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Content Governance: Planning for success throughout the content life cycle


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Content governance allows organizations to determine priorities, assign responsibility, and establish detailed guidelines for creating and managing consistent, high quality web content. Sure, it’s not the sexiest thing in the world, but a well thought out content governance plan provides a solid foundation for achieving short and long-term content goals while maintaining a smooth editorial workflow.

This presentation will examine how a content governance plan provides guidance at every stage of the content life cycle including:
Management and Archiving

We’ll wrap up with a look at some useful Drupal modules and WordPress plugins that help streamline the content management workflow.

Published in: Marketing

Content Governance: Planning for success throughout the content life cycle

  1. 1. Content Governance Planning for success throughout the content lifecycle Chris Mickens, Creative Technical Director, EDUCO @chrismickens
  2. 2. Is your organization creating web content without a content governance plan? #contentjam @chrismickens
  3. 3. Why content governance? Allows you to establish detailed guidelines for creating & managing consistent, high quality content by: #contentjam @chrismickens Determining priorities Outlining editorial workflow Assigning responsibility & ownership Setting long & short-term content goals
  4. 4. Informs every stage of the content lifecycle Planning Development Revision Distribution Management #contentjam @chrismickens
  5. 5. PLANNING “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” – Abraham Lincoln
  6. 6. Priorities • How does content contribute to your overall marketing plan? • Who is your audience, and what are their personas? • Who are your peers and competitors, and how are they performing in the digital space? • What types of content are you creating and are some more important than others? #contentjam @chrismickens
  7. 7. Personas & Content Strategy Persona Topic SM Channel Digital Publications Marketing Mary web design best practices LinkedIn, Twitter Mashable, Ad Age, Forbes, marketing blogs Account Director Ashley digital marketing strategy LinkedIn, Twitter Ad Age, Mashable, marketing blogs C-Suite Charlie marketing industry trends LinkedIn Ad Age, Forbes, Wall Street Journal, marketing blogs Eddie Entrepreneur tech & design trends Twitter, LinkedIn, FB, Quora TechCrunch, Mashable, creative blogs Designer/ Developer Diana tech & design trends Twitter, LinkedIn, FB, Quora TechCrunch, Mashable, creative blogs
  8. 8. Editorial Calendar • Your weekly or monthly schedule of when content will be published • Gives you an actionable plan to back up your content strategy with an opportunity to break up content creation into manageable scheduled tasks • Allows you to plan for content-generating events • Editorial Calendar roundup post from Crazy Egg: calendar/ #contentjam @chrismickens
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  10. 10. 5-steps-to-help-increase-leads-with-blogging/
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  12. 12. Resource Management • Prioritize important content and focus on operating within organizational constraints • Create guidelines for outsourcing content development • Establish protocol for requesting graphic design, photography, and image acquisition #contentjam @chrismickens
  13. 13. Taxonomy Taxonomy is a system for organizing content Categories Tags News Events Tutorials Reviews CSS Tricks Drupal Business Tips The taxonomy decisions you make can affect the structure of your website and should focus on helping visitors find content that interests them #contentjam @chrismickens
  14. 14. Categories & Tags Taxonomy can take any form, but the most popular CMS defaults use Categories and Tags, so it’s important to know how they differ Categories Tags Think: book chapters Think: book index Broad groupings of general topics Specific, micro-categorization Could be structurally integrated into your site, so additions or modifications will involve some review process Free-flowing and easy to add, but don’t forget that a one-item tag is frustrating and useless to visitors Put a lot of thought into these in the up-front because they’re fairly static Should be audited on a regular basis to improve clarity and eliminate overlap
  15. 15. Miller’s Law & Chunking • Miller’s Law: the number of objects an average human can hold in working memory is 7 ± 2 • Chunking is used by the brain’s short-term memory as a method for keeping groups of information accessible for easy recall,_Plus_or_Minus_Two #contentjam @chrismickens
  16. 16. DEVELOPMENT “If you don't know where you are going, you'll end up someplace else.” – Yogi Berra
  17. 17. Editorial Guide #contentjam @chrismickens Voice and Tone Point of View Grammar and Punctuation Preferred Terms
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  20. 20. Style Guide #contentjam @chrismickens Formatting and Layout Headings and Subheads Links and Buttons Image Usage and Format
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  22. 22. REVISION “When everyone is super… no one will be” – Syndrome, ‘The Incredibles’
  23. 23. Roles & Responsibilities • Provide clear and defined boundaries with checks and balances • Identify knowledge gaps • Allow team members to take ownership of stages in the content development process • Align knowledge, capabilities, and responsibilities to the role and not the individual to allow for team changes and growth #contentjam @chrismickens
  24. 24. Editorial Workflow This workflow will be unique, and planning for it will allow you to acquire CMS tools to support your needs
  25. 25. Education & Training • Create a repository for training and how-to materials • Determine training prerequisites for certain roles and permissions • Establish on-going education and certification recommendations and requirements #contentjam @chrismickens
  26. 26. DISTRIBUTION “A goal without a plan is just a wish.” – Antoine de Saint-Exupéry
  27. 27. Publishing & Sharing • Determine Timing, Channel, and Frequency • Burrito Principle: catch people during down time the-burrito-principle/ • Post Smarter Right Meow: target peak times by channel html #contentjam @chrismickens
  28. 28. Activity Date Message Publish ‘How to Make a Sitemap' Tu 9/30 LinkedIn Post Tu 9/30 Trying to figure out your website content? Creating a sitemap will help guide your process. Learn how to make your sitemap in under an hour >> Tweet Tu 9/30 Working on your website? We’ve got some new sitemap design tips, just published this week >> LinkedIn Post Th 10/2 Working on your website? Creating your sitemap doesn’t need to be a chore. Here’s our step-by-step guide >> Tweet Th 10/2 Here’s our guide to sitemap design, new this week >> Facebook Post Th 10/2 If you’re working on a website, try making the sitemap first. It’s easier than it sounds, and your first draft takes about an hour. To help, we created a step-by-step guide to sitemap design. Tweet F 10/3 If you liked this week’s sitemap design tips, check out 6 Steps for Planning Your Website Content from @cate Tweet F 10/3 Shout out to Cate Conroy (@cate) Tweet W 10/6 In case you missed it last week, here’s our new step-by-step guide to sitemap design
  29. 29. Performance Benchmarks • Social Media: # of shares per channel; clicks per follower; engagement rate (FB) • Emails: # of opens; % of click-throughs • eBooks & White papers: # of downloads Pay attention to how shares, likes, and comments convert to page views from new and returning visitors and measure performance internally and against competitors #contentjam @chrismickens
  30. 30. MANAGEMENT “Everybody has a plan until they get punched in the face.” – Mike Tyson
  31. 31. Responding to Issues • Inquiries, feedback, and criticism Establish priorities, tone, and standard responses • Inflammatory or abusive comments Outline # of strikes banning policy; Avoid feeding the trolls • Controversial/offensive content Develop response protocol such as 3 A’s: Acknowledge, Apologize, Act #contentjam @chrismickens
  32. 32. Content Audit • What content types will be audited and how often? • What criteria will be used to judge content strengths and weaknesses? • Annie Cushing’s (exhaustive) Audit Checklist: #contentjam @chrismickens
  33. 33. Republishing Content • Rewrite, refresh, republish, or just promote again? • Evergreen content is quality, useful content that is relevant to readers for a long period of time • Plan for annual or seasonal content #contentjam @chrismickens
  34. 34. If you like… Consistent, unified messaging Quality content Clear expectations Ownership & empowerment ROI and marketing goals
  35. 35. …and you hate Content that’s all over the map Micromanaging Dropping the ball Duplicating efforts ABJECT FAILURE
  36. 36. Content Governance is YOUR BUDDY!
  37. 37. Modules & Plugins
  38. 38. Drupal (D7) Modules • Allow nodes to be published and unpublished on specified dates • Provide simplified content editing interface; access and editorial workflow control • Configure workflows to create, moderate and publish content revisions • Create workflows to create, moderate and publish content based on permissions • Pretty intense workflow engine with visual workflow editor
  39. 39. WordPress Plugins • (Free/Pro Version) Automate workflow processes with visual workflow designer; role-based routing; process history; reminders • Manage workflow marking content as complete, partial, or needing review; add notes • Engage in editorial collaboration with calendars, statuses, comments, notifications, user groups, and content budgets
  40. 40. Thank you! Chris Mickens, Creative Technical Director, EDUCO @chrismickens