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November 7, 2017
Creating the systems for sustainable, effective content
Content Governance
✤  Which side do I drive on?
✤  How fast can I go?
✤  How fast can I go really?
✤  When will I get a penalty? What is the ...
“Because your users don’t care about your org chart.”
–Lou Rosenfeld
Change management
...Nothing stays the same
Change management process
✤  Document the problems caused by the current state
✤  Create a draft vision
✤  Try out the new...
https://www.youtube.com/watch?v=Pk7yqlTMvp8
Spread the word about change
✤  Promote the new vision to middle management
✤  First, messages from senior management
✤  R...
What governance should cover
✤  Overall philosophy
✤  Rules and policies for how content/digital will work
✤  Roles and re...
Content governance
✤  Content lifecycle rules
✤  Content promotion decisions
✤  What content needs to be reviewed
✤  What ...
End result of governance
✤  Everyone knows how things work
✤  Everyone understands the expectations, and knows how they wi...
Roles
Making sure the right people are doing the right work
✤  Who does digital work now?
✤  Do they know they do it?
✤  Is it part of their job description, or something they are
ex...
Responsibility matrix
RACI	Defini+ons	
R	 Who	is	
Responsible	
The	person	who	is	assigned	to	do	the	work	
	
A	 Who	is	
Acco...
Process
Process
✤  Figure out the rules
✤  Make the rules explicit and visible
✤  Teach people, remind regularly
✤  Enforce (carro...
http://www.contentstrategyinc.com/understanding-content-maturity-model/
Thank you, and stay in touch!
Hilary Marsh
hilary@contentcompany.biz
http://www.contentcompany.biz
@hilarymarsh
Newsletter...
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
Content-digital governance - JBoye conference, 2017
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Content-digital governance - JBoye conference, 2017

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Content and digital governance is where the “rubber hits the road” for creating better content -- and a better digital presence -- in a sustainable fashion. This workshop enabled participants to determine where they fit on a content governance maturity scale, explore governance models, and identify which will work best for their organizations. We discussed setting up, maintaining, and evolving governance.

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Content-digital governance - JBoye conference, 2017

  1. 1. November 7, 2017 Creating the systems for sustainable, effective content Content Governance
  2. 2. ✤  Which side do I drive on? ✤  How fast can I go? ✤  How fast can I go really? ✤  When will I get a penalty? What is the penalty? ✤  What indicators exist to let me know?
  3. 3. “Because your users don’t care about your org chart.” –Lou Rosenfeld
  4. 4. Change management ...Nothing stays the same
  5. 5. Change management process ✤  Document the problems caused by the current state ✤  Create a draft vision ✤  Try out the new approach ✤  Sell the vision to senior management
  6. 6. https://www.youtube.com/watch?v=Pk7yqlTMvp8
  7. 7. Spread the word about change ✤  Promote the new vision to middle management ✤  First, messages from senior management ✤  Reinforced by those who will own the vision ✤  Communicate the new vision to content owners/creators/ producers ✤  First, messages from those who will own the vision ✤  Reinforced by those who will execute the vision
  8. 8. What governance should cover ✤  Overall philosophy ✤  Rules and policies for how content/digital will work ✤  Roles and responsibilities ✤  Processes ✤  Turnaround time commitments
  9. 9. Content governance ✤  Content lifecycle rules ✤  Content promotion decisions ✤  What content needs to be reviewed ✤  What the review process will be (aka workflow) ✤  How voice/tone and style will be enforced
  10. 10. End result of governance ✤  Everyone knows how things work ✤  Everyone understands the expectations, and knows how they will be enforced ✤  If people do content/digital work, it is an official part of their job descriptions, and they’re measured on how well they do it ✤  People are trained in content/digital skills (current and new employees) ✤  Content/digital policies are communicated and enforced, part of new employee orientation
  11. 11. Roles Making sure the right people are doing the right work
  12. 12. ✤  Who does digital work now? ✤  Do they know they do it? ✤  Is it part of their job description, or something they are expected to do in their “spare time”? ✤  Do they know how to do it? ✤  Do they get support for doing digital work from their management?
  13. 13. Responsibility matrix RACI Defini+ons R Who is Responsible The person who is assigned to do the work A Who is Accountable The person who makes the final decision and has the ul:mate ownership C Who is Consulted The person who must be consulted before a decision or ac:on is taken I Who is Informed The person who must be informed that a decision or ac:on will be taken
  14. 14. Process
  15. 15. Process ✤  Figure out the rules ✤  Make the rules explicit and visible ✤  Teach people, remind regularly ✤  Enforce (carrot/stick) ✤  Evolve
  16. 16. http://www.contentstrategyinc.com/understanding-content-maturity-model/
  17. 17. Thank you, and stay in touch! Hilary Marsh hilary@contentcompany.biz http://www.contentcompany.biz @hilarymarsh Newsletter:  ‪http://www.contentcompany.biz/newsletter

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