managing the tug-of-war of content decision making through governance case study

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Managing the Tug-of-War of Content Decision Making Through Governance: Case Study

Brande Martin, MAContent ManagerCollege of American Pathologists

Intelligent Content ConferenceSan Francisco, CAMay 9, 2014

The College of American Pathologists (CAP) wasestablished in

1946.

The CAP is the leading organization for board-certified pathologists and second largest medical society in the United States.

© 2014 College of American Pathologists. All rights reserved. 3

The CAP serves • patients

• pathologists, and the

• public

by advocating excellence in the practice of pathology and laboratory medicine worldwide.

The CAP represents more than 18,100 practicing pathologist members from across the United States, Canada, and abroad.

© 2014 College of American Pathologists. All rights reserved.

THE CAP WEBSITE

6

BACKGROUND OF THE WEBSITE

Main Audiences:

• Member Pathologists

• Laboratory Professional Customers

Site History

• “Bricks & Mortar” site architecture set up

• Center of marketing efforts

• Push marketing

• Print model transferred to online© 2013 College of American Pathologists. All rights reserved. 7

NO GOVERNANCE PLAN — WHO IS THE DECISION MAKER?

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CONTENT TUG-OF-WAR

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NO CONTENT GOVERNANCE LEAD TO…

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• Varied writing styles

• Mixed messaging (subject matter experts or marketing)

• Multiple versions of information

• Broken links

• No consistent taxonomy

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IMPLEMENT CONTENT GOVERNANCE

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Quality Content

Component of Content Strategy

DEFINING ROLES – NEW CORE DECISION MAKERS

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RAPID® DECISION-MAKING MODEL

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•Content Owners•Content Manager•Marketing Manager

Web Content Content Manager

Marketing Message Marketing Manager

•Content Owners•Content Manager•Marketing Manager

Digital Team

Source: Adapted from the RAPID® Model. Bain & Company.

•Content Owners•Content Manager•Marketing Manager

Subject Matter Content Owner

PROCESSES & WORKFLOWS

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USABILITY PROCESS

CONTENT MANAGEMENT SYSTEM

• Requests only from content owners (not all staff)

• Content owners input basic changes

• 30-Day content reviews

• Workflow follows Web team process

• Decisions & approvals follow RAPID® model

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GUIDELINES (DOCUMENTATION)

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MODULAR-BASED CONTENT FORMS

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INTELLIGENT CONTENT

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Source: Joe Pulizzi

TRAINING = INTRODUCING CHANGE

Digital Content Writer’s Guide Trainings

Held 2 or 3 weekly sessions for a month with established content decision makers.

o Introduced new processes

o Gave content entry form guidance

o Conducted basic Web writing workshops

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CONTINUOUS TRAINING

• Incrementally introducing the changes

• Providing access to the content governance materials (staff website)

• Holding more trainingso Workshopso One-on-Oneo Group

• Using blogs, videos, & webinars

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MANAGING THE CHANGE

Content strategists must

• Hold firm to the content governance model

• Negotiate, when needed, with challenging content owners

• Be empathetic

• Reassure content owners of benefits of return on investment

• Rely on the content governance model to guide you

© 2014 College of American Pathologists. All rights reserved. 22

CONTENT OWNER REACTION …

to the CAP’s Content Governance Plan…

“It was a very collaborative process and the marketing and business users had shared goals that made the process work well.

Thanks for your leadership and direction!”

© 2014 College of American Pathologists. All rights reserved. 23

KEEP CALM

AND

FOLLOW THE CONTENT

GOVERNANCE PLAN© 2014 College of American Pathologists. All rights reserved. 24

QUESTIONS

THANK YOU!

CONTACT ME:

Brande Martin, MA

brmarti@cap.org

brandemartin229@gmail.com

Linkedin: www.linkedin/in/brandemartin.com

Twitter: @brandemartin© 2014 College of American Pathologists. All rights reserved. 25