Using The Core Model in 2014: Content against Cancer

A talk by Ida Aalen

In 2007, Are Halland from Netlife Research held an inspiring and noteworthy talk at EuroIA called “Cores and Paths“.

Netlife Research has continued using this model in small and large organizations, with amazing results, one of them being The Norwegian Cancer Society’s (NCS) new website. The website ewas launched in 2012 and we are still working to make it even better. Here are some of the results we’ve achieved so far

• 70% increase in one-time donations each month
• 88% increase in monthly donors registered each month
• 164% increase in members registered each month
• 348% increase in incoming links
• 80% increase in visitors

How did we do it? We developed the website around NCS’s core content – information about different types of cancer – and developed a core message and content guidelines that allow NCS to address cancer in an informative, authoritative, and sensitive way, while still focusing on NCS’s main objectives.

The core model is a great tool to prioritize content, and it makes it easy to involve your customers and collaborate across disciplines, because you break down the content and the design down to its smallest parts. That’s also why it’s such a good match with the principles of responsive web design, mobile first and content first. I think it’s one of the best ways to achieve a truly collaborative team.

The NCS case study will explain • How to use the core model to prioritize content • How the core model can be combined with a mobile first and content first approach to achieve a truly collaborative and interdisciplinary team • How content governance is improved by a clear and defined core message

The website is responsive and can be visited at https://kreftforeningen.no (in Norwegian).