| A | B | C | D | E | F | |
|---|---|---|---|---|---|---|
1 | Content Promotion Checklist | |||||
2 | ||||||
3 | Email / Mail | |||||
4 | Activity | Potential Reach | ROI Potential | Notes | ||
5 | Repurose parts as a newsletter issue(s) | Medium | Medium | This covers both an owned email list (newsletter or customer list) + cold email. Fair warning, though: cold email requires substantial tech to make work at any reasonable scale (not to mention creative messaging and emotional fortitude). Snail mail tactics should only be used for content that leads to super high-ticket products or to really heavy-hitting influencers (read my post about using FedEx envelops to promote content here). | ||
6 | Promote directly in a dedicated CTA-driven email to your list | Medium | High | |||
7 | 1:1 email to key influencers (ask for share) | High | High | |||
8 | 1:1 email to VIP customers (rapport, share if possible) | Low | Low | |||
9 | Partner with "friendlies" to promote to their lists | High | Medium | |||
10 | Scaled cold email to promote content | High | Low | |||
11 | Snail mail a printed copy in a FedEx envelop to VIPs | Low | High | |||
12 | Mass direct mail w/ QR codes w/ cotent (best for local businesses) | Medium | Low | |||
13 | ||||||
14 | Owned Website | |||||
15 | Activity | Potential Reach | ROI Potential | Notes | ||
16 | Write content as SEO-driven blog post | Medium | Medium | There's only so much you can do on a website, but SEO still works for most businesses, and your website is generally where your conversions live. So it's important. Just be aware that all this is mostly passive, and it's generally not enough on its own. | ||
17 | Turn content into lead magnet & embed on relevant pages | Low | Medium | |||
18 | Turn into lead magnet & add to pop-up | Low | Medium | |||
19 | Add to sidebars & navigation | Low | Low | |||
20 | Add CTA-driven links to other relevant content on the site | Low | Medium | |||
21 | Add as "related posts" to relevant content | Low | Low | |||
22 | Add to author profiles (posts by an author) | Low | Low | |||
23 | ||||||
24 | Owned Socials | |||||
25 | Activity | Potential Reach | ROI Potential | Notes | ||
26 | Write value-add post for Facebook, add link for full resource | Medium | Medium | People get this wrong all the time. Here's what won't work: "Hey guys! New blog post just dropped! Check it out here!" No one cares. If you're going to post on your socials, you should be adding value to people who consume your content on that platform without leaving the platform. Generally, that means breaking your original piece of content into highly interesting / bold / actionable / useful / enlightening nuggets and then creating content native to each platform. THEN, link to your original content as an additional resource. | ||
27 | Create 4-5 short Facebook status updates from content nuggets/excerpts | Low | Medium | |||
28 | Write value-add long-form thread for Twitter, add link for full resource | High | Medium | |||
29 | Create 4-5 tweets from content nuggets/excerpts | Medium | Medium | |||
30 | Write value-add long-form post/carousel for LinkedIn, add link for full resource | Medium | Medium | |||
31 | Create 4-5 LinkedIn posts from content nuggets/excerpts | Medium | Medium | |||
32 | Go live on Facebook live & talk about / Q&A re: the content topic | Low | Low | |||
33 | Repost Facebook live Q&A as a post & reel | Low | Medium | |||
34 | Go live on YouTube live & talk about / Q&A re: the content topic | Low | Low | |||
35 | Repost YouTube live Q&A as a post & short | Low | Medium | |||
36 | Go live on Instagram live & talk about / Q&A re: the content topic | Low | Low | |||
37 | Repost Instagram live Q&A as a post & reel | Low | Medium | |||
38 | Repost live Q&A on LinkedIn | Low | Medium | |||
39 | ||||||
40 | Owned Video / Owned Media | |||||
41 | Activity | Potential Reach | ROI Potential | Notes | ||
42 | Repurpose into a podcast, link to origin content as a resource | Medium | High | Impact on video platforms usually depends on existing audience & luck. You also usually need a good understanding of what works w/ video and/or access to video talent (creating or editing). If you don't already have this in place, it's worth building that machinery before going super hard on promotion. Promote content in video itself, links in bio, descriptions. | ||
43 | Repurpose into long-form YouTube video | Medium | High | |||
44 | Chop long-form video into series of short clips for YouTube Shortz | Medium | Medium | |||
45 | Post short-form clips to primary Instagram | Low | Medium | |||
46 | Post short clip as Instagram Reel | Low | Medium | |||
47 | Re-edit & post short-form clips to 5-50 secondary Instagram accounts | High | Medium | |||
48 | Post short-form clips to primary TikTok | Medium | Medium | |||
49 | Re-edit & post short-form clips to 5-50 secondary TikTok accounts | High | Medium | |||
50 | Post short-form clips to primary Snapchat | Medium | Medium | |||
51 | Re-edit & post short-form clips to 5-50 secondary Snapchat accounts | High | Medium | |||
52 | Post short-form clips to primary Facebook account | Medium | Medium | |||
53 | Re-edit & post short-form clips to 5-50 secondary Facebook accounts | High | Medium | |||
54 | Post short-form clips to primary LinkedIn account | Medium | Medium | |||
55 | ||||||
56 | Communities & Q&A Platforms | |||||
57 | Activity | Potential Reach | ROI Potential | Notes | ||
58 | Repurpose as a long-form Reddit post for 2-10 relevant subreddits | High | High | When promoting on communities, you really have to be super value-forward here (read my post on Reddit promotion). We're using three main tactics here: 1. breaking out parts of our content to easily build long-form, value-driven posts on community platforms and forums 2. Replying to comments 3. DM'ing people who have been talking about our topic Every one of those needs to be driven by one thing and one thing only: value. If you don't lead with value in these ecosystems, you'll get destroyed. | ||
59 | Reply to 10-20 Reddit comments, linking content as a resource | Medium | Medium | |||
60 | 1:1 DM 10+ people who have asked about the topic on Reddit, recommending the content as a resource | Low | Medium | |||
61 | Repurpose as a long-form post for 2-10 relevant Facebook communities | High | High | |||
62 | Reply to 10+ Facebook comments, linking content as a resource | Medium | Medium | |||
63 | 1:1 DM 10+ people who have asked about the topic on Facebook, recommending the content as a resource | Low | Medium | |||
64 | Repurpose as a long-form post for 2-10 relevant LinkedIn Groups | High | High | |||
65 | Reply to 10-20 LinkedIn comments, linking content as a resource | Medium | Medium | |||
66 | 1:1 DM 10+ people who have asked about the topic on LinkedIn, recommending the content as a resource | Low | Medium | |||
67 | Repurpose as a long-form post for 2-10 relevant niche forums | High | High | |||
68 | Reply to 10-20 forum comments, linking content as a resource | Medium | Medium | |||
69 | 1:1 DM 10+ people who have asked about the topic, recommending the content as a resource | Low | Medium | |||
70 | Promote content in 2-10 niche Slack channels | Low | Medium | |||
71 | Promote content in 2-10 niche Discord channels | Low | Medium | |||
72 | Answer 5-10 relevant questions on Quora, linking to content as a bigger resource | Medium | Medium | |||
73 | Comment on 5-10 relevant YouTube videos (usually newer videos) | Medium | Medium | |||
74 | Reupurpose as a long-form post on Hacker News | Medium | Medium | Not feasible for all niches | ||
75 | Answer 5-10 relevant questions on Hacker News, linking to content as a bigger resource | Medium | Medium | Not feasible for all niches | ||
76 | ||||||
77 | Paid Advertising | |||||
78 | Activity | Potential Reach | ROI Potential | Notes | ||
79 | Turn into lead magnet & purchase ads in niche newsletters | High | High | If we're promoting content with ads, we need to either (1) turn the content into a lead magnet & capture emails in exchange for the content, or (2) we need to run ads directly to the contnet. If you have to directly prove ROI, you should do #1. If you want reach/brand exposure and direct ROI, you can do #2. If you do #2, you should absolutely spend time making sure your contente does something with the traffic you send it. Pixels, links to products, anything and everything. It must convert for this to work. | ||
80 | Purchase newsletter ads promoting the content itself | High | High | |||
81 | Turn into lead magnet & purchase Reddit ads | High | High | |||
82 | Run Reddit ads directly to the content itself | High | High | |||
83 | Turn into lead magnet & run Meta ads | High | High | |||
84 | Run Meta ads directly to the content itself | High | High | |||
85 | Turn into lead magnet & run Twitter ads | High | High | |||
86 | Run Twitter ads directly to the content itself | High | High | |||
87 | Turn into lead magnet & run LinkedIn ads | Medium | High | |||
88 | Run LinkedIn ads directly to the content itself | Medium | High | |||
89 | Run Pinterest ads | Medium | High | Mostly works for listicles of eComm products | ||
90 | ||||||
91 | "Friendlies" | |||||
92 | Activity | Potential Reach | ROI Potential | Notes | ||
93 | Quote 3-10 influencers in content, ask for share | High | High | This usually requires social capital, so it's not going to be right for every piece of content, but for the important stuff, leveraging a network of friendlies can be one of THE most powerful ways to promote content. Start with a conversation with your friendlies to ask what their audience likes to consume. Then repurpose your original content into that kind of thing. | ||
94 | Pay 3-10 influencers to share content | High | High | |||
95 | Asks partners to write a guest email for their list, repurpose content, link to original content as resource | Medium | Medium | |||
96 | Asks partners to write a guest thread for their Twitter, repurpose content, link to original content as resource | Medium | Medium | |||
97 | Asks partners to write a guest post for their LinkedIn, repurpose content, link to original content as resource | Medium | Medium | |||
98 | Asks partners to write a guest blog post for their website, repurpose content, link to original content as resource | Low | Low | |||
99 | Asks partners to co-host a webinar on the topic, promote to both your and their audience. | Low | High | |||
100 | ||||||