Technical Content Distribution and Promotion Across Social Channels

As one of Marketing's main goals is to attract new people to our products and gather their contact information, social media promotions play a big part in our efforts to achieve this.

Even if we don't have a vast amount of blog posts or downloadable assets readily available at our disposal this guide can be very helpful as it walks through how to use what we have to our best abilities.

We will walk through a simple framework on how to utilize potentially existing downloadable assets and orchestrate some simple social media playbooks. For the sake of keeping this document precise, we will mainly focus on organic social media traffic (only briefly going over paid ads traffic like "boosting" posts).

Platform-Specific Content Promotion Strategies

Let's assume we consider Twitter, Facebook, and LinkedIn as our main social media channels. Different Personas are consuming these social media platforms in different ways. For example, it's fair to assume that a software developer trying to figure out how to get into the world of Kubernetes will be browsing for information much more on Twitter (following peers and relevant people in the space and trying to read articles they wrote) as opposed to browsing Facebook. On the other hand, a C-Level Upper Management Persona might consume information on LinkedIn but is not looking for "What is Helm" content, but is looking for ROI and Workflow Automation. In short: You'll want different content assets for different personas for different social media channels.

Following are a few examples that we have implemented with clients that have seen good results. Keep in mind, your company and its audience is unique. Trial and error is the name of the game. Especially when we talk about frequency and amount of posts. One company might have an audience that gets very annoyed with 3 tweets per day, another company has an audience that is very much ok with 20 tweets per day (because eg. they are more globally active and have reach on all continents and timezones as opposed to the aforementioned company).

Our examples assume a somewhat mature content repository. Start by tracking what times your audience is most active and adjust accordingly.

Twitter/X Promotion Schedule Example

Let's assume we can send 21 tweets per week without starting to annoy people.

In order not to only send people to gated assets, our social media content mix on Twitter could be:

• 9 tweets per week about gated content assets
• 12 tweets per week about our company's Top-Funnel and Mid-Funnel blog content
  • In these blog posts, of course, you should link to assets and product pages that are further down the funnel, closer to your product

A simple Twitter gated assets schedule

9 Tweets per week for gated assets could be split up into:

• 3 tweets for 3 different assets per week
• Tuesday, Wednesday, Friday, Sunday
  • Tuesday
    • Asset 1: tweet 9am PST,
    • Asset 1: tweet 2:40pm PST
  • Wednesday
    • Asset 2: tweet at 9:20am PST
    • Asset 1: tweet at 12:10 pm PST
    • Asset 3: Tweet at 3pm PST
  • Friday
    • Asset 3: Tweet at 9am PST
    • Asset 2: Tweet at 2pm PST
  • Sunday
    • Asset 3: Tweet at 10:20am PST
    • Asset 2: Tweet at 3pm PST

A simple Twitter blog content schedule

The other 12 tweets can be used to filling up the spaces around our gated asset promotions, for example:

• Monday
  • 3 tweets
• Tuesday
  • 1 tweet
• Thursday
  • 3 tweets
• Friday
  • 1 tweet
• Saturday
  • 3 tweets
• Sunday
  • 1 tweets

LinkedIn Promotion Schedule Example

On LinkedIn, you could post 1 or 2 MOFU/BOFU assets per week.

For LinkedIn, boosted posts can make a lot of sense, especially for posts that highlight ebooks or upcoming webinars. The targeting capabilities are very precise. We recommend targeting by persona, location, company size, and even specific companies. This precision makes LinkedIn ads particularly cost-effective for B2B gated assets because it's likely you're reaching exactly the decision-makers you want.

LinkedIn boosting strategy: You can start with as little as $10 for a boosted post. Target companies similar to your existing customers, and focus on job titles that match your personas. The cost per lead on LinkedIn tends to be higher than other platforms, but the lead quality is usually significantly better.

A simple LinkedIn gated assets schedule

2 posts per week for MOFU/BOFU assets:

• Asset focus: 2 different bottom-funnel assets per week
• Wednesday and Friday posting days
  • Wednesday
    • Asset 1: post at 8:30am PST (morning professional browsing)
  • Friday
    • Asset 2: post at 11:00am PST (late morning, planning for next week)

A simple LinkedIn thought leadership schedule

2-3 additional posts per week for company announcements and executive content:

• Tuesday
  • 1 post: Industry insights or executive thought piece at 9:00am PST
• Thursday
  • 1 post: Company announcement, milestone, or team update at 10:30am PST
• Sunday (optional)
  • 1 post: Weekly industry roundup or forward-looking content at 7:00pm PST (Sunday evening planning time)

LinkedIn boosted posts

• You can boost the Wednesday gated asset post with some budget
• You can boost major company announcements (funding, product launches) with higher budget
• Ideally, run boosts for multiple days

Facebook Promotion Schedule Examples

On Facebook, you should have a lower frequency than on Twitter. Posting 2 things per day on your wall will be annoying. You might rather want to go for 3 to 5 posts per week.

A simple Facebook gated assets schedule

2 posts per week for gated assets:

• Asset rotation: 2 different assets per week
• Tuesday, Friday
  • Tuesday: Asset 1 - post at 1:00pm PST (lunch break browsing time)
  • Friday: Asset 2 - post at 3:30pm PST (end-of-week, people checking social before weekend)

A simple Facebook company/culture content schedule

2 to 3 additional posts per week focusing on the human side:

• Monday
  • 1 post: Team spotlight or behind-the-scenes content at 10:00am PST
• Wednesday
  • 1 post: Company culture or employee achievement at 2:00pm PST
• Thursday
  • 1 post: Industry commentary or opinion piece at 11:30am PST
• Saturday
  • 1 post: Lighter content, company news, or community engagement at 12:00pm PST

Remember, Facebook works best when you're showing the human side of your company. People connect with people, not logos. Share behind-the-scenes content, employee spotlights, and company culture alongside your gated assets.

Content Mix by Channel

The goal is to schedule a consistent rhythm of blog posts and gated assets promotions on our main social media channels. Of course, we should not just have 100% social media messages that send people to gated assets. That won't be great for our brand and might annoy people. This is where the content mix for each social media channel comes into play. Should you not have enough internal articles and assets to execute on the playbooks mentioned below, think about what would create most value with your audience. Are there other great blogs in your industry that do a good job and are not direct competitors? If so, feel free to send your audience their way. In the end, it's about creating value for your audience. If you don't have enough content from your own production at this time, fill up the social media schedule with other helpful articles and assets.

Pro tip: When cataloging your assets, note which stage of the funnel they serve.

Gated vs. Ungated Content Ratios for Technical Content Promotion

The examples below assume a somewhat mature content repository.

A thing that usually works well is to have specific content strategies per channel. Take this as an example:

Twitter → News outlet (we tweet about our blog posts, important things that are happening in our industry, etc.)

Facebook → The people behind the company. Eg. we show a picture of your employees and give a short bio about them, link to articles written by your own team, link to opinion pieces, post-mortems, etc.

LinkedIn → A mix of the above, including announcements from the company and the exec team (think funding announcement, core values, etc.) and some very bottom-of-the-funnel assets (very much about your own product).

Key insight: Don't just think about what you want to say, think about what your audience wants to consume on each platform. Twitter users scroll fast and want quick insights. LinkedIn users are more likely to be in "professional mode" and want to consume your content differently.

Visual Platforms

Instagram, TikTok, and YouTube Shorts Strategies

The tonality here probably has to be much different from the aforementioned platforms. You're trying to excite and engage people in a very short time frame - we're talking seconds, not minutes.

Think visual storytelling. Instead of "Download our Kubernetes checklist" try showing a quick behind-the-scenes video of your team discussing why the checklist matters, with a call-to-action in your bio or stories. Use Instagram Stories polls, questions, and swipe-ups (if you have 10k+ followers) to drive engagement before pushing people to your gated assets.

It can work well to take complex topics and break them down into digestible, entertaining content. Think "POV: You're a CISO trying to explain zero-trust to your CEO" or quick explainer videos with trending audio. The key is educating while entertaining.

Important note: These platforms work better for top-of-funnel awareness than direct lead generation. Use them to build brand recognition and drive traffic to your other channels where you can promote gated assets more directly.

YouTube Shorts Optimization

Similar to Instagram and TikTok, YouTube Shorts require a different approach. Focus on creating quick, value-packed content that demonstrates expertise without being overly promotional.

Visual Storytelling for Technical Content

Technical content can be challenging to present visually, but it's not impossible. Consider:

• Code snippets with visual highlights
• Architecture diagrams animated step-by-step
• Before/after performance metrics
• Quick demos of tools or features
• Team members explaining concepts in simple terms

Remember that visual platforms prioritize entertainment and engagement over direct conversion. Use them to build brand awareness and trust, then guide interested viewers to your other channels for deeper engagement.