0
Create Once,
Publish Everywhere
Your way to sustainable, AWESOME
content
Mette Schou Andersen
@mettecharita

Liv Madsen
@l...
Welcome

What we’ll cover today
How to work with COPE
Sustainable content strategy to support COPE
– based on relevant cus...
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 lay...
5 key elements
1.  Reusable content
2. 
3. 
4. 
5. 

Structured content
Presentation-independent content
Meaningful metada...
Multiple formats

© Creuna
5 key elements
1. 

Reusable content

2.  Structured content
3. 
4. 
5. 

Presentation-independent content
Meaningful meta...
Thinking about where
content will “live” on a
“web page” is pretty
1999.
Lisa Welchman, @lwelchman

© Creuna

Original ima...
chunk

noun | piece, block, mass, portion, lump,
slab, hunk, nugget, wad, dollop (informal),
wodge (Brit. informal) Cut th...
5 key elements
1. 
2. 

Reusable content
Structured content

3.  Presentation-independent content
4. 
5. 

Meaningful meta...
© Creuna
© Creuna
© Creuna
5 key elements
1. 
2. 
3. 

Reusable content
Structured content
Presentation-independent content

4.  Meaningful metadata
...
Metadata connects repositories
Customer club
user reviews

Product db

Products + supporting content

EPiSERVER
Inspiratio...
5 key elements
1. 
2. 
3. 
4. 

Reusable content
Structured content
Presentation-independent content
Meaningful metadata

...
Sustainable

Content strategy
Quality matters
7 out of 10

multi-device users

© Creuna

expect the same
quality of content
experience
across all their
...
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...
Elements of a sustainable content strategy

substance

workflow

CORE
STRATEGY

structure

© Creuna

governance

Model fro...
Elements of a sustainable content strategy

Content
components

substance
CORE
STRATEGY

structure

© Creuna

Model from C...
Elements of a sustainable content strategy

workflow
CORE
STRATEGY

governance

© Creuna

People
components
Model from Con...
Elements of a sustainable content strategy

Content
components

substance

workflow

CORE
STRATEGY

structure

© Creuna

g...
Elements of a sustainable content strategy
Substance
What kind of content do we
need to target & empower
our customers…?

...
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
H...
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
Edito...
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 &
displ...
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, a...
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 process...
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 welcom...
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

Governanc...
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-onc...
NPR presentation layer examples

iPhone App
© Creuna

Mobile Site

Android App
From http://www.slideshare.net/zachbrand/np...
© Creuna
Go forth and COPE!

© Creuna
Thanks :)
Liv Madsen Senior Frontend Developer
Mette Schou Andersen UX & Content Strategy Lead

@livmadsen

@mettecharita
...
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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,

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Transcript of "Creuna morgenbriefing dec 2013 - COPE model"

  1. 1. Create Once, Publish Everywhere Your way to sustainable, AWESOME content Mette Schou Andersen @mettecharita Liv Madsen @livmadsen
  2. 2. Welcome What we’ll cover today How to work with COPE Sustainable content strategy to support COPE – based on relevant customer cases
  3. 3. Today’s main case: The challenges of Hi-Fi Klubben
  4. 4. Gap in experience + new target groups + new channels + competition © Creuna
  5. 5. But these challenges are not just Hi-Fi Klubben’s We all face the same reality
  6. 6. © Creuna
  7. 7. “Get your content ready to go anywhere because it’s going to go everywhere.” - Brad Frost
  8. 8. Sounds like a job for COPE
  9. 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. 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. 11. Multiple formats © Creuna
  12. 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. 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. 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. 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. 16. © Creuna
  17. 17. © Creuna
  18. 18. © Creuna
  19. 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. 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. 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. 22. Sustainable Content strategy
  23. 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. 24. In the age of the customer content is a vital part of your product © Creuna
  25. 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. 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. 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. 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. 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. 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. 31. Not all you have, but what customers need
  32. 32. User facing Not all you have, but what customers need Relevant Task based Valuable
  33. 33. Content inventory & audit What do you have & what do you need? © Creuna
  34. 34. Release the power of Hi-Fi Klubben
  35. 35. brand persona +tone of voice +content design © Creuna
  36. 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. 37. Key Drivers relevance +choice +exploration +empowerment © Creuna
  38. 38. Constructed narrative to aid research High-level In-depth © Creuna
  39. 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. 40. product presentation chunk Highlights chunk © Creuna Hi-fi klubben review chunk
  41. 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. 42. le ab us re + Structure © Creuna = Metadata Flexibility
  43. 43. Content Management Systems © Creuna http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere
  44. 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. 45. metadata Tag it!
  46. 46. Reusable chunks in multiple formats with meaningful metadata
  47. 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. 48. Workflows that help editors be awesome at content I am editorrr © Creuna
  49. 49. Write for the chunk, not for the page
  50. 50. http://www.flickr.com/photos/andymangold/4335794366
  51. 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. 52. Help editors focus on what it is & how it reads – not how it looks © Creuna
  53. 53. Learn to love metadata riends best f r new u are yo Tags
  54. 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. 55. down with silos, up with people © Creuna
  56. 56. No model survives contact with the real world… © Creuna
  57. 57. Start small, show value
  58. 58. NPR CMS © Creuna From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
  59. 59. NPR presentation layer examples Story on npr.org © Creuna More on http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
  60. 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. 61. © Creuna
  62. 62. Go forth and COPE! © Creuna
  63. 63. Thanks :) Liv Madsen Senior Frontend Developer Mette Schou Andersen UX & Content Strategy Lead @livmadsen @mettecharita @creuna_dk
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