In order to cope with the real-time, click-driven Internet culture dominating their work lives, content marketers need to learn how to cope. In other words, they can Create Once, Publish Everywhere (COPE) and not only cut down on their stress levels, but improve results, says Stephanie Reid-Simons, content director at Zillow.
She should know — she and her content team do that every day for Zillow, the Seattle-based “leading” Web real estate and rental marketplace.
What she suggests is content marketers create a “foundational asset” and repurpose it many ways: blog, video, email, social and syndication.
For instance, content consumers love stories about tiny and/or unusual homes. So what Reid-Simons calls the “wedge of cheese house” has a blog post with 52 comments, a video that has nearly 2 million views on YouTube in five months, a spot in Zillow’s e-newsletter, social shares and syndication. Zillow’s syndication options include Yahoo, AOL Real Estate, Forbes and MSN.
Zillow’s email about tiny homes making a big impact got more than 275,000 views in 12 days.
COPE works, she told those attending her Sept. 7 session at Content Marketing World 2016. “Cope With Hungry Content Channels: What the Create Once, Publish Everywhere Approach Is and How It Can Maximize Everything You Create in Social and Beyond” had a rapt audience in Cleveland.
“Great content can fuel multiple campaigns,” Reid-Simons says.
But it does need to be great content, she emphasizes.
“Not everything COPEs,” proclaims one of Reid-Simons’ slides. “And that’s OK.”
What do you think, marketers?
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