Thought leadership content helps you increase marketplace visibility, develop a competitive edge and become a recognized leader in your industry. Whether you are publicizing a bylined article, white paper, case study or customer success story, promoting your content extends the lifespan of the piece and increases your credibility, searchability and name recognition in the marketplace. To help get you started, here are 15 tips for promoting your thought leadership content.

1.  Add it to your website. Post PDFs of all published articles, white papers and press releases on your website.

2.  Leverage organizational advocacy. Keep colleagues informed about media coverage and new thought leadership content. Encourage them to share it with their networks.

3.  Empower the sales team. Be sure the sales team knows what thought leadership content exists and help them understand how to use it in their sales efforts.

4.  Share it on social media. Alert your followers on Twitter, Facebook, Google+ and other social-media platforms by announcing your published work along

with a link to the article or other content. Be sure to use hashtags relevant to the subject and tag any quoted sources.

5.  Post on LinkedIn. Post thought leadership content to your corporate and personal LinkedIn accounts. Encourage engagement by asking questions and tagging peers who might have something to say about the topic. Share your posts in relevant interest groups to engage with new audiences.

6.  Recycle and repurpose. Your thought leadership content can be transformed into a variety of print, audio and video formats that can be shared across different platforms. Larger pieces can be broken up into a series of blogs, lists, emails, infographics or newsletters. Content can also be converted to and reformatted for webinars, podcasts or videos.

7.  Post in public content communities. Content communities like Medium, Hubpages, Blog Engage, BizSugar and Triberr allow users to share online multimedia materials with new audiences. If you are sharing a piece that has been distributed elsewhere, be sure to give credit to the original publisher.

8.  Answer a related question on Quora. More than likely, someone is asking questions about your topic on Quora. Find related questions and respond with a meaningful answer along with a link to your content.

9.  Email the content to your lists. Send an email announcing your new content to clients, prospects and other audiences.

10.  Alert the media. A press release is an effective way to promote newsworthy content, especially if it contains original research, a strong opinion or a new angle on an old topic.

11.  Answer related questions on HARO. “Help a Reporter Out” (also known as HARO) connects journalists with industry experts. When you register as a source, you’ll receive regular emails when reporters are looking for input from experts in your field.

12.  Add a link in your email signature. Every email you send represents an opportunity to share your content with those you are communicating with. It takes just a minute to update your email signature with a link promoting your most recent published works.

13. Sign up for Google Alerts. If you put even one of these tips into action, be sure to register your company’s and thought leaders’ names on Google Alerts. As Google detects your search terms, you’ll receive an email linking you to any digital mentions.

14.  Share your content with HR. Sharing thought leadership during the recruitment process demonstrates expertise and shows that your company values thought leadership, innovative thinking and an investment in its leaders.

15.  Put your content on display. Frame a copy of your content and display it in your lobby, conference room or thought leaders’ offices.

Creating exceptional content is just the first step. Promoting that content is where the marketing magic happens. The more people who read and share your content, the more traction you gain in the marketplace. Fortunately, content marketing builds on itself. The more content you create and the more you promote it, the more readers you will attract. The more readers you attract, the more your audience grows. The more your audience grows, the more visibility you have in the marketplace. All of this contributes to marketing and organizational success. To download our free guide “15 Ways to Promote Your Thought Leadership Content,” click here.