Declan Mulkeen, the King of Content and CMO at Strategic ABM, consistently produces high-value content that draws remarkable engagement across his web properties. His trick, however, is not to create new content all of the time, but rather to really understand his content pillars and then upcycle his content into new formats with seasonal relevancy. Having witnessed his content mastery first hand, Hillary called Declan on GTM Speed Dial to help listeners understand how he builds his content strategy and how he repurposes single assets into multiple deliverables with major impact. This episode will leave listeners with clear direction for how to build a robust content machine that relies on the COPE method - create once, publish everwhere.