complete your content strategy with content governance
TRANSCRIPT
COMPLETE YOUR CONTENT STRATEGY WITH CONTENT GOVERNANCE
NERDERY WEBINAR
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YOUR HOSTS
Ryan CarlsonTechnology Evangelist
@ryancarlson
Martin SchmidtDeveloper
@martin_geek
Callie MyersUX Designer@calliemyers
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OVERVIEWWhat is Governance?1
Establishing Your Plan2
Implementing & Enforcing Your Plan3
Gaining Stakeholder Buy-In4
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WHAT IS GOVERNANCE?
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FOUR KEY ASPECTS
MEASUREMENTTOOLSPLANNINGAUTHORITY
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VALUE OF GOVERNANCE
Unified Communications
Consistent Support for
Defined Business Goals
Useful, Usable Content for Audiences
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VALUE OF GOVERNANCE
Unified Communications
Consistent Support for
Defined Business Goals
Useful, Usable Content for Audiences
#NERDERYWEBINAR @THE_NERDERY
VALUE OF GOVERNANCE
Unified Communications
Consistent Support for
Defined Business Goals
Useful, Usable Content for Audiences
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SKIPPING GOVERNANCE
Inconsistent Messaging
Duplicate Efforts
Stale Content
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SKIPPING GOVERNANCE
Inconsistent Messaging
Duplicate Efforts
Stale Content
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SKIPPING GOVERNANCE
Inconsistent Messaging
Duplicate Efforts
Stale Content
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REAL WORLD EXAMPLES
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Image Here
Wikipedia
REAL WORLD EXAMPLES
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Universities
GOVERNANCE GONE AWRY
¼ Innumerous stakeholder groups
¼ Duplicate content
¼ Diminished tone of voice
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THE BIG PICTURE
Site Goals & Content Needs
Identify Internal
Contributors
Define Processes
Establish Tools &
Systems
Train Internal Groups
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SITE GOALS & CONTENT NEEDS
Site Goals Content NeedsUser Needs
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IDENTIFY INTERNAL CONTRIBUTORS
Marketing Teams
Product Owners
Leadership Copywriters & Designers
Content Managers
Site Administrators
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...AND THEIR ROLES
Administrator
Approver
Contributor
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DEFINE THE PROCESS
PEOPLE
TIMELINE
STEPS
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OUTLINE THE STEPSPlanning Activities
Contributor Writes & Submits
Draft
Review & Editing
ApprovalCMS Entry & Formatting
Publish
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ESTABLISH RESPONSIBILITYPlanning Activities
Contributor Writes & Submits
Draft
Review & Editing
ApprovalCMS Entry & Formatting
Publish
Marketing
SMEs
Content Mgrs
Copywriters
Marketing
Copywriters
Content Mgrs
Editors
Marketing
SMEs
Content Mgrs
Content Mgrs
Administrator
Administrator
Leadership
Leadership
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DETERMINE TIMINGPlanning Activities
Contributor Writes & Submits
Draft
Review & Editing
ApprovalCMS Entry & Formatting
Publish
Marketing
SMEs
Content Mgrs
Copywriters
Marketing
Copywriters
Content Mgrs
Editors
Marketing
SMEs
Content Mgrs
Content Mgrs
Administrator
Administrator
1 Week 3 Weeks 4 Weeks 1 Week 2 Weeks 1 Week
Quarterly Process
Leadership
Leadership
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UNDERSTAND TIME REQUIREMENTS
Governance and content creation requires time and most contributors have other responsibilities.
20%
30%40%
10%
Daily AdminPlanning MeetingsProject ManagmentTeam Communication
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ESTABLISH SYSTEMSManual vs. automated steps
CMS tools to support content and process needs
Analytics to track traffic and ROI
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DEFINE TRAINING NEEDS
CMS Tool Creation & Approval Process
Content Tone & Lifecycle
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IMPLEMENTING & ENFORCING
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PREFACE
LIGHT WEIGHT CMS
ENTERPRISE COLLABORATION
PLATFORM
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TECHNOLOGY AND TOOLSSecurity1
Content and Structure2
Information Management3
Information Architecture4
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SECURITY
Permissions RolesPermission
Policies
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SECURITY
Permissions RolesPermission
Policies
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SECURITY
Permissions RolesPermission
Policies
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CONTENT AND STRUCTURE
Quotas TemplatesLocksProcess
Automation/ Workflows
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CONTENT AND STRUCTURE
Quotas TemplatesLocksProcess
Automation/ Workflows
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CONTENT AND STRUCTURE
Quotas TemplatesLocksProcess
Automation/ Workflows
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CONTENT AND STRUCTURE
Quotas TemplatesLocksProcess
Automation/ Workflows
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INFORMATION MANAGEMENT
Document Management
VersioningContent Approval
Records Management
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INFORMATION MANAGEMENT
Document Management
VersioningContent Approval
Records Management
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INFORMATION MANAGEMENT
Document Management
VersioningContent Approval
Records Management
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INFORMATION MANAGEMENT
Document Management
VersioningContent Approval
Records Management
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INFORMATION MANAGEMENT
eDiscoveryDigital Asset
Library
Information Management
Policies
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INFORMATION MANAGEMENT
eDiscoveryDigital Asset
Library
Information Management
Policies
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INFORMATION MANAGEMENT
eDiscoveryDigital Asset
Library
Information Management
Policies
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INFORMATION ARCHITECTURE
Content Types/
Document Types
Web Content Management
Allowed/ Blocked File
Types
Taxonomy & Managed Metadata
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INFORMATION ARCHITECTURE
Content Types/
Document Types
Web Content Management
Allowed/ Blocked File
Types
Taxonomy & Managed Metadata
#NERDERYWEBINAR @THE_NERDERY
INFORMATION ARCHITECTURE
Content Types/
Document Types
Web Content Management
Allowed/ Blocked File
Types
Taxonomy & Managed Metadata
#NERDERYWEBINAR @THE_NERDERY
INFORMATION ARCHITECTURE
Content Types/
Document Types
Web Content Management
Allowed/ Blocked File
Types
Taxonomy & Managed Metadata
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Full-screen background image here
STAKEHOLDER BUY-IN
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WHAT’S IN IT FOR ME?
DOERS MANAGERS LEADERS
Clear Expectations
Ownership
Eliminating Redundancy
Less Micromanagement
Cross-Departmental Alignment
Resourcing Visibility
Unified Messaging
Clear ROI
Support of Business Goals
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SUPPORTING THE PLAN
¼ Team Responsibilities
¼ Process Support
¼ Resource Needs
DOERS MANAGERS
¼ Role Definition
¼ Reliances & Responsibilities
¼ Time Commitments
¼ Understand the Value
¼ Prioritize Content
¼ Share Authority
LEADERS
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DO’S & DON’TS
Create content in a vacuum
Live without analytics
Select tools that don’t meet your needs
Do’s Don’ts
Establish business goals and user needs to drive content
Get contributors working together
Make room for content creation
Utilize tools to support process
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WRAP UPWhat is Governance?1
Establishing Your Plan2
Implementing & Enforcing Your Plan3
Gaining Stakeholder Buy-In4