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EP#06 Katarina Andrejević on Integrating Content Creation and Promotion for Successful Distribution to Targeted Communities
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Main takeaways
- Katarina sees content promotion as an extension of the content creation process, and both are necessary to generate traffic and business. At User List, content promotion is integrated into the process, with a checklist of things to do once the content is published.
- They target communities where email marketers, SaaS businesses, and product-led growth professionals gather to distribute their content. Well-moderated, active communities with usual stakeholders in the email automation process are preferred targets. Most of the communities they target are free, but Katarina is part of a couple of paid ones.
- Katarina's company tries to be truthful in their comparison articles and lead with their unique selling proposition (USP) instead of hiding other people's advantages. They recommend other solutions if they're not an ideal fit for potential clients and it's not threatening to their niche position.
- Katarina is currently working on automating repurposing content for their podcast episodes, and they currently only create evergreen tweets for repurposing. They create podcast episodes and articles every other week and assign them different values and processes based on their content's value. High-value content, such as podcasts, has a different process for distribution.
- They assign value to content based on business goals and success in SEO, and they measure distribution success by metrics such as backlinks and traffic.
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