Structured Content—The Future of Cross-Media Content Distribution


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As eMedia devices and delivery systems proliferate, publishers, agencies, and traditional media service providers are challenged in keeping up with the demand for content conversion. In this session, attendees will learn about a “Web-to-Everywhere” approach that allows structured content to be easily distributed across channels and platforms with standard Web programming tools and techniques. Find out how a universal content scheme supports an array of distribution channels, from mobile devices, tablets, and social media to more traditional distribution methods like web sites, e-mail, and print.

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  • The continuous innovation of electronics can be seen in the evolution of electronic devices.
  • This year will have explosion the 5 BILLION marked of mobile device subscriptions world wide. This has increased from xxx million ten years ago.International Telecommunications Union units per 100 inhabitants
  • And now one-to-one and then many-to-many communications
  • We I first saw XML in 1997 my first thought was Wow, this solves a lot of problems in application development, most in there area of data exchange between disparate systems. But I did not at first envision…As we know standards drive innovation. XML as a standard has been widely adopted to…We wish to leverage ad-hoc and industry standards whenever we can. Widely adopted standards have the affect of increasing competition, lowering costs and spur innovations. Most standards define interfaces to other layers of products in a defined way. This allows innovation to occur above and below these interfaces. We look to layer standards based tool and to mix and match tools, systems, interfaces and devices. Via this interchanges and mashups we can deliver content via XML based structure not just one, but many communications channels and formats.
  • Orchestration describes the automated arrangement, coordination, and management of complex computer systems, middleware, and services.
  • A typical web interconnection solution instead of multiple point to point connections. A EDM is used to define each data map between disparate systems and the Orchestration server. A common side benefit is a data warehouse with a global view of multiple transaction systems. The global data store can be used to deploy structured content into a digital publishing workflow.
  • Typical benifits of a CMSXML RepositoryCheck In / Check OutWorkflowVersioningArchivingHow can this be used for digital publishing?
  • Adobe Newsletter Workflow
  • Over the years Trekk has had considerable experience with the idea of consistent data models and structures. We have also had experience with many content and asset management systems and how they try to solve the commonality vs. customization game for data representation. We've see many proprietary and standards based approaches and we are always looking for standard vocabularies like Dublin Core for our projects.While there are numerous standards for XML structures that are useful for many domains for content, there is often a need for a superstructure to be used for Master Data File or reference structure. For this reason we have developed a content structure and a set processes to facilitate the reuse of content across domains. We call it the ICARUS structure.For those of you that recall Greek mythology, Icarus was the son of master craftsman Daedaluswho built a set of wings of wax and feathers. Icarus wanted to use the wings to escape from Crete but failed to heed his fathers warning not to fly too close to the sun, else the wax would melt. Unfortunately Icarus flew too close and feel to his death.We like the symbolism of Icarus not because we want to crash and burn. But it reminds us that as we fly close the edge of technological adoption, we want to be on the leading edge and not the bleeding edge. The Icarus structure and process allows us to leverage standards to deliver content across medium, across technology and across content types. It is born of two decades of experience and allows us to deliver seemingly diverse client needs with a set of reusable tools. Are we flying too close to the sun? You decide.
  • Here is an example from one of our clients showing this concept in action. Product information is structured in a common XML schema and managed by a web content management system (CMS). The CMS delivers the information as web page content by transforming the XML structure into HTML for delivery to and rendering by requesting web browsers.That same product information is formatted for variable email, variable direct mail and for Really Simple Syndication (RSS) feeds. RSS can be used to deliver email to other web sites and social media outlets like Facebook and Twitter. The structured content can also be used to drive digital print for catalogs. All of these outbound channels are designed to create click through back to a featured product page on the website for tracking and call to action. The website is e-Commerce and e-Mobile enabled to deliver the easiest and most convenient customer experience for purchasing the product.The web site uses multiple CSS file to enable a web page to be customized for different web browsers, email viewers and multiple mobile devices. By designing the HTML page to be devoid of style, the same structured content can easily be re-purposed for different channels. New smart phones such as Blackberry’s, Androids and iPhones can have custom CSS based layouts to take advantage of each devices screen size, resolution and unique features.This example shows how appropriately structure content, a common data definition, and a digital first workflow can accommodate reuse across traditional print, web, mobile, eMedia and Social Media. Each channel is supported by custom layout and formatting for each medium.
  • An example shows you that all of the things I’ve talked about are real. The example I used is the RSS feed that publishes my old On Tek @ Trekk Blog on our public website. The RSS feed can be used to publish the blog post content across a number of media and formats.For instance, you can simply subscribe to the blog as an RSS feed in your own browser, via Google Reader or applications like FeedDemon. We also published Podcast audio versions of many posts via the iTunes store.A few years ago a open source project called started up to enable the creation and publication of hyper-local newspapers. It consists of numerous print templates for newspaper and newsletter style publications and out puts PDF for download. For content the system consumes, you guessed it, RSS. You can read and subscribe to the On Tek @ Trekk Blog PrintCast as your way of consuming my material. is an excellent example of how standards like RSS are truly democratizing the publishing industry.And finally, if you have a Kindle device you can subscribe to the On Tek @ Trekk Blog Kindle Edition. As you might already assume, the Kindle blog publishing engine consumes the RSS feed just like the other channels. This is really a good example of what we mean when we say Create Once - Distribute Anywhere.In a similar way, we can deploy content via RSS to virtually any media and electronic devices. By leveraging standards development cost are a fraction of what a pure proprietary technology stack can. As you know electronic media and an increasing array of mobile devices are proliferating. Very soon, handhold mobile devices will be the predominate way most people consume media. Our experience and standards based approach to content creation and delivery is ready to meet the new challenges.
  • By using these lessons learned about how to succeed with cross-media content creation, management and delivery you can feed all of the channels that are being demanded by your prospects and customers. Recipients of your marketing messages are continually adapting to emerging digital media and changing their behavior. Even if you know what types of formats and channels they prefer today, you do not know what their preference will be tomorrow.Using the principles of layered complexity, structured content, leveraging standards, digital first publishing and simple payload syndication and delivery a strategy to feed all of the channels is achievable. This will ensure that your customer receives the information they want, when they want it, where they want it and how they want it. And by making it easy for your messages to be shared in social media circles, you extend your reach and tap into the conversations your customers are already having.
  • Structured Content—The Future of Cross-Media Content Distribution

    1. 1. Structured Content: The Future of Cross-Media Content Distribution Jeffrey Stewart, Partner, CTO Trekk Cross-Media
    2. 2. Agenda Create Once-Distribute Everywhere Layered Complexity Enterprise Data Model Digital First Publishing Really Simple Syndication
    3. 3. Innovation
    4. 4. Device Evolution
    5. 5. Mobile Connection Explosion
    6. 6. Mass Marketing Bubble
    7. 7. Can You Spell X-M-L ?  Extensible Markup Language (XML) is a set of rules for encoding documents in machine- readable form. It is defined in the XML 1.0 Specification[4] produced by the W3C, and several other related specifications, all gratis open standards.[5] Per
    8. 8. Create Once-Distribute Everywhere
    9. 9. Agenda Create Once-Distribute Everywhere Layered Complexity Enterprise Data Model Digital First Publishing Really Simple Syndication
    10. 10. Layered Complexity
    11. 11. Layered Complexity
    12. 12. SQL - XML - XSL - FO
    13. 13. Real Estate Listing
    14. 14. Event Guide
    15. 15. College Courses
    16. 16. Product Catalog
    17. 17. Standards & Information Workflow
    18. 18. Technical Manual Workflow
    19. 19. Old Workflow
    20. 20. Desired Workflow
    21. 21. Magazine Publishing Workflow
    22. 22. Recommended Workflow
    23. 23. Publishing via Prism
    24. 24. Zinio iPhone Edition
    25. 25. Adobe Digital Editions via ePub
    26. 26. Agenda Create Once-Distribute Everywhere Layered Complexity Enterprise Data Model Digital First Publishing Really Simple Syndication
    27. 27. Enterprise Data Model (EDM)
    28. 28. Orchestration Server Workflow  Server Based Automated Workflow  Server Automation Defined via BPEL  Business Process Execution Language  Often used for Service Oriented Architectures  Significant Decision Making Capability  EDM Supports Web of Interconnections  Data Warehouse can be result
    29. 29. Content Management Workflow  Controlled and Efficient Human Workflow  Contributors – write articles and upload images, submit them for review, tag articles for regions and publications  Editors – write, review and approve articles, create publications  Publishers – have final say on publication and distribution
    30. 30. Newsletter Content to Email / Web / RSS
    31. 31. Introducing our EDM... the ICARUS Content Structure
    32. 32. I can name that tune in… • Title / Headline “Introducing ICARUS Flubber Infused Footwear” • Subhead / Status “Run faster, jump higher with the first footwear to successfully use Flubber, a substance that gains energy when it strikes a hard surface” • Keywords / Tags “footwear, shoes, sneakers, sneaker technology, running, jumping, ICARUS, flubber, flubber infused, breakthrough, performance enhancing shoe components”
    33. 33. Summary/Miniblog Flubber infused footwear represents a breakthrough in sneaker technology. When you place Icarus shoes on your feet, you are guaranteed to better your time on the track and your jump shots on the court. Icarus was the first footwear material to be issued U.S. patents in the category of “Performance Enhancing Shoe Components.”
    34. 34. Body Copy Flubber infused footwear represents a breakthrough in sneaker technology. When you place Icarus shoes on your feet, you are guaranteed to better your time on the track and your jump shots on the court. Icarus was the first footwear material to be issued U.S. patents in the category of "Performance Enhancing Shoe Components." The Icarus line features a "Flubber Process" that returns 200% energy to the wearer by compressing then springing back to original shape. This process also increases your speed, quickness, and strength while reducing fatigue, shortening recovery time and totally eliminating shin splints forever. They are available in both high and low tops in a wide assortment of designs and colors. A distinctive lightning bolt and flaming letter F is the original and unmistakable signature for Flubber Infused footwear. –Used by world class athletes, professional trainers and top coaches worldwide. –Gain speed, strength, height and endurance immediately. –Improves athletic performance by 300% and adds greatly to the shock-absorption of ordinary insoles –First footwear material to be issued U.S. patents for "Performance Enhancing Shoe Components“ Flubber Infused Footwear have been tested and worn by some of the top athletes in the world. “First thing I noticed were my shoes coming off the track surface much faster,” said world-class athlete Mickey Jordan. “With the Icarus, you can feel the bounce immediately. They seem to increase my stride length and give me much more balance and stability.” The Icarus name was inspired by the Greek Son of Daedalus who dared to fly too near the sun on wings of feathers and wax. Daedalus had been imprisoned by King Minos of Crete within the walls of his own invention, the Labyrinth. But the great craftsman's genius would not suffer captivity. He made two pairs of wings by adhering feathers to a wooden frame with wax. Giving one pair to his son, he cautioned him that flying too near the sun would cause the wax to melt. But Icarus became ecstatic with the ability to fly and forgot his father's warning. The feathers came loose and Icarus plunged to his death in the sea.
    35. 35. Image Versions
    36. 36. Sell Sheet
    37. 37. RSS
    38. 38. ICARUS To Everywhere
    39. 39. Agenda Create Once-Distribute Everywhere Layered Complexity Enterprise Data Model Digital First Publishing Really Simple Syndication
    40. 40. Digital First Publishing  Evaluate and Deploy Centralized Content Tools  Adopt an Workflow for Digital Delivery  Print Ready PDF is just an Electronic File Next up: ICARUS to Catalog to Web to Social to Wireless
    41. 41. Data - XML - Wireless - Social - PDF
    42. 42. Structured Content 1. Photo 2. Thumbnail 3. Title/Headline 4. Subhead/Status 5. Summary/Miniblog 6. Part # 7. Price 3. Universal High-Back Seat 4. Black, water resistant cordura fabric is suitable for both cap and non-cab environment. 5. Features: Lumbar support, adjustable armrests and upper backrest, adjustable ball bearing slides, backrest reclines and folds forward. Accepts operator pressure switches 6. TS4270 7. $219.95 1. 2.
    43. 43. Print Catalog
    44. 44. Featured Product
    45. 45. Direct Mail
    46. 46. Email
    47. 47. RSS Feed
    48. 48. Facebook
    49. 49. Twitter
    50. 50. Woot
    51. 51. AdWord Shoup Featured Product TS4270 - Universal High-Back Seat: Black, water resistant cordura fabric $219.95 ea.
    52. 52. eCommerce Page
    53. 53. Mobile Commerce
    54. 54. Agenda Create Once-Distribute Everywhere Layered Complexity Enterprise Data Model Digital First Publishing Really Simple Syndication
    55. 55. RSS for eMedia Delivery
    56. 56. Tek @ Trekk via RSS
    57. 57. HTML / CSS
    58. 58. Kindle
    59. 59. PrintCasting
    60. 60. iTunes / iPhone / iPad
    61. 61. HTML - XML - JSON - RSS
    62. 62. Structured Content Distribution
    63. 63. Feeding All the Channels
    64. 64. Takeaways  Consistency of Corporate Messaging  Flexibility of Delivery Channels  Simultaneous Deployment Access Media  Scalable Reuse of Creative Content  Lower Overall Costs And We Can Help You Too!
    65. 65. Thank You! Jeffrey Stewart Partner/Chief Technical Officer Trekk Cross-Media Email: Twitter Handle: JeffreyAStewart Facebook: JAStewart LinkedIn: jeffreyastewart Tumblr: