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don't mention it. Don't even worry about promoting your content. Simply answer
their questions with smart responses. Add value. Be helpful. Show off how
knowledgeable you are in the space. People will click through your response to
your LinkedIn profile. They will notice the company you work for. They will
probably check it out. They will probably read your content and subscribe to it.
How valuable will that be to you?
Social media participation is not a one-way stream to promote your content. That
is an egotistical approach. That is too selfish. That is not networking. The best
networkers at an event don't show up and just talk about themselves. They meet
people. They ask questions. They add value. Use these same techniques online.
As a rule of thumb, I like one-third of my social media messages to be about my
company and two-thirds to be about other people.

Long-Tail Theory

There is an important concept that was created over a decade ago by Christopher
Anderson in his book, The Long Tail. The long tail refers to the fact that, within
a given population, a large percentage of overall data will be represented by the
multitude of small data batches scattered farther down the curve. This concept is
important for successful inbound marketing, especially as it relates to selecting
content topics.
Figure 10.1 illustrates the long-tail concept.

Figure 10.1 The Long-Tail Theory