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Process to the people: How content governance can power content teams

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Content processes make sure that everyone involved with content, from stakeholders to subject matter experts to content creators, have a shared understanding of the work being done.

In this presentation, CSI senior strategist Blaine Kyllo shares a suite of content process models for each phase of the content life cycle that can be used—immediately—by anyone, in any company, in any industry.

Published in: Business
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Process to the people: How content governance can power content teams

  1. 1. PROCESS TO THE PEOPLE How content governance can power content teams
  2. 2. photo: Bob Gruen
  3. 3. photo: CBC
  4. 4. photo: New York Times
  5. 5. • Different teams creating the same content • Review and approval cycles taking too long • Content not being repurposed and reused
  6. 6. • Lack of coordination between departments • Inconsistent content • Outdated, incorrect, off-brand content
  7. 7. photo: ASUKomm
  8. 8. • Decision making and accountability Governance
  9. 9. • Roles and responsibilities • Tools to create and manage content • Systems to align teams • Frameworks to ensure business goals are met Content governance
  10. 10. photo: Italian_Bicycles
  11. 11. • An instruction for a single task Procedure
  12. 12. • A collection of procedures that describe the steps of performing a task, from end to end Process
  13. 13. –Alec Sharp, Workflow Modelling (2008) “A process is a collection of interrelated activities, initiated by a triggering event, which achieves a specific, discrete result.”
  14. 14. photos: Blaine Kyllo, Wolfmann
  15. 15. photo: Parlophone
  16. 16. photo: Manuela Rosi
  17. 17. photos: Michel Catalisano, Pixabay, Jorge Zapata
  18. 18. CONTENT PROCESSES
  19. 19. photo: Benjamin Ashton
  20. 20. photo: KHJ Studio
  21. 21. PROCESSES NEED TO BE •Defined •Documented •Cross-functional
  22. 22. photos: Øderud, Metalworks Institute, Lindsay Hickman
  23. 23. photo: icons8, Tumi-1893, Moose Photos
  24. 24. photos: PJ Mixer, Raw Pixel, Mahlon Hirsch
  25. 25. photo: Raw Pixel, Daniel Steuri
  26. 26. DEFINING CONTENT PROCESSES
  27. 27. PLANNING CONTENT
  28. 28. Financial photo: Robert Scoble
  29. 29. Financial
  30. 30. Financial photo: Sascha Kohlmann
  31. 31. Financial
  32. 32. Municipality photo: Ildar Sagdejev
  33. 33. Municipality
  34. 34. DESIGNING AND CREATING CONTENT
  35. 35. Tourism marketing photo: Mogodore
  36. 36. Tourism marketing
  37. 37. Financial photo: Pixnio
  38. 38. Financial
  39. 39. Financial photo: Ryan Lawler
  40. 40. Financial
  41. 41. Media photo: William Johnson
  42. 42. Media
  43. 43. photo: PanicAttack
  44. 44. BEST PRACTICE CONTENT PROCESSES
  45. 45. DEFINE CONTENT STRATEGY Strategize & ideate phase
  46. 46. CREATE EDITORIAL CALENDAR Plan phase
  47. 47. CREATE CONTENT BRIEF Plan phase
  48. 48. CREATE CORE CONTENT ITEM Design & create phase
  49. 49. CREATE TIMELY CONTENT ITEMDesign & create phase
  50. 50. EVALUATE CONTENT ITEM Evaluate phase
  51. 51. MAINTAIN CONTENT ITEM Maintain phase
  52. 52. photo: Raw Pixel
  53. 53. WHY CONTENT PROCESSES?
  54. 54. photos: Raw Pixel, Douglaseru
  55. 55. photos: CSI, Alec Sharp, Joshua Turner
  56. 56. photo: Shane Rounce
  57. 57. photo: Wikimedia Commons
  58. 58. photo: Rama
  59. 59. PROMISES, PROMISES • Why content processes are useful • How content processes can be created
  60. 60. PROMISES, PROMISES • Examples of content processes that have been developed for a variety of sectors • A common set of content practices that you can use
  61. 61. video: TedMed
  62. 62. THANK YOU FOR LISTENING
  63. 63. DOWNLOAD PROCESS DIAGRAMS • ow.ly/SbMw30nWVGP
  64. 64. MORE ON CONTENT PROCESSES • Getting familiar with content processes (CSI) • Let processes guide you to great content governance (Gather Content)
  65. 65. Alec Sharp for more on processes and how they are used in more general business contexts
  66. 66. Related articles at ContentStrategyInc.com: • How to use a RACI chart to define content roles and responsibilities CSI newsletter: • eepurl.com/bTo4PH
  67. 67. QUESTIONS? Blaine Kyllo Content Strategy Inc blaine@contentstrategyinc.com +1-778-999-7656 @solocorps | @Team_CS_Inc

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