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