{
  "$type": "site.standard.document",
  "description": "A step-by-step checklist for promoting every article you publish — from pre-game prep to outreach to community sharing.",
  "path": "/resources/evergreen-content-promotion-checklist/",
  "publishedAt": "2019-12-15T20:48:18.000Z",
  "site": "at://did:plc:jznynyzgerlqmdbbj33o7wfs/site.standard.publication/3mnll3icujb2z",
  "textContent": "Download\n\nGrab the PDFs\n\nThe Content Promotion Checklist (PDF) — A 17-step checklist you can follow every time you publish\nThe Content Promotion Manual (PDF) — The full guide with detailed instructions on how to prepare and promote your articles\n\nOr keep reading below for the complete guide.\n\nThe Checklist\n\nEverything to do before and after you hit ‘Publish’\n\nNext time you hit publish on an article, take a few moments and read through this checklist. Then, take a few key steps to promote your great piece of content to your existing audience or grow your authority online.\n\nFirst, I’ll run through each of the steps, in order. Then, I’ll explain the why and how behind each step.\n\nPre-Game\n\nContent Promotion: Before You Publish\n\nSet up a Click to Tweet URL.\nMake a list of any brands, authorities, or influencers you mention in the article.\nWrite an ‘Influencer Outreach Email.’\nWrite a ‘VIP Outreach Email.’\nWrite an email to your general list promoting the article.\nAdd a contextual call to action to the end of the article.\nExtract the actionable parts of the article and turn them into a downloadable guide: a lead magnet.\n\nGo Time\n\nContent Promotion: After You Publish\n\nAdd the article to the relevant drip / autoresponder on your email list.\nSend a broadcast email to your list promoting the article, excluding anyone about to receive the article as part of an autoresponder campaign.\nTweet at brands or influencers you mention in the article, let them know the article is live and ask them to share it with their audience.\nSend a short email to brands or influencers you mention in the article, asking if they’d be interested in reading it.\nQueue the tweet in your social media scheduling tool (bonus points if it’s in a rotating library).\nIf you’ve tagged VIPs (friends or people who frequently comment) in your email service, send them a heads-up.\nIf the article is relevant to a past client or customer, email it to them.\nIf you wrote the article in response to a question online, share the article in that thread.\nEmbed a tweet promoting the article within the article itself.\nShare the article with relevant online communities that reach the same audience you’re targeting.\n\nThe Playbook\n\nPre-Game: Why You Do It This Way\n\nSet up a Click to Tweet URL\n\nYou’ll want an easy, one-click URL to include in your outreach emails that pre-generates a tweet for the recipient to customize and send.\n\nMake a list of brands, authorities, and influencers you mention\n\nBy identifying who you want to reach out to before you start outreach, you’ll make it easier on yourself when it comes time to promote.\n\nWrite an ‘Influencer Outreach Email’\n\nDraft a short outreach email template for brands, authorities, or influencers to let them know about the article and ask if they’d be interested in seeing it.\n\nExample from my swipe file:\n\nSubject: [Topic] for [Influencer’s Audience]\nHi [Name],\nWould your audience be interested in a [description of article]? I thought you’d be interested because [reason]. Let me know if you’d like to see it and I’d be happy to forward it along!\n\nNote well: We aren’t asking them to read an article. We’re asking them if they’d be interested in reading an article. This subtle distinction makes it much more likely you get a response.\n\nWrite a ‘VIP Outreach Email’\n\nDraft a short, actionable email to VIPs — friends, colleagues, and people who frequently share your content or comment on your articles.\n\nUnlike the Influencer email, you can be more direct. Let them know the article is live, ask them to take one specific action, and link to the article.\n\nExample:\n\nSubject: New article about [topic]!\nHeya [Name],\nJust a quick note! I published a new article about [topic] on my site.\nYou’ve always been so amazing at sharing my articles. Can you do one quick thing for me? (It’ll take less than 60 seconds, I promise.)\nWould you please share this article with your audience by clicking this link to tweet about the article? (You’ll be able to customize it before you send the tweet.)\nThanks so much! You can read the full article here: [link].\n\nIf you want comments instead of social shares, swap the CTA:\n\nWould you please leave a comment on the article asking a question or sharing a thought?\n\nNote well: We’re asking the recipient to take one specific action. The more actions you ask someone to take, the fewer they’ll actually take.\n\nWrite a ‘General Promotion Email’ to your mailing list\n\nYou just wrote a great piece of content. The people on your email list signed up specifically to learn about your work. Send them an email about it.\n\nExample:\n\nSubject: [Topic]!\nHeya [Name],\nJust a quick note! I published a new article about [topic] on my site.\nThis article will help [audience] overcome [problem].\nYou can read the full article here: [link].\n\nNote well: One clear call to action — read the article.\n\nAdd a contextual call to action\n\nAdd a CTA to the end of the article that’s related to the article topic. Compare:\n\n“Enter your email to get free updates of new articles in your inbox!”\n“Enter your email below and get a 10-page guide on [topic] that will help you solve [problem].”\n\nThe more relevant the CTA is to the article they just read, the more likely they’ll take action.\n\nCreate a lead magnet\n\nAre you sharing something particularly valuable in the article — a checklist, a tutorial, a guide, a bit of code? Extract that thing and turn it into a lead magnet. Pair it with a contextual CTA for maximum benefit.\n\nPost-Publish Playbook\n\nContent Promotion: The Details\n\nAdd to your autoresponder\n\nAdd the article to any relevant drip campaigns or autoresponders so future subscribers get exposed to the content. In 6 months, when someone new signs up, they’ll slowly be exposed to your best work.\n\nSend a broadcast email\n\nSend to your full list, excluding anyone who’s about to receive the article as part of an autoresponder.\n\nTweet at brands, influencers, and authorities\n\nSend a quick tweet with a URL to the article. Make the tweet relevant to them.\n\nExample:\n\n@kaisdavis Hey, that article you shared on [topic] was great. Check this out, it’s another take on the topic: [link]\n\nOutreach to influencers and authorities\n\nFor authorities you mention in the article (that you have a strong relationship with), send a short email using the Influencer Outreach template above.\n\nEmail your VIPs\n\nDrop your VIP segment a quick email letting them know the article is live. By promoting to VIPs first, you’ll ‘seed’ the article with comments and social shares from your most active fans.\n\nEmail past clients and customers\n\nIf the article is relevant to any of your past clients, send them a quick email using the General Promotion template.\n\nShare the ‘eBomb’\n\nIf you wrote the article in response to a question you found in an online community:\n\nLeave a meaty (200–400 word) comment in the thread that answers the question\nInclude a contextual link within the comment back to your article\nAdd a clear CTA at the end linking to the article\n\nMake sure you’re adding value to the conversation before including your link.\n\nEmbed a tweet within the article\n\nEmbedding a tweet promoting the article within the article offers social proof and makes it easy for readers to share.\n\nShare with relevant communities\n\nSpecific subreddits. Hacker News. Niche forums. If your audience congregates around specific online watering holes, take the time to share the article there.\n\nBe careful about asking friends to upvote. These sites often have voting ring detection. Play it safe — submit the article, tell one or two friends, and let it find its audience naturally.\n\nQuestions?\n\nHave questions about content promotion?\n\nFeel free to get in touch — I’d love to hear from you.",
  "title": "Evergreen Content Promotion Checklist"
}