managing the tug-of-war of content decision making through governance case study
DESCRIPTION
Implementing a content strategy requires a governance component. For a health care organization, such as the College of American Pathologists (CAP), that has multiple hierarchies of member clinicians, board members, senior management, and long-term and new staff, the challenge as to who should make the content decisions often becomes a tug-of-war. The existing website is undergoing a redesign which involves establishing a new content governance model. Defining the roles and responsibilities of those participating in the website’s content development, editorial processes, and management requires planning, patience, and negotiation. In this case study, I will describe how the CAP is implementing this new Web content governance plan. The case study will focus on how the organization is • setting up a content workflow, • using content tools such as style guides and content templates, • partnering with the content creators, • managing the staff’s culture change to the new governance plan, and • training staff on the new content standards and processes. Through current examples, I will present how we are integrating a content governance plan into our Web processes to have a consistent tone, messaging, and workflow for the CAP website.TRANSCRIPT
cap.org v. #
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?
© 2014 College of American Pathologists. All rights reserved. 8
CONTENT TUG-OF-WAR
© 2014 College of American Pathologists. All rights reserved. 9
NO CONTENT GOVERNANCE LEAD TO…
© 2014 College of American Pathologists. All rights reserved. 10
• Varied writing styles
• Mixed messaging (subject matter experts or marketing)
• Multiple versions of information
• Broken links
• No consistent taxonomy
© 2014 College of American Pathologists. All rights reserved. 11
IMPLEMENT CONTENT GOVERNANCE
© 2014 College of American Pathologists. All rights reserved. 12
Quality Content
Component of Content Strategy
DEFINING ROLES – NEW CORE DECISION MAKERS
© 2014 College of American Pathologists. All rights reserved. 13
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
© 2014 College of American Pathologists. All rights reserved. 15
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
© 2014 College of American Pathologists. All rights reserved. 16
GUIDELINES (DOCUMENTATION)
© 2014 College of American Pathologists. All rights reserved. 17
MODULAR-BASED CONTENT FORMS
© 2014 College of American Pathologists. All rights reserved. 18
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
© 2014 College of American Pathologists. All rights reserved. 20
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
© 2014 College of American Pathologists. All rights reserved. 21
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
Linkedin: www.linkedin/in/brandemartin.com
Twitter: @brandemartin© 2014 College of American Pathologists. All rights reserved. 25