![Page 1: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/1.jpg)
Kathy Wagner & Melissa Breker
Co-Founders, Content Strategy Inc
@Kathy_CS_Inc + @ melissabreker
#ConfabINT
![Page 2: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/2.jpg)
What’s up
for today?
![Page 3: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/3.jpg)
Session overview
1. Maturity Models
2. Governance Models
3. 5 Pillars of Content Governance
4. Change Management
5. Road Map
![Page 4: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/4.jpg)
Have a scenario
in mind…
![Page 5: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/5.jpg)
Melissa’s Bio
• Grew up wrestling
crocodiles in
Australia
• Transitioned out of
marketing into
content strategy
• Fell in love with
supporting change
Today I help change the way people think about content through teaching,
mentoring, partnering with others, and running workshops.
![Page 6: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/6.jpg)
Kathy’s Bio
• Grew up reading and
daydreaming
• Moved through technical
communications &
customer experience
• Have been doing content
strategy my entire life
Today I help change the way people think about content by shining a light in
dark corners and cleaning out content cobwebs.
![Page 7: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/7.jpg)
Company Clients
![Page 8: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/8.jpg)
And what
about you?
![Page 9: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/9.jpg)
And what about you?
• 72% work in a company
• 10% work in an agency
• 10% work in government
• 8% work in higher education
![Page 10: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/10.jpg)
And what about you?
• 60% are just getting started in content
governance.
• 25% are already awesome at it and want to
swap notes.
• 15% don’t know where they fit, but seem
pretty worried about content governance.
![Page 11: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/11.jpg)
• Personal intro
• One thing you love
• What’s important to
you about content
governance and
why?
Small Group Introductions
![Page 12: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/12.jpg)
Content Governance
![Page 13: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/13.jpg)
Content governance
provides a
framework for
content decisions,
roles, and,
responsibilities.
![Page 14: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/14.jpg)
Project X
Process √√√√
![Page 15: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/15.jpg)
Content Maturity Model1
![Page 16: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/16.jpg)
What are we
trying to
achieve with
governance,
and why?
![Page 17: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/17.jpg)
Content Process Maturity Model
Get a detailed version of this model here: http://www.contentstrategyinc.com/wp/wp-content/uploads/2015/01/Content-Strategy-
Inc-Content-Maturity-Model-2014.pdf
![Page 18: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/18.jpg)
What do we hear
from clients?
“This is so embarrassing. We’re the
worst.”
“But nobodynobodynobodynobody does it well, do they?”
“In some ways we’re managed and
sustained, and in other ways, we’re
ad hoc.”
![Page 19: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/19.jpg)
True story…
Get a detailed version of this model here: http://www.contentstrategyinc.com/wp/wp-content/uploads/2015/01/Content-Strategy-
Inc-Content-Maturity-Model-2014.pdf
![Page 20: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/20.jpg)
3 questions in
3 minutes
![Page 21: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/21.jpg)
Where is your organization
on the maturity model?
![Page 22: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/22.jpg)
What could
your
organization
do to move up
a level?
![Page 23: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/23.jpg)
What could be the
positive business
impact of moving
up a level?
![Page 24: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/24.jpg)
Learning Exercise
![Page 25: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/25.jpg)
At your table:
Discuss at your
table.
Where is your
department?
Where are you as
an organization?
Content
governance
environment
Where are
you in the
maturity
model?
How can you
progress to
the next
level?
Why is it
important to
progress?
![Page 26: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/26.jpg)
Questions?
Short stories?
![Page 27: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/27.jpg)
Content Governance
Models2
![Page 28: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/28.jpg)
A governance
model is how
the governing
responsibilities
are assigned
and distributed.
![Page 29: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/29.jpg)
There are 4 different models:
• Informal
• Decentralized
• Centralized
• Hybrid
![Page 30: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/30.jpg)
What about
a matrix
model?
![Page 31: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/31.jpg)
Adapted from Jason Mogus’s four governance models for managing digital:
http://communicopia.com/insights/four-models-for-managing-digital
![Page 32: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/32.jpg)
Adapted from Jason Mogus’s four governance models for managing digital:
http://communicopia.com/insights/four-models-for-managing-digital
![Page 33: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/33.jpg)
Adapted from Jason Mogus’s four governance models for managing digital:
http://communicopia.com/insights/four-models-for-managing-digital
![Page 34: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/34.jpg)
Important to note:
A
centralized
content team…
…can actually sit within multiple other teams.
![Page 35: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/35.jpg)
![Page 36: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/36.jpg)
Matrix model (True story… )
![Page 37: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/37.jpg)
How do you decide?
Business goals
Maturity model goals
Organizational culture
Management style
Scalability
Ease of execution (readiness for change)
![Page 38: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/38.jpg)
As content specialists, we often prefer the
idea of a centralized model.
It allows for maximum control over content
strategy, quality, and functionality.
BUT…
![Page 39: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/39.jpg)
“A hybrid model works
best for us.”
What do we hear
from clients?
![Page 40: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/40.jpg)
3 questions in
3 minutes
![Page 41: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/41.jpg)
What governance model is
your organization
currently using? How do
you know?
![Page 42: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/42.jpg)
What governance model
would be most effective
for it to use, and why?
![Page 43: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/43.jpg)
If those two
things are
different, what
are the obstacles
in changing
governance
models?
![Page 44: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/44.jpg)
Learning Exercise
![Page 45: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/45.jpg)
At your table…
Debate
• Which governance model works
best for your situation?
Or, Discuss:
1. What are the barriers to changing
your content governance models?
2. What are the benefits of changing
your content governance models
![Page 46: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/46.jpg)
Questions?
Short stories?
![Page 47: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/47.jpg)
5 Pillars of Governance3
![Page 48: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/48.jpg)
How?
![Page 49: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/49.jpg)
People
![Page 50: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/50.jpg)
![Page 51: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/51.jpg)
Just a few writing-specific skills
Web writing
Marketing
Journalism
Technical writing
Creative writing
Blog writing
Business writing
Editing
![Page 52: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/52.jpg)
![Page 53: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/53.jpg)
True story…
![Page 54: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/54.jpg)
True story…
![Page 55: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/55.jpg)
True story…
![Page 56: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/56.jpg)
True story…
![Page 57: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/57.jpg)
What do we hear
from clients?
“Nobody wants to
give up control.”
“We don’t know
what anyone else does.”
“We’re all executers.
There are no leaders.”
![Page 58: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/58.jpg)
1 question in
1 minute
![Page 59: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/59.jpg)
Do you know what skillsets are needed to
achieve your vision?
![Page 60: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/60.jpg)
Content Success Metrics
![Page 61: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/61.jpg)
Think about
Governance success,
not just content
success.
![Page 62: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/62.jpg)
Business success:
• Align with business strategies
• Reduce costs and time to publication
• Improve consistency of customer experience
Employees success:
• Do good work and grow their skills
• Feel ownership over their work
• Understand the bigger picture
![Page 63: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/63.jpg)
Breaking it down
![Page 64: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/64.jpg)
Plan to communicate level of success
![Page 65: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/65.jpg)
1 question in
1 minute
![Page 66: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/66.jpg)
How will you
know if your
content
governance
is working?
![Page 67: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/67.jpg)
Decision-Making
& Support
![Page 68: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/68.jpg)
“If you chose not to
decide – you have still
made a choice!”
Neil Peart
![Page 69: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/69.jpg)
Why create standards and
guidelines for decision making?
![Page 70: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/70.jpg)
To make sure that decision making is:
• Strategic
• Consistent
• Scalable
• Learnable
• Sustainable
• Measurable
![Page 71: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/71.jpg)
A content
support tool
communicates
decision points
that have already
been made, or
provides strategic
guidance for
making ongoing
decisions.
![Page 72: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/72.jpg)
What do we hear
from clients?
“The squeaky wheel gets their
content on the home page.”
“We keep inventing the wheel
again and again.”
“We have a style guide. It’s on the
shelf. It’s outdated.”
![Page 73: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/73.jpg)
1 question in
1 minute
![Page 74: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/74.jpg)
What decisions
need to get
made?
![Page 75: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/75.jpg)
Brainstorm
As a group, write as many content
support tools as you can think of.
Use 1 stickie per idea.
Post the stickies on the wall on your way
to break.
![Page 76: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/76.jpg)
Piano
![Page 77: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/77.jpg)
Content Processes
![Page 78: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/78.jpg)
What is a business process?
Process
Sub-process 1
trigger result
“A process is a collection of interrelated
activities, initiated by a triggering event,
which achieves a specific, discrete result.”
Sub-process
2
Sub-process 3 Sub-process
4
~ Alec Sharp, Workflow Modelling, 2008
![Page 79: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/79.jpg)
![Page 80: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/80.jpg)
Design & create content process
![Page 81: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/81.jpg)
Detailed
processes
Lines of visibility: Lines of visibility: Lines of visibility: Lines of visibility:
Who does what
when they hold the
work.
![Page 82: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/82.jpg)
Start high-level.
Provide more detail
as needed.
![Page 83: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/83.jpg)
Start with
common
scenarios.
Define
alternative or
uncommon
processes only
as needed.
![Page 84: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/84.jpg)
What do we hear
from clients?
“We don’t really follow any
organized process.”
(But they actually do!)
“Our team needs autonomy,
so they don’t want process.”
![Page 85: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/85.jpg)
1 question in
1 minute
![Page 86: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/86.jpg)
What processes
and variations
are important
throughout the
content
lifecycle?
![Page 87: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/87.jpg)
Content Information
Systems and Workflow
![Page 88: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/88.jpg)
Basically, they’re technologies that
support people in getting work done.
Information Systems
~ Wikipedia
![Page 89: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/89.jpg)
Some examples of content
information systems:
• Content management systems
• Data asset management systems
• MS Word
• Dropbox
![Page 90: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/90.jpg)
How do you know which are the right
systems to use?
It depends!On:
• Business and content goals
• Budget and resources
• Management and working style
• Use cases
![Page 91: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/91.jpg)
Look for
opportunities to
consolidateand
integrate.
![Page 92: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/92.jpg)
A workflow is how the work moves
within and between information
systems.
This includes both human/technology
interactions and automated processes.
Eg: CMS authoring workflow
![Page 93: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/93.jpg)
t4Simple CMS workflow
![Page 94: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/94.jpg)
Start high-level.
Provide more detail
as needed.
Start with common
scenarios.
Define variations as
needed.
![Page 95: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/95.jpg)
What do we hear
from clients?
“Email is our primary
communication tool.”
“Our systems don’t speak to
each other.”
“Our CMS is designed for
developers, not authors.”
![Page 96: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/96.jpg)
1 question in
1 minute
![Page 97: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/97.jpg)
What content problems
does your business have
that information systems
and workflow could help
with?
![Page 98: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/98.jpg)
Learning Exercise
![Page 99: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/99.jpg)
Pick up a handout package.
Choose one of the five
worksheets to complete.
![Page 100: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/100.jpg)
Questions?
Short stories?
![Page 101: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/101.jpg)
Managing Change4
![Page 102: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/102.jpg)
Common challenges
• Lack of resources
• Lack of cooperation or collaboration
• Lack of clear leadership and support
• Inability to set priorities
• Difficulty hiring skilled employees
• Lack of organizational maturity
![Page 103: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/103.jpg)
Adoption curve
![Page 104: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/104.jpg)
Lewin’s change model
![Page 105: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/105.jpg)
Find an
internal
champion
![Page 106: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/106.jpg)
What they’ll
do:
Get budget,
break down
silos, support
progress.
![Page 107: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/107.jpg)
Start small.
![Page 108: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/108.jpg)
Pilot projects and
bite-sized chunks.
![Page 109: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/109.jpg)
Small wins.
Big voice.
![Page 110: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/110.jpg)
Know your budget and resources.
Grow your budget and resources.
![Page 111: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/111.jpg)
Give
incentives
and
rewards.
Give incentives for changing
old behaviors and rewards
for adopting new behaviors.
![Page 112: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/112.jpg)
1. Practice content strategy
2. Demonstrate positive results
3. Provide tools and resources
4. Become expert content advisors
5. Advocate and educate
No control or authority?
Influence like crazy!
![Page 113: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/113.jpg)
True story…
![Page 114: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/114.jpg)
What do we hear
from clients?
People don’t want to give up
control
It’s hard to make time for
change
We’ve tried before, but we slip
back to our old ways
![Page 115: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/115.jpg)
3 questions in
3 minutes
![Page 116: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/116.jpg)
Who will be
your content
champion?
![Page 117: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/117.jpg)
What
budget and
resources
do you
have to
work with?
![Page 118: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/118.jpg)
How can
you get
people
excited?
![Page 119: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/119.jpg)
Getting it done5
![Page 120: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/120.jpg)
Create a
roadmap.
![Page 121: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/121.jpg)
Q1Q1Q1Q1 Q2Q2Q2Q2 Q3Q3Q3Q3 Q4Q4Q4Q4
DefineDefineDefineDefine & & & &
ttttestestestest----drive:drive:drive:drive:
New
processes &
roles
CMS workflow
Success
metrics &
toolkit
Expand &
refine
Goal:Goal:Goal:Goal:
Select teams
& pilot
projects
Start
authoring in
CMS
Start
measuring
Roll out
throughout
organization
Educate & advocate
True story…
![Page 122: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/122.jpg)
Individual exercise.
Create a roadmap for yourself.
Refer to the Content Roadmap handout.
![Page 123: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/123.jpg)
Questions?
Short stories?
![Page 124: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/124.jpg)
Wrap Up
![Page 125: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/125.jpg)
Things to do next week
1. Review these slides and your notes.
2. Identify one small step forward.
3. Take action!
4. Join our mailing list:
www.ContentStrategyInc.com
5. OR email me:
![Page 126: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/126.jpg)
Books about processesOther resources
www.contentstrategyinc.com/content-governance
![Page 127: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/127.jpg)
Thanks! Stay in touch.
@MelissaBreker
@Kathy_CS_Inc
ContentStrategyInc.com
![Page 128: Content Governance and Workflow - Confab Intensive 2015](https://reader031.vdocuments.net/reader031/viewer/2022022203/58708e301a28ab412b8b4f1f/html5/thumbnails/128.jpg)
Let’s hear from you.
Final thoughts?
Questions?