Elements of Content Operations
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A talk delivered at ContentEd 2019 covering examples, advice, and principles of content operations to help teams produce effective content.
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Elements of Content Operations
- 1. Elements of ContentOps Examples, advice and principles to help teams produce effective content. Robert Mills #ContentEd19@RobertMills
- 3. We’ll be covering… Three pillars of ContentOps 2 Defining ContentOps1
- 4. We’ll be covering… Elements of ContentOps3 Three pillars of ContentOps2 Defining ContentOps1
- 5. We’ll be covering… Why having efficient ContentOps matters 4 Three pillars of ContentOps2 Defining ContentOps1 Elements of ContentOps3
- 6. We’ll be covering… Examples of ContentOps from universities 5 Three pillars of ContentOps2 Defining ContentOps1 Elements of ContentOps3 4 Why having efficient ContentOps matters
- 8. Defining content operations Deane Barker Chief Strategy Officer, Blend Interactive Content operations is concerned with everything between content strategy and content management, and therefore is the “glue” between the plan for content, and the content management system in which it’s managed and delivered. #ContentEd19@RobertMills
- 9. Defining content operations Colleen Jones Author of The Content Advantage Content operations is the behind-the-scenes work for managing content activities as effectively and efficiently as possible. Today, content operations often require a mix of elements related to people, process, and technology. #ContentEd19@RobertMills
- 10. Defining content operations Richard Prowse Deputy Director, Service Design - University of Bath ContentOps is the practice of effectively managing people, processes, systems and technology so that an organisation can plan and produce useful, usable content. #ContentEd19@RobertMills
- 12. Three pillars of ContentOps People Process Technology #ContentEd19@RobertMills
- 13. Strategy, operations and delivery Strategy Delivery CONTENT OPERATIONS PROCESS TECHNOLOGY PEOPLE #ContentEd19
- 15. Elements of ContentOps Clearly defined roles Production workflow Content types and templates Content style guides #ContentEd19@RobertMills
- 17. Who here is dealing with … Multi-source Everyone is now a content producer Multi-channel Everyone is now a multi-channel publisher Speed of delivery The need to reactively create content at speed Scale The need to systemise content in order to automate and scale Content governance Regulations and compliance workflows Quality & consistency High audience expectations in a competitive world #ContentEd19@RobertMills
- 18. Audiences expect content 84% of people expect brands to create content Havas Group’s 2017 Meaningful Brands study84% #ContentEd19@RobertMills
- 19. Consuming content The average person consumes 11.4 pieces of content before making a purchase decision Forrester 11.4 #ContentEd19@RobertMills
- 20. Annual content budget 53% of organisations don’t know their annual budget for content Content Science Review: Content Operations Benchmark Study 53% #ContentEd19@RobertMills
- 21. This puts pressure on production.
- 23. The challenge is operational.
- 25. #ContentEd19 Keele University Email campaigns 1 11 5 13 23 Article: Visualising content operations in Higher Ed: http://bit.ly/31WfTwz @RobertMills
- 30. Learning from Illinois State University A central web and interactive communications team Departments were seen as clients and worked with on individual projects Defined roles and responsibilities across, comms/content, design, dev and SMEs #ContentEd19@RobertMills
- 31. Learning from Illinois State University Designers understood context and purpose of the content Business-wide goal to give content the attention it deserves Clear roles kept people focused on specific tasks #ContentEd19@RobertMills
- 32. Learning from Illinois State University Improved collaboration between content, design and development Faster review and approval of content Overall a quicker turnaround for projects #ContentEd19@RobertMills
- 33. Clearly defined roles Identify gaps and overlaps No longer a swim lane mentality Can’t afford to waste time or effort Remove ambiguity, increase accountability #ContentEd19@RobertMills
- 35. Learning from Cornell University Redesign of alumni.cornell.edu and giving.cornell.edu Successful cross-department collaboration via a bespoke workflow All content production and approval achieved in 3 - 4 weeks 30 - 40 people involved in producing and approving content 3000 pages to 200 #ContentEd19@RobertMills
- 36. Learning from Cornell University Five workflow stages: Draft Approval Review Publish Push to CMS #ContentEd19@RobertMills
- 37. Learning from Cornell University #ContentEd19@RobertMills
- 38. Production workflow Connects silos and disciplines Facilitates scalable and repeatable processes Keeps content moving Helps identify bottlenecks, who is overloaded and where more resource is needed #ContentEd19@RobertMills
- 40. Learning from University of Leicester Connected two processes to go digital first Streamlined workflow Structured content allowed for consistent content to be produced on time #ContentEd19@RobertMills
- 41. Learning from University of Leicester Started small with a pilot project and then rolled out further Pilot for undergraduate prospectus involved 10 departments Created page templates and then invited people Postgraduate prospectus involved 24 departments #ContentEd19@RobertMills
- 42. Learning from University of Leicester Five workflow stages: Content added Sent to department Amends made Ready for design Website updated #ContentEd19@RobertMills
- 43. Learning from University of Leicester Reduced email traffic between marketing team and academic departments Content delivered and approved on time Content consistent in format and style across all departments Clear guidelines and structure for contributors #ContentEd19@RobertMills
- 44. Content types and templates Brings together content, design and development Consideration given to the content experience Technology decisions pro-active, not last minute #ContentEd19@RobertMills
- 47. Catalyst: silos, different styles, inconsistency Negative impact on the University’s brand! Organisational restructure and brand refresh were opportunities for change Informed by research, but not dictated by it Statement of intent and vision for the future Considers non-linear user journeys, multi-device behaviours and expectations of immediacy Improvement in content quality #ContentEd19http://bit.ly/2FAk4EX University of Dundee’s content style guide @RobertMills
- 48. Content style guides Provide a shared understanding of language, style and rules Empowers content creators Facilitates successful cross-discipline collaboration Helps achieve consistency in content quality, style, and format (so also saves time!) #ContentEd19@RobertMillshttp://bit.ly/2FAk4EX
- 49. Why having efficient ContentOps matters
- 50. The need to deliver effective content isn’t going to go away.
- 51. It’s probably going to get more challenging and complicated.
- 52. The focus must be on establishing efficient operational processes, roles, and technology required to deliver effective content.
- 53. Any questions? (And how did I do?) http://bit.ly/CE19RobertMills rob@gathercontent.com @RobertMills #ContentEd19