Maximizing the Impact of Your Content Marketing

Learning to COPE (Create Once, Publish Everywhere)

1What is COPE?

COPE means Create Once, Publish Everywhere. Transform one foundational asset into multiple

formats to reach your biggest audience.

2Why should you COPE?

Save time and money, maximize visibility, increase buyer engagement, grow your audience,

and develop brand cheerleaders.

3“Everywhere” means EVERYWHERE.Take a long-form report and use it to create content for email, social media, a blog, video and SlideShare.

4Only COPE your best content.

Make sure your concept is strong enough and repeatable, but not repetitive. Pick the best channels

to share your content.

5Keys to COPE success.

Storytelling is key! Start with a powerful concept, craft a rich narrative and then stick to your plan.

6Make it compelling.

Capture the buyer’s attention. Would you read it, then “like” or share it? If not, hone it until it’s irresistible.

7Tell the story your audience 

wants to hear.

Understanding your audience is crucial. If you’re unsure what buyers want—what they dream about—

do your homework.

8Make your audience feel something.

Emotions drive decisions. Everyone is a potential buyer if you make them feel something: happy,

anxious, curious, empowered.

9COPE like a pro.

Keep an editorial calendar and share it; check in regularly with your team; stay current with tools to

organize and automate the process.

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