CS Forum 13 presentation about content governance.

1. Get your content
strategy out of the
drawer with
Governance
@meghscase

2. Greaser Governance
The Key To Winning The Rumble

3. DEFINITIONS
Greaser
SOC

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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

6. Content Problems Are
Symptoms of People
Problems

7. People don’t agree about
goals and intent.

8. There’s no plan to
create and maintain.

9. There are no rules or no
one enforces them.

10. Work outnumbers
resources.

11. Leaders don’t talk to
each other enough.

12. Governance
AUTHORITY PLANNING
Tools MEASUREMENT

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?

17. Getting Governance
off the ground

18. DISCOVER,
Document,
DEFINE, and
Decide

19. Identify Stakeholders
Decision
Maker
Champion
Influencer
Derailer
Implementers

20. HIDDEN STAKEHOLDERS

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

28. HINT
Alignment
Doesn’t
Always
Mean
Agreement

29. DOLE OUT
AUTHORITY

30. WHY YOU NEED IT

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

34. DEVELOP THE
PLAN AND THE
TOOLS.

35. Planning
 LaunchLaunch
 MaintainMaintain
 MeasureMeasure
 ImproveImprove

36. TOOLS
 Migration and mapping inventoryMigration and mapping inventory
 Chart of responsibilitiesChart of responsibilities
 Assessment spreadsheetAssessment spreadsheet
 Content scorecard and reportContent scorecard and report
 Publishing checklistPublishing checklist
 Style guideStyle guide
 Editorial calendarEditorial calendar

37. DO IT
(For Johnny).

38. HINT
Change
Takes Time
and Tenacity

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

41. QUESTIONS?