Training: The Missing Element of Content Governance

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When we think about content governance, we tend to consider roles, responsibilities, workflow, and documentation. But there’s an element to content governance that is equally important and often …

When we think about content governance, we tend to consider roles, responsibilities, workflow, and documentation. But there’s an element to content governance that is equally important and often overlooked: training.

Fundamentally, content governance requires educating everyone involved in the publishing process—including content planning, creation, editing, publishing, and measurement. All this while considering numerous publishing channels and communication goals. To be successful, content relies on a cultural support for governance with active sharing and learning.

Building a content governance culture means we all need to be teachers—and students.

• Learn to assess content governance readiness, including existing expertise and knowledge gaps.
• Find out how to strengthen your content governance plan by making good use of staff resources.
• See how to create a scalable content governance training model.
• Discover how to foster a content culture and empower content contributors to do great work.

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  • 1. Rick Allen @epublishmedia Confab Higher Ed 2013 #confabEDU Training: The Missing Element of Content Governance http://flic.kr/p/egpZmw
  • 2. What is content governance? 2
  • 3. #confabEDU • @epublishmedia Content governance The process of managing your content strategy. 3
  • 4. #confabEDU • @epublishmedia Content governance The process of managing content roles, responsibilities, workflow, documentation and training. 4
  • 5. #confabEDU • @epublishmedia What’s on tap? Getting real about content governance Some goofy pictures How to enable content contributors to consistently do great work Tips and tricks and happy content staff How to create a content culture and a sustainable governance plan 5
  • 6. #confabEDU • @epublishmedia
  • 7. #confabEDU • @epublishmedia !@#$%^&*
  • 8. #confabEDU • @epublishmedia We like to say... 8
  • 9. #confabEDU • @epublishmedia “ Our website sucks because content contributors don’t take responsibility for their content. 9
  • 10. #confabEDU • @epublishmedia And rarely admit... 10
  • 11. #confabEDU • @epublishmedia “ Content contributors don’t know what they’re responsible for or how to make their web content work. 11
  • 12. #confabEDU • @epublishmedia Training: The Missing Element of Content Governance 12 http://flic.kr/p/egpZmw
  • 13. #confabEDU • @epublishmedia Training: An Essential Element of Content Governance 13 http://flic.kr/p/egpZmw
  • 14. Content governance needs to be realistic, not idealistic. 14
  • 15. Plan for content training 15 http://flic.kr/p/7AEnVZ
  • 16. Your organization ePublish Media, Inc.
  • 17. #confabEDU • @epublishmedia Get organized Who’s involved? What are people responsible for? What steps and activities are required? What content guides and tools are needed? 17
  • 18. #confabEDU • @epublishmedia Content creation workflow Plan Create Revise Approve Test Publish
  • 19. #confabEDU • @epublishmedia Content creation workflow: Roles Plan Create Revise Approve Test Publish Roles: Role: Role: Roles: Roles: Roles: • Editor-in Chief • Editor • SME • Author • Editor • Editor-in Chief • Editor • SME • Editor • Author • Publisher • Editor • Author • Publisher
  • 20. #confabEDU • @epublishmedia Content creation workflow: Tasks Plan Create Revise Approve Tasks: Tasks: Tasks: Tasks: • Determine • Create draft of • Copyedit • Review content • Build content in • Publish content need for new new copy for accuracy email or web content • Return to • Send to author for rewrite • Return to template • Request new content editor or send for author and editor • Submit for content for review approval for rewrite or publication submit for publication Test Tasks: Publish Tasks: on schedule
  • 21. #confabEDU • @epublishmedia Where are the knowledge gaps? 21
  • 22. copyediting video / editingtools HTML/CSS/JavaScript CMS web analytics photographyarchitecture / editing informationwriting web community management metadata and taxonomy user research accessibility SEO & findability 22
  • 23. copyediting video / editingtools HTML/CSS/JavaScript CMS web analytics photographyarchitecture / editing informationwriting web community management metadata and taxonomy user research accessibility SEO & findability 23
  • 24. #confabEDU • @epublishmedia Content creation workflow: Guides & tools Plan Create Revise Approve Test Publish Guides & tools Guides & tools Guides & tools Guides & tools Guides & tools •Content audit •General content • Message • Message •CMS publishing • CMS publishing • Editorial guides architecture architecture guidelines • Content model • Editorial style • Editorial style • Email calendar • Content templates guide guide • General content • General content guides • Content model • Content templates guides Guides & tools guidelines • Email publishing publishing guidelines guidelines • Visual style • Visual style guide guide
  • 25. Every step in the publishing process is a chance to educate. 25
  • 26. #confabEDU • @epublishmedia Content governance model Web Group Editor-in-Chief Editor Author Approver Editor Author Approver Editor Author Approver
  • 27. #confabEDU • @epublishmedia Training model Content governance Web Group Editor-in-Chief Editor Author Approver Editor Author Approver Editor Author Approver
  • 28. Be a teacher! 28 http://boagworld.com
  • 29. #confabEDU • @epublishmedia What if people don’t want to learn? http://flic.kr/p/6ZJWAR
  • 30. 30 http://flic.kr/p/6bXF19
  • 31. Who are our users? 31 http://flic.kr/p/6bXF19
  • 32. #confabEDU • @epublishmedia What do we need to know? 32
  • 33. #confabEDU • @epublishmedia What do we need to know? Who are our users? What do they care about and what do they need to know? What information are they looking for? How are they going to use this information? When and how are they going to access this information? 33
  • 34. Content contributors are users too. 34
  • 35. #confabEDU • @epublishmedia Who are content contributors? Planners Editors Requesters Approvers Providers Publishers Creators 35
  • 36. Occidental College Residential Education & Housing Services 36 http://www.oxy.edu/residential-education-housing-services/staff/first-year-staff
  • 37. Pacific Northwest College of Art Fine Art Library 37 http://library.pnca.edu/about/staff
  • 38. Emporia State University IT Help Desk 38 http://www.emporia.edu/it/about/service.html
  • 39. North Carolina State University Onboarding Center 39 http://bulletin.ncsu.edu/2013/06/first-stop-for-new-hires/
  • 40. Emory University Office of Student Leadership and Service 40 http://osls.emory.edu/about/meet_the_staff1.html
  • 41. 41
  • 42. 42 http://www.mnsu.edu/reslife/employment/meet_the_grad_staff.html
  • 43. 43 http://www.mnsu.edu/reslife/employment/meet_the_grad_staff.html
  • 44. #confabEDU • @epublishmedia What do we need to know? Who are our users? What do they care about and what do they need to know? What information are they looking for? How are they going to use this information? When and how are they going to access this information? 44
  • 45. #confabEDU • @epublishmedia Brand guidelines • • • • • Student-centered Empowering and valuable Community-minded Pioneering and resourceful Welcoming
  • 46. #confabEDU • @epublishmedia Putting communication goals to work • Community-minded Ready to start writing? 46
  • 47. 47
  • 48. Content is made relevant by the context in which it is perceived. 48
  • 49. #confabEDU • @epublishmedia Content templates
  • 50. #confabEDU • @epublishmedia Voice and Tone Inviting, Helpful Our mission is making sure you have Less like... access to a quality academic and student experience …
  • 51. #confabEDU • @epublishmedia Voice and Tone Inviting, Helpful Our mission is making sure you have Less like... access to a quality academic and student experience … More like... We're here to help you reach your academic and career goals …
  • 52. 52
  • 53. 53 Less this...
  • 54. Readability Scorecard Low 31% High 11% Medium 58% 54 More this...
  • 55. Findability Scorecard High 10% Low 49% 55 More this... Medium 41%
  • 56. Communication Goal Scorecard High 18% Low 61% 56 More this... Medium 20%
  • 57. #confabEDU • @epublishmedia 57 http://eyeform.co.uk/eyes-2/iceberg-ahead
  • 58. #confabEDU • @epublishmedia Branding, communication, and editorial style • • Overarching communication goals • Editorial style guidelines • 58 Branding guidelines Voice and tone guidelines
  • 59. #confabEDU • @epublishmedia Editorial style guides 59
  • 60. #confabEDU • @epublishmedia General content guidelines • • Web writing • SEO & findability • Accessibility • 60 “How-to” content guides Metadata and taxonomy
  • 61. 61
  • 62. #confabEDU • @epublishmedia Content types • • Events • Academic program description • Faculty bio • Slideshows • 62 News stories PDF Forms
  • 63. #confabEDU • @epublishmedia Content templates
  • 64. #confabEDU • @epublishmedia Tasks • • Admissions portal • Alumni portal • Legal department • 64 Specific department or stakeholder considerations Library services
  • 65. #confabEDU • @epublishmedia Whoa! That’s a lot. 65
  • 66. A content governance plan must be practical. Think resources, think needs. 66
  • 67. Create a content culture 67 http://www.nj4hcamp.rutgers.edu/images/Staff/
  • 68. http://www.dilbert.com/strips/comic/2011-10-30/ Source: Higher Ed CMS Usage Survey, 2011 (.eduGuru) Encourage feedback http://doteduguru.com/id7800-results-higher-ed-cms-usage-survey-2011.html http://www.flickr.com/photos/highwaysagency/6032691030/
  • 69. Source: Higher Ed CMS Usage Survey, 2011 (.eduGuru) Document feedback http://doteduguru.com/id7800-results-higher-ed-cms-usage-survey-2011.html http://www.flickr.com/photos/highwaysagency/6032691030/
  • 70. Publish documentation 70 http://flic.kr/p/dWNJ62
  • 71. To be useful, content guides and tools need to be easily accessible. 71
  • 72. Create content groups 72 http://flic.kr/p/5qq1mL
  • 73. #confabEDU • @epublishmedia Create content groups for... Discovering content and publishing problems Encouraging feedback from content contributors in all roles Enabling cross-training and information sharing Informing staff about content governance policy and workflow changes 73
  • 74. 74
  • 75. Building a content culture means we all need to be teachers... 75
  • 76. Building a content culture means we all need to be teachers...and students. 76
  • 77. #confabEDU • @epublishmedia Thank you! Rick Allen @epublishmedia
  • 78. 78