Content Publishing


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Content Publishing is the process of planning, creating, producing,
distributing, and marketing content; and that applies to all kinds of digital content today from websites to videos to books.

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Content Publishing

  2. 2. Content Publishing PremisesContent Publishing Premises1. Multichannel content flowsto ubiquitous devices.2. Content management systemsaren’t just for websites.3. Publishing as an industry isundergoing a paradigm shift.4. Context drives how contentis packaged in containers.2
  3. 3. Content Publishing with CMSContent Publishing with CMSContent Management System as Content Hubfor Creators, Publishers, and Consumers• Creators need tools to support andimprove Author Experience (AX).• Publishers need strategies and tools fordigital first multichannel production.• Consumers want Customer Experienceresponsive to their context (CX).3
  4. 4. What is Content PublishingWhat is Content PublishingContent Publishing is the process of planning,creating, producing, distributing, marketing,and tracking content.Digital content:• can be anything published• text, images, rich media• supports interaction• webpage, msg, email,audio, video, app, ebook4
  5. 5. Content Publishing LifecyclesContent Publishing LifecyclesDevelopmentManagementMarketingStrategy
  6. 6. Content StackContent StackTechnologies & methodologies for content:Content strategyContent architectureContent modelingContent typesContent managementContent marketingContent API6
  7. 7. What is Content ?What is Content ?Content is anything you produce that your audiencecan consume with its senses.— Evyenia WilkinsCompelling information that informs, engages or amuses.— Joe PulizziContent is Information put to use.— Bob BoikoContent is information or experiencecaptured in a formatfor transmission to an audience.7
  8. 8. The Content Tail keeps growing longer:More CreatorsMore PublishersMore ConsumersMore ChannelsMore DevicesThe Long Tail of ContentThe Long Tail of Content8CONTENTCONSUMPTION
  9. 9. Ubiquitous ComputingUbiquitous ComputingThe Future of Content is Mobile.2.4 billion mobile devices will be sold in 2012.— Gartner9The majority of Internetaccess is on mobiledevices, with usersenabled to access all kindsof digital content almostanywhere, almost anytime.
  10. 10. Challenges of Content PublishingChallenges of Content PublishingMultiChannel• Websites• Social Media• Web Apps• Native Apps• Streaming/On-Demand• Ebooks• Enhanced Ebooks• Print• Print on DemandConversions• Docs to HTML• Print to Digital• Digital to Print• Ebook Formats• Flow versus Fixed• Audio/Video Codecs• Outsourcing• Quality Control• Workflow10
  11. 11. Publishing Industry in FluxPublishing Industry in FluxThe advantages of self-publishing faroutweigh the disadvantages for mostauthors. You can use self-publishing asthe end goal or a means to a traditionalpublishing deal. Keep in mind theconcept of artisanal publishing as anew, cool form of publishing.— Guy Kawasaki & Shawn Welch,APE: Author, Publisher, EntrepreneurHow to Publish a Book, 2013.11
  12. 12. Enhanced EbooksEnhanced Ebooks12A book is no longer just a book.Alice was beginning to get very tiredof sitting by her sister on the bank,and of having nothing to do: onceor twice she had peeped into thebook her sister was reading, but ithad no pictures or conversations in it,‘and what is the use of a book,’thought Alice ‘without picturesor conversation?’Lewis Carrol, “Down the Rabbit-Hole,”Alices Adventures in Wonderland, 1865.
  13. 13. Ebook DiscoveryEbook DiscoveryGoodreads Survey of Ebook Consumers• 86% of tablet owners read ebooks on device• 37% of smart phone owners read ebooks• 50% have more than one device for ebooks• Trusted friend is primary discovery method,followed by buzz, book clubs, reviews.• 49% interested in serial format instead of waitingfor author to publish complete book.13
  14. 14. Content is the ThingContent is the ThingFragmenting our content acrossdifferent “device-optimised”domains is a losing proposition.—Ethan Marcotte,“Responsive Web Design”We need to build smartercontent, not smarter containers.—Stephanie Rieger,mobile design consultant14
  15. 15. Author ExperienceAuthor ExperienceCMS is the enterprise software that UX forgot.—Karen McGrane, Content Strategy for MobileCMS content creation problems• Interface to a data model• WYSIWYG formatting• Preview modeCMS content creation solutions• Separate content from form• Decouple authoring from display• Streamline workflow to capture metadata15
  16. 16. Digital First PublishingDigital First PublishingContent Publishing is no longer linear.Digital First provides flexibility:• Digital Asset Management• Content Management System• Collaborative Workflow• MultiChannel Publishing Web Mobile• Content Reuse, Discovery, & Aggregration16 Ebook Print
  17. 17. COPE ContentCOPE ContentCREATE ONCE, PUBLISH EVERYWHEREKey to COPE is the deployment of astate-of-the-art CMS that can supportcontent governance, workflow, productionand promotion—and easily integrate withother properties via web service or API.—Molly Porter, “6 big digi-comms strategiesfor 2013 and beyond”17
  19. 19. CAPE ContentCAPE ContentCREATE ANYWHERE, PUBLISH EVERYWHERECAPE builds on top of COPE. But consideringthat the source of the content (not justpublishing destination) is now distributed, wehave to add some new significant principles:• Everything is an API• Content API is a search index• Design for Users—Irakli Nadareishvili, NPR API19
  20. 20. Content APIsContent APIsApplication Programming Interfaces (APIs)are used with to access/reuse data streams:• Amazon Product Advertising• Google Maps• Twitter APIContent APIs support Discovery and Reuse.• Metadata + Taxonomy• Granular Queries• Media Embedding20
  21. 21. Content in ContextContent in ContextThe Move fromProduct to Service:• Content must be open,accessible, interoperable.• Content containers will adhere to standards.• Content should promote discovery.• Content abundance encourages broader use.• Consumers need context-aware tools.—Brian O’Leary, “Context, Not Container,”Book: A Futurist’s Manifesto21
  22. 22. Open Web Path for Content PublishingOpen Web Path for Content Publishing22
  23. 23. EPUB for Content ContainerEPUB for Content ContainerWebsite in a Box1999 — Open eBook (OEB)• XHTML, CSS, Dublin Core, ZIP file2007 — EPUB 2• Improved XHTML, CSS, XML schema, ZIP2011 — EPUB 3• XHTML5, CSS3, SVG, Audio, Video,JS, SSML, PLS, SMIL, RDF, XML, ZIP23
  24. 24. CMS as Content Publishing SolutionCMS as Content Publishing SolutionContent Management Systemsas pivotal hub for Content Publishing:• Digital First Production• Streamline Author Experience• MultiChannel Containers• Content API for Discovery• Consumer Experience Context24
  25. 25. CMS Content Publishing ExamplesCMS Content Publishing ExamplesExamples of Content Publishing with CMS25