Dull research trapped in unloved PDFs that few people can find, fewer download and does anyone actually read it? CIPD, the UK’s professional body for HR, invests approximately £2.5 million per annum on its research output, yet only a small proportion of its reports generate more than a few thousand hits annually, and only a third of views result in a PDF download. There has to be a better way. Taking inspiration from Create Once Publish Everywhere and traditional news media’s Digital First approach, the CIPD is transforming how they create, manage, and distribute their research by turning dry academic treatise into enticing, newsworthy, sharable content and driving more traffic and generating greater impact. DITA is the architecture driving this pioneering approach. If your business has valuable but unloved, inaccessible and un-engaging content, if it needs to find new ways to connect with its existing audience and to reach out to new markets, then this is the session for you.

1. Digital First and structured content
increasing the impact and reach
of thought leadership content

10. Championing better
work and working lives

11. Helping CIPD move towards
being an agile knowledge
business

24. No longevity…
But also: virtually no impact
on initial publication