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

#CCStrategy
COPE principles and Broadcast
thinking
Zoë Camper FRSA
Head of Digital

22nd January 2014
What have we got that we know works?

• Booklets on a huge range of topics
• Written and reviewed by experts
• A strong fi...
Terms
COPE

• Create once publish everywhere
- Build content management systems (CMS), not web publishing tools
(WPT)
- Separate...
COPE supports Broadcast thinking

• Create an information repository separated from:
- All delivery mechanisms
- All devic...
Broadcast thinking and COPE
So where did we start?
So where did we start?

• Another term :^(, but a really great one, Data
normalisation!
• We created collections based on ...
So where did we start?

• Our collections include:
-

Conditions
Drugs
Therapies
Surgery
News
Events
Products
General cont...
The CMS
The CMS

• Sitecore
- XML forms for each separate collection
- Each form has attributes that relate to the specific collec...
A CMS content form
• Sitecore form example
Semantic mark-up

• Multiple content types in one form
-

Title
Summary
140 character summary
Short introduction
Long desc...
Semantic mark-up
Semantic mark-up

• XHTML / HTML5 – adding meaning to content
-

Structured content with meaning embedded in the code
WCAG...
Summary
• Broadcast publishing is powerful

• Cannot be applied to all content
• Pick the right CMS

• Plan
• Use agile an...
COPE principles and Broadcast
thinking
Zoë Camper FRSA
Head of Digital

22nd January 2014
Upcoming events at
CharityComms:
www.charitycomms.org.uk/events

#CCStrategy
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Create Once, Publish Everywhere

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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

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Create Once, Publish Everywhere

  1. 1. Content rules: engaging a diverse audience through a coherent content strategy Seminar 22 January 2014 London #CCStrategy
  2. 2. COPE principles and Broadcast thinking Zoë Camper FRSA Head of Digital 22nd January 2014
  3. 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. 4. Terms
  5. 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. 6. COPE supports Broadcast thinking • Create an information repository separated from: - All delivery mechanisms - All devices - All look and feel
  7. 7. Broadcast thinking and COPE
  8. 8. So where did we start?
  9. 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. 10. So where did we start? • Our collections include: - Conditions Drugs Therapies Surgery News Events Products General content
  11. 11. The CMS
  12. 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. 13. A CMS content form • Sitecore form example
  14. 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. 15. Semantic mark-up
  16. 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. 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. 18. COPE principles and Broadcast thinking Zoë Camper FRSA Head of Digital 22nd January 2014
  19. 19. Upcoming events at CharityComms: www.charitycomms.org.uk/events #CCStrategy
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