COPE for Content Marketing
on Oct 10, 2014
COPE – Create once, publish everywhere – comes from the developer world as a philosophy that emphasizes organizing and managing data/information, with a de-emphasis on Web publishing templates. During a meeting last week, I heard COPE used relative to content marketing and thought it works well when thinking about asset management thought leadership.
Placing thought leadership content on the firm’s Web site is the first and necessary step. If it’s the last step, we’re stuck with “Create once, publish once” and the content’s value is limited only to frequent site visitors. Some FAs may find the content there, many more will not. Consider digital distribution via:
- Mobile apps
- Social media (though in small pieces)
- Syndication engines such as Tabloola
- Well-read sites such as Seeking Alpha and Morningstar