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Content Workflow
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Example of a content workflow

Example of a content workflow

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  • 1. The Content Machine
    • Prepared by Paul Sizemore December 10, 2009
  • 2. A strong Web team is made up of staff covering the Interactive Skills Map:
  • 3. Content Strong content staff skills is essential in the process.
  • 4. Content The workflow goal is to generate the largest business benefit for the lowest cost . }
  • 5. Measuring Success } Cost Benefit We have no hard metrics for either
  • 6. Costs We can estimate the costs of generating content. } Internal: Time Quotes { External: RFP / Quotes
  • 7. Benefit It’s essential in Q1 2010 we establish stronger metrics for benefit. Right now we only have traffic and referral measurement. Cost Estimate
  • 8. Cost Reduction Reducing the cost of content and increasing the quality, relevance and throughput is essential.
    • Reducing research time
    • Reducing production time
    • Reducing duplication
    • Reflecting Executive and Sales leadership
    • Stronger connection with the market
    • Implementing faster workflows and processes
  • 9. Business Knowledge & Ideas The bulk of the knowledge and market trends reside in the Executive team. } Executive Team } NOC { Sales } Content Writer / Editor Knowledge Pyramid { Trade Publications A goal is to move employees up the knowledge pyramid as fast as we can More Less
  • 10. Knowledge Transfer The content writer works with domain experts to collect and present ideas in writing. } Executive Team } NOC } Sales { Content Writer / Editor } Trade Publications
    • Role Responsibilities
    • Capture Knowledge & Ideas
    • Revise & Edit Content
    Content is captured Knowledge & Ideas
  • 11. Speeding up the tasks Researching and interviewing is more than half the cost of creating content. { Content Writer / Editor
    • Role Responsibilities
    • Capture Knowledge & Ideas
    • Revise & Edit Content
  • 12. Better idea capture Innovative capture techniques will provide a wealth of ‘raw’ content. } Executive Team } NOC } Sales Internal Content Management System } Trade Publications Content is captured Knowledge & Ideas Leave voice mail that is transcribed and posted to internal CMS Suggested tools: http://jott.com/ Common ITC tickets, success stories, testimonials - provide recognition for authors Tools: Drupal CMS & Recognition Programs RSS Feeds, Alerts automatically input into CMS Tools: Google Alerts & Email-to-Drupal Module Ability to email-to-post to internal CMS Tools: Jott has Call to Update Salesforce feature Content Editor Sifts through ‘raw’ content and starts it through a workflow to final distribution