Author: Franz Malten Buemann

Choosing the best organizational structure for your company, division, or team is a lot like picking out a new car.
At the most basic level, you’re always looking for something road-worthy — something that can take you (and your passengers) from point A to point B without a hitch.But beyond that, there are a lot of options to consider. Automatic or manual? Four-wheel drive or two? Built-in GPS? Leather interior? Flux capacitor? (Only if you’re going back in time, of course.)
In the world of organizational structures, the options you have to choose from include things like chain of command (long or short?), span of control (wide or narrow?), and centralization (centralized or decentralized decision-making?), just to name a few.

Organizational Structure
An organizational structure is a visual diagram of a company that describes what employees do, whom they report to, and how decisions are made across the business. Organizational structures can use functions, markets, products, geographies, or processes as their guide, and cater to businesses of specific sizes and industries.

What’s the point of an organizational structure? As a business leader, do you even need one? As I said, org structures help you define at least three key elements of how your business is going to run.
As your company gets bigger, an organizational structure can also be helpful for new employees as they learn who manages what processes at your company.
Then, if you need to pivot or shift your leadership, you can visualize how the work flows would work by adjusting your organizational structure diagrams.
To put it simply, this chart like a map that simply explains how your company works and how its roles are organized. 
Here’s what each of those elements means to an organization:
Chain of Command
Your chain of command is how tasks are delegated and work is approved. An org structure allows you to define how many “rungs of the ladder” a particular department or business line should have. In other words, who tells whom to do what? And how are issues, requests, and proposals communicated up and down that ladder?
Span of Control
Your span of control can represent two things: who falls under a manager’s, well, management … and which tasks fall under a department’s responsibility.
Centralization
Centralization describes where decisions are ultimately made. Once you’ve established your chain of command, you’ll need to consider which people and departments have a say in each decision. A business can lean toward centralized, where final decisions are made by just one or two entities; or decentralized, where final decisions are made within the team or department in charge of carrying out that decision.
You might not need an org structure right away, but the more products you develop and people you hire, the harder it’ll be to lead your company without this crucial diagram.
(To dive deeper into what all of these different organizational structure components are, check out my earlier post, “The 6 Building Blocks of Organizational Structure.”)

In this post, we’ll explore how you can combine those components to form different types of organizational structures. We’ll also highlight the benefits and drawbacks of different structure types so you can evaluate which is the best option for your company, division, or team. Let’s dive in.
Mechanistic vs. Organic Organizational Structures
Organizational structures fall on a spectrum, with “mechanistic” at one end and “organic” at the other.
Take a look at the diagram below. As you’ll probably be able to tell, the mechanistic structure represents the traditional, top-down approach to organizational structure, whereas the organic structure represents a more collaborative, flexible approach.

Here’s a breakdown of both ends of the structural spectrum, their advantages and disadvantages, and which types of businesses are suited for them.
Mechanistic Structure
Mechanistic structures, also called bureaucratic structures, are known for having narrow spans of control, as well as high centralization, specialization, and formalization. They’re also quite rigid in what specific departments are designed and permitted to do for the company.
This organizational structure is much more formal than organic structure, using specific standards and practices to govern every decision the business makes. And while this model does hold staff more accountable for their work, it can become a hindrance to the creativity and agility the organization needs to keep up with random changes in its market.
As daunting and inflexible as mechanistic structure sounds, the chain of command, whether long or short, is always clear under this model. As a company grows, it needs to make sure everyone (and every team) knows what’s expected of them. Teams collaborating with other teams as needed might help get a business off the ground in its early stages, but sustaining that growth — with more people and projects to keep track of — will eventually require some policymaking. In other words, keep mechanistic structure in your back pocket … you never know when you’ll need it.
Organic Structure
Organic structures (also known as “flat” structures) are known for their wide spans of control, decentralization, low specialization, and loose departmentalization. What’s that all mean? This model might have multiple teams answering to one person and taking on projects based on their importance and what the team is capable of — rather than what the team is designed to do.
As you can probably tell, this organizational structure is much less formal than mechanistic, and takes a bit of an ad-hoc approach to business needs. This can sometimes make the chain of command, whether long or short, difficult to decipher. And as a result, leaders might give certain projects the green light more quickly but cause confusion in a project’s division of labor.
Nonetheless, the flexibility that an organic structure allows for can be extremely helpful to a business that’s navigating a fast-moving industry, or simply trying to stabilize itself after a rough quarter. It also empowers employees to try new things and develop as professionals, making the organization’s workforce more powerful in the long run. Bottom line? Startups are often perfect for organic structure, since they’re simply trying to gain brand recognition and get their wheels off the ground.
Now, let’s uncover more specific types of organizational structures, most of which fall on the more traditional, mechanistic side of the spectrum.

Types of Organizational Structure

Functional Organizational Structure
Product-Based Divisional Structure
Market-Based Divisional Structure
Geographical Divisional Structure
Process-Based Structure
Matrix Structure
Circular Structure
Flat Structure
Network Structure

1. Functional Organizational Structure
One of the most common types of organizational structures, the functional structure departmentalizes an organization based on common job functions.
An organization with a functional org structure, for instance, would group all of the marketers together in one department, group all of the salespeople together in a separate department, and group all of the customer service people together in a third department.

The functional structure allows for a high degree of specialization for employees, and is easily scalable should the organization grow. Also this structure is mechanistic in nature — which has the potential to inhibit an employee’s growth — putting staff in skill-based departments can still allow them to delve deep into their field and find out what they’re good at.
Disadvantages
Functional structure also has the potential to create barriers between different functions — and it can be inefficient if the organization has a variety of different products or target markets. The barriers created between departments can also limit peoples’ knowledge of and communication with other departments, especially those that depend on other departments to succeed.
2. Product-Based Divisional Structure
A divisional organizational structure is comprised of multiple, smaller functional structures (i.e. each division within a divisional structure can have its own marketing team, its own sales team, and so on). In this case — a product-based divisional structure — each division within the organization is dedicated to a particular product line.

This type of structure is ideal for organizations with multiple products and can help shorten product development cycles. This allows small businesses to go to market with new offerings fast.
Disadvantages
It can be difficult to scale under a product-based divisional structure, and the organization could end up with duplicate resources as different divisions strive to develop new offerings.
3. Market-Based Divisional Structure
Another variety of the divisional organizational structure is the market-based structure, wherein the divisions of an organization are based around markets, industries, or customer types.

The market-based structure is ideal for an organization that has products or services that are unique to specific market segments, and is particularly effective if that organization has advanced knowledge of those segments. This organizational structure also keeps the business constantly aware of demand changes among its different audience segments.
Disadvantages
Too much autonomy within each market-based team can lead to divisions developing systems that are incompatible with one another. Divisions might also end up inadvertently duplicating activities that other divisions are already handling.
4. Geographical Divisional Structure
The geographical organizational structure establishes its divisions based on — you guessed it — geography. More specifically, the divisions of a geographical structure can include territories, regions, or districts.

This type of structure is best-suited to organizations that need to be near sources of supply and/or customers (e.g. for deliveries or for on-site support). It also brings together many forms of business expertise, allowing each geographical division to make decisions from more diverse points of view.
Disadvantages
The main downside of a geographical org structure: It can be easy for decision- making to become decentralized, as geographic divisions (which can be hundreds, if not thousands of miles away from corporate headquarters) often have a great deal of autonomy. And when you have more than one marketing department — one for each region — you run the risk of creating campaigns that compete with (and weaken) other divisions across your digital channels.
5. Process-Based Structure
Process-based organizational structures are designed around the end-to-end flow of different processes, such as “Research & Development,” “Customer Acquisition,” and “Order Fulfillment.” Unlike a strictly functional structure, a process-based structure considers not only the activities employees perform, but also how those different activities interact with one another.
In order to fully understand the diagram below, you need to look at it from left to right: The customer acquisition process can’t start until you have a fully developed product to sell. By the same token, the order fulfillment process can’t start until customers have been acquired and there are product orders to fill.

Process-based organizational structure is ideal for improving the speed and efficiency of a business, and is best-suited for those in rapidly changing industries, as it is easily adaptable.
Disadvantages
Similar to a few other structures on this list, process-based structure can erect barriers between the different process groups. This leads to problems communicating and handing off work to other teams and employees.
6. Matrix Structure
Unlike the other structures we’ve looked at so far, a matrix organizational structure doesn’t follow the traditional, hierarchical model. Instead, all employees (represented by the green boxes) have dual reporting relationships. Typically, there is a functional reporting line (shown in blue) as well as a product- based reporting line (shown in yellow).
When looking at a matrix structure org chart, solid lines represent strong, direct-reporting relationships, whereas dotted lines indicate that the relationship is secondary, or not as strong. In our example below, it’s clear that functional reporting takes precedence over product-based reporting.

The main appeal of the matrix structure is that it can provide both flexibility and more balanced decision-making (as there are two chains of command instead of just one). Having a single project overseen by more than one business line also creates opportunities for these business lines to share resources and communicate more openly with each other — things they might not otherwise be able to do regularly.
Disadvantages
The primary pitfall of the matrix organizational structure? Complexity. The more layers of approval employees have to go through, the more confused they can be about who they’re supposed to answer to. This confusion can ultimately cause frustration over who has authority over which decisions and products — and who’s responsible for those decisions when things go wrong.
7. Circular Structure
While it might appear drastically different from the other organizational structures highlighted in this section, the circular structure still relies on hierarchy, with higher-level employees occupying the inner rings of the circle and lower-level employees occupying the outer rings.
That being said, the leaders or executives in a circular organization aren’t seen as sitting atop the organization, sending directives down the chain of command. Instead, they’re at the center of the organization, spreading their vision outward.

From an ideological perspective, a circular structure is meant to promote communication and the free flow of information between different parts of the organization. Whereas a traditional structure shows different departments or divisions as occupying individual, semi-autonomous branches, the circular structure depicts all divisions as being part of the same whole.
Disadvantages
From a practical perspective, the circular structure can be confusing, especially for new employees. Unlike with a more traditional, top-down structure, a circular structure can make it difficult for employees to figure out who they report to and how they’re meant to fit into the organization.
8. Flat Structure
While a more traditional organizational structure might look more like a pyramid — with multiple tiers of supervisors, managers and directors between staff and leadership, the flat structure limits the levels of management so all staff are only a few steps away from leadership. It also might not always take the form or a pyramid, or any shape for that matter. As we mentioned earlier, It’s also a form of the “Organic Structure” we noted above.
This structure is probably one of the most detailed, It’s also thought that employees can be more productive in an environment where there’s less hierarchy-related pressures. This structure might also make staff feel like the managers they do have are more like equals or team members rather than intimidating superiors.
Disadvantages
If there’s a time when teams in a flat organization disagree on something, such as a project, it can be hard to get aligned and back on track without executive decisions from a leader or manager. Because of how complicated the structure’s design is, it can be tricky to determine which manager an employee should go to if they need approval or an executive decision for something. So if you do choose to have a flat organization, you should have a clearly marked tier of management or path that employers can refer to when they run into these scenarios.
9. Network Structure
A network structure is often created when one company works with another to share resources — or if your company has multiple locations with different functions and leadership. You might also use this structure to explain your company workflows if much of your staffing or services is outsourced to freelancers or multiple other businesses. 
The structure looks nearly the same as the Divisional Structure, shown above. However, instead of offices, it might list outsourced services or satellite locations outside of the office.
If your company doesn’t do everything under one roof, this is a great way to show employees or stakeholders how outsourcing of off-site processes work. For example, if an employee needs help from a web developer for a blogging project and the company’s web developers are outsourced, the could look at this type of chart and know which office or which person to contact outside of their own work location.
Disadvantages
The shape of the chart can vary based on how many companies or locations you’re working with. If it’s not kept simple and clear, there may be a lot of confusion if multiple offices or freelancers do similar things. If you do outsource or have multiple office locations, make sure your org chart clearly states where each specific role and job function lies so someone can easily understand your basic company processes. 
Navigating Organizational Structures
That concludes our exploration of different types of organizational structures. Keep in mind that what we’ve just looked at are simply archetypes — in real-world applications, organizations often use hybrid structures, which can borrow elements from multiple structure types.
Want to see some real-world examples of marketing team org structures from companies like GitHub and Rue La La? Download the complete resource, An Illustrated Guide to Organizational Structures.
To learn more about working on a marketing team, check out the 6 Building Blocks of Organizational Structure [Diagrams].

This is my first time taking the exam. Comparing Marketo prep notes from previous years, it seemed like that made some minor changes. I went through the study guide on the website, core concepts II as suggested and did some practice tests. I was wondering if others has taken the exam and what did you guys think about the exam? Any study tips or things to look out for? Thank you in advance!
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In an ideal world, you’d know just how your product or business idea would be perceived before it’s released. This knowledge could help you make alterations to what you’re offering for the best possible reception, and better inform your sales projections and marketing strategy.
Sadly, you’ll never know exactly how what you’re selling will be received by your target audience, which is why companies conduct market research.
But, while mass data collection through surveys provides you with necessary quantitative information, it doesn’t offer as much qualitative insight into your target market’s view or opinion of what you’re selling.
This is where a focus group comes in.
So, what is a focus group, and how can it help you navigate your market research? Let’s explore those two questions, next.

What is a focus group?
In the context of market research for businesses, a focus group is a cohort of individuals participating in a guided discussion about a business, brand, product, and/or service.
Typically, a focus group is facilitated by representatives from the business and is composed of individuals in the business’s target market who share their thoughts and opinions on the topic or offering in question.

A focus group is usually moderated by a representative or representatives of the company, who ask 5-10 questions to the participants over the course of 30-60 minutes, with another facilitator keeping notes on the focus group questionnaire.
Follow Along With a Free Focus Group Questionnaire Template

HubSpot’s Market Research Kit includes a questionnaire template to use in your focus groups, as well as four more templates to aid you in your market research efforts. You can download the kit here to help you plan your focus group and market research.
You can also read more about the process of conducting an effective focus group in our blog post, How to Run a Focus Group for Your Business.

Next, let’s explore the pros and cons of a focus group. 
The Pros of a Focus Group
1. You get the story behind the data.
In focus groups, qualitative data takes center stage. Survey data is unbelievably powerful, but it’s hard to understand the rationale for the numbers without context. Focus groups are a way to understand how someone truly feels about your business and provide the why behind the data.
If someone answers a question in a way that interests you, you’ll have the chance to dig deeper. Ask “Why?” See how the other participants feel about the specific answer. Gauge facial expressions and tone of voice to see how people react to what you’re talking about. You’ll end up with the emotional input from your target market that your surveys may not be able to provide.
2. Focus groups are interactive.
Those responding to a survey or a questionnaire can’t pick up your products or use them, but they can in a focus group. If the subject of your focus group is tangible, observe and ask questions about how participants use the product and feel about the packaging and design.
Here, you’ll see your product through the end-users’ eyes, which can help you realize something you hadn’t before.
3. They’re more efficient than interviews.
Interviewing individuals can take much longer than running focus groups with the same amount of people. Say you want to interview 100 people, and each interview or focus group takes one hour. Getting the opinions of those 100 people would take 100 hours if interviewed, but only 20 hours if participants were broken up into groups of five.
This way, you can get qualitative feedback from multiple people in a shorter amount of time — an enormous time saver, especially if most of your participants think alike.
The Cons of a Focus Group
1. They’re not entirely representative.
What you gain from depth of opinion from focus groups, you lose in sample size.
Because focus groups take longer than surveys, you’ll hear from dozens or hundreds of people in more time than it could take you to hear from thousands of people through your own surveys or exploring secondary research, such as previously conducted studies or surveys.
This constricts the amount of people whose input you’ll receive, which means your findings may not represent the opinions of your entire target market.
2. They could encourage groupthink.
Have you ever been in a meeting where one or two people voice an idea you disagree with, but everyone else agrees with the idea before you have the chance to say your piece?
As a result, maybe you decide to go along with the idea … even though you’re not its biggest fan?
That’s called groupthink, and it happens when a group rallies behind a vocalized idea that not everyone believes is correct for the sake of moving on or attempting to avoid a conflict.
Focus groups can quickly turn into one or two participants providing the bulk of the answers while the other four or five silently nod in agreement. The problem is you’re now only getting input from two participants – not the entire focus group, as intended.
You can avoid this by calling on specific group members to answer in-depth, but some may be reluctant due to shyness or disinterest.
3. Your focus group moderators may have confirmation bias.
Focus group moderators are often attached to the project in question, and can come into the session with an idea of where they think it will — or want it to — go.
For example, one moderator may want a product to be priced, packaged, or colored a certain way, and can lead the discussion towards that conclusion. This is known as observer dependency.
For instance, let’s say one moderator wants a product to be colored blue, and poses the open question to the group: “What color should this be?”
After everyone responds — and no one says blue — she might ask, “What about blue, would that work?” Everyone silently nods, and she notes that the group agreed blue would be a good color, despite that being far from the perfect truth.
To overcome this, focus group moderators should be explicitly instructed to put their personal preferences aside and act as an objective group facilitator. You could also work with a market research firm, which typically has less interest in the product or subject than those from the business who are actually creating it.
Focus groups may not be the most efficient source of gathering data, but when used appropriately, they can put a face and an emotion behind the statistics and quantitative data you’ve gathered to better inform your business, marketing, and product development.
Remember, focus groups are most effective when moderators organize their thoughts ahead of time and take notes during the session on a focus group questionnaire — which you can access for free here in our Market Research Kit.

Id like to have controlled the URL Categories which are empty of product, anyone can help me? ​ thanks
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Have you ever accidentally wasted an entire day in Photoshop?
I have. It’s not like you start out aimlessly. You have a simple goal in mind, like cropping a photo, improving the resolution, or changing the size of the canvas. But then, you look at how many options there are — and trying to figure out which buttons to press to execute a single task suddenly turns into an attempt to solve The Riddle of the Sphinx.
Wouldn’t it be nice if you could just press a button, and magically, do what you wanted to do? Well, we’ve got good news for you: It turns out there are a wealth of Photoshop shortcuts that pretty much work just that way.
By pressing a few keys on your computer keyboard at the same time, you can select tools, manipulate images and layers, and even make adjustments to your project’s canvas. But if we’re being honest, if you’re just starting out with the software, there might be far too many Photoshop shortcuts to remember them all. That’s why we created this guide — for you to bookmark and return to next time your design project leaves you stumped.
Note: All of these shortcuts can be accessed on PC and Mac, but sometimes, they’re different on each operating system. We’ve included both types below, and in the cases where they might be different, Mac instructions appear in italicized parentheses. Also, in these formulas, the plus sign (+) is present only to represent the combination of key commands. On occasion, it might be part of the command itself, like when you press the plus sign to zoom into a part of an image, but otherwise, don’t press the plus sign between commands.

65 Photoshop Shortcuts to Save You Time

Getting Set Up
Choosing the Right Tools
Using the Brush Tool
Using the Marquee Tool (for Slicing/Selecting)
Using Different Blending Options
Manipulating Layers & Objects
Saving Your Work for Later

Getting Set Up
You’d think setting up your content in Photoshop would be second nature. But sometimes, the shortcuts to change the background size, or zoom into your project aren’t what you think. Here are some of the most crucial fundamental shortcuts to know:
1) Control + Alt + i (Command + Option + i ) = Change the image size.
2) Control + Alt + c (Command + Option + c ) = Change canvas size.
3) Control + + (Command + + ) = Zoom in.
4) Control + – (Command + – ) = Zoom out.
Control + ‘ (Command + ‘ ) = Show or hide the grid, the automatically-generated horizontal and vertical lines that help align objects to the canvas.

Choosing the Right Tools
These shortcuts will activate different groups of tools, like “Lasso,” “Brush,” or “Spot Healing Brush.” Within these tools, though, there are different functions. Under the “Magic Wand” tool group, for example, you have the option to execute a new selection or add and subtract from a current one.
Each one of these tools has a keyboard shortcut, and we’ve outlined some of them below.
5) v = Pointer, a.k.a. Move Tool  
6) w = Magic Wand
7) m = Rectangular Marquee, a.k.a. the Select Tool
8) l = Lasso
9) i = Eyedropper
10) c = Crop
11) e = Eraser
12) u = Rectangle
13) t = Horizontal Type
14) b = Brush
15) y = History Brush
16) j = Spot Healing Brush
17) g = Gradient
18) a = Path Selection
19) h = Hand
20) r = Rotate View
21) p = Pen
22) s = Clone Stamp
23) o = Dodge
24) z = Zoom Tool
25) d = Default Foreground and Background Colors
26) x = Switch Foreground and Background Colors
27) q = Edit in Quick Mask Mode
28) x = Change Screen Mode

Using the Brush Tool
With the brush settings, you can change the size, shape, and transparency of your brush strokes to achieve a number of different visual effects. To use these keyboard shortcuts, first select the Brush tool by pressing b.
29) , or . = Select previous or next brush style.
30) Shift + , or . = Select first or last brush style used.
31) Caps Lock or Shift + Caps Lock (Caps Lock) = Display precise crosshair for brushes.
32) Shift + Alt + p (Shift + Option + p) = Toggle airbrush option.

Using the Marquee Tool (for Slicing/Selecting)
When used correctly, the marquee tool will let you select individual elements, entire graphics, and determine what is copied, cut, and pasted into your graphics.
To use these keyboard shortcuts, first select the Marquee tool by pressing m.
33) Control (Command) = Toggle between Slice tool and Slice Selection tool.
34) Shift + drag = Draw square slice.
35) Alt + drag (Option + drag) = Draw from center outward.
36) Shift + alt + drag (Shift + option + drag) = Draw square slice from center outward.
37) Spacebar + drag = Reposition the slice while creating the slice.

Using Different Blending Options
Blending options include a number of features to enhance the look of your graphic. You can always choose a blending option by going to the top menu bar, under Layer > Layer Style > Blending Options. Or, you can double-click any layer to bring up the options for that particular layer.
Once you open blending options, you can use keyboard shortcuts to select them without moving your mouse. To use the shortcuts, select the Move tool (“v”), and then select the layer you’d like to use the blending options on. Below are some of the most popular modes.
38) Shift + + or – = Cycle through blending modes.
39) Shift + Alt + n (Shift + Option + n) = Normal mode
40) Shift + Alt + i (Shift + Option + i) = Dissolve
41) Shift + Alt + k (Shift + Option + k) = Darken
42) Shift + Alt + g (Shift + Option + g) = Lighten
43) Shift + Alt + m (Shift + Option + m) = Multiply
44) Shift + Alt + o (Shift + Option + o) = Overlay
45) Shift + Alt + u (Shift + Option + u) = Hue
46) Shift + Alt + t (Shift + Option + t) = Saturation
47) Shift + Alt + y (Shift + Option + y) = Luminosity
For more niche blending shortcuts, check out these tips from Adobe.

Manipulating Layers & Objects
If you want to modify an object or get complex with multiple layers, here are some shortcuts you might like to know:
48) Control + a (Command + a ) = Select all objects
49) Control + d (Command + d ) = Deselect all objects
50) Shift + Control + i (Shift + Command + i ) = Select the inverse of the selected objects
51) Control + Alt + a (Command + Option + a) = Select all layers
52) Control + Shift + E (Command + Shift + e) = Merge all layers
53) Alt + . (Option + .) = Select top layer
54) Alt + , (Option + ,) = Select bottom layer
Note: In shortcuts 55-57, the brackets ([ ]) are the keystrokes in the command, and “OR” refers to the actual word — as in, press one bracket OR the other, not the letters “o” and “r.”
55) Alt + [ OR ] (Option + [ OR ]) = Select next layer down or up
56) Control + [ OR ] (Command + [ OR ]) = Move target layer down or up
57) Control + Shift + [ OR ] (Command + Shift + [ OR ]) = Move layer to the bottom or top
58) Shift + Control + n (Shift + Command + n) = Create a new layer
59) Control + g (Command + g) = Group selected layers
60) Control + Shift + g (Command + Shift + g) = Ungroup selected layers
61) Control + e (Command + e) = Merge and flatten selected layers
62) Control + Shift + Alt + e (Command + Shift + Option + e) = Combine all layers into a new layer on top of the other layers. Note: This step gets you one, combined layer, with all elements of that layer in separate layers below — which is different than a traditional merge-and-flatten layers command.
63) Control + t (Command + t) = Transform your object, which includes resizing and rotating

And Finally — Save Your Work for Later
Congratulations — you’ve finished working on your project, and now, you want to share it with the world. Save time saving your project by using these simple shortcuts:
64) Control + Shift + s (Command + Shift + s) = Save your work as …
65) Control + Shift + Alt + s (Command + Shift + Option + s) = Save for web and devices

We all know that traffic alone doesn’t pay the bills. Ultimately, our traffic must do its job to convert prospects who have problems that we can solve. One way of getting the right people into the pipeline is by creating compelling content offers that practically beg for the opt-in. There’s just one problem: Making sure we generate enough demand for the offer to be successful.
So if your content is just sitting on your website not getting too many downloads or leads, your promotion might be the problem. That being said, read on to discover the best techniques for marketing your ebook, whitepaper, guide, or other lead-generating resource. 

1. Consider a co-marketing campaign.
Before your create your helpful content offer, consider if there’s any partnerships that you can leverage. Co-marketing provides an opportunity for cross-collaboration on content so that two parties “own” that content and benefit from it. 
Here are some reasons why co-marketing is a good idea:

Sharing resources for the offer’s creation doubles the value of the content and diminishes the cost/effort of its production
Promoting to two networks increases the reach of the campaign exponentially
Both partners have vested interest in the results of the promotion because both reap the benefits (the leads generated from it)

2. Utilize industry influencers for their thought leadership and reach.
Whether you decide to do co-marketing or not, you can’t deny the power of good old-fashioned personalized outreach. Think through your existing partnerships as well as other major players in the industries or social circles you want to reach. 
Consider these thought leaders’ goals: finding relevant articles to share with their fan base, increase their reach, and further establish themselves as an authority. 
You can appeal to these goals by featuring them in your content offer. For example, ask them for a quote that you can incorporate into your content offer or link to another article they wrote. When you finish the piece, send them a complimentary copy. I’d suggest telling them how much you’ve appreciated their expertise and that you were delighted to include them.
Don’t forget to mention that you’ll be promoting the offer to your network. Because they’re featured in the content, this acts as an incentive for them to share your offer to their audience as well. 
The key to this tactic is to make your personalized outreach unique and worth their while. After all, they likely get bombarded with messages asking them to share content.
3. Use email marketing to promote the ebook with your existing audience.
Admittedly, outreach is arduous. Don’t forget about the network you already have. Your email subscribers have already expressed interest in similar content offers, and if this new ebook continues to provide value for problems they need help with, this is another opportunity to continue engaging them. 
As you continue to provide value, you’re establishing more credibility and authority in their eyes. As you stay top of mind in this way, you’ll be first on their list when they are ready to make a purchasing decision.
To achieve maximum success with this tactic, it helps to have a segmented audience so that you’re always providing relevant, timely, and personalized content. 
You don’t want to email a specific ebook to your entire contact database because it probably doesn’t relate to all your contact lists. When you don’t segment emails, your engagement will be lower and your success will be diminished.
Here’s what I mean: 
On one of your opt-in forms, you could have visitors identify what they need help with. For an inbound marketing agency, it might say, “What Does Your Business Want to Improve?” with options to select: 

Grow our web presence
Rank higher on Google
Generate more leads

That way, if an ebook was created around SEO, it could be sent to all the subscribers who have already shown interest in ranking higher on Google. 
4. Promote your ebook on your highest trafficked (but still relevant) blog posts.
In addition to your other methods of promotion, you want to make sure that you’re converting organic traffic as well. But here’s the problem: A user can’t convert on a landing page they never land on. They can never be interested in a content offer they don’t know about. 
Content offers aren’t an “If you build it, they will come” scenario. Instead, see how you can capitalize on the traffic you’re already getting for its promotion.
By putting the CTA (call to action) on new blog posts, all you’re doing is making a gamble. Mainly because you don’t know if that blog post will ever generate traffic. After all, it’s brand new.
However, you can put a CTA on an existing blog post that has proven success, pushing that ebook to a known source of demand. 
Promote your offer on relevant blog posts that already get traffic to put your ebook in front of the audience you have.
5. Create a PPC campaign to advertise your content offer.
If you know your content offer has a clear path to revenue, organic plays alone are not always the best route for promotion, especially if there is clear demand as people search for resources just like yours. 
PPC is a quicker tactic than SEO and is a great way to promote not just your company and its services but also campaigns to offers you create. A successful PPC campaign boosts visibility and downloads to your offer by driving high-intent users to the landing page. 
6. Announce your content offer on social media.
Email is a great tactic for promoting to an existing audience, and so is social media. An additional benefit is that social media promotion can reach beyond that existing audience much more easily.
Be sure to post on your social channels once your offer is live, conveying the value it contains for the reader and including an image to attract their attention. Mix these posts in with your other content so that your readers aren’t put off by too much promotional content.
7. Consider putting advertising budget behind it.
On some social channels (I’m looking at you, Facebook), organic reach isn’t what it used to be. Boosting posts helps to increase reach to both your followers and beyond. Alternatively, you can also create an ad that promotes your ebook and do paid promotion to a targeted audience. 
Just keep in mind that people don’t browse social media with buying intent, so you’ll have to ensure that the offers you promote and the way you promote them piques interest and conveys value. Otherwise, they’ll just see it as an ad and scroll on past.
8. Repurpose your content into different formats.
The first time they see your post, they may not click and convert right away. Like with anything, it can take multiple “impressions” to attract attention and pique interest. At the same time, if you continue posting the same thing over and over, your content gets stale. 
Enter repurposing. 
Your ebook can easily be turned into a slideshare, infographic, quiz, or other format. By having multiple “versions” of your content for promotion, your ebook can go farther while getting more eyeballs on it. 
9. Connect with niche readers on social media.
Look on Twitter and LinkedIn for users that have been sharing similar content to what you have created. Just by searching on Twitter for #inboundmarketing, I can see who is sharing inbound marketing blogs, guides, and resources. Plus, I can see who is getting the biggest reach in terms of likes and retweets.
Reach out to these individuals with a simple message that encapsulates “Hey! I saw you shared [this article] and I thought you might like [this related content offer]”. This way you know that the individual is probably interested in what you’re writing because they’ve been interested in similar content before.
This tactic might not work as well as the influencer tactic in tip #2 since you’re not providing mutual value, but many of these individuals spend a lot of time curating content for their audience, and you might just be helping them out.
10. Submit to a content community or online group.
Chances are, search engines and their social feeds are not the only places your audience hangs out. If your ebook contains specialized or niche information, you might be able to target these niches through content communities and online groups. For example: 

Niche Facebook groups
Niche LinkedIn groups
Reddit
Quora
Slack groups
NextDoor neighborhoods
Industry forums

For example, if you’re a roofer in St. Louis, join your community group on NextDoor.com and offer your content there. When your neighborhood gets hit by a hailstorm, your infographic on “Assessing Storm Damage as a Homeowner” can come in handy to the community’s residents.
Content communities are also a great resource for getting feedback, starting discussion, and sharing your passion for your services with others.
11. Find other linking opportunities.
Using tools like Ahrefs, you can see other websites who have linked to content like yours. Reach out to them with your content offer link and see if they want to include a link to your resource. I find that this is most helpful when you can find a broken link that your new link can replace. Webmasters generally appreciate when someone lets them know of a problem with their website links, and if you can provide a link to replace the broken one, it might get placed.
Alternatively, use a tool like BuzzSumo or Mention.net to find mentions of your company online. You’ll be able to see who has mentioned you or your content offer and determine whether they have linked back to you or not. If they haven’t included your link, reach out to that website and explain it might provide their readers a better experience if they could find the article that is being mentioned.
If you’re looking for more backlink opportunities, I highly recommend Backlinko’s “17 Powerful (Yet Untapped) Backlink Sources” to find other places you could get a link from!
12. Guest blog on popular websites with your ebook as CTA.
You may also have an opportunity to capitalize on a third party website’s organic traffic and promotions through guest blogging. If your buyer persona goes to a popular website that provides solutions to the problems they’re experiencing, your content offer should be there too (as long as it’s similarly relevant and helpful, of course). 
Once you nail down which websites your buyer persona is reading to get information, see if these websites offer the opportunity for industry leaders to guest blog. Some websites will require an application or an article proposal, but once you get accepted blogging for one website, it becomes much easier to get accepted on other websites.
When you write your articles, keep them educational and don’t self-promote. Remember, you’re trying to help the reader solve a problem with your expertise and industry knowledge. A the conclusion of the article, use your ebook as a next step CTA so if a reader finishes the article and wants more information, your content offer is there.
Content that just sits on your website can’t properly do its job and bring in leads. But worry not, by using these promotion tips you’ll see a little bit of extra effort can really take a content offer from zero to hero.
If you’re interested in creating attractive ebooks that capture attention and bring more leads to your business, check out the FREE resource below (see what we did there?).
Editor’s note: This post was originally published in September 2016 and has been updated for comprehensiveness.