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Create Once, Publish Everywhere Mette Schou Andersen @mettecharita Your way to sustainable, AWESOME content Liv Madsen @livmadsen

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What we’ll cover today Welcome How to work with COPE Sustainable content strategy to support COPE – based on relevant customer cases

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Hi-Fi Klubben Today’s main case: The challenges of

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© Creuna Gap in experience + new target groups + new channels + competition

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We all face the same reality But these challenges are not just Hi-Fi Klubben’s

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© Creuna http://www.flickr.com/photos/lyza/7382235106

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“Get your content ready to go anywhere because it’s going to go everywhere.” - Brad Frost

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COPE Sounds like a job for

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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

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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

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Multiple formats © Creuna

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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

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© 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

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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

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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

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© Creuna

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© Creuna

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© Creuna

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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

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© 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

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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

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Content strategy Sustainable

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© 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

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content is a vital part of your product © Creuna In the age of the customer

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“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

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© 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

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© 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

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© 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

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© 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

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© 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

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Not all you have, but what customers need

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Not all you have, but what customers need Task based User facing Relevant Valuable

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© Creuna Content inventory & audit What do you have & what do you need?

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Hi-Fi Klubben Release the power of

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© Creuna brand persona +tone of voice +content design

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© 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

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Key Drivers © Creuna relevance +choice +exploration +empowerment

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Constructed narrative to aid research © Creuna High-level In-depth

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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

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© Creuna product presentation chunk Hi-fi klubben review chunk Highlights chunk

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© 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

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© Creuna reusable Structure Metadata Flexibility + =

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Content Management Systems © Creuna http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere

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“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

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Tag it! metadata

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Reusable chunks in multiple formats with meaningful metadata

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© 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

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I am editorrr © Creuna Workflows that help editors be awesome at content

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Write for the chunk, not for the page

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http://www.flickr.com/photos/andymangold/4335794366

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WYSIPAL © Creuna What You See Is Probably a Lie But… our CMS has WYSIWYG #WYSIPAL – yeah, I coined that. You’re welcome. – @livmadsen

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what it is & how it reads – not how it looks Help editors focus on © Creuna

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Learn to love metadata Tags are your new best friends

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© 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

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down with silos, up with people © Creuna

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© Creuna No model survives contact with the real world…

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Start small, show value

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© Creuna NPR CMS From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere

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© Creuna NPR presentation layer examples More on http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere Story on npr.org

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© Creuna NPR presentation layer examples From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere iPhone App Android App Mobile Site

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© Creuna

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© Creuna Go forth and COPE!

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Thanks :) Liv Madsen Senior Frontend Developer Mette Schou Andersen UX & Content Strategy Lead @livmadsen @mettecharita @creuna_dk