structured content—the future of cross-media content distribution

Structured Content:The Future of Cross-Media Content Distribution

Jeffrey Stewart, Partner, CTO

Trekk Cross-Media

Agenda

Create Once-Distribute EverywhereLayered ComplexityEnterprise Data ModelDigital First PublishingReally Simple Syndication                    

Innovation

Device Evolution

Mobile Connection Explosion

Mass Marketing Bubble

Can You Spell X-M-L ?

Extensible Markup Language (XML) is a set of rules for encoding documents in machine-readable form. It is defined in the XML 1.0 Specification[4] produced by the W3C, and several other related specifications, all gratis open standards.[5]

Per Wikipedia.com

Create Once-Distribute Everywhere

Agenda

Create Once-Distribute EverywhereLayered ComplexityEnterprise Data ModelDigital First PublishingReally Simple Syndication                    

Layered Complexity

Layered Complexity

SQL - XML - XSL - FO

Real Estate Listing

Event Guide

College Courses

Product Catalog

Standards & Information Workflow

Technical Manual Workflow

Old Workflow

 Desired Workflow

Magazine Publishing Workflow

 Recommended Workflow

Publishing via Prism

Zinio iPhone Edition

Adobe Digital Editions via ePub

Agenda

Create Once-Distribute EverywhereLayered ComplexityEnterprise Data ModelDigital First PublishingReally Simple Syndication                    

Enterprise Data Model (EDM)

Orchestration Server Workflow

Server Based Automated Workflow Server Automation Defined via BPEL

Business Process Execution Language Often used for Service Oriented Architectures Significant Decision Making Capability EDM Supports Web of Interconnections Data Warehouse can be result

Content Management Workflow

Controlled and Efficient Human Workflow Contributors – write articles and upload images,

submit them for review, tag articles for regions and publications

Editors – write, review and approve articles, create publications

Publishers – have final say on publication and distribution

Newsletter Content to Email / Web / RSS

Introducing our EDM...

  the ICARUS Content Structure

I can name that tune in…

• Title / Headline“Introducing ICARUS Flubber Infused Footwear”

• Subhead / Status“Run faster, jump higher with the first footwear to

successfully use Flubber, a substance that gains energy when it strikes a hard surface”• Keywords / Tags

“footwear, shoes, sneakers, sneaker technology, running, jumping, ICARUS, flubber, flubber infused, breakthrough, performance enhancing shoe components”

Summary/Miniblog

Flubber infused footwear represents a breakthrough in sneaker technology. When you place Icarus shoes on your feet, you are guaranteed to better your time on the track and your jump shots on the court. Icarus was the first footwear material to be issued U.S. patents in the category of “Performance Enhancing Shoe Components.”

Body CopyFlubber infused footwear represents a breakthrough in sneaker technology. When you place Icarus shoes on your feet, you are guaranteed to better your time on the track and your jump shots on the court. Icarus was the first footwear material to be issued U.S. patents in the category of "Performance Enhancing Shoe Components."

The Icarus line features a "Flubber Process" that returns 200% energy to the wearer by compressing then springing back to original shape. This process also increases your speed, quickness, and strength while reducing fatigue, shortening recovery time and totally eliminating shin splints forever. They are available in both high and low tops in a wide assortment of designs and colors. A distinctive lightning bolt and flaming letter F is the original and unmistakable signature for Flubber Infused footwear.

–Used by world class athletes, professional trainers and top coaches worldwide. –Gain speed, strength, height and endurance immediately. –Improves athletic performance by 300% and adds greatly to the shock-absorption of ordinary insoles –First footwear material to be issued U.S. patents for "Performance Enhancing Shoe Components“

Flubber Infused Footwear have been tested and worn by some of the top athletes in the world. “First thing I noticed were my shoes coming off the track surface much faster,” said world-class athlete Mickey Jordan. “With the Icarus, you can feel the bounce immediately. They seem to increase my stride length and give me much more balance and stability.”

The Icarus name was inspired by the Greek Son of Daedalus who dared to fly too near the sun on wings of feathers and wax. Daedalus had been imprisoned by King Minos of Crete within the walls of his own invention, the Labyrinth. But the great craftsman's genius would not suffer captivity. He made two pairs of wings by adhering feathers to a wooden frame with wax. Giving one pair to his son, he cautioned him that flying too near the sun would cause the wax to melt. But Icarus became ecstatic with the ability to fly and forgot his father's warning. The feathers came loose and Icarus plunged to his death in the sea.

Image Versions

Sell Sheet

RSS

ICARUS To Everywhere

Agenda

Create Once-Distribute EverywhereLayered ComplexityEnterprise Data ModelDigital First PublishingReally Simple Syndication                    

Digital First Publishing

Evaluate and Deploy Centralized Content Tools

Adopt an Workflow for Digital Delivery

Print Ready PDF is just an Electronic File

Next up:  ICARUS to Catalog to Web to Social to Wireless

Data - XML - Wireless - Social - PDF

Structured Content

1. Photo

2. Thumbnail

3. Title/Headline

4. Subhead/Status

5. Summary/Miniblog

6. Part #

7. Price

3. Universal High-Back Seat

4. Black, water resistant cordura fabric is suitable for both cap and non-cab environment.

5. Features:  Lumbar support, adjustable armrests and upper backrest, adjustable ball bearing slides, backrest reclines and folds forward. Accepts operator pressure switches

6. TS4270

7. $219.95

1.

2.

Print Catalog

Featured Product

Direct Mail

Email

RSS Feed

Facebook

Twitter

Woot

AdWord

Shoup Featured Product TS4270 - Universal High-Back Seat: Black, water resistant cordura fabric $219.95 ea.ShoupParts.com/TS4270

eCommerce Page

Mobile Commerce

Agenda

Create Once-Distribute EverywhereLayered ComplexityEnterprise Data ModelDigital First PublishingReally Simple Syndication                    

RSS for eMedia Delivery

Tek @ Trekk via RSS

HTML / CSS

Kindle

PrintCasting

iTunes / iPhone / iPad

HTML - XML - JSON - RSS 

Structured Content Distribution

Feeding All the Channels

Takeaways

Consistency of Corporate Messaging Flexibility of Delivery Channels Simultaneous Deployment Access Media Scalable Reuse of Creative Content Lower Overall Costs

And We Can Help You Too!

Thank You!

Jeffrey Stewart

Partner/Chief Technical Officer

Trekk Cross-Media

Email: stew@trekk.com

Twitter Handle: JeffreyAStewart

Facebook: JAStewart

LinkedIn: jeffreyastewart

Tumblr: jastewart.tumblr.com