In my last blog, I wrote about the importance of creating employee communication content that’s fresh and unexpected. But once you do so, your work isn’t done. Unfortunately, busy employees and distracted employees won’t flock to your channels just on the strength of your fascinating and useful content.

The second step in building strong communication channels is to promote your content. Even the creators of the most expensive and carefully produced content in the world—that’s right, Super Bowl ads—know that, to get the biggest bang for their buck, they need to do a lot more than air the commercial. They need to be creative about attracting the audience to their creative.

Writes Suzanne Vranica in the Wall Street Journal, “With the cost of Super Bowl ads rising to about $4 million for 30 seconds of airtime during this year’s big game on February 2, and more than 50 spots competing for attention in the broadcast, marketers are enlisting a number of promotional gimmicks to ensure the 100-million-strong audience pays attention.”

Take carmaker Jaguar Land Rover, for instance. The company is spending roughly $5 million to promote the $8 million it’s spending on two ads during the Super Bowl. Among the promotional tactics: wrapping New York City subway trains with signs reminding consumers to be on the lookout for Jaguar’s commercial.

“The more you can get people anticipating what you are doing in the game, the better chances of you really breaking through,” said Jeff Curry, Jaguar North America’s brand vice president.

A key ingredient of pre-game promotion is social media, according to New York Times advertising columnist Stuart Elliott, who writes, “Social media like Facebook, Twitter and YouTube . . . enable sponsors to more easily whet viewers’ appetites for commercials to be shown during the game.”

For example, Audi has a three-step pregame strategy, which includes commercials posted online. “There’s one critical thing we learned: This has become the social bowl,” said Loren Angelo, director for marketing at Audi of America.

Social media can help “make the story much bigger than the spot itself,” Mr. Angelo added. “The more people are talking about you, the more they’re engaged with your brand.”

So you need great content, for sure. But you also need to create buzz by promoting that content in a variety of channels, including social media.

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