37 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE 4 Content Cross-Channel and Cross- Department promotions. For the most returns from your marketing content, it’s important all your marketing channels are working together on promotion, and folks across your entire company know about the content in your campaigns. Here’s a sample scenario for you: You’ve just finished writing a fantastic new lead generation offer – such as an ebook -- that you’d like to email to a segment of your list. How can you better support that offer’s success? First, promote it with a blog post; excerpt a chapter that can stand alone, and let blog readers know the excerpt they’re reading is a small part of a larger ebook on the topic, which they can download via the call-to-action in the blog post. Then give social media a heads up that pages 2, 5, and 8 in the ebook have some interesting quotes that could be turned into compelling visuals to be shared on social media networks -- with a link to the landing page to download the ebook, of course. The image you choose for your blog post should also keep social media in mind, since you’ll surely share that blog post on your social networks, and a compelling post image will help drive more engagement. www.Hubspot.com