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@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
We‟re not doing enough with
our content.
@gadgetopia
• What is/was COPE?
• What benefits does COPE offer?
• What challenges does COPE present?
• What does this mea...
@gadgetopia
@gadgetopia
If you could publish your content
every way except as a web
page, what would that look like?
@gadgetopia
NPR project, spear-headed
by Zach Brand and Daniel
Jacobson
@gadgetopia
Create
Once
Publish
Everywhere
@gadgetopia
The project was publically introduced in a
Programmable Web article in 2009
@gadgetopia
“In order for content providers to
take full advantage of these new
platforms, they will need to, first
and fo...
@gadgetopia
“Build content management
systems, not web publishing
tools.”
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
Create
Once
Publish
Everywhere
@gadgetopia
This is multi-channel
publishing.
@gadgetopia
channel: a distribution point
for your content.
@gadgetopia
Content
Channel
CMS Website
@gadgetopia
Content
Channel
Channel
Channel
“once”
“everywhere”
@gadgetopia
multi-channel publishing:
publishing content into more than
one channel
@gadgetopia
multi-channel publishing:
that thing that everyone said they
wanted but hardly anyone
actually did.
@gadgetopia
“Great Lie of Content
Management”
@gadgetopia
@gadgetopia
“We feigned interest in
separating content and
presentation, but deep
down we knew that
press release was only...
@gadgetopia
“Separating content from
presentation.”
@gadgetopia
“Aristotle phrased this as
the difference between
logos (the logical content
of a speech) and lexis
(the style...
@gadgetopia
@gadgetopia
@gadgetopia
When COPE was
unveiled, we had a multi-
channel problem.
@gadgetopia
Content
Facebook
Twitter
WWW
@gadgetopia
COPE was the dream come to
life.
@gadgetopia
1. Expansion
2. Cost Reduction
3. Peace of Mind
@gadgetopia
Expansion
• New marketing channels
• New revenue models
• Reach more people
• …but…can‟t we do that now?
@gadgetopia
Cost Reduction
• Multiple channels means re-work
• Re-work means $$$
• High-velocity content just makes this
w...
@gadgetopia
We want the benefits without the
drawbacks. We want control.
@gadgetopia
@gadgetopia
@gadgetopia
We want to futureproof our
content.
@gadgetopia
We want to keep our options
open.
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
Content that‟s bound to it‟s
channel is “locked in.”
That scares us.
@gadgetopia
The Dream:
Infinitely adaptable content that
can shift shape or format at will.
Forever.
@gadgetopia
We want peace of mind.
@gadgetopia
1. Editorial changes
2. Rendition management
3. Content/channel elasticity
@gadgetopia
#1
Editorial Changes
@gadgetopia
Since a web page will be a
single channel among
many, your editors can‟t create
content solely for that channe...
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
Question:
Will your editors know and
understand all the different
channels where their content
might be publis...
@gadgetopia
Training Issue:
Can your editors abstract
themselves away from the
presentational specifics of a
channel?
@gadgetopia
Philosophical Question:
Is it possible to mass produce
content without thinking about
where it will be present...
@gadgetopia
“The problem is this: The question content
people ask when finishing adding content to a
CMS is „how does this...
@gadgetopia
@gadgetopia
@gadgetopia
“How does this look?”
should change to
“How does this read?”
@gadgetopia
#2
Rendition Management
@gadgetopia
Content
Mobile App
Social Media
WWW
What We Hope For…
@gadgetopia
Content
Mobile App
Social Media
WWW
Rendition
Rendition
Channels
impose
limitations
@gadgetopia
• Rendition: a version of content designed
to adapt to a particular channel
@gadgetopia
@gadgetopia
Core
Rendition
Rendition
Rendition
Rendition
@gadgetopia
Managing multiple renditions is
harder than managing single
pieces of content.
It becomes an N+1 problem.
@gadgetopia
@gadgetopia
When we change content, how
do we propagate manual
interventions through all the
different renditions?
@gadgetopia
At what point do manual
interventions cause a rendition to
become its own piece of content?
@gadgetopia
#3
Content/Channel Elasticity
@gadgetopia
• Content elasticity: the ability of content to
adapt to a rigid channel
• Channel elasticity: the ability of ...
@gadgetopia
@gadgetopia
Generating omni-channel
content is virtually impossible.
@gadgetopia
1. Editorial changes
2. Rendition management
3. Content/channel elasticity
@gadgetopia
1. Theoretical
2. Technical
@gadgetopia
We need to break up with the
channel and fall in love with the
message.
@gadgetopia
@gadgetopia
message: what we‟re trying to
say
@gadgetopia
channel: how we say it
@gadgetopia
Channels should be
interchangeable.
@gadgetopia
“The north parking lot is being
resurfaced tomorrow at 4
p.m.”
@gadgetopia
@gadgetopia
Channels
• Verbal
• Physical print media
• Physical digital media
• Web page
• RSS item
• Email
• SMS
• Social...
@gadgetopia
If you could publish your content
every way except as a web
page, what would that look like?
@gadgetopia
“The north parking lot
is being resurfaced
tomorrow at 4 p.m.”
≠
@gadgetopia
Historically, we haven‟t been
creating messages, we‟ve
been creating web pages.
@gadgetopia
Technical Imperatives
1. We need to design for content structure
2. We need to value content purity
3. We need...
@gadgetopia
Structure
@gadgetopia
How can we break our content
down into reusable pieces?
@gadgetopia
What is the MRU?
Minimum
Reasonable
Unit
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia Credit: Wikipedia user “Tudokin”
@gadgetopia
Purity
@gadgetopia
How can we keep our content
free of formatting that inhibits re-
use?
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
You can remove or minimize
most WYSIWYG with
structure.
@gadgetopia
Integration
@gadgetopia
How can we get content out of
our CMS in a neutral format to
power other channels?
@gadgetopia
How can we connect our CMS
to other systems?
@gadgetopia
CMS Integration
• Content export
• Content retrieval services
• Programming APIs
@gadgetopia
@gadgetopia
If This Then That
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia
Content Integration liberates
our content.
@gadgetopia
“Structure…
Purity…
Integration!”
@gadgetopia
@gadgetopia
@gadgetopia
COPE lets us do more with
our content.
@gadgetopia
More Value
Less Cost
Less Risk
More Control
@gadgetopia
• We need to think in terms of
messages, not channels.
1. We need to design for content structure
2. We need t...
@gadgetopia
@gadgetopia
deane@blendinteractive.com
http://gadgetopia.com/cm
COPEing Mechanisms: The Peril and Promise of Create Once, Publish Everywhere
COPEing Mechanisms: The Peril and Promise of Create Once, Publish Everywhere
COPEing Mechanisms: The Peril and Promise of Create Once, Publish Everywhere
COPEing Mechanisms: The Peril and Promise of Create Once, Publish Everywhere
COPEing Mechanisms: The Peril and Promise of Create Once, Publish Everywhere
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COPEing Mechanisms: The Peril and Promise of Create Once, Publish Everywhere

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An examination of NPR's COPE strategy. Presented at the Now What 2014 conference on April 24, 2014 in Sioux Falls, SD.

Published in: Internet, Technology
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COPEing Mechanisms: The Peril and Promise of Create Once, Publish Everywhere

  1. 1. @gadgetopia
  2. 2. @gadgetopia
  3. 3. @gadgetopia
  4. 4. @gadgetopia We‟re not doing enough with our content.
  5. 5. @gadgetopia • What is/was COPE? • What benefits does COPE offer? • What challenges does COPE present? • What does this mean for us? What do we need to do?
  6. 6. @gadgetopia
  7. 7. @gadgetopia If you could publish your content every way except as a web page, what would that look like?
  8. 8. @gadgetopia NPR project, spear-headed by Zach Brand and Daniel Jacobson
  9. 9. @gadgetopia Create Once Publish Everywhere
  10. 10. @gadgetopia The project was publically introduced in a Programmable Web article in 2009
  11. 11. @gadgetopia “In order for content providers to take full advantage of these new platforms, they will need to, first and foremost, embrace one simple philosophy: COPE.”
  12. 12. @gadgetopia “Build content management systems, not web publishing tools.”
  13. 13. @gadgetopia
  14. 14. @gadgetopia
  15. 15. @gadgetopia
  16. 16. @gadgetopia
  17. 17. @gadgetopia
  18. 18. @gadgetopia
  19. 19. @gadgetopia
  20. 20. @gadgetopia
  21. 21. @gadgetopia
  22. 22. @gadgetopia
  23. 23. @gadgetopia Create Once Publish Everywhere
  24. 24. @gadgetopia This is multi-channel publishing.
  25. 25. @gadgetopia channel: a distribution point for your content.
  26. 26. @gadgetopia Content Channel CMS Website
  27. 27. @gadgetopia Content Channel Channel Channel “once” “everywhere”
  28. 28. @gadgetopia multi-channel publishing: publishing content into more than one channel
  29. 29. @gadgetopia multi-channel publishing: that thing that everyone said they wanted but hardly anyone actually did.
  30. 30. @gadgetopia “Great Lie of Content Management”
  31. 31. @gadgetopia
  32. 32. @gadgetopia “We feigned interest in separating content and presentation, but deep down we knew that press release was only ever going to be published as a web page.”
  33. 33. @gadgetopia “Separating content from presentation.”
  34. 34. @gadgetopia “Aristotle phrased this as the difference between logos (the logical content of a speech) and lexis (the style and delivery of a speech).” Gideon O. Burton “Silva Rhetoricae”
  35. 35. @gadgetopia
  36. 36. @gadgetopia
  37. 37. @gadgetopia When COPE was unveiled, we had a multi- channel problem.
  38. 38. @gadgetopia Content Facebook Twitter WWW
  39. 39. @gadgetopia COPE was the dream come to life.
  40. 40. @gadgetopia 1. Expansion 2. Cost Reduction 3. Peace of Mind
  41. 41. @gadgetopia Expansion • New marketing channels • New revenue models • Reach more people • …but…can‟t we do that now?
  42. 42. @gadgetopia Cost Reduction • Multiple channels means re-work • Re-work means $$$ • High-velocity content just makes this worse
  43. 43. @gadgetopia We want the benefits without the drawbacks. We want control.
  44. 44. @gadgetopia
  45. 45. @gadgetopia
  46. 46. @gadgetopia We want to futureproof our content.
  47. 47. @gadgetopia We want to keep our options open.
  48. 48. @gadgetopia
  49. 49. @gadgetopia
  50. 50. @gadgetopia
  51. 51. @gadgetopia Content that‟s bound to it‟s channel is “locked in.” That scares us.
  52. 52. @gadgetopia The Dream: Infinitely adaptable content that can shift shape or format at will. Forever.
  53. 53. @gadgetopia We want peace of mind.
  54. 54. @gadgetopia 1. Editorial changes 2. Rendition management 3. Content/channel elasticity
  55. 55. @gadgetopia #1 Editorial Changes
  56. 56. @gadgetopia Since a web page will be a single channel among many, your editors can‟t create content solely for that channel.
  57. 57. @gadgetopia
  58. 58. @gadgetopia
  59. 59. @gadgetopia
  60. 60. @gadgetopia
  61. 61. @gadgetopia Question: Will your editors know and understand all the different channels where their content might be published?
  62. 62. @gadgetopia Training Issue: Can your editors abstract themselves away from the presentational specifics of a channel?
  63. 63. @gadgetopia Philosophical Question: Is it possible to mass produce content without thinking about where it will be presented?
  64. 64. @gadgetopia “The problem is this: The question content people ask when finishing adding content to a CMS is „how does this look?‟. And this is not a question a CMS can answer any more – even with a preview. How we use the web today has meant that the answer to that questions is, „in what?‟” • “WYSIWTFFTWOMG!” Mark Boulton
  65. 65. @gadgetopia
  66. 66. @gadgetopia
  67. 67. @gadgetopia “How does this look?” should change to “How does this read?”
  68. 68. @gadgetopia #2 Rendition Management
  69. 69. @gadgetopia Content Mobile App Social Media WWW What We Hope For…
  70. 70. @gadgetopia Content Mobile App Social Media WWW Rendition Rendition Channels impose limitations
  71. 71. @gadgetopia • Rendition: a version of content designed to adapt to a particular channel
  72. 72. @gadgetopia
  73. 73. @gadgetopia Core Rendition Rendition Rendition Rendition
  74. 74. @gadgetopia Managing multiple renditions is harder than managing single pieces of content. It becomes an N+1 problem.
  75. 75. @gadgetopia
  76. 76. @gadgetopia When we change content, how do we propagate manual interventions through all the different renditions?
  77. 77. @gadgetopia At what point do manual interventions cause a rendition to become its own piece of content?
  78. 78. @gadgetopia #3 Content/Channel Elasticity
  79. 79. @gadgetopia • Content elasticity: the ability of content to adapt to a rigid channel • Channel elasticity: the ability of a channel to adapt to rigid content
  80. 80. @gadgetopia
  81. 81. @gadgetopia Generating omni-channel content is virtually impossible.
  82. 82. @gadgetopia 1. Editorial changes 2. Rendition management 3. Content/channel elasticity
  83. 83. @gadgetopia 1. Theoretical 2. Technical
  84. 84. @gadgetopia We need to break up with the channel and fall in love with the message.
  85. 85. @gadgetopia
  86. 86. @gadgetopia message: what we‟re trying to say
  87. 87. @gadgetopia channel: how we say it
  88. 88. @gadgetopia Channels should be interchangeable.
  89. 89. @gadgetopia “The north parking lot is being resurfaced tomorrow at 4 p.m.”
  90. 90. @gadgetopia
  91. 91. @gadgetopia Channels • Verbal • Physical print media • Physical digital media • Web page • RSS item • Email • SMS • Social media • Audio broadcast • Video broadcast
  92. 92. @gadgetopia If you could publish your content every way except as a web page, what would that look like?
  93. 93. @gadgetopia “The north parking lot is being resurfaced tomorrow at 4 p.m.” ≠
  94. 94. @gadgetopia Historically, we haven‟t been creating messages, we‟ve been creating web pages.
  95. 95. @gadgetopia Technical Imperatives 1. We need to design for content structure 2. We need to value content purity 3. We need to insist on content integration
  96. 96. @gadgetopia Structure
  97. 97. @gadgetopia How can we break our content down into reusable pieces?
  98. 98. @gadgetopia What is the MRU? Minimum Reasonable Unit
  99. 99. @gadgetopia
  100. 100. @gadgetopia
  101. 101. @gadgetopia
  102. 102. @gadgetopia Credit: Wikipedia user “Tudokin”
  103. 103. @gadgetopia Purity
  104. 104. @gadgetopia How can we keep our content free of formatting that inhibits re- use?
  105. 105. @gadgetopia
  106. 106. @gadgetopia
  107. 107. @gadgetopia
  108. 108. @gadgetopia
  109. 109. @gadgetopia You can remove or minimize most WYSIWYG with structure.
  110. 110. @gadgetopia Integration
  111. 111. @gadgetopia How can we get content out of our CMS in a neutral format to power other channels?
  112. 112. @gadgetopia How can we connect our CMS to other systems?
  113. 113. @gadgetopia CMS Integration • Content export • Content retrieval services • Programming APIs
  114. 114. @gadgetopia
  115. 115. @gadgetopia If This Then That
  116. 116. @gadgetopia
  117. 117. @gadgetopia
  118. 118. @gadgetopia
  119. 119. @gadgetopia
  120. 120. @gadgetopia
  121. 121. @gadgetopia
  122. 122. @gadgetopia
  123. 123. @gadgetopia Content Integration liberates our content.
  124. 124. @gadgetopia “Structure… Purity… Integration!”
  125. 125. @gadgetopia
  126. 126. @gadgetopia
  127. 127. @gadgetopia COPE lets us do more with our content.
  128. 128. @gadgetopia More Value Less Cost Less Risk More Control
  129. 129. @gadgetopia • We need to think in terms of messages, not channels. 1. We need to design for content structure 2. We need to value content purity 3. We need to insist on content integration
  130. 130. @gadgetopia @gadgetopia deane@blendinteractive.com http://gadgetopia.com/cm

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