Ross Tavendale on Content Promotion: Create Once, Publish Everywhere

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Creating content with a view to distributing for mass coverage can really be a challenge. So Google’s whole thing since the dawn of time is just “Make good content, and then the traffic will flow.” But we all know the whole “Build it, and they will come” philosophy is kind of nonsense when we are talking about SEO. So we have all been in a place where we make a new piece of content, put it out into the world, and we patiently wait for our analytics to spike, but… nothing actually happens, and we just get the same traffic that we always get. So, what went wrong? I really can’t cope with this lack of traffic. See what I have done there?

What Is COPE
Today we introduce a concept called C.O.P.E., which stands for Create Once, Publish Everywhere. Essentially it means taking a core piece of content and then spinning it out into little bite-sized chunks that are more suitable for social platforms. By doing this, you can increase your footprint because of these two major things:

You are going to be ranking for a lot more long-tailed terms, which is a form of parasite or barnacle SEO.
You are also now repeating in news feeds more consistently and as a result, are going to get much, much more traffic.
Before I start showing you the Type A’s COPE strategy, a little word of advice — you need a home to point people to and capture subscriptions if possible. There is no point in just randomly posting things, because if you are doing that there is no real strategy. Uploading to the platforms and lucking out some of the time will increase your reach and build your audience, but it is not going to help what you could want to happen. Look at some of these big viral news sites. You will notice that they randomly upload a video of a cat. Why are they doing that? It is because they are hacking the Facebook algorithm.

When Type A Media were consulting for the biggest Facebook page in the world, we would post every single hour, but we would only link twice a day. So stage one of a COPE strategy is deciding on the platforms you are going to use and why, and what their main KPI and function are.

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