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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Creuna morgenbriefing dec 2013 - COPE model
- 1. Create Once, Publish Everywhere Your way to sustainable, AWESOME content Mette Schou Andersen @mettecharita Liv Madsen @livmadsen
- 2. Welcome What we’ll cover today How to work with COPE Sustainable content strategy to support COPE – based on relevant customer cases
- 3. Today’s main case: The challenges of Hi-Fi Klubben
- 4. Gap in experience + new target groups + new channels + competition © Creuna
- 5. But these challenges are not just Hi-Fi Klubben’s We all face the same reality
- 6. © Creuna
- 7. “Get your content ready to go anywhere because it’s going to go everywhere.” - Brad Frost
- 8. Sounds like a job for COPE
- 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. 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
- 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. 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. 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. 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. © Creuna
- 17. © Creuna
- 18. © Creuna
- 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. 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. 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
- 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. In the age of the customer content is a vital part of your product © Creuna
- 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. 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. 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. 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. 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. 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. Not all you have, but what customers need
- 32. User facing Not all you have, but what customers need Relevant Task based Valuable
- 33. Content inventory & audit What do you have & what do you need? © Creuna
- 34. Release the power of Hi-Fi Klubben
- 35. brand persona +tone of voice +content design © Creuna
- 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
- 38. Constructed narrative to aid research High-level In-depth © Creuna
- 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. product presentation chunk Highlights chunk © Creuna Hi-fi klubben review chunk
- 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
- 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. metadata Tag it!
- 46. Reusable chunks in multiple formats with meaningful metadata
- 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. Workflows that help editors be awesome at content I am editorrr © Creuna
- 49. Write for the chunk, not for the page
- 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. Help editors focus on what it is & how it reads – not how it looks © Creuna
- 53. Learn to love metadata riends best f r new u are yo Tags
- 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. down with silos, up with people © Creuna
- 56. No model survives contact with the real world… © Creuna
- 58. NPR CMS © Creuna From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
- 59. NPR presentation layer examples Story on npr.org © Creuna More on http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
- 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. © Creuna
- 62. Go forth and COPE! © Creuna
- 63. Thanks :) Liv Madsen Senior Frontend Developer Mette Schou Andersen UX & Content Strategy Lead @livmadsen @mettecharita @creuna_dk