Marketing Budget is a highly precious resource for any business - but even more so for FinTechs. It needs to work hard and it needs to deliver results.
Creating marketing content is resource consuming – it will likely involve both
budget and people resource - research and insight, a few rounds of writing, artwork, checking and approval.
So once it's done, it makes no sense to publish once and leave it on the shelf. You need to make it work hard - sweat it!
That’s why this simple technique works. It's called COPE - Create Once, Publish Everywhere. Create evergreen content, then simplify, visualise, talk and repurpose it across different comms channels. It's a simple - and some would say obvious model ... but it might surprise you that very few companies deploy this tool. They create an asset, publish - then move on to the next idea.
From a thought leadership blog for example, you can create press coverage, social posts, emails, podcasts, infographics and more - all from the same core content.
If it's evergreen content, you can park it up for a while and reuse a few months down the line. Remember, your target audience needs several "opportunities to see" before messages sink in, so it's not lazy marketing.
Using this tool makes smarter use of your precious people and budget resource - and ensures your marketing assets work smarter and harder, amplifying brand and proposition visibility.
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