Use This Core Content Marketing Technique To Be More Efficient and Expand Your Reach
There is a core content marketing technique that is called “C.O.P.E.”
The abbreviation stands for:
Create Once. Publish Everywhere.
What C.O.P.E. Means
When you apply the COPE technique in your marketing it means that each time you create a piece of content – you then make sure to publish it to ALL your media platforms.
For example, if you write a blog post for your website, you also want to promote it on any of the following platforms that you use:
- Email marketing
- Social media
- Print mailing
Why Use C.O.P.E.?
We use COPE because people interact with our brands in different ways.
One person checks your website, another looks at your emails, still others are on various social media platforms.
Your goal is to connect with your customer … in the places they are most likely to be.
Side note – Does this mean that you need to have a presence on all these platforms? No, not necessarily. I work with many people who don’t want to do email marketing. Or perhaps they don’t want to do social media. I want you to know that is okay. An important part of the process we do with our clients is to help them find the platforms that are best for them. And then we build from there.
How To Apply C.O.P.E.
If C.O.P.E. is new to you, and you want to start applying this technique, the good news is that it’s pretty easy to do.
Start by making a list of all your platforms. Keep that list front and center when you are creating content. I keep my list in my Content Planner, a tool you can consider using to help plan, organize and track your content and your progress.
Each time you create content, use the list as a reminder to publish the content everywhere.
Pro Tip
It’s okay if you don’t publish the content to each platform at exactly the same time. It could take a few days depending on your resources and how you publish your content.
Plus, promoting the content to different platforms on different days can be used as a tool and have benefits. I know one colleague who really prefers to talk with her customers via her email list. As a result she delivers her content to them first – that’s the perk they get for being email list members. They get first access to her new articles each week!
What Do You Think of C.O.P.E.?
Is it a new concept for you? Is this mini-lesson helpful?
If you have questions on the technique, would like to consider signing on for more training, or have some ideas to share about using C.O.P.E. send me a message!
Cheers 🙂
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Sarah