Weekly Wisdom with Ross Tavendale: COPE

Amended Transcription

Creating content for the purpose of distributing it for mass coverage can be a challenge. So, all that Google has been doing since the dawn of time is simply "Create good content, then traffic will flow." But we all know the philosophy "Build it, and they will come" is nonsense when it comes to SEO. So we all went to a place where we create new content, broadcast it around the world, and wait patiently for our analysis to increase, but … nothing really happens and we just get the same traffic that we always have. So, what went wrong? I really can not cope with this lack of traffic. See what I did there?

What is COPE

Today we present a concept called C.O.P.E., which means to create once, to publish everywhere. Essentially, it's about taking an essential piece of content, and then turning it into smaller pieces that are better suited to social platforms. By doing this, you can increase your footprint with these two main things:

You will be classified for a much longer period, which is a form of parasitic or parasitic referencing.
You are now repeating news feeds more consistently and, as a result, you will get much, much more traffic.

Before you start showing COPE strategy type A, a little tip – you need a focus to direct people to and from to capture subscriptions if possible. It's useless to just publish things randomly, because if you do, there's no real strategy. Downloading on platforms and spending time will increase your reach and increase your audience, but it will not help what you want. Look at some of these big viral information sites. You will notice that they randomly upload a video of a cat. Why are they doing this? This is because they hack the Facebook algorithm.

When Type A Media viewed the largest Facebook page in the world, we publish every hour, but only connect twice a day. The first step of a COPE strategy is to choose the platforms you will use, why, as well as their main performance indicators and their main function.

COPE Channels

We will first decide the main role of each channel, the type of content, the format of the content, the frequency of display and the KPIs. Once we have decided to do so, we must examine the content of our pillars and decide on the distribution.

Distribution of chains in the COPE

For this example, let's take the Canonical Chronicle, a show I do every week on the news in SEO. We have one element of essential content on the site, namely dot com, which concerns lead generation. The type of content is Canonical Chronicle, the news, then the format is a long form video with a blog post, the frequency is from one week to the next, and our KPI is ten mail subscriptions for this publication each week.

When I go to Facebook to think about this channel, the way people act on the site is totally different. Its main role is brand awareness. I do not really want to convert anyone at this point. We will receive news extracts. Canonical Chronicle publishes about five news per week. I will cut them into little individual stories and sow them over time. 60 second pieces of the size of a bite, every day. What's the matter? TV viewers engaged. I do not really care if they click on it, I just want you to look and look and look.

Facebook channel of the SEPB

We then move on to Instagram, exactly the same thing, but there is still a little bit of organic to have in the interior of Instagram, so I really want brand growth. I want my Instagram page to grow over time. What am I going to do there? I will use the content. I'm going to take screen shots, and then I'll put some sort of call to action or some kind of text on top to share it. I will do it every day and I want to develop the channel.

COPE Instagram channel

Next step, YouTube. We care about lead generation there; I want you to subscribe to my YouTube channel this is for the Canonical Chronicle, again, it is long and weekly, and I care about subscribers. You start to see where all this starts to develop.

Then we have Twitter, it's more promotional, we do not care if something goes on there. We do it five times a day, and we throw it to your face all the time. What are we interested in? Clicks in dot com.

Finally the podcast. As we have just created something long form, I will draw the audio and paste it on all podcast networks. I care about the affinity of the brand at this point. Affinity with a brand is a person who is very interested in the brand and keeps coming back for more and more. I feed you a little.

In my field of activity, in SEO, when you start to use an SEO agency, you do not do it right away . You need a little time to decide if you need something and find the right one. So, I want to feed you with my podcast. I am commenting on the news. Everything is audio, weekly, and I care about subscribers and listeners – really easy things.

All COPE Canals

COPE Content Funnel

So we decided all the channels we will use, what we are going to do with content and what we are interested in terms of KPIs. Now we have to actually look at the funnel itself and see how all of this will interact. You see, it's fine to say that we will publish on all these channels, but how do they interact? Will we report all this to dot com or will they talk to each other?

Funnel COPE

So here's what I want you to think: go right in the middle, our main KPI, for us. It's in the com dot. Then take a step forward, feed and get an unpaid acquisition. This means that if I pay for advertising, I want to get you out of the paying tunnel to move to unpaid acquisition. I want your email, or for you to become a subscriber basically. For this, we will use YouTube and the podcast.

Then, taking an additional step, I want to the brand's notoriety. But there are more and more of us in the funnel, more and more away from sales. To do this, I use Instagram and Facebook, and I care about the commitment. Apart from that, I need you to discover this content. For discovery, we're going to explode things like Twitter because it's a type of discovery network.

From there, we will begin to understand how all these things are spoken because we have five publications on Facebook, five publications on Instagram, a multitude of tweets and a single video in the middle, a podcast and a YouTube video.

Interaction of COPE Elements

At this point, I began to think about the flow and how they will interact and click on each other. Now you can see that there is only a very small number of channels with only one content. So, if you have several concepts in your content, it can get very complicated very quickly, so it is important that you have a decent strategy and tactics to implement it to get what you want.


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So that's all for Weekly Wisdom this week, we hope you enjoyed it. Please comment below, if you have any questions for me; I would also like to see your social strategy. In addition, if you want the digital version of all this, the documents we use as an agency, write to me [email protected] and an answering machine will send you a free link to all documents.

Until next time, we'll see each other later!

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