Download e-book for kindle: Content Everywhere by Sara Wachter-Boettcher, Eva Lotta Lamm

By Sara Wachter-Boettcher, Eva Lotta Lamm

ISBN-10: 193382087X

ISBN-13: 9781933820873

Care approximately content material? higher reproduction isn't really sufficient. As units and channels multiply--and as clients count on to simply relate, percentage, and shift information--we want content material which may move extra areas, extra simply. This ebook may also help you cease developing fastened, single-purpose content material and begin making it extra future-ready, versatile, and reusable.

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It calls this approach, quite aptly, COPE: Create Once, Publish Everywhere. 1. 1 NPR舗s COPE model gets content onto multiple NPR websites and mobile products, as well as to its member stations. As you舗ll see more of in Chapter 3, this approach has had a number of benefits for NPR and its member stations, including better content in more places, less duplication of editorial efforts, higher consistency, more control over quality, and easier story updates. That doesn舗t mean it舗s perfect. For example, it舗s primarily been a one-way system so far.

3. Famous for its stunning red rocks and artists舗 enclaves, it舗s chock-full of things to do, many of them the sort of once-in-a-lifetime activities travel magazines rave about: gorgeous hikes, posh spas, five-star golf resorts, even 舠energy vortices,舡 if you舗re into that whole New Age thing. 3 Picture-perfect Sedona. Who wouldn舗t want to vacation here? 4. Featuring little but some canned copy and a link to Sedona舗s visitors舗 bureau, the page barely hinted at the plethora of things to do there. Perhaps worse, the content in the sidebar舒including events, travel deals, and articles舒was randomly selected on page load, not tied to Sedona at all.

Armed with knowledge and backed by her passion for content, Krznarich jumped into action. She refined the ASU Online voice. She launched recurring features profiling current students. She started curating relevant news from outside sources. She pulled program descriptions from the main campus舗s assets and revised them for the Online campus舗s audience. Krznarich was getting busy, and not in the recreational way. But the content was good, and the analytics were even better: In the first quarter after the site launched, information requests were up nearly 57 percent over the same period the prior year舒and those visitors requesting information were doing so nearly a minute faster than before.

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Content Everywhere by Sara Wachter-Boettcher, Eva Lotta Lamm


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