Michael Cusomano talks about building platforms rather than products to maintain ‘staying power’.
As we move to the Create Once and Publish Everywhere model, storytellers, editors and content producers will need their companies to develop content platforms rather than uber-CMS’, websites and apps. NPR, for instance, publish out an API that can be used in any application. This approach doesn’t necessarily mean investing in Digital Asset Management (DAM ) systems or centralised Content Management Systems. An alternative is to develop a common technical layer to bind various tools’ outputs into a common publishing mechanism or content platform.
This is not purely a technical exercise. You need to have a common content structure, taxonomy, editorial approach and feedback process to assess the impact of content across channels.