Last week I attended the ContentCafé in Utrecht, an excellent initiative. The discussion question of the evening was: should organizations create unique content for each publication on each separate platform (again and again) or can we suffice with capturing content once and then publishing it in all sorts of places?
Jungle of canals
An interesting issue, which is now also being discussed extensively on blogs and forums. Proponents of latvia phone number list the latter approach call their solution succinctly COPE: Create Once, Publish Everywhere. That looks attractive. But it is a false solution. Time to push back.
Organizations are currently losing track of all the information they are sharing via an ever-increasing number of channels. Websites, emails, blogs, communities, (digital) newsletters, LinkedIn, Facebook, Twitter, YouTube, apps, Google+: where do I tell what? And to whom exactly? And how? Every communications consultant, content strategist and copywriter can confirm that organizations struggle with this. And that makes sense, because it is also a difficult issue.
How do we deal with this complex reality? COPE followers already have their answer ready. Stop constantly rethinking content for every occasion and for every platform. Describe a certain topic only once, store that basic story centrally and then use it for every desired channel. If necessary, slightly tailored or cut off. Depending on the requirements of the medium.
The technology supports this method. There are already great applications for multichannel publishing. With one push of a button, the software produces documents from the same source file for all kinds of different applications: web, app, mobile, social media, PDF, print. What a relief compared to all the work you do when you manually adjust your content for each publication.