Content governance is where the “rubber hits the road” for creating better content in a sustainable fashion. The shifts created by content strategy go beyond the web team, IT, and subject-matter experts to touch Human Resources, Legal, and the organization’s senior management. This is key to digital transformation.
In this workshop, participants will explore where they fit on a content governance maturity scale, explore a variety of models, and identify which model will be most successful for their organizations.
This presentation covers what it takes to set up content governance, as well as what is required to maintain and evolve it.
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Intranet content governance
1. Content Governance
Key to Sustainable Intranet Success
Hilary Marsh, Chief Strategist & President
Content Company, Inc.
Photo byRobin PierreonUnsplash
2. What is content?
•News articles
•Policies
•Program details
•Education about corporate initiatives
•Help information (legal, IT, etc.)
•Tutorials
•Task-focused information
•etc., etc., etc.
7. Multiple parts
•A strategic statement tying content to business
goals
•Guidelines and policies: Who, what, when, where,
why, and how of publishing content
•Defining people, roles, and processes
9. Foundational tenets
1. Content creators and SMEs have a common
understanding what key audiences want, and
how their content helps deliver that.
2. Content creators and SMEs have a common
understanding of the organization’s goals and
priorities, and how their content contributes to
them.
3. Content creators and SMEs create and share
content in a consistent, effective way.
10. Principles
•The organization creates content that its
audiences want
•The organization creates content that helps it
meet its goals
•Content has success metrics and is measured
against those
•Content that is no longer relevant is no longer
available
11. Principles
•Content is promoted, surfaced, and cross-linked
based on its topic, not its source
•Content is created in the organization’s voice
•The organization manages content platforms,
tools, and channels in a way that ensures their
effectiveness
22. Content strategy roadmap
1. Gather data to know what
we know (discovery)
2. Audit and assess website
content, e-newsletters,
social channels
3. Facilitate creation of
empathy-based audience
personas and customer
journeys
4. Facilitate the development
of content creation and
publishing guidelines
5. Identify roles, content
lifecycles, workflow,
governance models
6. Create a framework for
content promotion
7. Plan for sustainability
23.
24. • Which side do I drive on?
• How fast can I go?
• How fast can I go really?
• When would I get a penalty? What is the penalty?
• What indicators exist to let me know?
32. End goals
For content creators
• Everyone understands how
things work
• Everyone knows their role
• Everyone sees the impact of
their work, and its larger context
For the organization
• The organization achieves its
goals
• Users achieve their goals
35. • Who does digital work now?
• Do they know they do it?
• Is it part of their job description, or something they are
expected to do in their “spare time”?
• Do they know how to do it?
• Do they get support for doing digital work from their
management?
36. Responsibility matrix
R Responsible The person who is assigned to do the work
A Accountable The person who makes the final decision and is ultimately
responsible for ensuring that the work gets done
C Consulted Someone who must be consulted before a decision is made or
action taken
I Informed Someone who must be informed that a decision will be (or has
been) made or an action taken