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
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Digital content governance: What it is, Why you need it, How to do it
- 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. What is governance, and why do we need it?
- 5. Content strategy challenges • Findability • Voice • Ownership • Policies • Practices
- 6. Worst practices • Language/jargon • Lack of prioritized promotion • Content hoarding • Bad editorial processes • New content missing • Different content on different channels
- 7. © Don Graham, 1998, Flickr
- 10. • 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
- 11. Policies and guidelines + Audience understanding + Business knowledge =
- 12. 12
- 15. Format is less significant Web pages Blog posts Infographics Images PDFs Video Audio
- 17. Content strategy is… Event strategy Product strategy Class strategy Program strategy Research strategy
- 20. Content is… My Event My Product My Class My Program My Research
- 21. 21
- 22. “Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine
- 23. “It is difficult to get a man to understand something, when his salary depends upon his not understanding it.” – Upton Sinclair, 1935
- 26. Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking
- 27. 27
- 28. 28 Content strategy is CHANGE MANAGEMENT
- 29. 29 Digital is CHANGE MANAGEMENT
- 30. True goal • NO - We want to tell people how great our services are. • YES - We want people to choose our services.
- 31. 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
- 33. Roles
- 34. Roles on a digital team • Content strategist • Project manager • Visual designer • User experience architect • Social media manager • Director
- 36. Where most orgs start 36
- 37. What often seems most logical 37
- 38. What some orgs are trying 38
- 39. Where most orgs land 39
- 40. Offering online content Pla[orm (project mgmt/ priori8za8on, reliability) Presenta8on (self, light, medium, deluxe) Editorial Ques8ons/ feedback Promo8on
- 41. Workflow
- 49. “Be transparent, help people prep while they’re waiting for their project to start.” —Amanda Costello, University of Minnesota
- 50. “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
- 51. “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
- 52. “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
- 53. “Employ “strategic nagging:” patient but persistent repetition of a message. —Carrie Hane Dennison, @carriehd, American Society of Civil Engineers
- 54. What Has Worked for Me
- 55. 55 h"p://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen Shared focus on the audience
- 56. Show, don’t tell
- 57. • Useful • Relevant • Timely
- 58. • Org-focused • Narrow interest • Not actionable
- 59. 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
- 60. 60 Do a pilot project (or several)
- 61. 61 h"ps://www.flickr.com/photos/telachhe/3342173731/ Keep trying
- 62. Get buy-in from the top
- 63. 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
- 65. 65 h"p://bit.ly/1jntVcJ Be patient
- 67. 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
- 69. I put the information up online –now I also need to know how many people have used it??? Redefine success
- 73. 73 Be there for your colleagues
- 74. 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
- 75. Solid rationales and alternatives 75
- 77. 77 Working together for customer satisfaction