creuna morgenbriefing dec 2013 - cope model
DESCRIPTION
Cope, model, principles, content strategy, meta tags, structure, substance, workflow, sustainable, content design, brand persona,TRANSCRIPT
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Create Once, Publish Everywhere
Mette Schou Andersen @mettecharita
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Your way to sustainable, AWESOME content
Liv Madsen @livmadsen
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What we’ll cover today
Welcome
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How to work with COPE Sustainable content strategy to support COPE – based on relevant customer cases
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Hi-Fi Klubben
Today’s main case: The challenges of
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Gap in experience + new target groups
+ new channels + competition
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We all face the same reality
But these challenges are not just Hi-Fi Klubben’s
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http://www.flickr.com/photos/lyza/7382235106
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“Get your content ready to go anywhere because it’s going to go everywhere.”
- Brad Frost
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COPE
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Sounds like a job for
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Content distribution
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CMS API Presentation layers
For more details about the NPR API, see http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
create +maintain
connect+distribute
present
present
present
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1. Reusable content 2. Structured content 3. Presentation-independent content 4. Meaningful metadata 5. Usable content management interfaces
5 key elements
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Multiple formats
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1. Reusable content
2. Structured content 3. Presentation-independent content 4. Meaningful metadata 5. Usable content management interfaces
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5 key elements
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�Thinking about where content will “live” on a
“web page” is pretty 1999.
Original image: http://www.flickr.com/photos/28567825@N03/3496269460
Lisa Welchman, @lwelchman
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chunk noun | piece, block, mass, portion, lump, slab, hunk, nugget, wad, dollop (informal), wodge (Brit. informal) Cut the melon into chunks.
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
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1. Reusable content 2. Structured content
3. Presentation-independent content 4. Meaningful metadata 5. Usable content management interfaces
© Creuna From Karen McGrane’s Content Strategy for Mobile
5 key elements
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1. Reusable content 2. Structured content 3. Presentation-independent content
4. Meaningful metadata 5. Usable content management interfaces
© Creuna From Karen McGrane’s Content Strategy for Mobile
5 key elements
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Customer club user reviews Product db
Products + supporting content
website
EPiSERVER Inspiration articles
chunks
member app? content ads?
Meta data
Metadata connects repositories
A P I
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1. Reusable content 2. Structured content 3. Presentation-independent content 4. Meaningful metadata
5. Usable content management interfaces
© Creuna From Karen McGrane’s Content Strategy for Mobile
5 key elements
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Darker colours You’re basically free to use the different saturations
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Content strategy Sustainable
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7 out of 10 multi-device users
expect the same quality of content experience across all their digital devices
source http://www.vibrantmedia.co.uk/
Quality matters
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In the age of the customer
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“Sustainable content is content you can create–and maintain–without going broke, lowering quality […], & working employees into nervous breakdowns.”
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Erin Kissane, The Elements of Content Strategy
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governance structure
substance workflow
Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach
CORE STRATEGY
Elements of a sustainable content strategy
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structure
substance
Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach
CORE STRATEGY
Elements of a sustainable content strategy
Content components
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governance
workflow
Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach
CORE STRATEGY
Elements of a sustainable content strategy
People components
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governance structure
substance workflow
Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach
Content components
People components
CORE STRATEGY
Elements of a sustainable content strategy
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governance structure
substance workflow
Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach
CORE STRATEGY
Substance What kind of content do we need to target & empower our customers…?
Elements of a sustainable content strategy
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Not all you have, but what customers need
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Not all you have, but what customers need
Task based User facing
Relevant Valuable
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Content inventory & audit
What do you have & what do you need?
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Hi-Fi Klubben Release the power of
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brand persona +tone of voice
+content design
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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
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Key Drivers
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relevance +choice
+exploration +empowerment
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Constructed narrative to aid research
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High-level
In-depth
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Constructed narrative to aid research
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High-level
In-depth
product presentation
Hi-fi klubben review highlights
Technical specs
User reviews
demo Editorial on features
Brand overview
complementing products accessories
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product presentation chunk
Hi-fi klubben review chunk
Highlights chunk
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governance structure
substance workflow
Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach
CORE STRATEGY
Structure How is content prioritized, formatted, structured & displayed…?
Elements of a sustainable content strategy
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These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
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reusable
Structure Metadata Flexibility
+ =
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Content Management Systems
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“The goal of any CMS should be to gather enough information to present the content on any platform, in any presentation, at any time.”
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Tag it!
metadata
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Our five basic colours Yellow, Blue, Red, Green and Grey
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Reusable chunks in multiple formats
with meaningful metadata
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governance structure
substance workflow
Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach
CORE STRATEGY
Workflow What processes, tools & human resources are needed to create a sustainable workflow… ?
Elements of a sustainable content strategy
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I am editorrr
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Workflows that help editors be awesome at content
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Write for the chunk, not for the page
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http://www.flickr.com/photos/andymangold/4335794366
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WYSIPAL
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What You See Is Probably a Lie
But… our CMS has
WYSIWYG
#WYSIPAL – yeah, I coined that. You’re welcome. – @livmadsen
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– not how it looks
Help editors focus on
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Learn to love metadata
Tags are your new best friends
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governance structure
substance workflow
Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach
CORE STRATEGY
Governance How are key decisions about content & content strategy made… ?
Elements of a sustainable content strategy
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down with silos, up with people
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No model survives contact with the real world…
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Start small, show value
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NPR CMS
From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
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NPR presentation layer examples
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Story on npr.org
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NPR presentation layer examples
From http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
iPhone App Android App Mobile Site
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Click Increase Indent button to get predefined ‘quote-name’ font
© Creuna
http://www.flickr.com/photos/lyza/7382235106
Choose among many Layouts Right-click on slide and select Layout
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
© Creuna
Go forth and COPE!
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Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
Thanks :) Liv Madsen Senior Frontend Developer Mette Schou Andersen UX & Content Strategy Lead
@livmadsen @mettecharita
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Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
@creuna_dk