content strategy at cipd

20
Project Athena content strategy : content capability Sarah Corney, November 2014

Upload: sarah-corney

Post on 16-Jul-2015

123 views

Category:

Technology


1 download

TRANSCRIPT

Page 1: Content strategy at cipd

Project Athenacontent strategy : content capability

Sarah Corney, November 2014

Page 2: Content strategy at cipd

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

Page 3: Content strategy at cipd

Infobesity: a cute word for a debilitating condition

Page 4: Content strategy at cipd

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

Page 5: Content strategy at cipd

hullo!

Page 6: Content strategy at cipd

Recommendations

‘Nextranet’ SharePoint 2013

COPE infrastructure

(pilot: Research)

Training prototype

Global Metadata

Page 7: Content strategy at cipd

Create OncePublish Everywhere

Page 8: Content strategy at cipd

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

Page 9: Content strategy at cipd

Research Report

Executive summary

about the authors

author biography

foreword

key findings

main text

infographic

case study

conclusion

Content models(Lego bricks)

Page 10: Content strategy at cipd

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

Page 11: Content strategy at cipd

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

Page 12: Content strategy at cipd

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

Page 13: Content strategy at cipd

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

Page 14: Content strategy at cipd

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

Page 15: Content strategy at cipd

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

Page 16: Content strategy at cipd

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

Page 17: Content strategy at cipd
Page 18: Content strategy at cipd

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

Page 19: Content strategy at cipd

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

Page 20: Content strategy at cipd

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.