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Content and Governance: How to Produce Better Content Faster

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Kathy Wagner & Melissa Breker Co-Founders, Content Strategy Inc @Kathy_CS_Inc + @ melissabreker #ConfabINT


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What’s up for today?


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Session overview 1. Maturity Models 2. Governance Models 3. 5 Pillars of Content Governance 4. Change Management 5. Road Map


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Have a scenario in mind…


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Melissa’s Bio • Grew up wrestling crocodiles in Australia • Transitioned out of marketing into content strategy • Fell in love with supporting change Today I help change the way people think about content through teaching, mentoring, partnering with others, and running workshops.


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Kathy’s Bio • Grew up reading and daydreaming • Moved through technical communications & customer experience • Have been doing content strategy my entire life Today I help change the way people think about content by shining a light in dark corners and cleaning out content cobwebs.


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Company Clients


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And what about you?


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And what about you? • • • • 72% work in a company 10% work in an agency 10% work in government 8% work in higher education


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And what about you? • 60% are just getting started in content governance. • 25% are already awesome at it and want to swap notes. • 15% don’t know where they fit, but seem pretty worried about content governance.


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Small Group Introductions • Personal intro • One thing you love • What’s important to you about content governance and why?


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Content Governance


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Content governance provides a framework for content decisions, roles, and, responsibilities.


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Project X Process √


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1 Content Maturity Model


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What are we trying to achieve with governance, and why?


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Content Process Maturity Model Get a detailed version of this model here: http://www.contentstrategyinc.com/wp/wp-content/uploads/2015/01/Content-StrategyInc-Content-Maturity-Model-2014.pdf


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What do we hear from clients? “This is so embarrassing. We’re the worst.” “But nobody does it well, do they?” “In some ways we’re managed and sustained, and in other ways, we’re ad hoc.”


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True story… Get a detailed version of this model here: http://www.contentstrategyinc.com/wp/wp-content/uploads/2015/01/Content-StrategyInc-Content-Maturity-Model-2014.pdf


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3 questions in 3 minutes


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Where is your organization on the maturity model?


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What could your organization do to move up a level?


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What could be the positive business impact of moving up a level?


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Learning Exercise


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At your table: Discuss at your table. Content governance environment Where are you in the maturity model? How can you progress to the next level? Why is it important to progress? Where is your department? Where are you as an organization?


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Questions? Short stories?


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2 Content Governance Models


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A governance model is how the governing responsibilities are assigned and distributed.


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There are 4 different models: • • • • Informal Decentralized Centralized Hybrid


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What about a matrix model?


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Adapted from Jason Mogus’s four governance models for managing digital: http://communicopia.com/insights/four-models-for-managing-digital


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Adapted from Jason Mogus’s four governance models for managing digital: http://communicopia.com/insights/four-models-for-managing-digital


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Adapted from Jason Mogus’s four governance models for managing digital: http://communicopia.com/insights/four-models-for-managing-digital


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Important to note: A centralized content team… …can actually sit within multiple other teams.


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Matrix model (True story… )


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How do you decide? Business goals Maturity model goals Organizational culture Management style Scalability Ease of execution (readiness for change)


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As content specialists, we often prefer the idea of a centralized model. It allows for maximum control over content strategy, quality, and functionality. BUT…


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What do we hear from clients? “A hybrid model works best for us.”


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3 questions in 3 minutes


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What governance model is your organization currently using? How do you know?


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What governance model would be most effective for it to use, and why?


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If those two things are different, what are the obstacles in changing governance models?


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Learning Exercise


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At your table… Debate • Which governance model works best for your situation? Or, Discuss: 1. What are the barriers to changing your content governance models? 2. What are the benefits of changing your content governance models


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Questions? Short stories?


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3 5 Pillars of Governance


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How?


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People


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Just a few writing-specific skills Web writing Marketing Journalism Technical writing Creative writing Blog writing Business writing Editing


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True story…


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True story…


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True story…


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True story…


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What do we hear from clients? “Nobody wants to give up control.” “We don’t know what anyone else does.” “We’re all executers. There are no leaders.”


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1 question in 1 minute


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Do you know what skillsets are needed to achieve your vision?


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Content Success Metrics


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Think about Governance success, not just content success.


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Business success: • • • Align with business strategies Reduce costs and time to publication Improve consistency of customer experience Employees success: • • • Do good work and grow their skills Feel ownership over their work Understand the bigger picture


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Breaking it down


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Plan to communicate level of success


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1 question in 1 minute


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How will you know if your content governance is working?


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Decision-Making & Support


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“If you chose not to decide – you have still made a choice!” Neil Peart


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Why create standards and guidelines for decision making?


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To make sure that decision making is: • • • • • • Strategic Consistent Scalable Learnable Sustainable Measurable


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A content support tool communicates decision points that have already been made, or provides strategic guidance for making ongoing decisions.


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What do we hear from clients? “The squeaky wheel gets their content on the home page.” “We keep inventing the wheel again and again.” “We have a style guide. It’s on the shelf. It’s outdated.”


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1 question in 1 minute


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What decisions need to get made?


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Brainstorm As a group, write as many content support tools as you can think of. Use 1 stickie per idea. Post the stickies on the wall on your way to break.


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Piano


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Content Processes


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What is a business process? “A process is a collection of interrelated activities, initiated by a triggering event, which achieves a specific, discrete result.” ~ Alec Sharp, Workflow Modelling, 2008 Process trigger result Sub-process 1 Sub-process 2 Sub-process 3 Sub-process 4


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Design & create content process


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Detailed processes Lines of visibility: Who does what when they hold the work.


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Start high-level. Provide more detail as needed.


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Start with common scenarios. Define alternative or uncommon processes only as needed.


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What do we hear from clients? “We don’t really follow any organized process.” (But they actually do!) “Our team needs autonomy, so they don’t want process.”


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1 question in 1 minute


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What processes and variations are important throughout the content lifecycle?


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Content Information Systems and Workflow


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Information Systems ~ Wikipedia Basically, they’re technologies that support people in getting work done.


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Some examples of content information systems: • • • • • Content management systems Data asset management systems Email MS Word Dropbox


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How do you know which are the right systems to use? It depends! On: • Business and content goals • Budget and resources • Management and working style • Use cases


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Look for opportunities to consolidate and integrate.


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A workflow is how the work moves within and between information systems. This includes both human/technology interactions and automated processes. Eg: CMS authoring workflow


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t4 Simple CMS workflow


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Start high-level. Provide more detail as needed. Start with common scenarios. Define variations as needed.


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What do we hear from clients? “Email is our primary communication tool.” “Our systems don’t speak to each other.” “Our CMS is designed for developers, not authors.”


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1 question in 1 minute


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What content problems does your business have that information systems and workflow could help with?


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Learning Exercise


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Pick up a handout package. Choose one of the five worksheets to complete.


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Questions? Short stories?


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4 Managing Change


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Common challenges • • • • • • Lack of resources Lack of cooperation or collaboration Lack of clear leadership and support Inability to set priorities Difficulty hiring skilled employees Lack of organizational maturity


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Adoption curve


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Lewin’s change model


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Find an internal champion


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What they’ll do: Get budget, break down silos, support progress.


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Start small.


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Pilot projects and bite-sized chunks.


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Small wins. Big voice.


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Know your budget and resources. Grow your budget and resources.


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Give incentives and rewards. Give incentives for changing old behaviors and rewards for adopting new behaviors.


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No control or authority? Influence like crazy! 1. Practice content strategy 2. Demonstrate positive results 3. Provide tools and resources 4. Become expert content advisors 5. Advocate and educate


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True story…


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What do we hear from clients? People don’t want to give up control It’s hard to make time for change We’ve tried before, but we slip back to our old ways


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3 questions in 3 minutes


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Who will be your content champion?


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What budget and resources do you have to work with?


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How can you get people excited?


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5 Getting it done


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Create a roadmap.


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True story… Q1 Q2 Q3 Q4 Expand & refine Roll out throughout organization Define & esttest- drive: New processes & roles CMS workflow Success metrics & toolkit Goal: Select teams & pilot projects Start authoring in CMS Start measuring Educate & advocate


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Individual exercise. Create a roadmap for yourself. Refer to the Content Roadmap handout.


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Questions? Short stories?


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Wrap Up


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Things to do next week 1. 2. 3. 4. Review these slides and your notes. Identify one small step forward. Take action! Join our mailing list: www.ContentStrategyInc.com 5. OR email me: Melissa@contentstrategyinc.com


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Books about processes Other resources www.contentstrategyinc.com/content-governance


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Thanks! Stay in touch. @MelissaBreker @Kathy_CS_Inc ContentStrategyInc.com


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Let’s hear from you. Final thoughts? Questions?


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