their site. By reusing some of your best existing content, this approach can extend your reach and allow you to make the most of your time and effort.

Influencer Marketing

Work with influencers in your space who can help you build awareness surrounding your brand. Influencers are generally already trusted and adored by fans, so getting a mention boosts your brand’s reputation by association.

Longneck and Thunderfoot offer brand publishing services and strategies to transform your company blog into a sophisticated trade publication that drives visibility and influence in your market. Learn more about brand publishing here.

Author Ami Foote

A graduate of the University of South Carolina, Ami is a staff writer at L&T. She has previously written for, Lowe’s Home Improvement, Britax Child Safety, and a variety of non-profits around the country. On a good day, you can find Ami obsessively consuming one or all of the following: folk music, NPR, black coffee, jeopardy, or Guinness.

More posts by Ami Foote