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Intranet content governance


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Content governance is where the “rubber hits the road” for creating better content in a sustainable fashion. The shifts created by content strategy go beyond the web team, IT, and subject-matter experts to touch Human Resources, Legal, and the organization’s senior management. This is key to digital transformation.
In this workshop, participants will explore where they fit on a content governance maturity scale, explore a variety of models, and identify which model will be most successful for their organizations.
This presentation covers what it takes to set up content governance, as well as what is required to maintain and evolve it.

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Intranet content governance

  1. 1. Content Governance Key to Sustainable Intranet Success Hilary Marsh, Chief Strategist & President Content Company, Inc. Photo byRobin PierreonUnsplash
  2. 2. What is content? •News articles •Policies •Program details •Education about corporate initiatives •Help information (legal, IT, etc.) •Tutorials •Task-focused information •etc., etc., etc.
  3. 3. Content is the way our work is manifested in the world
  4. 4. What is content strategy? The right content to the right person at the right time for the right action
  5. 5. What is content strategy? The practice of planning for the creation, delivery, and governance of useful, usable, effective content
  6. 6. Three faces
  7. 7. Multiple parts •A strategic statement tying content to business goals •Guidelines and policies: Who, what, when, where, why, and how of publishing content •Defining people, roles, and processes
  8. 8. The ultimate vision Audience-centric Business-sensitive Content
  9. 9. Foundational tenets 1. Content creators and SMEs have a common understanding what key audiences want, and how their content helps deliver that. 2. Content creators and SMEs have a common understanding of the organization’s goals and priorities, and how their content contributes to them. 3. Content creators and SMEs create and share content in a consistent, effective way.
  10. 10. Principles •The organization creates content that its audiences want •The organization creates content that helps it meet its goals •Content has success metrics and is measured against those •Content that is no longer relevant is no longer available
  11. 11. Principles •Content is promoted, surfaced, and cross-linked based on its topic, not its source •Content is created in the organization’s voice •The organization manages content platforms, tools, and channels in a way that ensures their effectiveness
  12. 12. Old thinking Staff department Content Audience Staff department Content Audience Staff department Content Audience Staff department Content Audience
  13. 13.
  14. 14. Consequences • Difficult to prioritize • Diluted impact • Content not findable • More calls to help desk • More time away from work • Frustration
  15. 15. Organization: Programs, offerings Audience Content Audience Audience Audience New thinking
  16. 16. 18 Content strategy is CHANGE MANAGEMENT
  17. 17. Working together for employee satisfaction
  18. 18. 20
  19. 19. Content strategy roadmap 1. Gather data to know what we know (discovery) 2. Audit and assess website content, e-newsletters, social channels 3. Facilitate creation of empathy-based audience personas and customer journeys 4. Facilitate the development of content creation and publishing guidelines 5. Identify roles, content lifecycles, workflow, governance models 6. Create a framework for content promotion 7. Plan for sustainability
  20. 20. • Which side do I drive on? • How fast can I go? • How fast can I go really? • When would I get a penalty? What is the penalty? • What indicators exist to let me know?
  21. 21. Your turn!
  22. 22. Governance is a system for sustainability
  23. 23. End goals For content creators • Everyone understands how things work • Everyone knows their role • Everyone sees the impact of their work, and its larger context For the organization • The organization achieves its goals • Users achieve their goals
  24. 24. Roles Making sure the right people are doing the right work
  25. 25. • 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?
  26. 26. Responsibility matrix R Responsible The person who is assigned to do the work A Accountable The person who makes the final decision and is ultimately responsible for ensuring that the work gets done C Consulted Someone who must be consulted before a decision is made or action taken I Informed Someone who must be informed that a decision will be (or has been) made or an action taken
  27. 27. Process
  28. 28. Process • Figure out the rules • Make the rules explicit and visible • Teach people, remind regularly • Enforce (carrot/stick) • Evolve
  29. 29. for_organizing_digital_work_part_two
  30. 30. Where most organizations start
  31. 31. What often seems logical
  32. 32. What some organizations are trying
  33. 33. Where most organizations land
  34. 34. Processes/tools •Editorial calendar •Workflow •CMS that can surface related content •Managed by people with the right skills, enough time, and official permission
  35. 35.
  36. 36. Thank you! Hilary Marsh Chief Strategist & President Content Company, Inc. @hilarymarsh