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Notes. These slides are for your unlimited use under an Attribution 3.0 Creative Commons License. Meaning, you can: Distribute, use commercially Modify, adapt and remix Whatever else you want basically...

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Notes
Notes

  • These slides are for your unlimited use under an Attribution 3.0Creative Commons License.

  • Meaning, you can:

    • Distribute, use commercially

    • Modify, adapt and remix

    • Whatever else you want basically...

  • You’re just on the honor system to attribute back to http://www.thecontentstrategybook.com

    Enjoy!

    - Rahel and Noz


Notes1
Notes

  • Two versions of a multiplicity diagram are provided – one for larger organizations/more complex publishing that totals up to 18k+ deliverables, and a more conservative one for smaller organizations/jobs with 2-4k deliverables.

    • A “deliverable” can be anything from a small group of 1-3 pages, to a whole product manual or regulatory submission

  • The fact that deliverables many need to made customer-specific is a point raised after the animation for organizations where it’s relevant.


Notes2
Notes

  • There are only a few hundred organizations doing this level of targeted publishing today

    • Many are doing similar levels but are unaware it is happening and the price they are paying

  • More and more teams are being asked for this level of output, without the askers realizing quite how much they’re asking for.

    • Internal-audience and regulatory documents are the most of “forgotten” required deliverables



Multiplicity1
Multiplicity

  • Content delivery often involves multiple:

    • Stakeholders, who create, review, approve, translate, manage, format and curate, often across multiple departments

    • Deliverables, like sites, apps, documents, print outputs

    • Audiences, like internal consumers and multiple segments and personas

  • Modern content consumers use multiple presentation formats and devices

    • Mobile, desktop web, print, and more


Multiplicity and silos
Multiplicity and Silos

  • Multiple departments and projects create silos that obscure the impact of multiplicity

    • Thousands of small and large publishing actions happen across the organization, all year long

    • No single team, line manager, or department has the full picture of what needed or what is going out to users

  • If you zoom out to the full set of content assets, the results are surprising...


Multiplicity of a year s publishing

12 target languages

Multiplicity Of A Year’s Publishing

6 supporting deliverables per product

2 formats

4 regions

2304

1152

1 product line with 4 products

96

24

4

Customer specific?

2,304 final deliverables

4,608 final deliverables


Multiplicity of a year s publishing1
Multiplicity Of A Year’s Publishing

4 product lines x 4 products per line

4 audience demographics

12 target languages

6 supporting deliverables per product

4 formats

18,432

4608

384

96

16

18,432 final deliverables

Customer specific?


Multiplicity2
Multiplicity

  • With a unified content strategy, multiple discrete working parts can create something that makes people want to engage with content and the organization

  • Without one, multiplicity can overwhelm the organization and users, hurting:

    • Consistency and quality

    • Profitability

    • User experience

    • Brandequity


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