Weekly Wisdom with Ross Tavendale: COPE

Ross Tavendale is a digital marketing expert with over 20 years of experience in the field. Ross shares tips and tricks for improving your online presence, as well as setting priorities based on what matters most to you.

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Transcript has been changed.

Creating material with the intention of disseminating it widely might be difficult. So, from the beginning of time, Google’s mantra has been “Make excellent content, and the traffic will flow.” But we all know that when it comes to SEO, the entire “build it and they will come” attitude is a load of rubbish. So, we’ve all been in a situation where we create fresh content, publish it, and eagerly wait for our analytics to skyrocket, but nothing happens, and we continue to get the same amount of visitors. So, where did it all go wrong? I’m having a hard time dealing with the lack of traffic. Do you see what I did there?

What Is COPE and How Does It Work?

Today, we’re going to talk about the C.O.P.E. principle, which stands for Create Once, Publish Everywhere. Essentially, it entails taking a main piece of material and breaking it down into smaller bits that are more suited for social media sites. Because of two key factors, you may increase your footprint by doing so:

  • You’ll be ranking for a lot more long-tail phrases, which is a parasite or barnacle SEO strategy.
  • You’re also recurring in news feeds more often now, which means you’ll receive a lot more visitors. 

Before I show you Type A’s COPE approach, a word of advice: you need a home to direct people to and, if feasible, collect subscribers. There’s no purpose in publishing stuff at random since there’s no genuine strategy involved. Uploading to platforms and hoping for the best can grow your reach and develop your audience, but it will not help you achieve what you desire. Take a look at some of the most popular viral news sites. You’ll see that they post a video of a cat at random. Why are they acting in this manner? It’s because they’ve figured out how to manipulate the Facebook algorithm.

When Type A Media was consulting for the world’s most popular Facebook page, we would post every hour, but only link twice a day. So the first part of a COPE strategy is selecting which platforms to employ and why, as well as what their major KPIs and functions are.

COPE Channels are a set of channels created by COPE.

First and foremost, we’ll decide on each channel’s principal purpose, material kind, content style, posting frequency, and KPI. Once we’ve chosen that, we’ll need to look at our pillar material and figure out how we’ll distribute it all.

Weekly-Wisdom-with-Ross-Tavendale-COPE

Nik Ranger created the graphic.

Let’s use the Canonical Chronicle as an example, which is a weekly program on SEO news that I host. We have a key piece of content on the site, which is dot com and is used to generate leads. The content type is Canonical Chronicle, which is news, and the format is one long-form video with a blog post, with a weekly frequency and a weekly KPI of ten email subscribers for that item. 

When I go to Facebook with the intention of using that channel, it is very different from how individuals will behave on the site. Its major function is to raise brand recognition. At this point, I don’t want to convert anybody. We’ll obtain snatches of news, so each week, Canonical Chronicle will include roughly five news pieces. I’m going to break them down into separate news pieces and distribute them over time. Every single day, bite-sized 60-second portions. What does it matter to me? Viewers who were engrossed. I don’t care whether they click it; all I want you to do is watch and watch and watch.

1636673999_962_Weekly-Wisdom-with-Ross-Tavendale-COPECOPE’s Facebook Page

Then we go on to Instagram, where we do the same thing, but there is still some organic to be obtained, so I truly want brand development. I’d want to see my Instagram page expand over time. What exactly will I be doing there? I’m going to utilize the information. I’m going to take screenshots and then add a call to action or some text to them so they can be shared. I’m going to do it every day if I’m going to expand the channel.

1636674002_453_Weekly-Wisdom-with-Ross-Tavendale-COPECOPE’s Instagram account

Then there’s YouTube. We are concerned with lead generation there; I would want you to subscribe to my YouTube channel; this is for the Canonical Chronicle, which is long-form and published weekly, and I am concerned with subscribers. You’re beginning to get a sense of how all of this is going to play out.

Then there’s Twitter, which is more promotional and where we don’t really care what happens. We do it five times a day, continually slamming you in the face with this. What is it that we are concerned about? Dot com is typed in.

Finally, there’s the podcast. I’m going to take the audio from that and upload it to all of the podcast networks because we just made something long-form. At that moment, brand affinity is important to me. Someone who has strong brand affinity is someone who is devoted to the brand and keeps going back for more. I’m caring about you in a way.

When it comes to my field of business, SEO, you don’t start working with an SEO firm right immediately. It takes some time between realizing you need something and locating the appropriate item. So, through my podcast, I’d want to nourish you. I’m giving you my take on what’s going on in the news. It’s all audio, delivered weekly, and I’m concerned about subscriptions and listeners – basic things.

1636674006_430_Weekly-Wisdom-with-Ross-Tavendale-COPECOPE Channels (all)

Content Funnel for COPE

So we’ve determined on all of the channels we’ll use, what we’ll do with the material, and what KPIs are important to us. Now we have to look at the funnel itself and figure out how everything is going to interact. See, it’s all well and good to declare that we’ll post on all of these channels, but how are they going to interact? Are we going to direct everything to dot com, or will they communicate with one another?

1636674008_380_Weekly-Wisdom-with-Ross-Tavendale-COPECOPE Funnel is a term that refers to a funnel that is

So, from here, I want you to think like this: go straight to the main, key KPI, which for us is leads. That is a dot com address. After that, take a step forward, nurture, and get non-paid acquisition. That is, if I am paying for advertising, I want to move you from the paid to the non-paid acquisition funnel. I’d want your email address, or for you to sign up as a subscriber. We’ll use YouTube as well as the podcast to do this.

Then, moving a step further, I’m concerned about brand recognition. However, we are moving farther away from sales and toward the top of the funnel. To accomplish so, I use Instagram and Facebook, and I’m concerned about interaction. Then, on top of that, I need you to go out and find this stuff. We’ll be hammering things like Twitter for discovery since it’s a really discovery-oriented network.

Because we have five Facebook posts, five Instagram posts, a slew of Tweets, and a single video in the middle, a podcast, and a YouTube video, we’ll start figuring out how all of these things communicate to each other from here.

COPE Elements InteractionInteraction of COPE Elements

At that point, I’d start thinking about the flow and how they’re all going to interact and link into each other. Now you can see that this is done with just a few channels and a single piece of material. So, if your material has several ideas, this may rapidly get quite confusing, so it’s critical that you have a good plan and techniques in place to ensure that you achieve what you want.


So that concludes this week’s Weekly Wisdom; we hope you found it useful. If you have any questions for me, please leave a comment below; I’d also want to see your social media approach. Also, if you’d want the digital version of all of this, the same docs we use as an agency, drop me an email at [email protected], and an autoresponder will give you a link to all of the documents for free.

We’ll see you later till next time!

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