We get it. Our website is a process, not a project. Without a content plan redesign projects are just short-term fixes. We need content governance. But where does the process start? In this session, learn how to plan for content governance—managing content roles, responsibilities, processes, documentation, tools and training. Create a sustainable content plan stakeholders can buy into and a website that can survive day two of your website redesign launch.
5. #hewebne • @epublishmedia
Content governance
The process of managing content roles,
responsibilities, workflow, documentation
and training.
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9. #hewebne • @epublishmedia
What we’re talking about
• Roles and responsibilities
• Content workflow
• Documentation
• Training
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11. Roles and Responsibilities
http://www.raw-hollywood.com/2012/04/glee-cast-to-perform-beyonces-i-was.html
12. “
#hewebne • @epublishmedia
It’s critical for each person to
know what their role is and how it
fits into the larger content process.
This is why defining ownership
and roles is one of the most
important aspects of workflow and
governance.
Content Strategy for the Web, 2nd Edition
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23. #hewebne • @epublishmedia
Interview
• Describe your content planning and
publishing process from beginning to end.
• Who requests, creates, edits, approves,
publishes, and measures content?
• What authoring, publishing and measurement
tools do you use?
• What processes work and what don’t?
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25. #hewebne • @epublishmedia
Document all department
processes
• Admissions • Student organizations
• Academic advising • Marketing and
communications
• Academic programs
• Alumni relations
• Faculty
• PR
• Student Services
• Dean’s office
• Career Services
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26. #hewebne • @epublishmedia
Document all content
delivery channel workflow
• Web
• Print
• Email
• PR
• Social media
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27. #hewebne • @epublishmedia
Do existing tasks work?
• Are copyediting requirements inadequate?
• Is your photo team trained on image editing?
• Does your CMS support your content workflow?
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28. #hewebne • @epublishmedia
How much time is allotted to
each task?
• Is the content approval process too long?
• Does Creative Services have adequate time to
create custom graphics?
• Is your social media content calendar
sustainable?
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29. #hewebne • @epublishmedia
Sample Content Creation Workflow
Plan Create Revise Approve Test Publish
Source: Content Strategy for the Web, 2nd Edition
ePublish Media, Inc.
30. #hewebne • @epublishmedia
Sample Content Creation Workflow:
Roles
Plan Create Revise Approve Test Publish
Roles: Role: Roles: Roles: Roles: Roles:
• Editor-in Chief • Author • Editor • Editor-in Chief • Editor • Editor
• Editor • SEO Spec. • Editor • Author • Author
• SME • SEO Spec. • Publisher • Publisher
• SME
ePublish Media, Inc.
31. #hewebne • @epublishmedia
Sample Content Creation Workflow:
Tasks
Plan Create Revise Approve Test Publish
Tasks: Tasks: Tasks: Tasks Tasks: Tasks:
• Determine • Create draft of • Copyedit • Review • Build content • Publish
need for new new copy • Return to content for in email or web content on
content • Send to author for rewrite accuracy template schedule
• Request new content editor or send for • Return to • Submit for
content for review approval author and editor publication
for rewrite or
submit for
publication
ePublish Media, Inc.
33. #hewebne • @epublishmedia
Sample Content Creation Workflow:
Timeframe
Plan Create Revise Approve Test Publish
Timeframe: Timeframe: Timeframe: Timeframe: Timeframe: Timeframe:
• Varies • One day • Two days • One day • One day • One day
ePublish Media, Inc.
34. #hewebne • @epublishmedia
Content Creation Workflows
• Website
• Social media
• Email
• Print
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42. #hewebne • @epublishmedia
Measurement
• Content quality checklists
• User surveys and feedback systems
• Usability focus groups
• Web analytics
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44. #hewebne • @epublishmedia
Additional documents
• Web policies, social media guidelines
• Accessibility and usability guidelines
• CMS training guides
• Taxonomy and metadata guidelines
• SEO guidelines
• Web analytics analysis
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45. In order to be useful,
content guides and
tools need to be easily
accessible.
46. #hewebne • @epublishmedia
Publish documentation
• Decide how to publish by considering what
will make it as easy to access as possible
• Publish on your live site (then share!)
• Publish on your intranet
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47. Training
http://www.flickr.com/photos/highedweb/6299940481/
48. #hewebne • @epublishmedia
Training checklist
• Are staff trained on content policies, processes and
guidelines?
• Is there adequate documentation, including guides
for editorial style, SEO, accessibility, usability,
delivery methods, content types and formats?
• Are messaging and communication goals made
useful and usable for content contributors?
• Are content contributors made aware of changes in
web policies, processes and guidelines?
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53. #hewebne • @epublishmedia
Resource requirements
• CMS with workflow
• Web analytics and survey tools
• Editors
• Photographers
• People who can make decisions
• Web authoring tools
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55. #hewebne • @epublishmedia
Ask:
• Have our website objectives changed?
• Have our users’ needs changed?
• Have our resources changed?
• Is our governance plan still effective?
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56. #hewebne • @epublishmedia
Assess (again)
• Roles and responsibilities
• Processes
• Documentation
• Training
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