You are a shameless self promoter!” he said.
I can’t speak to the “shame” part, but for the rest: guilty as charged.
Self-promotion may appear revolting, but it’s the only promotion that’s guaranteed in this business. Do it right, and only haters will hate you for it. To get, you must give.
Love your work
If you write or design, you must believe in what you do. If you don’t believe you have something to express, there are plenty of other jobs out there. If you believe in what you do, and if you’re doing it for real, you must find ways to let people know about it.
Sometimes this takes the direct form of a case study. The assumption in publishing such a study is that someone out there might be interested in the service your team provided, the thinking you brought to the problem, and so on.
There is a difference between being arrogant about yourself as a person and being confident that your work has some value. The first is unattractive, the second is healthy and natural. Some people respond to the one as if it were the other. Don’t confuse them. Marketing is not bragging, and touting one’s wares is not evil. The baker in the medieval town square must holler “fresh rolls” if he hopes to feed the townfolk.
The love you make
But direct self-promotion is ineffective and will go unnoticed unless it is backed by a more indirect (and more valuable) form of marketing: namely, sharing information and promoting others.
Is your Twitter feed mostly about your own work, or do you mainly link to interesting work by others? Link blogs with occasional opinions (or occasional techniques, or both) get read. The more you find and promote other people’s good work, the more in-the-know and “expert” you are perceived to be—and the more you (or your brand, if you must) are liked.
You can’t fake this. If you’re linking to other people’s work as a ploy to make others link back, it’s obvious, and you’ll fail. If you’re sharing half-baked information half-heartedly, nobody will stick around.
This may sound Jedi-mind-trick-ish, but never create a blog or a Twitter feed with the explicit idea of promoting yourself. Create for the joy of creating. Share for the joy of the sharing, and because the information you’re sharing genuinely excites you. Do that, and the rest will follow.
