Mobile Content Strategy (via Convio’s “Connection Cafe”)

Lacy Kruger of Convio, writes:

I recently attended an excellent webinar with Karen McGrane about Mobile Content Strategy. The funny thing is that there is actually no such thing! Karen’s talk encouraged us to think about content in a more holistic way. So, instead of content for desktop computers, mobile devices or iPads, what about creating a single content structure that will allow you to show the SAME content on any device?!

C.O.P.E. = Create Once, Publish Everywhere. This is the acronym Karen uses to describe this approach and I think it’s brilliant. The beauty of C.O.P.E. is that it not only allows your organization to adapt to the burgeoning world of mobile devices but it will also set you up for success with any devices introduced in the future that we may not have even thought of! Browsing the web on a 42” television anyone?

So what does this look like? Karen used NPR as an example so I pulled some screenshots of my own. Check out this Elton John story on the NPR website:

NPR Screenshot: Desktop

And in their Media Player:

NPR Screenshot: Media Player

And on their mobile website:

NPR Screenshot: Mobile site

And in their NPR Music app:

NPR Screenshot: Mobile Music App

The magic here is that an NPR web administrator only had to create this content item one time. As they created it, they specified a series of different length headlines and descriptions and different-sized photos (a.k.a. meta data) and then their CMS determines which pieces to display for each device.

What do you think about the C.O.P.E. approach? Does it make sense for your organization? Do you have a CMS that makes this a viable option or does it seem like something that’s out of your reach? We’d love to hear your thoughts in the comments section below!

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