Content and Governance: How to Produce Better Content Faster

If you like this presentation – show it...

Slide 0

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

Slide 1

What’s up for today?

Slide 2

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

Slide 3

Have a scenario in mind…

Slide 4

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.

Slide 5

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.

Slide 6

Company Clients

Slide 7

And what about you?

Slide 8

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

Slide 9

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.

Slide 10

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

Slide 11

Content Governance

Slide 12

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

Slide 13

Project X Process √

Slide 14

1 Content Maturity Model

Slide 15

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

Slide 16

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

Slide 17

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.”

Slide 18

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

Slide 19

3 questions in 3 minutes

Slide 20

Where is your organization on the maturity model?

Slide 21

What could your organization do to move up a level?

Slide 22

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

Slide 23

Learning Exercise

Slide 24

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?

Slide 25

Questions? Short stories?

Slide 26

2 Content Governance Models

Slide 27

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

Slide 28

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

Slide 29

What about a matrix model?

Slide 30

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

Slide 31

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

Slide 32

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

Slide 33

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

Slide 34

Slide 35

Matrix model (True story… )

Slide 36

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

Slide 37

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

Slide 38

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

Slide 39

3 questions in 3 minutes

Slide 40

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

Slide 41

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

Slide 42

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

Slide 43

Learning Exercise

Slide 44

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

Slide 45

Questions? Short stories?

Slide 46

3 5 Pillars of Governance

Slide 47


Slide 48


Slide 49

Slide 50

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

Slide 51

Slide 52

True story…

Slide 53

True story…

Slide 54

True story…

Slide 55

True story…

Slide 56

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.”

Slide 57

1 question in 1 minute

Slide 58

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

Slide 59

Content Success Metrics

Slide 60

Think about Governance success, not just content success.

Slide 61

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

Slide 62

Breaking it down

Slide 63

Plan to communicate level of success

Slide 64

1 question in 1 minute

Slide 65

How will you know if your content governance is working?

Slide 66

Decision-Making & Support

Slide 67

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

Slide 68

Why create standards and guidelines for decision making?

Slide 69

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

Slide 70

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

Slide 71

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.”

Slide 72

1 question in 1 minute

Slide 73

What decisions need to get made?

Slide 74

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.

Slide 75


Slide 76

Content Processes

Slide 77

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

Slide 78

Slide 79

Design & create content process

Slide 80

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

Slide 81

Start high-level. Provide more detail as needed.

Slide 82

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

Slide 83

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.”

Slide 84

1 question in 1 minute

Slide 85

What processes and variations are important throughout the content lifecycle?

Slide 86

Content Information Systems and Workflow

Slide 87

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

Slide 88

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

Slide 89

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

Slide 90

Look for opportunities to consolidate and integrate.

Slide 91

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

Slide 92

t4 Simple CMS workflow

Slide 93

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

Slide 94

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.”

Slide 95

1 question in 1 minute

Slide 96

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

Slide 97

Learning Exercise

Slide 98

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

Slide 99

Questions? Short stories?

Slide 100

4 Managing Change

Slide 101

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

Slide 102

Adoption curve

Slide 103

Lewin’s change model

Slide 104

Find an internal champion

Slide 105

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

Slide 106

Start small.

Slide 107

Pilot projects and bite-sized chunks.

Slide 108

Small wins. Big voice.

Slide 109

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

Slide 110

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

Slide 111

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

Slide 112

True story…

Slide 113

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

Slide 114

3 questions in 3 minutes

Slide 115

Who will be your content champion?

Slide 116

What budget and resources do you have to work with?

Slide 117

How can you get people excited?

Slide 118

5 Getting it done

Slide 119

Create a roadmap.

Slide 120

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

Slide 121

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

Slide 122

Questions? Short stories?

Slide 123

Wrap Up

Slide 124

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

Slide 125

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

Slide 126

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

Slide 127

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

Slide 128