Implementing a content strategy requires a governance component. For a health care organization, such as the College of American Pathologists (CAP), that has multiple hierarchies of member clinicians, board members, senior management, long-term and new staff, the challenge as to who should make the content decisions often becomes a tug-of-war. Learn how the CAP establishes a new content governance model for their website. Presented at the Intelligent Content Conference on Life Sciences and Healthcare, May 2014, San Francisco.
Managing the Tug of War of Content Decision Making Through Governance: Case Study
1. Managing the
Tug-of-War of Content
Decision Making
Through Governance:
Case Study
Brande Martin, MA
Content Manager
College of American Pathologists
Intelligent Content Life Sciences &
Health Care Conference
San Francisco, CA
May 9, 2014
cap.org v. #
2. The College of American
Pathologists (CAP) was
established in
1946.
3. The CAP is the leading organization for
board-certified pathologists and
second largest medical society in the
United States.
ยฉ 2014 College of American Pathologists. All rights reserved. 3
4. The CAP serves
โข patients
โข pathologists, and the
โข public
by advocating
excellence in the
practice of pathology
and laboratory
medicine worldwide.
5. The CAP represents more than 18,100
practicing pathologist members from
across the United States, Canada, and
abroad.
ยฉ 2014 College of American Pathologists. All rights reserved.
7. BACKGROUND OF THE WEBSITE
Main Audiences:
โข Member Pathologists
โข Laboratory Professional Customers
Site History
โข โBricks & Mortarโ site architecture set up
โข Center of marketing efforts
โข Push marketing
โข Print model transferred to online
ยฉ 2013 College of American Pathologists. All rights reserved. 7
8. NO GOVERNANCE PLAN โ
WHO IS THE DECISION MAKER?
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10. NO CONTENT GOVERNANCE LEAD TOโฆ
ยฉ 2014 College of American Pathologists. All rights reserved. 10
11. โข Varied writing styles
โข Mixed messaging
(subject matter experts
or marketing)
โข Multiple versions
of information
โข Broken links
โข No consistent
taxonomy
ยฉ 2014 College of American Pathologists. All rights reserved. 11
12. IMPLEMENT CONTENT GOVERNANCE
Quality
Content
Component of
Content Strategy
ยฉ 2014 College of American Pathologists. All rights reserved. 12
13. DEFINING ROLES โ NEW CORE DECISION MAKERS
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14. RAPIDยฎ DECISION-MAKING MODEL
โขContent Owners
โขContent Manager
โขMarketing Manager
โขContent Owners
โขContent Manager
โขMarketing Manager
Marketing Message
Marketing Manager
Web Content
Content Manager
โขContent Owners
โขContent Manager
โขMarketing Manager
Digital
Team
Source: Adapted from the RAPIDยฎ Model. Bain & Company.
Subject Matter
Content Owner
ยฉ 2014 College of American Pathologists. All rights reserved. 14
15. PROCESSES & WORKFLOWS
USABILITY PROCESS
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16. CONTENT MANAGEMENT SYSTEM
โข Requests only from content owners (not all staff)
โข Content owners input basic changes
โข 30-Day content reviews
โข Workflow follows Web team process
โข Decisions & approvals follow RAPIDยฎ model
ยฉ 2014 College of American Pathologists. All rights reserved. 16
20. TRAINING = INTRODUCING CHANGE
Digital Content Writerโs
Guide Trainings
Held 2 or 3 weekly sessions for
a month with established
content decision makers.
o Introduced new
processes
o Gave content entry form
guidance
o Conducted basic Web
writing workshops
ยฉ 2014 College of American Pathologists. All rights reserved. 20
21. CONTINUOUS TRAINING
โข Incrementally introducing
the changes
โข Providing access to the
content governance
materials (staff website)
โข Holding more trainings
o Workshops
o One-on-One
o Group
โข Using blogs, videos, &
webinars
ยฉ 2014 College of American Pathologists. All rights reserved. 21
22. MANAGING THE CHANGE
Content strategists must
โข Hold firm to the content governance model
โข Negotiate, when needed, with challenging content
owners
โข Be empathetic
โข Reassure content owners of benefits of return on
investment
โข Rely on the content governance model to
guide you
ยฉ 2014 College of American Pathologists. All rights reserved. 22
23. CONTENT OWNER REACTION โฆ
to the CAPโs Content Governance Planโฆ
โIt was a very collaborative process and the
marketing and business users had shared goals that
made the process work well.
Thanks for your leadership and direction!โ
ยฉ 2014 College of American Pathologists. All rights reserved. 23
24. KEEP CALM
AND
FOLLOW THE
CONTENT
GOVERNANCE PLAN
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25. QUESTIONS
THANK YOU!
CONTACT ME:
Brande Martin, MA
brmarti@cap.org
brandemartin229@gmail.com
Linkedin: www.linkedin/in/brandemartin.com
Twitter: @brandemartin
ยฉ 2014 College of American Pathologists. All rights reserved. 25
Editor's Notes
[With more than 18,000 physician members, the CAP has led as the gold standard in laboratory accreditation for 50 years with more than 7,300 CAP-accredited laboratories in 50 countries.]
[With more than 18,000 physician members, the CAP has led as the gold standard in laboratory accreditation for 50 years with more than 7,300 CAP-accredited laboratories in 50 countries.]
