Publishing is half the job. Promotion is how a piece reaches the people it was written for, and it should be planned before the piece is finished.
Need help with SEO?
Comppound runs SEO and AI search for SaaS companies. We plan what to publish, produce it with AI, and every page passes automated checks, and a person reviews samples and anything high-risk.
- Published to your site and tracked in Search Console
- One person answers for your account
- Plans from $400 a month, terms from 3 months
Channels to consider
- Your newsletter and customer emails
- Social posts and carousels that point back to the page
- Communities where the topic is genuinely discussed
- Partners, integrations and people quoted in the piece
- Targeted paid distribution for your best pieces
Plan per piece
For each asset, list who should see it and where they are. A quick plan beats a generic share-everywhere routine.
Common mistakes
Posting links into communities as ads
Join the conversation first, and share only where the content genuinely answers a question.
Frequently Asked Questions
The first week matters most, but evergreen pieces can be re-shared when relevant.
Keep reading
- Content Distribution: Content distribution is the work of getting published content in front of its intended audience through search, email, social, communities, partners and sales.
- Content Repurposing: Content repurposing is turning one piece of content into other formats for other channels, such as a webinar into a blog post, clips and a newsletter.
- Newsletter: A content newsletter is a regular editorial email subscribers opt into, building an owned audience that does not depend on search or social algorithms.
- Organic Social: Organic social is unpaid posting and engagement on social platforms from company and personal accounts, building reach through followers and shares.
- Brand Voice: Brand voice is the consistent personality in a company's writing, how it sounds across content, product and support, while tone adapts to each situation.
- Buyer's Guide: A buyer's guide helps someone choose a type of product: what to look for, what to ask vendors and how options differ. For SaaS it targets people who know they need a tool but not which one.
- Case Study: A case study tells how a real customer used a product to solve a specific problem, with the situation, approach and results, as evidence for buyers.
- Checklist Content: Checklist content turns a process into a list of steps someone can tick off, such as a site migration checklist. It matches searches from people who are about to do the task.
