We get it. Our website is a process, not a project. Without a content plan redesign projects are just short-term fixes. We need content governance. But where does the process start? In this session, learn how to plan for content governance—managing content roles, responsibilities, processes, documentation, tools and training. Create a sustainable content plan stakeholders can buy into and a website that can survive day two of your website redesign launch.

1. Planning for
Content Governance
Rick Allen
@epublishmedia • ePublish Media, Inc.
HighEdWeb New England
#hewebne • March 18, 2013

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Hi, I’m Rick.
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Content governance
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Content governance
The process of managing content roles,
responsibilities, workflow, documentation
and training.
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6. Content governance
is the process of
managing your
content strategy.

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ePublish Media, Inc.

8. The problem
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What we’re talking about
• Roles and responsibilities
• Content workflow
• Documentation
• Training
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10. A content governance
plan must be practical.
Think resources, think
needs.

11. Roles and Responsibilities
http://www.raw-hollywood.com/2012/04/glee-cast-to-perform-beyonces-i-was.html

12. “
#hewebne • @epublishmedia
It’s critical for each person to
know what their role is and how it
fits into the larger content process.
This is why defining ownership
and roles is one of the most
important aspects of workflow and
governance.
Content Strategy for the Web, 2nd Edition
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http://www.flickr.com/photos/jamtea/1792070920/

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http://www.flickr.com/photos/jamtea/1792070920/

15. Content governance
is relationship
management.

16. Staff Organization Chart
ePublish Media, Inc. 4

17. Staff Organization Chart
ePublish Media, Inc. 4

18. Content Governance Model
Committee
Editor-in-Chief
Editor Editor Editor
Author Author Author Author Author Author
ePublish Media, Inc. 4

19. Content Governance Staff Organization
Model Chart
ePublish Media, Inc.

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Knowledge Gaps
• Web writing • Accessibility
• CMS / publishing tools • Usability
• Copyediting • Photography &
videography / editing
• HTML/CSS/JavaScript
• Page design & layout
• Metadata & Taxonomy
• Community
• Information management
architecture
• Web analytics & user
• SEO & findability research
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Adequate staff resources?
http://www.flickr.com/photos/stevendepolo/4825345881/
http://www.flickr.com/photos/jamtea/1792070920/

22. Content Workflow

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Interview
• Describe your content planning and
publishing process from beginning to end.
• Who requests, creates, edits, approves,
publishes, and measures content?
• What authoring, publishing and measurement
tools do you use?
• What processes work and what don’t?
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Map it out
Plan Create Revise Approve Test Publish
ePublish Media, Inc.

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Document all department
processes
• Admissions • Student organizations
• Academic advising • Marketing and
communications
• Academic programs
• Alumni relations
• Faculty
• PR
• Student Services
• Dean’s office
• Career Services
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Document all content
delivery channel workflow
• Web
• Print
• Email
• PR
• Social media
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Do existing tasks work?
• Are copyediting requirements inadequate?
• Is your photo team trained on image editing?
• Does your CMS support your content workflow?
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How much time is allotted to
each task?
• Is the content approval process too long?
• Does Creative Services have adequate time to
create custom graphics?
• Is your social media content calendar
sustainable?
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Sample Content Creation Workflow
Plan Create Revise Approve Test Publish
Source: Content Strategy for the Web, 2nd Edition
ePublish Media, Inc.

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Sample Content Creation Workflow:
Roles
Plan Create Revise Approve Test Publish
Roles: Role: Roles: Roles: Roles: Roles:
• Editor-in Chief • Author • Editor • Editor-in Chief • Editor • Editor
• Editor • SEO Spec. • Editor • Author • Author
• SME • SEO Spec. • Publisher • Publisher
• SME
ePublish Media, Inc.

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Sample Content Creation Workflow:
Tasks
Plan Create Revise Approve Test Publish
Tasks: Tasks: Tasks: Tasks Tasks: Tasks:
• Determine • Create draft of • Copyedit • Review • Build content • Publish
need for new new copy • Return to content for in email or web content on
content • Send to author for rewrite accuracy template schedule
• Request new content editor or send for • Return to • Submit for
content for review approval author and editor publication
for rewrite or
submit for
publication
ePublish Media, Inc.

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Sample Content Creation Workflow:
Guides & Tools
Plan Create Revise Approve Test Publish
Guides & Guides & Guides & Guides & Guides & Guides &
Tools: Tools: Tools: Tools: Tools: Tools:
•Content audit •General •Message •Message •CMS publishing •CMS publishing
•Editorial content guides architecture architecture guidelines guidelines
calendar •Content models •Editorial style •Editorial style •Email •Email
•Content guide guide publishing publishing
templates •General •General guidelines guidelines
content guides content guides •Visual style •Visual style
•Content models guide guide
•Content
templates
ePublish Media, Inc.

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Sample Content Creation Workflow:
Timeframe
Plan Create Revise Approve Test Publish
Timeframe: Timeframe: Timeframe: Timeframe: Timeframe: Timeframe:
• Varies • One day • Two days • One day • One day • One day
ePublish Media, Inc.

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Content Creation Workflows
• Website
• Social media
• Email
• Print
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Additional Workflow
• Content maintenance
• Content measurement
• Content governance
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36. Documentation

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Content audits and analysis
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38. Information architecture
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39. Content guides
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Scheduling
Source:
http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/
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Measurement
• Content quality checklists
• User surveys and feedback systems
• Usability focus groups
• Web analytics
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43. 44 http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php

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Additional documents
• Web policies, social media guidelines
• Accessibility and usability guidelines
• CMS training guides
• Taxonomy and metadata guidelines
• SEO guidelines
• Web analytics analysis
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45. In order to be useful,
content guides and
tools need to be easily
accessible.

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Publish documentation
• Decide how to publish by considering what
will make it as easy to access as possible
• Publish on your live site (then share!)
• Publish on your intranet
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47. Training
http://www.flickr.com/photos/highedweb/6299940481/

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Training checklist
• Are staff trained on content policies, processes and
guidelines?
• Is there adequate documentation, including guides
for editorial style, SEO, accessibility, usability,
delivery methods, content types and formats?
• Are messaging and communication goals made
useful and usable for content contributors?
• Are content contributors made aware of changes in
web policies, processes and guidelines?
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49. Train content owners and
contributors
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Train the trainers
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51. Create content groups
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52. Resources
http://www.flickr.com/photos/jamtea/1792070920/

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Resource requirements
• CMS with workflow
• Web analytics and survey tools
• Editors
• Photographers
• People who can make decisions
• Web authoring tools
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54. Maintenance
http://www.flickr.com/photos/jamtea/1792070920/

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Ask:
• Have our website objectives changed?
• Have our users’ needs changed?
• Have our resources changed?
• Is our governance plan still effective?
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Assess (again)
• Roles and responsibilities
• Processes
• Documentation
• Training
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Thank you!
Rick Allen
@epublishmedia
ePublish Media, Inc.