Ah, beautiful summer. We’re breaking out our sunscreen and laptop protectors to soak in the sun while hustling away. Why, you ask? In the big old business world, the summer season is really the summer promotion season. While your typical summertime checklists may include items for the perfect road trip, gear for an upcoming music festival, or groceries and drinks for your next barbecue, we had a little something else in mind.
Check out our summer content promotion checklist to make sure that every content marketing campaign during the season is put live to absolute perfection, and gets you the engagement, reach, and conversions that your team desires.
1. Outline first, always.
Honestly, this is one you should already know. Defining your goals clearly and putting together actionable steps to go from concept to execution is super important to make sure your promotion goes off without a hitch. At its lowest and most basic form, you should have a step-by-step put together that outlines all the major milestones for your promotion, along with dated timelines and metric-based goals.
2. Prep your content
The types of promotion-friendly content that pull in huge SEO waves and potential, qualified new customers, can include well-crafted blog posts or articles, storytelling pieces, case studies, webinars, demo videos, viral videos, podcasts, or whatever else resonates with your audience. Just make sure that you have the right resources to commit to getting this content done to make sure it’s done well!
3. Don’t forget the visuals
Depending on your mode of promotion, take advantage of experimenting with different types of visuals to engage with different people within your audience — GIFs, video clips, stop-motion animations, illustrations, and photos are all visual media types that can be created to connect with those you’re promoting to. Have someone who has design chops to help you out here, or check out tools like Canva,
4. Optimize for search
While often times a long-tail effort, you’ll find that focusing on SEO, and even more specifically on deep linking efforts, while promoting and targeting is one of the most direct ways to reach qualified customers. Always run your targeted keywords through the Moz Keyword Explorer to make sure you’re hitting the right targets, and run your landing page through Can I Rank? to make sure your goals are attainable.
5. Double-check those discounts and tracking links
Are all of the tracking links that you need set up accurately? Test them again.
Are your coupon or discount codes live? Make sure of it.
6. Share on social
Once your content is live, the first step should be to share on your social media channels. Make sure your copy is on point for the audience that you’re trying to connect with (either broadscale or more niche, targeted segments) and that you’re writing to reach the correct audience in every way – from the grammar to the emojis.
7. Blast to your email list
Even if your goal is to acquire new users, never underestimate the power of sharing with your existing audience first – even encourage them to share if they feel like it. Send out an email to your current subscriber base, and A/B test subject line, visuals, or even main body content to test out what works best for your current crowd.
8. Set up a dedicated landing page
In the event you need to capture leads more effectively, sometimes it’s easier to set up a targeted landing page to include all the information you need to show. We love to use Unbounce to put together quick, professional looking, easy-to-tweak landing pages to direct people to from an ad, cross-promotion, or another outside source.
9. Submit to relevant sources online
List of some sources for different types of content: video, blog, white paper, case study, webinar, presentation, etc
Forums, syndication sites, link roundups, etc
10. Develop an outreach plan
Once you’ve submitted to the sites you can and have reached out to everyone in your network currently, it may be time to put an outreach plan together to get your content into more qualified hands. This in-depth guide from Moz shows you how to set up and get started with a link building outreach plan that’ll work for you.
11. Do your outreach (and don’t forget the follow-ups)
What you’ll also find in the handy Moz guide mentioned above is a helpful tip: do your outreach perfectly and never forget to follow up with people and businesses that you’ve reached out to.
Their guide also includes some ideas for researching the right targets, getting organized, and even provides templates for outreach that have proven to work for many industries.
12. Consider paid options
Paid advertising is needed more and more often to get the right reach in terms of qualified viewers online. Use the easy tools available to you, like Facebook, Twitter, and LinkedIn ads to promote your content to targeted audiences. You can also tap into the heavy-duty powers of Adwords and Bing to really work on your display ads. No matter what route you choose, make sure those tracking links are used!
13. Rework and repurpose for other mediums
One piece of content can so easily be made into five. You can (and should, often times) turn your written content into a video post or presentation, and turn your media-based content into text, too. Having a full spread of the text and media for your content will improve SEO and engagement at the same time, with little to no efforts. We’ve tried out Lumen5 to transform our blogs into shareable videos, and use services like TranscribeMe to transcribe videos for YouTube SEO.
14. Step away and let the magic happen
Often the hardest part, once everything is out in the wild, is to let it do its thing without intervention. With a well thought out strategy and execution of the steps above, you should already be in a good place to put things on autopilot for a week or two before taking a look at how things are performing. The exception to this rule, of course, is to check in and make sure everything is at least working.
15. Gather up that data
Without the numbers, what was the whole point? Measure your success against your goals, then rinse and repeat.
Ready for the summer, or feeling overwhelmed? Drop your thoughts and feelings in the comments below and we’ll help you through it.