Planning for Content Governance

Rick Allen
Rick AllenContent Strategist & Owner, ePublish Media, Inc. & Meet Content LLC
Planning for
Content Governance


Rick Allen
@epublishmedia • ePublish Media, Inc.

HighEdWeb New England
#hewebne • March 18, 2013
#hewebne • @epublishmedia




                       Hi, I’m Rick.




2   ePublish Media, Inc.
#hewebne • @epublishmedia




3
#hewebne • @epublishmedia




        Content governance




4   ePublish Media, Inc.
#hewebne • @epublishmedia




        Content governance
        The process of managing content roles,
        responsibilities, workflow, documentation
        and training.




5   ePublish Media, Inc.
Content governance
is the process of
managing your
content strategy.
#hewebne • @epublishmedia




ePublish Media, Inc.
The problem
8
#hewebne • @epublishmedia




        What we’re talking about
        •   Roles and responsibilities
        •   Content workflow
        •   Documentation
        •   Training




9   ePublish Media, Inc.
A content governance
plan must be practical.
Think resources, think
needs.
Roles and Responsibilities




  http://www.raw-hollywood.com/2012/04/glee-cast-to-perform-beyonces-i-was.html
“
                         #hewebne • @epublishmedia


     It’s critical for each person to
     know what their role is and how it
     fits into the larger content process.
     This is why defining ownership
     and roles is one of the most
     important aspects of workflow and
     governance.


                   Content Strategy for the Web, 2nd Edition



12
#hewebne • @epublishmedia




http://www.flickr.com/photos/jamtea/1792070920/
#hewebne • @epublishmedia




http://www.flickr.com/photos/jamtea/1792070920/
Content governance
is relationship
management.
Staff Organization Chart




ePublish Media, Inc.                    4
Staff Organization Chart




ePublish Media, Inc.                    4
Content Governance Model

                                Committee




                               Editor-in-Chief




           Editor                     Editor                     Editor




  Author            Author   Author            Author   Author            Author




ePublish Media, Inc.                                                               4
Content Governance    Staff Organization
       Model                  Chart




ePublish Media, Inc.
#hewebne • @epublishmedia




         Knowledge Gaps
         •   Web writing              •   Accessibility
         •   CMS / publishing tools   •   Usability
         •   Copyediting              •   Photography &
                                          videography / editing
         •   HTML/CSS/JavaScript
                                      •   Page design & layout
         •   Metadata & Taxonomy
                                      •   Community
         •   Information                  management
             architecture
                                      •   Web analytics & user
         •   SEO & findability            research

20   ePublish Media, Inc.
#hewebne • @epublishmedia


        Adequate staff resources?




                                     http://www.flickr.com/photos/stevendepolo/4825345881/
http://www.flickr.com/photos/jamtea/1792070920/
Content Workflow
#hewebne • @epublishmedia




         Interview
         •   Describe your content planning and
             publishing process from beginning to end.
         •   Who requests, creates, edits, approves,
             publishes, and measures content?
         •   What authoring, publishing and measurement
             tools do you use?
         •   What processes work and what don’t?




23   ePublish Media, Inc.
#hewebne • @epublishmedia




                       Map it out
   Plan      Create    Revise   Approve     Test     Publish




ePublish Media, Inc.
#hewebne • @epublishmedia


         Document all department
         processes
         •   Admissions          •   Student organizations
         •   Academic advising   •   Marketing and
                                     communications
         •   Academic programs
                                 •   Alumni relations
         •   Faculty
                                 •   PR
         •   Student Services
                                 •   Dean’s office
         •   Career Services




25   ePublish Media, Inc.
#hewebne • @epublishmedia


         Document all content
         delivery channel workflow
         •   Web
         •   Print
         •   Email
         •   PR
         •   Social media




26   ePublish Media, Inc.
#hewebne • @epublishmedia



         Do existing tasks work?
         •   Are copyediting requirements inadequate?
         •   Is your photo team trained on image editing?
         •   Does your CMS support your content workflow?




27   ePublish Media, Inc.
#hewebne • @epublishmedia

         How much time is allotted to
         each task?
         •   Is the content approval process too long?
         •   Does Creative Services have adequate time to
             create custom graphics?
         •   Is your social media content calendar
             sustainable?




28   ePublish Media, Inc.
#hewebne • @epublishmedia




            Sample Content Creation Workflow
      Plan                   Create                 Revise   Approve     Test     Publish




Source: Content Strategy for the Web, 2nd Edition




ePublish Media, Inc.
#hewebne • @epublishmedia


       Sample Content Creation Workflow:
                    Roles
    Plan              Create     Revise       Approve             Test        Publish



 Roles:              Role:      Roles:        Roles:            Roles:        Roles:
 • Editor-in Chief   • Author   • Editor      • Editor-in Chief • Editor      • Editor
 • Editor                       • SEO Spec.   • Editor          • Author      • Author
 • SME                                        • SEO Spec.       • Publisher   • Publisher
                                              • SME




ePublish Media, Inc.
#hewebne • @epublishmedia


      Sample Content Creation Workflow:
                   Tasks
   Plan           Create              Revise              Approve              Test           Publish



 Tasks:          Tasks:              Tasks:               Tasks             Tasks:            Tasks:
 • Determine     • Create draft of   • Copyedit           • Review          • Build content   • Publish
 need for new    new copy            • Return to          content for       in email or web   content on
 content         • Send to           author for rewrite   accuracy          template          schedule
 • Request new   content editor      or send for          • Return to       • Submit for
 content         for review          approval             author and editor publication
                                                          for rewrite or
                                                          submit for
                                                          publication




ePublish Media, Inc.
#hewebne • @epublishmedia


       Sample Content Creation Workflow:
                Guides & Tools
   Plan            Create            Revise            Approve               Test          Publish



 Guides &         Guides &          Guides &           Guides &           Guides &        Guides &
 Tools:           Tools:            Tools:             Tools:             Tools:          Tools:
 •Content audit   •General          •Message           •Message           •CMS publishing •CMS publishing
 •Editorial        content guides    architecture       architecture       guidelines      guidelines
  calendar        •Content models   •Editorial style   •Editorial style   •Email          •Email
                  •Content           guide              guide              publishing      publishing
                   templates        •General           •General            guidelines      guidelines
                                     content guides     content guides    •Visual style   •Visual style
                                    •Content models                        guide           guide
                                    •Content
                                     templates




ePublish Media, Inc.
#hewebne • @epublishmedia


     Sample Content Creation Workflow:
                Timeframe
   Plan        Create      Revise       Approve       Test        Publish



 Timeframe:   Timeframe:   Timeframe:   Timeframe:   Timeframe:   Timeframe:
 • Varies     • One day    • Two days   • One day    • One day    • One day




ePublish Media, Inc.
#hewebne • @epublishmedia




         Content Creation Workflows
         • Website
         • Social media
         • Email
         • Print




34   ePublish Media, Inc.
#hewebne • @epublishmedia




         Additional Workflow
         • Content maintenance
         • Content measurement
         • Content governance




35   ePublish Media, Inc.
Documentation
#hewebne • @epublishmedia

         Content audits and analysis




37   ePublish Media, Inc.
Information architecture




38
Content guides




40
#hewebne • @epublishmedia




41   http://eyeform.co.uk/eyes-2/iceberg-ahead
#hewebne • @epublishmedia

         Scheduling




         Source:
         http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/




42   ePublish Media, Inc.
#hewebne • @epublishmedia



         Measurement
         •   Content quality checklists
         •   User surveys and feedback systems
         •   Usability focus groups
         •   Web analytics




43   ePublish Media, Inc.
44   http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php
#hewebne • @epublishmedia




         Additional documents
         •   Web policies, social media guidelines
         •   Accessibility and usability guidelines
         •   CMS training guides
         •   Taxonomy and metadata guidelines
         •   SEO guidelines
         •   Web analytics analysis



45   ePublish Media, Inc.
In order to be useful,
content guides and
tools need to be easily
accessible.
#hewebne • @epublishmedia




         Publish documentation
         •   Decide how to publish by considering what
             will make it as easy to access as possible
         •   Publish on your live site (then share!)
         •   Publish on your intranet




47   ePublish Media, Inc.
Training




           http://www.flickr.com/photos/highedweb/6299940481/
#hewebne • @epublishmedia




         Training checklist
         •   Are staff trained on content policies, processes and
             guidelines?
         •   Is there adequate documentation, including guides
             for editorial style, SEO, accessibility, usability,
             delivery methods, content types and formats?
         •   Are messaging and communication goals made
             useful and usable for content contributors?
         •   Are content contributors made aware of changes in
             web policies, processes and guidelines?



49   ePublish Media, Inc.
Train content owners and
     contributors




50
#hewebne • @epublishmedia




     Train the trainers
51
Create content groups




52
Resources




http://www.flickr.com/photos/jamtea/1792070920/
#hewebne • @epublishmedia




         Resource requirements
         •   CMS with workflow
         •   Web analytics and survey tools
         •   Editors
         •   Photographers
         •   People who can make decisions
         •   Web authoring tools



54   ePublish Media, Inc.
Maintenance




http://www.flickr.com/photos/jamtea/1792070920/
#hewebne • @epublishmedia




         Ask:
         •   Have our website objectives changed?
         •   Have our users’ needs changed?
         •   Have our resources changed?
         •   Is our governance plan still effective?




56   ePublish Media, Inc.
#hewebne • @epublishmedia




         Assess (again)
         •   Roles and responsibilities
         •   Processes
         •   Documentation
         •   Training




57   ePublish Media, Inc.
#hewebne • @epublishmedia




            Thank you!

            Rick Allen
            @epublishmedia




ePublish Media, Inc.
1 of 57

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Planning for Content Governance

  • 1. Planning for Content Governance Rick Allen @epublishmedia • ePublish Media, Inc. HighEdWeb New England #hewebne • March 18, 2013
  • 2. #hewebne • @epublishmedia Hi, I’m Rick. 2 ePublish Media, Inc.
  • 4. #hewebne • @epublishmedia Content governance 4 ePublish Media, Inc.
  • 5. #hewebne • @epublishmedia Content governance The process of managing content roles, responsibilities, workflow, documentation and training. 5 ePublish Media, Inc.
  • 6. Content governance is the process of managing your content strategy.
  • 9. #hewebne • @epublishmedia What we’re talking about • Roles and responsibilities • Content workflow • Documentation • Training 9 ePublish Media, Inc.
  • 10. A content governance plan must be practical. Think resources, think needs.
  • 11. Roles and Responsibilities http://www.raw-hollywood.com/2012/04/glee-cast-to-perform-beyonces-i-was.html
  • 12. #hewebne • @epublishmedia It’s critical for each person to know what their role is and how it fits into the larger content process. This is why defining ownership and roles is one of the most important aspects of workflow and governance. Content Strategy for the Web, 2nd Edition 12
  • 18. Content Governance Model Committee Editor-in-Chief Editor Editor Editor Author Author Author Author Author Author ePublish Media, Inc. 4
  • 19. Content Governance Staff Organization Model Chart ePublish Media, Inc.
  • 20. #hewebne • @epublishmedia Knowledge Gaps • Web writing • Accessibility • CMS / publishing tools • Usability • Copyediting • Photography & videography / editing • HTML/CSS/JavaScript • Page design & layout • Metadata & Taxonomy • Community • Information management architecture • Web analytics & user • SEO & findability research 20 ePublish Media, Inc.
  • 21. #hewebne • @epublishmedia Adequate staff resources? http://www.flickr.com/photos/stevendepolo/4825345881/ http://www.flickr.com/photos/jamtea/1792070920/
  • 23. #hewebne • @epublishmedia Interview • Describe your content planning and publishing process from beginning to end. • Who requests, creates, edits, approves, publishes, and measures content? • What authoring, publishing and measurement tools do you use? • What processes work and what don’t? 23 ePublish Media, Inc.
  • 24. #hewebne • @epublishmedia Map it out Plan Create Revise Approve Test Publish ePublish Media, Inc.
  • 25. #hewebne • @epublishmedia Document all department processes • Admissions • Student organizations • Academic advising • Marketing and communications • Academic programs • Alumni relations • Faculty • PR • Student Services • Dean’s office • Career Services 25 ePublish Media, Inc.
  • 26. #hewebne • @epublishmedia Document all content delivery channel workflow • Web • Print • Email • PR • Social media 26 ePublish Media, Inc.
  • 27. #hewebne • @epublishmedia Do existing tasks work? • Are copyediting requirements inadequate? • Is your photo team trained on image editing? • Does your CMS support your content workflow? 27 ePublish Media, Inc.
  • 28. #hewebne • @epublishmedia How much time is allotted to each task? • Is the content approval process too long? • Does Creative Services have adequate time to create custom graphics? • Is your social media content calendar sustainable? 28 ePublish Media, Inc.
  • 29. #hewebne • @epublishmedia Sample Content Creation Workflow Plan Create Revise Approve Test Publish Source: Content Strategy for the Web, 2nd Edition ePublish Media, Inc.
  • 30. #hewebne • @epublishmedia Sample Content Creation Workflow: Roles Plan Create Revise Approve Test Publish Roles: Role: Roles: Roles: Roles: Roles: • Editor-in Chief • Author • Editor • Editor-in Chief • Editor • Editor • Editor • SEO Spec. • Editor • Author • Author • SME • SEO Spec. • Publisher • Publisher • SME ePublish Media, Inc.
  • 31. #hewebne • @epublishmedia Sample Content Creation Workflow: Tasks Plan Create Revise Approve Test Publish Tasks: Tasks: Tasks: Tasks Tasks: Tasks: • Determine • Create draft of • Copyedit • Review • Build content • Publish need for new new copy • Return to content for in email or web content on content • Send to author for rewrite accuracy template schedule • Request new content editor or send for • Return to • Submit for content for review approval author and editor publication for rewrite or submit for publication ePublish Media, Inc.
  • 32. #hewebne • @epublishmedia Sample Content Creation Workflow: Guides & Tools Plan Create Revise Approve Test Publish Guides & Guides & Guides & Guides & Guides & Guides & Tools: Tools: Tools: Tools: Tools: Tools: •Content audit •General •Message •Message •CMS publishing •CMS publishing •Editorial content guides architecture architecture guidelines guidelines calendar •Content models •Editorial style •Editorial style •Email •Email •Content guide guide publishing publishing templates •General •General guidelines guidelines content guides content guides •Visual style •Visual style •Content models guide guide •Content templates ePublish Media, Inc.
  • 33. #hewebne • @epublishmedia Sample Content Creation Workflow: Timeframe Plan Create Revise Approve Test Publish Timeframe: Timeframe: Timeframe: Timeframe: Timeframe: Timeframe: • Varies • One day • Two days • One day • One day • One day ePublish Media, Inc.
  • 34. #hewebne • @epublishmedia Content Creation Workflows • Website • Social media • Email • Print 34 ePublish Media, Inc.
  • 35. #hewebne • @epublishmedia Additional Workflow • Content maintenance • Content measurement • Content governance 35 ePublish Media, Inc.
  • 37. #hewebne • @epublishmedia Content audits and analysis 37 ePublish Media, Inc.
  • 40. #hewebne • @epublishmedia 41 http://eyeform.co.uk/eyes-2/iceberg-ahead
  • 41. #hewebne • @epublishmedia Scheduling Source: http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/ 42 ePublish Media, Inc.
  • 42. #hewebne • @epublishmedia Measurement • Content quality checklists • User surveys and feedback systems • Usability focus groups • Web analytics 43 ePublish Media, Inc.
  • 43. 44 http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php
  • 44. #hewebne • @epublishmedia Additional documents • Web policies, social media guidelines • Accessibility and usability guidelines • CMS training guides • Taxonomy and metadata guidelines • SEO guidelines • Web analytics analysis 45 ePublish Media, Inc.
  • 45. In order to be useful, content guides and tools need to be easily accessible.
  • 46. #hewebne • @epublishmedia Publish documentation • Decide how to publish by considering what will make it as easy to access as possible • Publish on your live site (then share!) • Publish on your intranet 47 ePublish Media, Inc.
  • 47. Training http://www.flickr.com/photos/highedweb/6299940481/
  • 48. #hewebne • @epublishmedia Training checklist • Are staff trained on content policies, processes and guidelines? • Is there adequate documentation, including guides for editorial style, SEO, accessibility, usability, delivery methods, content types and formats? • Are messaging and communication goals made useful and usable for content contributors? • Are content contributors made aware of changes in web policies, processes and guidelines? 49 ePublish Media, Inc.
  • 49. Train content owners and contributors 50
  • 50. #hewebne • @epublishmedia Train the trainers 51
  • 53. #hewebne • @epublishmedia Resource requirements • CMS with workflow • Web analytics and survey tools • Editors • Photographers • People who can make decisions • Web authoring tools 54 ePublish Media, Inc.
  • 55. #hewebne • @epublishmedia Ask: • Have our website objectives changed? • Have our users’ needs changed? • Have our resources changed? • Is our governance plan still effective? 56 ePublish Media, Inc.
  • 56. #hewebne • @epublishmedia Assess (again) • Roles and responsibilities • Processes • Documentation • Training 57 ePublish Media, Inc.
  • 57. #hewebne • @epublishmedia Thank you! Rick Allen @epublishmedia ePublish Media, Inc.