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h"p://echa.europa.eu/addressing-­‐chemicals-­‐of-­‐concern/substances-­‐of-­‐poten8al-­‐concern/svhc-­‐roadmap-­‐to-­‐2020...
What is governance, and
why do we need it?
Content strategy challenges
•  Findability
•  Voice
•  Ownership
•  Policies
•  Practices
Worst practices
•  Language/jargon
•  Lack of prioritized promotion
•  Content hoarding
•  Bad editorial processes
•  New ...
©	
  Don	
  Graham,	
  1998,	
  Flickr	
  
•  Who, what, when, where, why, and how of
publishing content online

•  A strategic statement tying content to
business g...
Policies and guidelines
+
Audience understanding
+
Business knowledge
=
12	
  
What is “content”?
Content is…
Event
Product
Class
Program
Research
Format is less significant
Web pages
Blog posts
Infographics
Images
PDFs
Video
Audio
Content is…
Event
Product
Class
Program
Research
Content strategy is…
Event strategy
Product strategy
Class strategy
Program strategy
Research strategy
Content
is
political
Content is…
Event
Product
Class
Program
Research
Content is…
My Event
My Product
My Class
My Program
My Research
21	
  
“Every pixel has an owner.”
– Paul Ford, former web editor 

at Harper’s magazine
“It is difficult to get a man
to understand something, 

when his salary depends upon 

his not understanding it.”
– Upton ...
24	
  
h"p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/	
  
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Old thinki...
Organization: Programs, offerings
Audience
Messages
Audience Audience Audience
New thinking
27	
  
28	
  
Content strategy 

is

CHANGE MANAGEMENT	
  
29	
  
Digital 

is

CHANGE MANAGEMENT	
  
True goal
•  NO - We want to tell people how great our
services are.
•  YES - We want people to choose our services.
True goal
•  NO - We want to get lots of views of our page
•  YES - We want people to do something: Sign up
for the event,...
h"ps://www.youtube.com/watch?v=Pk7yqlTMvp8	
  
Roles
Roles on a digital team
•  Content strategist
•  Project manager
•  Visual designer
•  User experience architect
•  Social...
35	
  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two	
  
http://www.ssireview.org/blo...
Where most orgs start
36	
  
What often seems 

most logical
37	
  
What some orgs are trying
38	
  
Where most orgs land
39	
  
Offering	
  
online	
  
content	
  
Pla[orm	
  
(project	
  mgmt/
priori8za8on,	
  
reliability)	
  
Presenta8on	
  
(self,...
Workflow
http://www.cnn.com/EVENTS/1996/anniversary/how.things.work/index2.html
What Doesn’t Work
h"p://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706	
  
Real-Life Solutions
“Be transparent, help
people prep while
they’re waiting for
their project to start.”

—Amanda Costello,
University of Minn...
“Be an evanglist for
others’ work, and help
people realize that you
are their champion and
making way for them to
do what ...
“Pre-sell your ideas. Pull
someone aside and get
their input on a draft, so
by the time you officially
reveal it, you’ve go...
“Build strong relationships. Remember that everyone
is trying to do a good job but don’t always have the
resources or skil...
“Employ “strategic
nagging:” 

patient but persistent
repetition of a
message.

—Carrie Hane
Dennison, @carriehd,
American...
What Has Worked for Me
55	
  h"p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audien...
Show,
don’t tell
•  Useful
•  Relevant
•  Timely
•  Org-focused
•  Narrow interest
•  Not actionable
59	
  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two	
  
http://www.ssireview.org/blo...
60	
  
Do a pilot
project (or
several)
61	
  
h"ps://www.flickr.com/photos/telachhe/3342173731/	
  	
  
Keep
trying
Get buy-in
from the top
Your agenda
1.  Show what’s broken and why
2.  Show solutions and potential, and what it will take to get
there
3.  Talk a...
Respect
the depth
65	
  
h"p://bit.ly/1jntVcJ	
  
Be patient
Show
them
how
h"p://ashram.yogasatsang.org/yoga-­‐classes	
  
Foster collaboration
•  Form a cross-
departmental editorial
board to review major
requests together

•  Most impactful st...
Motivate and recognize
I put the
information
up online –now I
also need to know
how many people
have used it???
Redefine success
Educate and remind
70	
  
Operationalize and socialize
71	
  
Offer
options
for
creativity
72	
  
h"p://oxendo.com/	
  
73	
  
Be there 

for your
colleagues
74	
  
h"p://www.sfgate.com/performance/ar8cle/Review-­‐Gold-­‐examines-­‐Jewish-­‐mother-­‐stereotype-­‐3291210.php	
  
L...
Solid rationales and alternatives
75	
  
76	
  h"p://www.enterprisenews.com/ar8cle/20140614/SPORTS/140617308	
  
Report on progress
77	
  
Working together for
customer satisfaction
Thank you!
@hilarymarsh
www.slideshare.net/hilarymarsh
www.contentcompany.biz
Digital content governance: What it is, Why you need it, How to do it
Digital content governance: What it is, Why you need it, How to do it
Digital content governance: What it is, Why you need it, How to do it
Digital content governance: What it is, Why you need it, How to do it
Digital content governance: What it is, Why you need it, How to do it
Digital content governance: What it is, Why you need it, How to do it
Digital content governance: What it is, Why you need it, How to do it
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Digital content governance: What it is, Why you need it, How to do it

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Compelling content needs a strategy, and content strategy needs governance in order for it to "stick." Learn about content governance and the opportunities and challenges it presents for organizations. Guest lecture for University of Washington content strategy course

Published in: Business

Digital content governance: What it is, Why you need it, How to do it

  1. 1. h"p://echa.europa.eu/addressing-­‐chemicals-­‐of-­‐concern/substances-­‐of-­‐poten8al-­‐concern/svhc-­‐roadmap-­‐to-­‐2020-­‐implementa8on   Digital content governance
 Hilary Marsh
 Guest lecture, University of Washington course “Content Strategy: Crafting the User Experience”
  2. 2. What is governance, and why do we need it?
  3. 3. Content strategy challenges •  Findability •  Voice •  Ownership •  Policies •  Practices
  4. 4. Worst practices •  Language/jargon •  Lack of prioritized promotion •  Content hoarding •  Bad editorial processes •  New content missing •  Different content on different channels
  5. 5. ©  Don  Graham,  1998,  Flickr  
  6. 6. •  Who, what, when, where, why, and how of publishing content online
 •  A strategic statement tying content to business goals 
 •  The people, processes, and power to execute that statement
  7. 7. Policies and guidelines + Audience understanding + Business knowledge =
  8. 8. 12  
  9. 9. What is “content”?
  10. 10. Content is… Event Product Class Program Research
  11. 11. Format is less significant Web pages Blog posts Infographics Images PDFs Video Audio
  12. 12. Content is… Event Product Class Program Research
  13. 13. Content strategy is… Event strategy Product strategy Class strategy Program strategy Research strategy
  14. 14. Content is political
  15. 15. Content is… Event Product Class Program Research
  16. 16. Content is… My Event My Product My Class My Program My Research
  17. 17. 21  
  18. 18. “Every pixel has an owner.” – Paul Ford, former web editor 
 at Harper’s magazine
  19. 19. “It is difficult to get a man to understand something, 
 when his salary depends upon 
 his not understanding it.” – Upton Sinclair, 1935
  20. 20. 24   h"p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/  
  21. 21. Department Message Audience Department Message Audience Department Message Audience Department Message Audience Old thinking
  22. 22. Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking
  23. 23. 27  
  24. 24. 28   Content strategy 
 is
 CHANGE MANAGEMENT  
  25. 25. 29   Digital 
 is
 CHANGE MANAGEMENT  
  26. 26. True goal •  NO - We want to tell people how great our services are. •  YES - We want people to choose our services.
  27. 27. True goal •  NO - We want to get lots of views of our page •  YES - We want people to do something: Sign up for the event, download the white paper, subscribe to the publication
  28. 28. h"ps://www.youtube.com/watch?v=Pk7yqlTMvp8  
  29. 29. Roles
  30. 30. Roles on a digital team •  Content strategist •  Project manager •  Visual designer •  User experience architect •  Social media manager •  Director
  31. 31. 35  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two   http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
  32. 32. Where most orgs start 36  
  33. 33. What often seems 
 most logical 37  
  34. 34. What some orgs are trying 38  
  35. 35. Where most orgs land 39  
  36. 36. Offering   online   content   Pla[orm   (project  mgmt/ priori8za8on,   reliability)   Presenta8on   (self,  light,   medium,  deluxe)   Editorial   Ques8ons/   feedback   Promo8on  
  37. 37. Workflow
  38. 38. http://www.cnn.com/EVENTS/1996/anniversary/how.things.work/index2.html
  39. 39. What Doesn’t Work
  40. 40. h"p://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706  
  41. 41. Real-Life Solutions
  42. 42. “Be transparent, help people prep while they’re waiting for their project to start.”
 —Amanda Costello, University of Minnesota
  43. 43. “Be an evanglist for others’ work, and help people realize that you are their champion and making way for them to do what they do best.”
 —Matthew Grocki, Grassfed Content
  44. 44. “Pre-sell your ideas. Pull someone aside and get their input on a draft, so by the time you officially reveal it, you’ve gotten their buy-in.”
 —Sara Zailskas Walsh, Motorola.com
  45. 45. “Build strong relationships. Remember that everyone is trying to do a good job but don’t always have the resources or skills they need.”
 —Claire Helme and Mary Sabotoski, a university in Australia
  46. 46. “Employ “strategic nagging:” 
 patient but persistent repetition of a message.
 —Carrie Hane Dennison, @carriehd, American Society of Civil Engineers
  47. 47. What Has Worked for Me
  48. 48. 55  h"p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen   Shared focus on the audience
  49. 49. Show, don’t tell
  50. 50. •  Useful •  Relevant •  Timely
  51. 51. •  Org-focused •  Narrow interest •  Not actionable
  52. 52. 59  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two   http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two Get your governance in order
  53. 53. 60   Do a pilot project (or several)
  54. 54. 61   h"ps://www.flickr.com/photos/telachhe/3342173731/     Keep trying
  55. 55. Get buy-in from the top
  56. 56. Your agenda 1.  Show what’s broken and why 2.  Show solutions and potential, and what it will take to get there 3.  Talk about the pilot efforts and the lessons learned 4.  Anticipate roadblocks – raise “what if” scenarios, talk them through in advance 5.  Determine follow-up frequency 63  
  57. 57. Respect the depth
  58. 58. 65   h"p://bit.ly/1jntVcJ   Be patient
  59. 59. Show them how h"p://ashram.yogasatsang.org/yoga-­‐classes  
  60. 60. Foster collaboration •  Form a cross- departmental editorial board to review major requests together
 •  Most impactful stories require information from multiple sources
 •  Facilitate, then gradually pass on ownership
  61. 61. Motivate and recognize
  62. 62. I put the information up online –now I also need to know how many people have used it??? Redefine success
  63. 63. Educate and remind 70  
  64. 64. Operationalize and socialize 71  
  65. 65. Offer options for creativity 72   h"p://oxendo.com/  
  66. 66. 73   Be there 
 for your colleagues
  67. 67. 74   h"p://www.sfgate.com/performance/ar8cle/Review-­‐Gold-­‐examines-­‐Jewish-­‐mother-­‐stereotype-­‐3291210.php   Look,  if  it  were  up  to   me,  I  would  leave  that   content  on  the  site,  but   the  decision  is  out  of   my  hands  
  68. 68. Solid rationales and alternatives 75  
  69. 69. 76  h"p://www.enterprisenews.com/ar8cle/20140614/SPORTS/140617308   Report on progress
  70. 70. 77   Working together for customer satisfaction
  71. 71. Thank you! @hilarymarsh www.slideshare.net/hilarymarsh www.contentcompany.biz

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