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Sharing the Responsibility: Publishing Workflows in Kentico

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Sharing the Responsibility: Publishing Workflows in Kentico

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we’ll discuss the concept of using a publishing workflow. We will describe ways companies have used and can use Subject Matter Expert (SME) and departmental authorship to keep website content current and accurate throughout the organization. We’ll cover how a Content Management System (CMS) enables effective authorship while helping businesses achieve proper governance and workflow policies. We will review pros and cons to managing content through publishing workflows and offer five tips to help organizations define an effective process to manage their website or intranet.

we’ll discuss the concept of using a publishing workflow. We will describe ways companies have used and can use Subject Matter Expert (SME) and departmental authorship to keep website content current and accurate throughout the organization. We’ll cover how a Content Management System (CMS) enables effective authorship while helping businesses achieve proper governance and workflow policies. We will review pros and cons to managing content through publishing workflows and offer five tips to help organizations define an effective process to manage their website or intranet.

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Sharing the Responsibility: Publishing Workflows in Kentico

  1. 1. Sharing the Responsibility: Kentico Workflow
  2. 2. Agenda • Intro to Distributed Authorship • What’s the Process? • Elements of a Workflow • Basic and Advanced Workflows within Kentico CMS • How to Be Successful • Questions?
  3. 3. A BIT ABOUT ASCEDIA
  4. 4. 17
  5. 5. SOME CLIENT EXPERIENCE
  6. 6. Distributed Authorship The process of using workflow models within CMS to decentralize the creation of content, giving Product Managers and others ownership of information on the website
  7. 7. Where Is DA Best Used? • Complex and technical information • Product news • Engineered products • Product specifications • Customer Service • Localized content • Intranets • Blogs • Extranets
  8. 8. Advantages Sharing the process of content generation leads to… • Increased volume • More accurate and relevant • More engaged and authentic • Improved speed of publishing cycle
  9. 9. Why Do Initiatives Fail? • Everyone thinks it’s easy • Lacks leadership buy-in • Authors are uninterested • Lack of training • No feedback loop • The site breaks!!! (Again…)
  10. 10. Why Are We Talking About This? Because Initiatives Fail!!! If successful we can: • Eliminate common issues with content generation • Accelerate the process • Spread the workload as knowledge is decentralized • Remove bottlenecks (webmasters are normally IT resources)
  11. 11. The Usual Process •
  12. 12. What Normally Happens • Marketing begs for content • Gets some random thoughts from random people in the organization • Pushes a document to the SME for comment or correction • Submits to Webmaster • Waits for the Webmaster to place in queue to publish (or it just gets forgotten) This process takes time… and a lot of energy!
  13. 13. This Is Where It Gets Complicated… • How do you share responsibilities and yet maintain control? • Many elements of a page are not the expertise of content writers • Content is not their primary responsibility, yet it needs to be a priority • Communication needs to be open
  14. 14. Elements of the process
  15. 15. Governance Quality assurance methods to make sure accurate, on-brand content is published on a website Maintain oversight of brand Protects Organization Legally Three common governance models • Centralized • Localized • Federated
  16. 16. What Is Workflow? Workflow is a sequence of steps that define the life cycle of content creation. Workflow allows you to ensure the quality of content and design by setting up a review and approval process. In such a process, you can specify the roles that different people have and the places in the page life cycle where specific people can work with pages. Follows governance models and protocols
  17. 17. The Elements of a Page • Layout • Basic Content and Images • Navigation • Calls to action
  18. 18. Content Content is anything authors can place on a page. Normally it’s text, images, documents and data. It’s not features or functions. SME SME /Marketing
  19. 19. Roles Author Editor (Reviewer) Publisher Webmaster Administrator
  20. 20. Users • Anyone with a role for input into the system • Authors and editors • Webmasters and administrators • Based on the function they will perform • Assigned content and page responsibilities How this is organized depends on you!
  21. 21. Permissions Who and what Authors and Editors can touch Granular: • By Page • By Content Type • By Role • Features and functions can be simplified or not offered Can extend outside the organization
  22. 22. Using Kentico •
  23. 23. Kentico Dashboard
  24. 24. Content Types
  25. 25. Roles
  26. 26. Kentico Workflows Basic: Works through a direct process Advanced: Allows multi-step and Yes / No Branch decisions
  27. 27. A Basic Process
  28. 28. An Advanced Process
  29. 29. Demo
  30. 30. Requirements Content Provider Role • Can only manage content, not properties • No Publish • Add/Modify “Demo-Article” Page Types • Can’t edit ‘Intro Copy’ Field Metadata Review: • No Publish • Edit Metadata Publisher: • Can publish
  31. 31. Permissions Content Provider • Add/Modify “Demo-Article” Page Types: Page Type permission • Can’t edit ‘Intro-Copy’: Field level permission • No Publish: Workflow security
  32. 32. Workflow flow Content Provider -> DSR -> Publisher
  33. 33. Workflow Module • Steps: Document Lifecycle • Scope: Section of content tree • Pages: List of Pages applied to the workflow • Emails: General settings • Versions: List of changes made
  34. 34. Kentico Workflow Recommendations • Share access to Kentico to maximize content publishing velocity • Always have a separate review and publish function • Don’t overdevelop the workflow process • Document each workflow and its purpose
  35. 35. How To Be Successful •
  36. 36. How To Be Successful • Get leadership on board • Plan for your content • Train your users
  37. 37. Leadership Buy In Tie to business goals of your Organization Benefits to a successful program include: • Google rank goes up • Traffic will increase • Leads will go up • Lower customer service costs • You will be participating in the purchase cycle earlier with humans getting in later at more qualified states
  38. 38. Planning Plan for your content approach in the strategy phase • Content plan • Author / editing plan • Training plan
  39. 39. Content Planning Content and author / editor planning is more than an inventory – but not much more Add these elements to the content inventory: • Types of content to publish • Who is best in organization to contribute • Skill level on a scale of 1 to 5 • Who needs to approve content You’ll start seeing patterns…
  40. 40. Training All Users must be trained • General Kentico Training • Kentico Classes • Website Maintenance Training • Webmaster and developers must document the build
  41. 41. Teach Writing for the Web • Write for your audience • Write for the web • Audiences scan information • Limit page complexity Recommended Reading: https://www.nngroup.com/
  42. 42. Brand and Design Considerations Make it easy to maintain brand standards: • Consider your design with your users in mind • Consider both internal and external users • Don’t over-design site • Limit the reach of each author
  43. 43. SEO and Metadata Still a marketing function! Use keywords to help create: • Titles (<= 55 chars) • Descriptions (<= 160 chars) • URL names • Image file names and alt tags • Page headers (H1)
  44. 44. Important Tips…. 1. Start with a content plan – even on a retrofit! 2. Then plan for your organization and your content flow • Consider your authors and their skill levels • Marketing will need to edit, approve and maintain SEO and meta info 3. Lean towards simple 4. Choose content champions 5. Try it in small places at first 6. Have a published style guide 7. Provide training and ongoing help
  45. 45. Takeaways • Kentico CMS is full featured and powerful and can support any method you choose • Plan everything • Get as granular as possible (without driving you crazy) • Get executive buy-in!
  46. 46. Questions?
  47. 47. Thank You! Bob Sabinash Director, Client Strategy at Ascedia rsabinash@ascedia.com 414-292-3309
  48. 48. Governance Models Centralized Authors do not have CMS Access and webmasters place all content in website. Advantages • Content will follow brand • Search engine optimized • Doesn’t need extensive training Weaknesses • Slow • Sometimes inaccurate • Sometimes hard to get participation
  49. 49. Governance Models Localized Authors have CMS access; publishing and workflows go directly to website Advantages • Empowers users • Creativity is enhanced • All authors can publish most anything Weaknesses • Lack control over authors • Needs Author Training • Could break the website
  50. 50. Governance Models Federated Authors have CMS access; workflows go through editors to be published Advantages • Takes advantage of both Centralized and Localized models • Uses full power of CMS Weaknesses • Planning, training, and collaboration are necessary for success
  51. 51. Roles Recommendations • Create roles according to your organization and policies. • Try to simplify and consolidate • Apply this to the content plan with potential actors and associated attributes for each
  52. 52. Users Recommendations • Identify content champions as early as possible • Associate users with content they will edit as a component of the Content plan • Assign skill levels to them to help with permissions and granular access and function.
  53. 53. Permissions Recommendations • Review skill sets of users and set permissions accordingly according to content plan. • Limit WYSIWYG functions based on need • Limit access to website and pages based on need • Do not give everyone administration access.

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