# How do you develop an effective marketing strategy to promote OA publications?

**URL:** <https://forum.edch.eu/t/how-do-you-develop-an-effective-marketing-strategy-to-promote-oa-publications/154>\
**Category:** Visibility, Communication, Impact\
**Tags:** communication, marketing, content-promotion, dissemination\
**Created:** [28 April 2025 17:55 UTC](https://forum.edch.eu/t/how-do-you-develop-an-effective-marketing-strategy-to-promote-oa-publications/154 "2025-04-28T17:55:27Z")\
**Posts on this page:** 3\
**Page:** 1

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**Author:** ![anna.hughes](https://dub1.discourse-cdn.com/flex005/user_avatar/forum.edch.eu/anna.hughes/32/67_2.png) [@anna.hughes](https://forum.edch.eu/u/anna.hughes)\
**Post date:** [28 April 2025 17:55 UTC](https://forum.edch.eu/t/how-do-you-develop-an-effective-marketing-strategy-to-promote-oa-publications/154/1 "2025-04-28T17:55:28Z")

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What are the main challenges faced by institutional publishers? 🤔

- Limited resources
- Raising awareness about the advantages of open access publishing among researchers and institutions
- Competition from traditional publishers

The [Marketing section](https://toolkit.openbookcollective.org/books/14-marketing) of the Open Book Collective’s [Toolkit for Small and Scholar-Led Open Access Publishers](https://toolkit.openbookcollective.org/) will be really helpful when developing a marketing strategy to effectively promote publications and enhance their impact in the scholarly landscape.

Let me know what people think about the advice given in the toolkit! What worked for you (and perhaps what didn’t).

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**Author:** ![mpaulhac](https://dub1.discourse-cdn.com/flex005/user_avatar/forum.edch.eu/mpaulhac/32/48_2.png) [@mpaulhac](https://forum.edch.eu/u/mpaulhac)\
**Post date:** [29 April 2025 09:01 UTC](https://forum.edch.eu/t/how-do-you-develop-an-effective-marketing-strategy-to-promote-oa-publications/154/2 "2025-04-29T09:01:40Z")

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Hi Anna,

Thanks for sharing this, I wasn’t aware of it and I’m starting to explore the resources! While doing so, I came across this interesting paper:

> **[Building Effective Outreach Strategies for Open Access Book Initiatives:...](https://copim.pubpub.org/pub/building-effective-outreach-strategies-for-open-access-book-initiatives-lessons-learned-from-the-open-book-collective-obc/release/1)**

They describe using a **“rule of thirds”** approach to social media communication, which I found quite insightful.  
To summarise:

- **1/3 original content** promoting the platform,
- **1/3 curated content** from the wider OA community,
- **1/3 engagement** , focused on interaction and relationship-building.

Have you tried this model, or do you follow another strategy when communicating on social media?

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<div class="post-metadata">

**Author:** ![anna.hughes](https://dub1.discourse-cdn.com/flex005/user_avatar/forum.edch.eu/anna.hughes/32/67_2.png) [@anna.hughes](https://forum.edch.eu/u/anna.hughes)\
**Post date:** [29 April 2025 10:35 UTC](https://forum.edch.eu/t/how-do-you-develop-an-effective-marketing-strategy-to-promote-oa-publications/154/3 "2025-04-29T10:35:08Z")

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That’s a really good rule to follow! With social media i always assume most followers will miss original posts due to algorithms etc so will post the same thing a few times over a week. Plus if a post does well, i reshare regularly.