Cope, model, principles, content strategy, meta tags, structure, substance, workflow, sustainable, content design, brand persona,

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

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

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

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

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

6. © Creuna

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

8. Sounds like a job for
COPE

9. Content distribution
present
create
+maintain
connect
+distribute
present
present
CMS
© Creuna
API
Presentation layers
For more details about the NPR API, see http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere

10. 5 key elements
1. Reusable content
2.
3.
4.
5.
Structured content
Presentation-independent content
Meaningful metadata
Usable content management interfaces
© Creuna
From Karen McGrane’s Content Strategy for Mobile

11. Multiple formats
© Creuna

12. 5 key elements
1.
Reusable content
2. Structured content
3.
4.
5.
Presentation-independent content
Meaningful metadata
Usable content management interfaces
© Creuna
From Karen McGrane’s Content Strategy for Mobile

13. Thinking about where
content will “live” on a
“web page” is pretty
1999.
Lisa Welchman, @lwelchman
© Creuna
Original image: http://www.flickr.com/photos/28567825@N03/3496269460

14. chunk
noun | piece, block, mass, portion, lump,
slab, hunk, nugget, wad, dollop (informal),
wodge (Brit. informal) Cut the melon into
chunks.
© Creuna
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

15. 5 key elements
1.
2.
Reusable content
Structured content
3. Presentation-independent content
4.
5.
Meaningful metadata
Usable content management interfaces
© Creuna
From Karen McGrane’s Content Strategy for Mobile

16. © Creuna

17. © Creuna

18. © Creuna

19. 5 key elements
1.
2.
3.
Reusable content
Structured content
Presentation-independent content
4. Meaningful metadata
5.
Usable content management interfaces
© Creuna
From Karen McGrane’s Content Strategy for Mobile

20. Metadata connects repositories
Customer club
user reviews
Product db
Products + supporting content
EPiSERVER
Inspiration articles
API
chunks
Meta data
content ads?
© Creuna
website member app?

21. 5 key elements
1.
2.
3.
4.
Reusable content
Structured content
Presentation-independent content
Meaningful metadata
5. Usable content management
interfaces
© Creuna
From Karen McGrane’s Content Strategy for Mobile

22. Sustainable
Content strategy

23. Quality matters
7 out of 10
multi-device users
© Creuna
expect the same
quality of content
experience
across all their
digital devices
source http://www.vibrantmedia.co.uk/

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

25. “Sustainable content is content you
can create–and maintain–without
going broke, lowering quality […], &
working employees into nervous
breakdowns.”
Erin Kissane,
The Elements of Content Strategy
© Creuna

26. Elements of a sustainable content strategy
substance
workflow
CORE
STRATEGY
structure
© Creuna
governance
Model from Content Strategy for the Web
by Kristina Halvorson and Melissa Rach

27. Elements of a sustainable content strategy
Content
components
substance
CORE
STRATEGY
structure
© Creuna
Model from Content Strategy for the Web
by Kristina Halvorson and Melissa Rach

28. Elements of a sustainable content strategy
workflow
CORE
STRATEGY
governance
© Creuna
People
components
Model from Content Strategy for the Web
by Kristina Halvorson and Melissa Rach

29. Elements of a sustainable content strategy
Content
components
substance
workflow
CORE
STRATEGY
structure
© Creuna
governance
People
components
Model from Content Strategy for the Web
by Kristina Halvorson and Melissa Rach

30. Elements of a sustainable content strategy
Substance
What kind of content do we
need to target & empower
our customers…?
substance
CORE
STRATEGY
structure
© Creuna
workflow
governance
Model from Content Strategy for the Web
by Kristina Halvorson and Melissa Rach

31. Not all you have,
but what customers need

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

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

34. Release the power of
Hi-Fi Klubben

35. brand persona
+tone of voice
+content design
© Creuna

36. 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
© Creuna

37. Key Drivers
relevance
+choice
+exploration
+empowerment
© Creuna

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

39. Constructed narrative to aid research
High-level
product presentation
highlights
Hi-fi klubben review
User reviews
Editorial on features
demo
Brand overview
In-depth
© Creuna
Technical specs
complementing products
accessories

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

41. Elements of a sustainable content strategy
substance
Structure
How is content prioritized,
formatted, structured &
displayed…?
© Creuna
workflow
CORE
STRATEGY
structure
governance
Model from Content Strategy for the Web
by Kristina Halvorson and Melissa Rach

42. le
ab
us
re
+
Structure
© Creuna
=
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. metadata
Tag it!

46. Reusable chunks
in multiple formats
with meaningful metadata

47. Elements of a sustainable content strategy
substance
workflow
CORE
STRATEGY
structure
© Creuna
Workflow
What processes, tools &
human resources are
needed to create a
sustainable workflow… ?
governance
Model from Content Strategy for the Web
by Kristina Halvorson and Melissa Rach

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

49. Write for the chunk,
not for the page

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

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

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

53. Learn to love metadata
riends
best f
r new
u
are yo
Tags

54. Elements of a sustainable content strategy
substance
workflow
CORE
STRATEGY
structure
© Creuna
governance
Governance
How are key decisions about
content & content strategy
made… ?
Model from Content Strategy for the Web
by Kristina Halvorson and Melissa Rach

55. down with silos,
up with people
© Creuna

56. No model survives contact
with the real world…
© Creuna

57. Start small,
show value

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

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

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

61. © Creuna

62. Go forth and COPE!
© Creuna

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