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Content
Strategy
Right content, right time,
right people, right
reasons
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Governance Figuring out the right
reasons and staying on
strategy
13. AUTHORITY
Who is in charge? Do they –Who is in charge? Do they –
and everyone else – know it.and everyone else – know it.
14. PLANNING
What’s your plan for creatingWhat’s your plan for creating
content – for launch and incontent – for launch and in
the future? How will youthe future? How will you
keep it up to date?keep it up to date?
15. MEASUREMENT
How will you determine ifHow will you determine if
your content is working?your content is working?
And what will you do aboutAnd what will you do about
it if it’s not.it if it’s not.
16. Tools
What do content creators,What do content creators,
reviewers, and publishersreviewers, and publishers
use to ensure content is on-use to ensure content is on-
target and kept up-to-date?target and kept up-to-date?
21. Ask …
What business goals areWhat business goals are
we trying to achieve?we trying to achieve?
How can thisHow can this
site/app/thing help?site/app/thing help?
What are theWhat are the
consequences of failing?consequences of failing?
22. Ask …
What’s our point of view?What’s our point of view?
Who do we want to tellWho do we want to tell
about it?about it?
23. Ask …
What do we know aboutWhat do we know about
our users?our users?
What do we want them toWhat do we want them to
know and believe aboutknow and believe about
us?us?
Who of them is mostWho of them is most
important to ourimportant to our
business?business?
24. Ask …
What content do we needWhat content do we need
to communicate our pointto communicate our point
of view?of view?
Does it exist?Does it exist?
How will we fill the gaps?How will we fill the gaps?
25. Ask …
What kind of team do weWhat kind of team do we
need?need?
Are there technologicalAre there technological
constraints?constraints?
What’s our budget?What’s our budget?
26. You need a manifesto
What is (and isn’t) theWhat is (and isn’t) the
purpose of thepurpose of the
site/app/thingsite/app/thing
Who it’s for and how itWho it’s for and how it
helps themhelps them
What it provides andWhat it provides and
conveysconveys
How it supports theHow it supports the
businessbusiness
27. Then Craft your Mantra
It should be …It should be …
MemorableMemorable
MeaningfulMeaningful
MotivatingMotivating
31. Two Kinds of Authority
STRATEGIC
Decision-Making
DAY-TO-DAY
OPERATIONS
32. STRATEGIC DECISION-MAKING
Are responsible for successAre responsible for success
Set the directionSet the direction
Prioritize goals and audiencePrioritize goals and audience
Secure resources and budgetSecure resources and budget
Makes decisions about large-Makes decisions about large-
scale content effortsscale content efforts
33. DAY-TO-DAY OPERATIONS
Are accountable forAre accountable for
implementationimplementation
Measure success and provideMeasure success and provide
recommendations forrecommendations for
improvementimprovement
Set and enforce standards andSet and enforce standards and
guidelinesguidelines
Makes decisions about small-Makes decisions about small-
scale content projectsscale content projects
39. To get there …
Pick the right timePick the right time
Introduce governance graduallyIntroduce governance gradually
Don’t over-engineer itDon’t over-engineer it
Anticipate objectionsAnticipate objections
Be consistentBe consistent
Know when to break the rulesKnow when to break the rules
40. Content problems are symptoms of governance problemsContent problems are symptoms of governance problems
Effective governance considers authority, planning,Effective governance considers authority, planning,
measurement and toolsmeasurement and tools
Alignment (not necessarily agreement) on a mantra is keyAlignment (not necessarily agreement) on a mantra is key
You need strategic and day-to-day authorityYou need strategic and day-to-day authority
Good governance doesn’t happen overnightGood governance doesn’t happen overnight
Wrapping Up