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How do you optimize your content promotion budget and resources?

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Content promotion is the process of distributing and amplifying your content to reach your target audience and achieve your marketing goals. But how do you optimize your content promotion budget and resources to get the most out of your efforts? Here are some tips to help you plan, execute, and measure your content promotion strategy.

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Embrace COPE:

By following the "Create Once, Publish Everywhere" mantra, you maximize exposure with minimal extra effort. Take a blog post and spin it into a slide deck, video, and social media posts—multiplying your content’s reach without starting from scratch.
Start big, then break down:

Kick off with larger content pieces like an hour-long podcast. Then, distill its essence into blog posts, bite-sized videos, and snappy social updates. This approach carves out more value from your efforts, stretching that content budget further.

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1 Assess your goals and resources

Before you start promoting your content, you need to have a clear idea of what you want to achieve and what you have to work with. Your goals should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to increase your website traffic by 10% in the next month, or generate 50 new leads from your ebook in the next quarter. Your resources include your budget, your team, your tools, and your time. You need to allocate them wisely and realistically, based on your priorities and your expected return on investment (ROI).

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2 Choose your channels and tactics

Once you have your goals and resources in mind, you can decide which channels and tactics to use for your content promotion. There are three main types of channels: owned, earned, and paid. Owned channels are the ones you control, such as your website, blog, email list, and social media accounts. Earned channels are the ones where others share or mention your content, such as influencers, media outlets, online communities, and user-generated content. Paid channels are the ones where you pay to promote your content, such as search ads, social ads, display ads, and sponsored posts. You should use a mix of channels and tactics that suit your content type, audience, and goals.

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Samantha M. Carroll, M.B.A.

Award-Winning Communications Strategist | Brand Growth Advisor | Fractional Chief Communications Officer | Speaker | Board Member
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Assessing your channels is a critical step in your content strategy. Look for trends that are working to engage your audience; your market is telling you what they are interested in seeing or reading or knowing, so listen! It’s helpful to focus your strategy around your expertise, too. For example, if you manage a healthcare organization, your content should focus on addressing the pain points of your stakeholders, building thought leadership pieces to educate about industry trends, or lend your knowledge about resources important to your stakeholders.

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3 Create a content promotion calendar

A content promotion calendar is a tool that helps you organize and schedule your content promotion activities across different channels and platforms. It helps you avoid duplication, inconsistency, and missed opportunities. You can use a spreadsheet, a template, or a software tool to create your content promotion calendar. You should include the following elements: the title and description of your content, the channels and tactics you will use, the dates and times you will post or run your campaigns, the budget and resources you will allocate, and the metrics and goals you will track.

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4 Test and optimize your content promotion

One of the benefits of content promotion is that you can test and optimize your campaigns based on data and feedback. You can use tools like Google Analytics, Facebook Insights, or HubSpot to measure the performance of your content promotion across different channels and platforms. You can also use tools like Google Optimize, Unbounce, or VWO to run A/B tests or multivariate tests to compare different versions of your landing pages, headlines, images, or calls to action. You should analyze the results and identify what works and what doesn't, and make adjustments accordingly.

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Christoph Trappe

I help companies in market research and consumer insights share impactful stories that set them apart. Data-Driven Content Marketer | Podcaster | Content Strategist | Author | Thought Partner | Affiliate Marketer
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Definitely test and optimize, but maybe more importantly work with somebody who is an expert at that. For example, don’t assume a content creator is also a good strategist to run paid campaigns, so align your resources with the right skill sets.

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5 Repurpose and refresh your content

Another way to optimize your content promotion budget and resources is to repurpose and refresh your existing content. Repurposing means transforming your content into different formats or mediums, such as turning a blog post into a video, a podcast, or an infographic. Refreshing means updating your content with new information, examples, or insights, such as adding new statistics, case studies, or quotes. By repurposing and refreshing your content, you can extend its lifespan, reach new audiences, and boost its SEO value.

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Katie Morley

Global Content Director ? Rising Star in Content Winner??
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One principle content marketing leaders should live by is the concept of COPE (which stands for create once, publish everywhere). This means taking every content asset you create and ensuring it's as visible as possible for your audience—across multiple channels and formats. In practice, this means taking your latest blog post and turning it into a webinar slide deck to help marketers drive more leads and build authority for your brand. Then turning it into a short 30-second video for your sales team to share with new prospects. Then sharing the key learnings as a LinkedIn carousel post. From one asset, you now have four potential lead and revenue streams—and the lift was low because the content was there already.

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Patrick Ward

Seasoned Marketing Leader for Technology and Financial Services | Public Speaker | Discussing practical perspectives on emerging technologies
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Repurposing is one of the most efficient yet underused methods of stretching your content budget. The key is to start big and breakdown from there. An example would be starting from an hour long podcast then using the transcript for a series of blogposts and then cutting clips for short form video as well as using key takeaways for short-form text social posts.

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6 Learn from your competitors and peers

Finally, you can optimize your content promotion budget and resources by learning from your competitors and peers. You can use tools like BuzzSumo, SEMrush, or Ahrefs to research what kind of content they are creating, how they are promoting it, and how it is performing. You can also use tools like Feedly, Medium, or LinkedIn to follow and engage with industry leaders, influencers, and experts who share valuable insights and best practices on content promotion. You can use these sources to get inspiration, ideas, and insights for your own content promotion strategy.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you optimize your content promotion budget and resources?

1

2

3

4

5

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1 Assess your goals and resources

2 Choose your channels and tactics

3 Create a content promotion calendar

4 Test and optimize your content promotion

5 Repurpose and refresh your content

6 Learn from your competitors and peers

7 Here’s what else to consider

Content Strategy

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How do you optimize your content promotion budget and resources?

1

2

3

4

5

6

7

1 Assess your goals and resources

2 Choose your channels and tactics

3 Create a content promotion calendar

4 Test and optimize your content promotion

5 Repurpose and refresh your content

6 Learn from your competitors and peers

7 Here’s what else to consider

Content Strategy

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感谢您的反馈

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