How to get more visibility with less time and effort
23rd, Apr 2025
Content is one of the most effective ways to market your expertise. When you share useful, relevant information, you show people what you know, how you think and why they should trust you. However, creating content takes time and effort. To make it worthwhile, you can’t just use content once. That’s where “Create Once, Publish Everywhere” (or COPE) comes in. It’s a smart, efficient way to increase your visibility and stay top of mind with the people you want to reach with less time and effort and better results.
Create Once, Publish Everywhere
The idea behind COPE is to take every piece of content you produce and share it in on multiple platforms and in different formats.
Why? Because we all have our preferences for what kind of content we consume and where we get it from. By repurposing and promoting your content across various channels in alternative formats, more people have the opportunity to see your content with little extra effort on your part.
The Three Types of Media to Use
To get the most out of your content, you’ll want to share it across three types of media:
– Owned Media. These are the platforms you control, like your website, blog, email, social media pages, webinars, events and podcasts. Since you own the space, you decide when and how to share your content. Plus, as long as the information stays relevant, you can keep reposting it multiple times to reach new people.
– Earned Media. This is exposure by third parties that you don’t pay for, such as media mentions, social shares, guest articles, and speaking opportunities. By promoting your content, the third party is giving you more credibility and sharing your expertise with its audience.
– Paid Media. This includes any marketing you pay for, like social media ads, sponsored content and paid event placements. While it requires additional money, it helps ensure your content gets in front of the right people.
Repurpose, Don’t Reinvent
To really make COPE work, start thinking of ways to repurpose your content. You can:
– Turn a long article into a series of short posts or vice versa
– Pull out key quotes or tips for social media
– Design an infographic or chart summarizing written content
– Convert a live presentation into an article or webinar
– Create a video version of a blog post
– Adapt the content for different audiences (e.g., beginners vs. advanced, those in different industries, etc.)
– Add updates and re-share content that’s still relevant
Yes, it takes a little extra effort to tweak things. But it’s much easier than coming up with something brand new every time. And, each new version provides another opportunity to share your expertise through all the different marketing channels mentioned.
Repetition is Good
Don’t worry about people noticing that you are sharing the same information. Studies show that people need to see or hear a message multiple times before it sticks. Plus, people are busy. They miss things. They scroll past. They delete emails. They forget.
Repetition helps reinforce your message and reach more people where they are and how they prefer to learn.
COPE saves time, increases exposure and keeps you top of mind with your audience. So, always ask yourself whether you’ve gotten the most out of the content you’ve already created.
If you need help with creating and marketing your content, contact us for a free consultation.
To receive our COPE Checklist, email info@rdtcontentmarketing.com.
Tagged: repurposing content
