Faster and easier publishing drives more engagement
The success of any news website these days is dependent on the ease and speed with which journalists can publish new content. There is a direct and beneficial effect for the reader who will experience graphically richer pages and a more intuitive journey.
But, whilst consumers might share the same desire for a more coherent and engaging digital read, journalists from different desks, have very different publishing needs. The challenge has been to create a single publishing platform that could satisfy the needs of both a fashion desk and a news desk and everything else in between.
As part of a major and ongoing development effort, Telegraph Media Group selected Adobe Experience Manager to build the new telegraph.co.uk, and at the same time provide a step-change in the internal tools and processes to facilitate much greater productivity.
The old CMS required a journalist to take 58 steps to publish a typical article. A process which would take around 27 minutes with 7 of those steps repeating multiple times. On Telegraph Authoring, the new platform, the same article can be published in 4 minutes, using only 12 required steps, freeing journalists to focus on the content itself rather than the delivery.
A logical authoring interface
Working in a unique blended team structure with the Telegraph, WPP digital agency, Cognifide have helped to develop the author experience. The building blocks at the heart of the system are a series of new scalable components, flexible enough to allow for different journalist needs, but at the same time, ensuring a coherent design for the site as a whole.
This frees journalists to focus on content, not on the structure of the site. Components and templates support a tag-driven approach so that content appears in particular places by virtue of the way in which it has been tagged by the author, rather than because it has been explicitly placed on the site, which now happens in a limited number of places. Readers reap the benefits of a carefully ‘guided’ experience.
The new site is fully responsive and designed with mobile in mind. So a reader switching from desktop to mobile should find the experience just as rewarding. During the next phases of the project, the browser based authoring tool will also aim to enable reporters to file stories from the field on their handheld devices.
The scale of this programme was a challenge, and ensuring that a large enterprise system, such as AEM, was applicable to the unique usage of a News organisation was not always smooth, but with the strong support of the experts at TMG, Cognifide and Adobe the 15-month initial phase of the programme was delivered within a day of the plan.
I’ll be talking about Telegraph Media Group’s journey at Adobe Summit at Excel on 11th-12th May.
Hope to see you there!