COPE Your Way to Sustainable, Awesome Content

A morning briefing for Creuna on how our team have been working with the principles of Create Once, Publish Everywhere and content strategy to meet the challenges we (our clients) face with content distribution and cross channel solutions.

The Copenhagen session (in Danish) given in early Dec 2013 was recorded and can be seen here:
http://www.creuna.dk/events/praesentationer/create-once-publish-everywhere/

Transcript

1. Create Once, Publish Everywhere Mette Schou Andersen @mettecharita Your way to sustainable, AWESOME content Liv Madsen @livmadsen
2. What we’ll cover today Welcome How to work with COPE Sustainable content strategy to support COPE – based on relevant customer cases
3. Hi-Fi Klubben Today’s main case: The challenges of
4. © Creuna Gap in experience + new target groups + new channels + competition
5. We all face the same reality But these challenges are not just Hi-Fi Klubben’s
6. © Creuna http://www.flickr.com/photos/lyza/7382235106
7. “Get your content ready to go anywhere because it’s going to go everywhere.” - Brad Frost
8. COPE Sounds like a job for
9. Content distribution © Creuna CMS API Presentation layers For more details about the NPR API, see http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere create +maintain connect +distribute present present present
10. 1. Reusable content 2.  Structured content 3.  Presentation-independent content 4.  Meaningful metadata 5.  Usable content management interfaces 5 key elements © Creuna From Karen McGrane’s Content Strategy for Mobile
11. Multiple formats © Creuna
12. 1.  Reusable content 2. Structured content 3.  Presentation-independent content 4.  Meaningful metadata 5.  Usable content management interfaces © Creuna From Karen McGrane’s Content Strategy for Mobile 5 key elements
13. © Creuna Thinking about where content will “live” on a “web page” is pretty 1999. Original image: http://www.flickr.com/photos/28567825@N03/3496269460 Lisa Welchman, @lwelchman
14. chunk noun | piece, block, mass, portion, lump, slab, hunk, nugget, wad, dollop (informal), wodge (Brit. informal) Cut the melon into chunks. Collins Thesaurus of the English Language – Complete and Unabridged 2nd Edition. 2002 © HarperCollins Publishers 1995, 2002 Image: http://www.flickr.com/photos/62116165@N00/4028464605 © Creuna
15. 1.  Reusable content 2.  Structured content 3. Presentation-independent content 4.  Meaningful metadata 5.  Usable content management interfaces © Creuna From Karen McGrane’s Content Strategy for Mobile 5 key elements
16. © Creuna
17. © Creuna
18. © Creuna
19. 1.  Reusable content 2.  Structured content 3.  Presentation-independent content 4. Meaningful metadata 5.  Usable content management interfaces © Creuna From Karen McGrane’s Content Strategy for Mobile 5 key elements
20. © Creuna Customer club user reviews Product db Products + supporting content website EPiSERVER Inspiration articles chunks member app? content ads? Meta data Metadata connects repositories A P I
21. 1.  Reusable content 2.  Structured content 3.  Presentation-independent content 4.  Meaningful metadata 5. Usable content management interfaces © Creuna From Karen McGrane’s Content Strategy for Mobile 5 key elements
22. Content strategy Sustainable
23. © Creuna 7 out of 10 multi-device users expect the same quality of content experience across all their digital devices source http://www.vibrantmedia.co.uk/ Quality matters
24. content is a vital part of your product © Creuna In the age of the customer
25. “Sustainable content is content you can create–and maintain–without going broke, lowering quality […], & working employees into nervous breakdowns.” © Creuna Erin Kissane, The Elements of Content Strategy
26. © Creuna governance structure substance workflow Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach CORE STRATEGY Elements of a sustainable content strategy
27. © Creuna structure substance Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach CORE STRATEGY Elements of a sustainable content strategy Content components
28. © Creuna governance workflow Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach CORE STRATEGY Elements of a sustainable content strategy People components
29. © Creuna governance structure substance workflow Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach Content components People components CORE STRATEGY Elements of a sustainable content strategy
30. © Creuna governance structure substance workflow Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach CORE STRATEGY Substance What kind of content do we need to target & empower our customers…? Elements of a sustainable content strategy
31. Not all you have, but what customers need
32. Not all you have, but what customers need Task based User facing Relevant Valuable
33. © Creuna Content inventory & audit What do you have & what do you need?
34. Hi-Fi Klubben Release the power of
35. © Creuna brand persona +tone of voice +content design
36. © Creuna PASSIONERET men ikke overgearet MODIG men ikke vanvittig KOMPETENT men ikke elitær CUSTOMER-CENTRIC men ikke dominerende HUMORISTISK men ikke barnagtig TROVÆRDIG men ikke forstokket UFORMEL men ikke sjusket
37. Key Drivers © Creuna relevance +choice +exploration +empowerment
38. Constructed narrative to aid research © Creuna High-level In-depth
39. Constructed narrative to aid research © Creuna High-level In-depth product presentation Hi-fi klubben review highlights Technical specs User reviews demo Editorial on features Brand overview complementing products accessories
40. © Creuna product presentation chunk Hi-fi klubben review chunk Highlights chunk
41. © Creuna © Creuna governance structure substance workflow Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach CORE STRATEGY Structure How is content prioritized, formatted, structured & displayed…? Elements of a sustainable content strategy
42. © Creuna reusable Structure Metadata Flexibility + =
43. Content Management Systems © Creuna http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere
44. “The goal of any CMS should be to gather enough information to present the content on any platform, in any presentation, at any time.” © Creuna http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere
45. Tag it! metadata
46. Reusable chunks in multiple formats with meaningful metadata
47. © Creuna governance structure substance workflow Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach CORE STRATEGY Workflow What processes, tools & human resources are needed to create a sustainable workflow… ? Elements of a sustainable content strategy
48. I am editorrr © Creuna Workflows that help editors be awesome at content
49. Write for the chunk, not for the page
50. http://www.flickr.com/photos/andymangold/4335794366
51. WYSIPAL © Creuna What You See Is Probably a Lie But… our CMS has WYSIWYG #WYSIPAL – yeah, I coined that. You’re welcome. – @livmadsen
52. what it is & how it reads – not how it looks Help editors focus on © Creuna
53. Learn to love metadata Tags are your new best friends
54. © Creuna governance structure substance workflow Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach CORE STRATEGY Governance How are key decisions about content & content strategy made… ? Elements of a sustainable content strategy
55. down with silos, up with people © Creuna
56. © Creuna No model survives contact with the real world…
57. Start small, show value
58. © Creuna NPR CMS From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
59. © Creuna NPR presentation layer examples More on http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere Story on npr.org
60. © Creuna NPR presentation layer examples From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere iPhone App Android App Mobile Site
61. © Creuna
62. © Creuna Go forth and COPE!
63. Thanks :) Liv Madsen Senior Frontend Developer Mette Schou Andersen UX & Content Strategy Lead @livmadsen @mettecharita @creuna_dk