Creuna morgenbriefing dec 2013 - COPE model
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Creuna morgenbriefing dec 2013 - COPE model

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

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

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Creuna morgenbriefing dec 2013 - COPE model Creuna morgenbriefing dec 2013 - COPE model Presentation Transcript

  • Create Once, Publish Everywhere Your way to sustainable, AWESOME content Mette Schou Andersen @mettecharita Liv Madsen @livmadsen
  • Welcome What we’ll cover today How to work with COPE Sustainable content strategy to support COPE – based on relevant customer cases
  • Today’s main case: The challenges of Hi-Fi Klubben
  • Gap in experience + new target groups + new channels + competition © Creuna
  • But these challenges are not just Hi-Fi Klubben’s We all face the same reality
  • © Creuna
  • “Get your content ready to go anywhere because it’s going to go everywhere.” - Brad Frost
  • Sounds like a job for COPE
  • 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
  • 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
  • Multiple formats © Creuna
  • 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
  • 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
  • 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
  • 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
  • © Creuna
  • © Creuna
  • © Creuna
  • 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
  • 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?
  • 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
  • Sustainable Content strategy
  • 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/
  • In the age of the customer content is a vital part of your product © Creuna
  • “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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Not all you have, but what customers need
  • User facing Not all you have, but what customers need Relevant Task based Valuable
  • Content inventory & audit What do you have & what do you need? © Creuna
  • Release the power of Hi-Fi Klubben
  • brand persona +tone of voice +content design © 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 © Creuna
  • Key Drivers relevance +choice +exploration +empowerment © Creuna
  • Constructed narrative to aid research High-level In-depth © Creuna
  • 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
  • product presentation chunk Highlights chunk © Creuna Hi-fi klubben review chunk
  • 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
  • le ab us re + Structure © Creuna = Metadata Flexibility
  • Content Management Systems © Creuna http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere
  • “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
  • metadata Tag it!
  • Reusable chunks in multiple formats with meaningful metadata
  • 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
  • Workflows that help editors be awesome at content I am editorrr © Creuna
  • Write for the chunk, not for the page
  • http://www.flickr.com/photos/andymangold/4335794366
  • But… our CMS has WYSIWYG WYSIPAL What You See Is Probably a Lie © Creuna #WYSIPAL – yeah, I coined that. You’re welcome. – @livmadsen
  • Help editors focus on what it is & how it reads – not how it looks © Creuna
  • Learn to love metadata riends best f r new u are yo Tags
  • 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
  • down with silos, up with people © Creuna
  • No model survives contact with the real world… © Creuna
  • Start small, show value
  • NPR CMS © Creuna From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
  • NPR presentation layer examples Story on npr.org © Creuna More on http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
  • NPR presentation layer examples iPhone App © Creuna Mobile Site Android App From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
  • © Creuna
  • Go forth and COPE! © Creuna
  • Thanks :) Liv Madsen Senior Frontend Developer Mette Schou Andersen UX & Content Strategy Lead @livmadsen @mettecharita @creuna_dk