1. CS Free for commercial use and modification with attribution Notes These slides are for your unlimited use under an Attribution 3.0 Creative Commons License.Attribution 3.0 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 http://www.thecontentstrategybook.com Enjoy! - Rahel and Noz

2. CS Free for commercial use and modification with attribution 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. CS Free for commercial use and modification with attribution 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. CS Free for commercial use and modification with attribution MULTIPLICITY

5. CS Free for commercial use and modification with attribution 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. CS Free for commercial use and modification with attribution 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. CS Free for commercial use and modification with attribution 2,304 final deliverables Customer specific? 1 product line with 4 products 4 6 supporting deliverables per product 24 4 regions 96 Multiplicity Of A Year’s Publishing 4,608 final deliverables

8. CS Free for commercial use and modification with attribution 18,432 final deliverables Customer specific? 6 supporting deliverables per product 4 formats 12 target languages 4 audience demographics 16 96 384 4608 18,432 Multiplicity Of A Year’s Publishing 4 product lines x 4 products per line

9. CS Free for commercial use and modification with attribution 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 – Brand equity