@gadgetopia COPEing Mechanisms The Peril and Promise of the NPR COPE Story
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@gadgetopia
@gadgetopia
@gadgetopia
@gadgetopia Were not doing enough with our content.
@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?
@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
foremost, embrace one simple philosophy: COPE.
@gadgetopia Build content management systems, not web
publishing tools.
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@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
ever going to be published as a web page.
@gadgetopia Separating content from presentation.
@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
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@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 butcant we do that now?
@gadgetopia Cost Reduction Multiple channels means re-work
Re-work means $$$ High-velocity content just makes this worse
@gadgetopia We want the benefits without the drawbacks. We want
control.
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@gadgetopia We want to futureproof our content.
@gadgetopia We want to keep our options open.
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@gadgetopia Content thats bound to its channel is locked in.
That scares us.
@gadgetopia The Dream: Infinitely adaptable content that can
shift shape or format at will. Forever.
@gadgetopia Since a web page will be a single channel among
many, your editors cant create content solely for that
channel.
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@gadgetopia Question: Will your editors know and understand all
the different channels where their content might be published?
@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
presented?
@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
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@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 Managing multiple renditions is harder than
managing single pieces of content. It becomes an N+1 problem.
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@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 a channel to
adapt to rigid content
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@gadgetopia Generating omni-channel content is virtually
impossible.
@gadgetopia We need to break up with the channel and fall in
love with the message.
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@gadgetopia message: what were 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.
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@gadgetopia Channels Verbal Physical print media Physical
digital media Web page RSS item Email SMS Social media Audio
broadcast Video broadcast
@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 havent been creating messages,
weve 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 to
insist on content integration
@gadgetopia Structure
@gadgetopia How can we break our content down into reusable
pieces?
@gadgetopia What is the MRU? Minimum Reasonable Unit
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@gadgetopia Credit: Wikipedia user Tudokin
@gadgetopia Purity
@gadgetopia How can we keep our content free of formatting that
inhibits re- use?
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@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 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 to
value content purity 3. We need to insist on content
integration