Simplify Your Content Strategy
I know the struggle. You are a small business with limited time, resources, and man power, but big marketing goals. You are struggling to keep up a steady flow of content for your various marketing channels and are desperate for a way to streamline your content creation.
Allow me to introduce you to a genius little concept called COPE. COPE stands for “create once, publish everywhere.” It is the method of creating a single piece of content and publishing it on all of your platforms simultaneously. Instead of creating numerous pieces of content, tailored for each platform, you can spend a fraction of the time creating versatile content that can be distributed to all of your audiences.
An Example of COPE in Action
To help illustrate this process in action, let’s take a look at a recent update we made for a client, Harrison Workplace Furnishings. This new content shares how they are operating amid COVID to provide service to their customers in a safe way by offering a variety of options in a “Meetup Menu.”
The content was created and shared in three ways:
- As a news post of their website
- As a multi-image social post (embedded below)
- As a PDF that was emailed to their customer list
They were able to take one idea and distribute that message across a variety of online platforms to ensure the widest reach, while doing so in an efficient and methodical fashion.
Tips for Making COPE Work for You
Re-Purpose for Each Platform
Learn how to optimize a piece of content for specific channels. Not every piece of marketing material can or should be published the same way on every platform. The key to making COPE work is to take one piece of content and hone it for each individual channel. For example, a blog post can be narrowed down to its most important points, converted into several text graphics, and posted on Instagram in the form of a carousel (multi-photo post).
Create Amazing Content
Create exceptional content. With all the time you will save with the COPE method, you will have no excuse not to put the extra time into making thoughtful, valuable content that will delight and engage your audience. After all, high-quality content is the most important aspect of any marketing strategy and the key to turning apathetic viewers into raving fans.
By spending a little time to create truly fantastic content and then re-formatting it to share across all your platforms (including email!), you can streamline your marketing and widen the reach of your message.
Get Started This Week
The best way to try it out is to try it out. You might recall that last week we shared some online marketing tips courtesy of “Ice, Ice Baby” by Vanilla Ice. The first of those tips absolutely applies here: Yo, VIP, Kick It. In other words, get started!
Pick a topic and create and share some new content this week. It can be a blog post, new product or service content on your website, a product demo video, a team profile/intro—anything that you think might be helpful or of interest to your customers and potential customers.
If you need help in COPE-ing (sorry, couldn’t resist) with your online content and marketing, we’re here!
