Mobile Content Strategy | npENGAGE

Mobile Content Strategy

By on Jul 19, 2012


I recently attended an excellent webinar with Karen McGrane about Mobile Content Strategy. The funny thing is that there is actually no such thing! Karen’s talk encouraged us to think about content in a more holistic way. So, instead of content for desktop computers, mobile devices or iPads, what about creating a single content structure that will allow you to show the SAME content on any device?!

C.O.P.E. = Create Once, Publish Everywhere. This is the acronym Karen uses to describe this approach and I think it’s brilliant. The beauty of C.O.P.E. is that it not only allows your organization to adapt to the burgeoning world of mobile devices but it will also set you up for success with any devices introduced in the future that we may not have even thought of! Browsing the web on a 42” television anyone?

So what does this look like? Karen used NPR as an example so I pulled some screenshots of my own. Check out this Elton John story on the NPR website:

And in their Media Player:

And on their mobile website:

And in their NPR Music app:

The magic here is that an NPR web administrator only had to create this content item one time. As they created it, they specified a series of different length headlines and descriptions and different-sized photos (a.k.a. meta data) and then their CMS determines which pieces to display for each device.

What do you think about the C.O.P.E. approach? Does it make sense for your organization? Do you have a CMS that makes this a viable option or does it seem like something that’s out of your reach? I’d love to hear your thoughts in the comments! Meanwhile, I’ll be singing “Daniel” in my head all day thanks to that story 🙂


Lacey Kruger, principal information architect for Blackbaud, designs online properties for nonprofits that delight and inspire. Whether a full scale website, a campaign site or a peer to peer fundraising site, Lacey guides clients through a research-based and user-centered approach to design. In her 15+ years at Blackbaud, she has developed a deep understanding of nonprofit web presences. That knowledge, along with her years of experience in information design, have established her as an industry expert.

Lacey has written a Blackbaud eBook, “A Guide to the Nonprofit Web Design Process” and her article, “Designing Nonprofit Experiences: Building a UX Toolkit” was published in User Experience magazine. She has presented at industry conferences including bbcon, IA Summit and BIG Design.

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