Date post: | 16-Jul-2015 |
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Project Athenacontent strategy : content capability
Sarah Corney, November 2014
It’s a very competitive market out there. CIPD can’t compete because our hands are tied when we don’t own the course IPAdam Stanbury
We have lots of cul de sacs of insight, rather than a roadmap of discovery Perry Timms
How do we flow what we know into what we teach?Susannah Clements
We can’t deliver what we sellAlan Ovens
It feels like it’s 1999! Ed Houghton
How do we find infographics from research reports to add to our training slides? (Without having to ask Peter!) Aly WeeksThe research we produce feels
like it exists in a separate space…we create new content when we might actually already have it Ed Houghton
How does what I do as a researcher translate into what members access and what students learn? Ed Houghton
I want to be able to ‘google’ our contentAndy Lancaster
We have cul de sacs of insight; we need a roadmap of discovery Perry Timms
How do we release the equity in our content?Francois Landers
It grows like topsy! Barbara Salmon
Infobesity: a cute word for a debilitating condition
WOW: ‘Define content strategy’
• getting the right content – that’s CIPD; that inspires, stimulates, teaches, asks
questions and provides answers
– that shapes the profession
– that customers want, or don’t yet know they want
• getting the content right– the tools, technology, workflow, management,
governance, processes…
– the possibilities: now and in the future
hullo!
Recommendations
‘Nextranet’ SharePoint 2013
COPE infrastructure
(pilot: Research)
Training prototype
Global Metadata
Create OncePublish Everywhere
Project Athena
• DITA XML – markup; html ‘on steroids’; agile, intelligent, ‘strategic’ markup
• metadata: the <tag>s that makes content ‘intelligent’
• taxonomy: the words we use to describe ourselves and the areas in which we operate– Search internally; search within & across platforms– With CRM: build & deliver tailored content to
customers
• Manage content in chunks (‘lego bricks’) to re-build, re-assemble, re-imagine
Research Report
Executive summary
about the authors
author biography
foreword
key findings
main text
infographic
case study
conclusion
Content models(Lego bricks)
e-book
PDF (print)
PDF (proof, simple design)
WCMSauthor
interface website
VLEonline courses
CCMS
InDesign
topics
build maps CPDe-portfolio
? ? future platforms
thesaurus
Images and text
content server
Format transformation engine
The foundational architecture: the architecture of future agility
DITA XML• re-use/re-assembly• cascade changes
Architecture of agility
• Content authored in a simple tool– Writing XML, in chunks; but will look & feel very ‘Word’ like
• Component Content Management System (CCMS)– Bundle together ‘chunks’ into new products for export &
publication– Cascade changes to everywhere chunk is re-used or referenced
• Transformation engine: convert – XML to e-book & PDF (print from PDF)– Complex layout – into a page layout system first
• Why CCMS and not Web CMS or VLE? – These are onward channel platforms – For management & publishing of content specific to web and e-
learning– CIPD has a much broader range of requirements for our content
The architecture: COPE with smart content
structure and meaning
metadata(taxonomy)
publish everywhere
translation & localisation: publish everywhere
re-useupdateversion control
multi-format delivery
multi-channel delivery
create once manage translation
in-market versions
The architecture: phase 1
• Content creators (subject matter experts) to add taxonomy terms
• Structure & meaning follow through content value chain
• Taxonomy is a snapshot of CIPD in 2014
– Build tool and framework to adapt and flex as CIPD & world of work changes
– Taxonomy + architecture + CRM = customers & staff can make connections, build a collaboration of ideas
• Publish everywhere
– Support for translation & localisation workflows
WCMS
VLE
CPD
content server &
publishing platform
Training prototype: taste the future
coursebuilder
training app
• Find, showcase, storyboard (with clients)
• Build fast-response bespoke training courses
• Digital delivery of content for face to face training (tablet + slides)
• Access post course via other platforms
Content tech ecosystem;systems that ‘play nicely’ together
Taste the future…because magic happens
• Functionality that needs further investment: content server/publishing platform
– Also much easier way to distribute content to onward delivery platforms (web, VLE, etc.)
– Easier to collaborate & manage content
• Prototype:
– Foundational architecture + content server + new ideas & tech in learning/CPD space
Play nicely
• A content technology ecosystem – Balance business needs and strategic
partnerships
• But also very mindful of the need for – Ownership of re-usable content assets– Open systems that ‘play nicely together’
• Open standards & open source software where possible
• Build an architecture of agility to react quickly
The two year vision
• Year 1: lay the foundations – Choose & implement a CCMS
– Research content flowing in & delivering as ebook, PDF, print
– Team: envision what’s possible & prepare for yr 2
• Year 2: make the real magic happen
• Content capability – execution of content strategy: let’s get our content right
• Capability. OED definition: the ability to achieve efficiently what one has to do
infobesity
re-commissioned
locked in
guerilla tactics
one size
inefficiency
cul de sacs of insight
inconsistent messages
UK-centric
inflexible
managed assets
re-used
unlocked and open
cascade of knowledge
tailored
cost efficiency
roadmaps of discovery
consistent voice
global excellence, regional relevance
agile
Project PurposeBuild a ‘COPE’ (create once, publish everywhere) content technology and management solution that effectively and cost-efficiently leverages the equity of CIPD’s knowledge capital across every area of the business.