Separating content from format
The Reo Auto Company is preparing for the annual auto show and launch of its new vehicles. This year they are launching their first sports utility vehicle (SUV)—the Tsai. They require a variety of information products: a press release to announce their new line-up; brochures to hand out at the show and dealer showrooms; updates to the web site; and a show catalog. The web site team and marketing group sit down to figure out a unified content strategy for the materials. They determine that the information products are to be provided in three media; paper (show catalog, press release, brochure), web (web site, press release), email (press release). Each information product requires different content and design:
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Show catalog for the entire line-up (photo, short description, and key features, three cars to a page; )
Brochure for the Tsai only (photo, long description with all the features and benefits)
Press release for the Tsai only (no photo, short description, features and benefits)
Web site for entire line-up (home page for each car with photos, list of full features combined with a pricing calculator)
The Information Model
Figure 20.2 shows a portion of the information model for the Tsai product description:
Figure 20.2: Information model for Tsai
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Product Description |
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Element |
Show catalog |
Brochure |
Press release |
Web site |
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Product Name |
X |
X |
X |
X |
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Product Description |
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Product Desc. Short |
X |
X |
X |
X |
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Product Desc. Med |
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X |
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Product Desc. Long |
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X |
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Graphic |
X |
X |
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X |
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Features |
X |
X |
X |
X |
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Feature title |
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X |
X |
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Feature item |
X |
X |
X |
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Benefits |
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X |
X |
X |
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Benefit item |
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X |
X |
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Tag line |
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X |
X |
X |
Working with the model the web site team and marketing group proceed to develop the content, as shown in Table 20.5. (The metadata column indicates in which information product the content will appear.)
Table 20.5: Content development for Tsai product description
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Element |
Content |
Metadata |
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Product Name |
Tsai |
All |
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Product Description |
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Product Desc. Short |
The new Tsai is a totally new experience in SUVs. The revolutionary Tsai combines a gas engine with an electric motor resulting in a fuel efficient and environmentally conscious SUV. Yet, none of the features like roominess and ruggedness are lost. The best of all worlds, the Tsai. |
All |
|
Product Desc. Med |
The Tsai features an all-wheel drive with an inline four-cylinder engine. The powertrain includes a five-speed automatic transmission and has a towing capacity of 1,000 pounds. Integrated light-weight roof rails and fold-down rear seats with 70/30 split make carrying loads a breeze. |
Brochure |
|
Product Desc. Long |
The revolutionary light-weight body is manufactured with dent-resistant polymer. Front and side air bags add to safety and security. The car friendly height makes it easy to get in and out of and to load all your essentials on top. |
Brochure |
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Graphic |
TBD |
Show catalog Brochure Web site |
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Graphic |
TBD |
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|
Features |
|
All |
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Feature title |
Features |
Brochure |
|
Press release |
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|
Feature item |
2L engine |
All |
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Feature item |
Anti-lock brake system |
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Feature item |
Power brakes |
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Feature item |
Stabilizer bars |
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Feature item |
Low emission Vehicle Standards |
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Benefits |
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Benefit item |
The only SUV that is truly environmentally friendly from its construction to its operation. |
Brochure Press release Web site |
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Tag line |
Practicality of a car, power of an SUV. |
Brochure Press release Web site |
The Finished Product
Once the content is written, it is published to each information product; the format is applied based on the content’s use. Figures 20.3 and 20.4 show how the same product description is reused effectively, in each medium.
Figure 20.3
Figure 20.4
