Zoe Camper, Arthritis Research Content strategy seminar www.charitycomms.org.uk/events Drawing on the the charity's clear view of what they want to say, and an understanding of their audiences' information needs, Zoe explained how Arthritis Research is applying COPE principles (Create Once, Publish Everywhere) and a “broadcast thinking” approach to get the right content out in the right format. Upcoming CharityComms events can be found here: http://www.charitycomms.org.uk/events

1. Content rules: engaging a
diverse audience through a
coherent content strategy
Seminar
22 January 2014
London
#CCStrategy

2. COPE principles and Broadcast
thinking
Zoë Camper FRSA
Head of Digital
22nd January 2014

3. What have we got that we know works?
• Booklets on a huge range of topics
• Written and reviewed by experts
• A strong first touch-point for our customers
• Basically, much needed information – how brilliant,
something people need :*)

4. Terms

5. COPE
• Create once publish everywhere
- Build content management systems (CMS), not web publishing tools
(WPT)
- Separate content from display
- Ensure content modularity
- Ensure content portability
Daniel Jacobson (National Public Radio®, NPR API)

6. COPE supports Broadcast thinking
• Create an information repository separated from:
- All delivery mechanisms
- All devices
- All look and feel

7. Broadcast thinking and COPE

8. So where did we start?

9. So where did we start?
• Another term :^(, but a really great one, Data
normalisation!
• We created collections based on subject matter
• We created a full taxonomy for arthritis with Manchester
university – so we could rebuild and structure
• Created tagging and Meta data structure – so we could
rebuild and structure

10. So where did we start?
• Our collections include:
-
Conditions
Drugs
Therapies
Surgery
News
Events
Products
General content

11. The CMS

12. The CMS
• Sitecore
- XML forms for each separate collection
- Each form has attributes that relate to the specific collection and all other
collections
- Content is presented in a modular format
- Some modules pull content automatically
- Some modules are manually populated

13. A CMS content form
• Sitecore form example

14. Semantic mark-up
• Multiple content types in one form
-
Title
Summary
140 character summary
Short introduction
Long description
Key words from Taxonomy
Also see

15. Semantic mark-up

16. Semantic mark-up
• XHTML / HTML5 – adding meaning to content
-
Structured content with meaning embedded in the code
WCAG 2 compliant structured content
HTML - H1 H2 H3 H4 H5
HTML - Header Footer Article Aside Blockquote

17. Summary
• Broadcast publishing is powerful
• Cannot be applied to all content
• Pick the right CMS
• Plan
• Use agile and Waterfall project methodology to get things
done
• HAVE FUN!!!!

18. COPE principles and Broadcast
thinking
Zoë Camper FRSA
Head of Digital
22nd January 2014

19. Upcoming events at
CharityComms:
www.charitycomms.org.uk/events
#CCStrategy