I don't really have a company but I've been in the industry for 5 years, my advice isn't much personal experience as it is insider knowledge. Hope it's ok.
The answer: it really depends on your audience and your goal with the blog post.
- 1. If you just want people to find you on Google with certain keywords, you really don't have to post it anywhere. This is very common for non-technical audiences, and they will mostly find it by themselves. Tell them in the end of the blogpost to follow you on social media and add an option to get their e-mail, if this is the kind of audience that does it.
- 2. If it's something that might interest to your current followers and further engage them (such as long form content), post on your own social media accounts and send to your newsletter subscribers. Avoid posting the things from #1 on social media unless it is interesting to your followers, because people will get fatigued.
- 3. If it's really high-quality content that will bring brand awareness, then post on aggregators. Hackers News and Reddit doesn't work for traditional marketing, keep that in mind. Examples: don't use marketing language ("by the way, did you know we make..."), never push readers to follow you on social media or subscribe to the newsletter (icons and a form at the end are more than enough) and don't even talk about your product unless it's absolutely necessary. People are smart enough to find about it by themselves.
- 4. Technical tutorials and wiki-like content, like Digital Ocean and Cloudflare do, work great for technical audiences. You only have to post the REALLY good ones into HN. People will find out about the others by looking into your blog sidebar, or archives, or by searching Google. There are aggregators and subreddits that allow other kinds of tutorials.
- 5. Try making tutorials and "behind-the-scenes" content for things related to features you release. Example: I just noticed that your company released a Google Cloud DB Migration service. Try to find out what kind of tutorial people need related to Google Cloud and put make a blog post. Then post them on aggregators related to Google Cloud. Make them easy to find via Google. Make specific mailing lists related to Google Cloud. Oh, and since your company is working with multiple cloud providers, comparison posts work wonders too ;)
A tip: take a cue from sociology/psychology and forget about your "target audience" for a moment. Instead, focus on two or three very specific "personas" that make sense for you business. Imagine a person and set a gender, an age, job, location, salary, everything. This will inform you where you need to post, how often, the language you have to use, sometimes even which platform you have to use.
The answer: it really depends on your audience and your goal with the blog post.
- 1. If you just want people to find you on Google with certain keywords, you really don't have to post it anywhere. This is very common for non-technical audiences, and they will mostly find it by themselves. Tell them in the end of the blogpost to follow you on social media and add an option to get their e-mail, if this is the kind of audience that does it.
- 2. If it's something that might interest to your current followers and further engage them (such as long form content), post on your own social media accounts and send to your newsletter subscribers. Avoid posting the things from #1 on social media unless it is interesting to your followers, because people will get fatigued.
- 3. If it's really high-quality content that will bring brand awareness, then post on aggregators. Hackers News and Reddit doesn't work for traditional marketing, keep that in mind. Examples: don't use marketing language ("by the way, did you know we make..."), never push readers to follow you on social media or subscribe to the newsletter (icons and a form at the end are more than enough) and don't even talk about your product unless it's absolutely necessary. People are smart enough to find about it by themselves.
- 4. Technical tutorials and wiki-like content, like Digital Ocean and Cloudflare do, work great for technical audiences. You only have to post the REALLY good ones into HN. People will find out about the others by looking into your blog sidebar, or archives, or by searching Google. There are aggregators and subreddits that allow other kinds of tutorials.
- 5. Try making tutorials and "behind-the-scenes" content for things related to features you release. Example: I just noticed that your company released a Google Cloud DB Migration service. Try to find out what kind of tutorial people need related to Google Cloud and put make a blog post. Then post them on aggregators related to Google Cloud. Make them easy to find via Google. Make specific mailing lists related to Google Cloud. Oh, and since your company is working with multiple cloud providers, comparison posts work wonders too ;)
A tip: take a cue from sociology/psychology and forget about your "target audience" for a moment. Instead, focus on two or three very specific "personas" that make sense for you business. Imagine a person and set a gender, an age, job, location, salary, everything. This will inform you where you need to post, how often, the language you have to use, sometimes even which platform you have to use.
TL;DR: Know your audience.