How to Create a Content Promotion Checklist for Content Repurposing

Content promotion is an essential part of any successful content marketing strategy. However, creating high-quality content is only one piece of the puzzle. To maximize its value, you need to ensure that content reaches a wider audience, remains visible, and drives results. This is where content repurposing comes in.

Content repurposing is the process of transforming existing content into different formats, channels, or for new purposes. It helps extend the lifespan of your content, increase your ROI, and reach audiences across various platforms. But to effectively promote repurposed content, you need a systematic approach that ensures all steps are covered. This is where a well-organized content promotion checklist becomes invaluable.

This actionable guide will show you how to create a content promotion checklist specifically for repurposing content. By following this checklist, you'll be able to increase the reach, engagement, and performance of your content, while saving time and resources.

Evaluate Your Existing Content

Before you start repurposing content, you need to identify which pieces are worth revisiting. Not all content is created equal, and the more strategic you are about what you choose to repurpose, the better the results will be. Start by evaluating your existing content based on its:

• Performance Metrics: Review data from Google Analytics, social media insights, and email marketing analytics to identify top-performing content. Look for high-traffic pages, articles with lots of shares, and pieces with high conversion rates.
• Relevance: Consider the relevance of the content to your current audience and business goals. Even if the content performed well in the past, it might not be aligned with your current strategy or audience interests.
• Evergreen Potential: Focus on content that is timeless or can be updated with minimal effort. Evergreen content can continue to provide value over time and is ideal for repurposing.

Once you've identified the content worth repurposing, move on to the next phase of the checklist.

Determine the Repurposing Format

Repurposing content is about taking existing material and transforming it into new formats that appeal to different audience preferences. Here are some common formats for repurposing content:

• Infographics: Visual content is highly shareable and can help break down complex information into digestible, engaging pieces. Turn blog posts, research reports, or case studies into infographics.
• Videos: Convert long-form content like blog posts or webinars into bite-sized videos for platforms like YouTube, Instagram, or TikTok. Videos are one of the most engaging formats and work well for social media promotion.
• Podcasts: If you have a blog or article that performed well, consider turning it into a podcast episode or repurposing interviews into audio content.
• Slide Decks: For in-depth articles or presentations, turning them into slide decks can be an effective way to repurpose the content, especially for platforms like LinkedIn and SlideShare.
• Social Media Posts: Break down a long-form article or research report into smaller, digestible chunks that can be shared on social media platforms. This might include pulling out key statistics, quotes, or insights to post as standalone pieces.
• Ebooks and Guides: For content that has a lot of depth, you can compile multiple blog posts into an ebook or a comprehensive guide.

When determining the format, consider where your audience is most active and what types of content resonate with them. This decision will guide your content creation and promotion efforts.

Create and Optimize the Repurposed Content

Once you've determined the format, it's time to create the repurposed content. During this phase, ensure that your content is not only reworked into a new format but is also optimized for its new environment.

Tips for Creating Repurposed Content:

• Repackage Information: When turning an article into an infographic or a podcast, ensure the content is repackaged to suit the format. For example, when transforming a blog post into a social media post, you may need to condense the text or highlight the most engaging points.
• Update Data and Statistics: Make sure that any data or statistics included in the content are up to date. This is especially important when repurposing research-based content or case studies.
• SEO Optimization: Each new format should be optimized for search engines. For example, when turning a blog post into a video, add SEO-friendly keywords to the video description, title, and tags to ensure discoverability.
• Mobile-Friendly: Ensure that the repurposed content is easy to consume on mobile devices. This is critical, especially with video content and social media posts.
• Add Value: Repurposing content doesn't mean simply copying and pasting. Add new insights, examples, or takeaways to make the repurposed content valuable in its new form.

Promote Across Multiple Channels

Now that your repurposed content is ready, it's time to start promoting it. Promotion is a crucial step in ensuring your content reaches the right audience and achieves its desired impact. A comprehensive promotion strategy ensures that each piece of repurposed content is leveraged across multiple platforms.

Key Channels to Consider for Promotion:

• Social Media : Share your repurposed content across different social media platforms (LinkedIn, Twitter, Instagram, Facebook, etc.). Tailor each post to the specific platform and audience.
  • Use visually appealing graphics or videos for Instagram and Facebook.
  • Share bite-sized quotes or tips on Twitter with relevant hashtags.
  • Post educational slide decks on LinkedIn.
• Email Marketing: Send repurposed content to your email list in digestible formats, like newsletters, summaries, or highlights. You can also use email to promote new content and encourage subscribers to visit your site.
• Influencers and Partners: Collaborate with influencers or industry partners to share the repurposed content. This can amplify your reach and help you tap into new audiences.
• Paid Advertising: Invest in paid ads on platforms like Facebook, LinkedIn, or Google Ads to promote high-performing repurposed content.
• SEO Optimization: When repurposing blog posts, optimize them for SEO and include high-ranking keywords that will help the content perform better in search engine results.
• Republish on Industry Websites: If applicable, republish your repurposed content on industry-specific websites, Medium, or other content platforms where it might get more visibility.

Promoting content across various platforms ensures you don't miss any potential audience segments, and it increases the chances of your repurposed content being seen by the right people.

Track Performance and Optimize

Tracking the performance of your repurposed content is essential to understanding how it's performing and where you can improve. Use data to measure your content's effectiveness and adjust your strategy accordingly.

Key Metrics to Track:

• Traffic: How much traffic is your repurposed content driving to your website?
• Engagement: Are users interacting with your content (likes, shares, comments)?
• Conversions: Are users taking the desired actions after viewing your content (downloads, sign-ups, purchases)?
• Bounce Rate: How many users leave your page without engaging further?
• Click-Through Rate (CTR): How many users click through to the next step (e.g., landing page, sign-up form, etc.)?

Use these metrics to analyze the performance of each piece of repurposed content. For example, if you notice that your videos are getting more engagement than your blog posts, consider repurposing more content into video format. Likewise, if certain platforms perform better than others, adjust your promotion strategy to focus more on those platforms.

Repurpose Content on a Regular Schedule

Content repurposing should not be a one-off activity. To maximize the impact of your content, make repurposing a regular part of your content creation strategy.

Create a content calendar that includes repurposing tasks, allowing you to stay consistent with your content production and promotion. Regularly revisit old content and repurpose it to stay relevant and keep your content pipeline full. A steady flow of repurposed content will keep your audience engaged and help you maintain a strong online presence.

Conclusion

Creating a content promotion checklist for content repurposing is an essential step in maximizing the value of your content and expanding your reach. By following this actionable guide, you can systematically evaluate, repurpose, promote, and track the performance of your content across different formats and channels. Repurposing not only saves time and resources but also helps you stay visible and relevant to your audience, ultimately leading to increased engagement and better results.

By using a well-structured checklist and consistently optimizing your approach, you can build a more effective content marketing strategy that ensures long-term success.

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