1. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
© 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Content Governance
Pre-work

2. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Content Governance
Content: anything that communicates on behalf of the organization (owned media)
2
Social
Media
Social
Media
CollateralCollateral
Email /
Dmail
Email /
Dmail
NewslettersNewsletters
User
Generated
Content
User
Generated
Content
Advertising
Media
Advertising
Media
YP.com
Small Biz
Website
Publishers
Website
Corporate
Website
National /
Resellers
Website
content
Governance: a framework of rules and practices that ensure transparency to all
stakeholders, including assignment of roles & responsibilities and procedures for
reconciliation & communication

3. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Items for Discussion
• Scope
– Option 1 corporate level (recommended)
– Option 2 market level
– Option 3 platform level
• Proposed Content Governance Model
3

4. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Scope Option 1:
Corporate Content Governance
4
Governance Team manages cross-market
communications plans and defines:
• strategy (business purpose for the content)
• standards
• editorial guidelines
• style guides
Individual market teams manage own budgets,
workflows, publishing calendars and establish
channel specific communications strategies
Benefits
• Consistency of
• branding,
• positioning
• Coordinated communications
• Most efficient use of resources.
Challenges
May be disruptive to current model
Needs to be adaptive as business changes

5. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Scope Option 2:
YP Small Biz Content Governance
5
Instead of Governance at Corp level,
governance is ONLY for Small Biz market
Individual platforms (web, social, sales aids)
manage own budgets, workflows, calendars
and establish platform specific communications
strategies
Benefits
B2B consistency
B2B coordinated communications
B2B platforms still develop sub-strategies
Challenges
Potential misalignment with other markets
(Consumer, Publisher, etc…)
Web
Social
Sales
Aids
Email

6. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Scope Option 3:
YP Small Biz Web Content Governance
6
Public Sections:
• Product Overviews
• Verticals
• Landing Pages
• Blog (tbd)
Authenticated Sections:
• Program Overview
• Billing
• Proofs
• Reports
Content Governance covers the
complete Small Biz Platform; both public
and authenticated sections
Benefit
Consistent communications on web
platform (vs current model)
Challenges
• Disruption to current model.
• Potential misalignment with other
SMB communication platforms (e.g.,
collateral says “YP.com and the
distribution network” | website says “YP
Local Ad Network, including YP.com”)
web
social
Sales Aids
email

7. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Content Governance …
is NOT Web Governance
• Content Governance – standards and processes for creating and publishing content
• Web Governance – also includes standards and processes for launching new
features and functionality for the advertiser platform.
– Ex: Ad Platform team decides to add a report. This is not part of Content Governance .
7
Web Governance
Content Governance

8. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Governance Model – all options
8
Governance Team(s) - multiple teams may be required depending on scope
• Lead by “Marketing Lead” - final authority for all content decisions
• Includes members from all impacted functions
• Marketing: Product Marketing, Brand, PR
• Operations: Customer Service, Product Fulfillment
• IT: Advertiser Platform, Consumer Platform, Publisher Platform
• Legal
• Is responsible for creating and managing the following:
• Content Strategy
• Content Specs/Standards
• Brand Guidelines
• Editorial Guidelines
• Style Guides
• Workflow

9. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Governance Model – all options
9
Governance Team determines who has content roles and responsibilities
• Creators – develops source materials
• Content Producers – in sourced or outsourced
• Editors – tuning the content message and the style of delivery
• Publishers - responsible for releasing the content for use.
• Administrators - responsible for managing access permissions to folders and
files, usually accomplished by assigning access rights to user groups or roles.
Admins may also assist and support users in various ways.

10. © 2012 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC
and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Governance Model – all options
9
Governance Team determines who has content roles and responsibilities
• Creators – develops source materials
• Content Producers – in sourced or outsourced
• Editors – tuning the content message and the style of delivery
• Publishers - responsible for releasing the content for use.
• Administrators - responsible for managing access permissions to folders and
files, usually accomplished by assigning access rights to user groups or roles.
Admins may also assist and support users in various ways.