The problem confronted by this cataloger is to maintain different versions of copy for the same product. The amount of time spent on approving copy for a catalog is more since the copy goes through full re-approval for each catalog.

Traditionally the heading of this copy block "Classic Longstem Roses" is maintained within the context of each publication, so you need to search through all its variations stored within desktop publishing files such as Adobe InDesign or Quark Xpress if you were to reuse it in a future publication. This is an inefficient and time-consuming way to find the latest correct version for a future "pick-up".

So, there is no one approved version of copy that can be readily used. By structuring the cataloger can achieve higher efficiencies and more deployment flexibility. This can be achieved by following three simple steps.


Step 1: Decompose copy into multiple elements.

By closely analyzing the market segments and deployment channels for a catalog, copy associated to a product can be logically broken down into elements. Each copy element can be viewed as a building block. Multiple elements put together make up a whole product copy block (also called a presentation).

In the above-considered example, the copy block can be broken down as depicted in the table below:

It is possible that your catalog content will have more or fewer elements that make the copy block. For example, you could have product features, bullets, footnotes, availability information, warnings, etc. Regardless of how much copy you have it can be broken down into elements. The breakdown must focus on the structure of content and group repeating copy across publications into an element. For example, in all the above versions of the copy, the Heading "Classic Longstem Roses" is the same. Hence that must be an element.

By taking this logical breakdown of copy, you set the stage to identify the elements that can be centralized to eliminate duplicate content.


Step 2: Consolidate copy elements into a standard set

Once copy is broken down into elements, the elements can be given logical names and the duplicates can be eliminated. By stacking different elements depending on the publication, markets or channels, different copy blocks can be created.

Maintaining this copy element once will require no repetitive maintenance, and ensure that a correction needs to be made only once. If the product heading changes in future, fixing it once will fix all its future occurrences across publications. When this product is used again in a new publication, you can be confident that the latest copy is extracted for design. This is the best way to leverage proofed content, so it doesn't have to be re-proofed and re-approved.


Step 3: Setup copy extractions from elements to create a publication specific copy

In the above depiction, copy elements are extracted in different combinations for different publications.

The "Product Benefit" element changes across publications based on the target audience. There are different versions of this copy - each version specific to a publication. The best way to author and manage this kind of copy is to maintain each one as a separate version. This allows content to be different as the situation calls, and yet when merged with the "Product Heading" creates the full story.

The "Items" section remains the same across publications. An item or a SKU is a fundamental building block for catalogs that usually remains the same. It is generally maintained in the order entry system such as Ecometry. The SKU Number and Description, etc managed in the order entry system need to be thus consistent across catalogs for efficient order capture and sales analysis. This SKU level data hence when managed centrally across publications drives better efficiencies since propagating the change is easy and consistent.

Pricing is also at the SKU level and can be either the same across catalogs or be specific to a catalog. Hence, the right way to publish pricing is to select a price class for a publication and directly import that pricing into the publishing software before proofing begins. More copy elements can be added to the above copy for the web catalog since there are fewer space restrictions for web copy.

Hence, by following the three simple steps, you can foster reuse of content while reducing the time spent on authoring, approval, design and proofing.

Approaching catalog content with a duality of centralizing content management where necessary and versioning for better targeting is what drives higher efficiencies and improves the conversion rates. Keeping these challenges in mind progressive organizations are using catalog software to aid the condensing catalog publishing cycles, and to reduce the challenges around managing content. The right software facilitates content management to market accurately to the right target. The software helps in authoring of copy and reducing the time spent on approvals by copy directors, art directors and merchandising. The right software also leverages approved content in subsequent publications, hence further reducing the time spent on proofing.


To Cap It
Maintaining copy within a publication requires copy rewrite for every publication. And copywriters need to wade through publishing files to track down the latest version of copy. These approaches are neither efficient nor improve reuse. By structuring copy, you can reduce your catalog production times with simplified content management, easier styling and quicker proofing.

As you go through your process of publishing catalogs to different markets and channels, you will discover that there are sections of copy that are reusable, but are maintained as duplicates. By structuring your copy, you can eliminate work for your creative team, and speed up your catalog production. Building structured copy takes time, patience and perseverance, but in the end the rewards are immense.