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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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  1. 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

  2. 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.

  3. 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

  4. Multiplicity

  5. 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

  6. 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...

  7. 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

  8. 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?

  9. 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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