digital content governance: what it is, why you need it, how to do it

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Digital content governance Hilary Marsh Guest lecture, University of Washington course “Content Strategy: Crafting the User Experience”

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Page 1: Digital content governance: What it is, Why you need it, How to do it

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Digital content governanceHilary Marsh

Guest lecture, University of Washington course “Content Strategy: Crafting the User Experience”

Page 2: Digital content governance: What it is, Why you need it, How to do it

What is governance, and why do we need it?

Page 3: Digital content governance: What it is, Why you need it, How to do it
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Content strategy challenges•  Findability•  Voice•  Ownership•  Policies•  Practices

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Worst practices•  Language/jargon•  Lack of prioritized promotion•  Content hoarding•  Bad editorial processes•  New content missing•  Different content on different channels

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©  Don  Graham,  1998,  Flickr  

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•  Who, what, when, where, why, and how of publishing content online

•  A strategic statement tying content to business goals

•  The people, processes, and power to execute that statement

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Policies and guidelines +

Audience understanding +

Business knowledge =

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What is “content”?

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Content is…EventProductClass ProgramResearch

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Format is less significantWeb pagesBlog postsInfographicsImagesPDFsVideoAudio

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Content is…EventProductClass ProgramResearch

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Content strategy is…Event strategy Product strategy Class strategy Program strategy Research strategy

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Content is

political

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Content is…Event ProductClass ProgramResearch

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Content is…My Event My ProductMy Class My ProgramMy Research

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“Every pixel has an owner.”

– Paul Ford, former web editor at Harper’s magazine

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“It is difficult to get a man to understand something, when his salary depends upon his not understanding it.”

– Upton Sinclair, 1935

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h"p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/  

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Department

Message

Audience

Department

Message

Audience

Department

Message

Audience

Department

Message

Audience

Old thinking

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Organization: Programs, offerings

Audience

Messages

Audience Audience Audience

New thinking

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Content strategy is

CHANGE MANAGEMENT  

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Digital is

CHANGE MANAGEMENT  

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True goal•  NO - We want to tell people how great our

services are.

•  YES - We want people to choose our services.

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True goal•  NO - We want to get lots of views of our page

•  YES - We want people to do something: Sign up for the event, download the white paper, subscribe to the publication

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h"ps://www.youtube.com/watch?v=Pk7yqlTMvp8  

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Roles

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Roles on a digital team• Content strategist•  Project manager•  Visual designer• User experience architect•  Social media manager• Director

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35  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two  http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two

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Where most orgs start

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What often seems most logical

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What some orgs are trying

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Where most orgs land

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Offering  online  content  

Pla[orm  (project  mgmt/priori8za8on,  reliability)  

Presenta8on  (self,  light,  

medium,  deluxe)  

Editorial  Ques8ons/  feedback  

Promo8on  

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Workflow

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http://www.cnn.com/EVENTS/1996/anniversary/how.things.work/index2.html

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What Doesn’t Work

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h"p://wrcofsanford.webs.com/apps/photos/photo?photoid=121493706  

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Real-Life Solutions

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“Be transparent, help people prep while they’re waiting for

their project to start.”

—Amanda Costello, University of Minnesota

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“Be an evanglist for others’ work, and help people realize that you are their champion and making way for them to do what they do best.”

—Matthew Grocki, Grassfed Content

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“Pre-sell your ideas. Pull someone aside and get their input on a draft, so by the time you officially reveal it, you’ve gotten

their buy-in.”

—Sara Zailskas Walsh, Motorola.com

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“Build strong relationships. Remember that everyone is trying to do a good job but don’t always have the

resources or skills they need.”

—Claire Helme and Mary Sabotoski, a university in Australia

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“Employ “strategic nagging:”

patient but persistent repetition of a

message.

—Carrie Hane Dennison, @carriehd, American Society of

Civil Engineers

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What Has Worked for Me

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55  h"p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen  

Shared focus on the audience

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Show, don’t tell

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•  Useful•  Relevant•  Timely

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•  Org-focused•  Narrow interest•  Not actionable

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59  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two  http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two

Get your governance in order

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Do a pilot project (or several)

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h"ps://www.flickr.com/photos/telachhe/3342173731/    

Keeptrying

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Get buy-in from the top

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Your agenda1.  Show what’s broken and why2.  Show solutions and potential, and what it will take to get

there3.  Talk about the pilot efforts and the lessons learned4.  Anticipate roadblocks – raise “what if” scenarios, talk

them through in advance5.  Determine follow-up frequency

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Respect the depth

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h"p://bit.ly/1jntVcJ   Be patient

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Show them how

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Foster collaboration•  Form a cross-

departmental editorial board to review major requests together

•  Most impactful stories require information from multiple sources

•  Facilitate, then gradually pass on ownership

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Motivate and recognize

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I put the information

up online –now I also need to know how many people have used it???

Redefine success

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Educate and remind

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Operationalize and socialize

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Offer options for creativity

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h"p://oxendo.com/  

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Be there for your colleagues

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74  h"p://www.sfgate.com/performance/ar8cle/Review-­‐Gold-­‐examines-­‐Jewish-­‐mother-­‐stereotype-­‐3291210.php  

Look,  if  it  were  up  to  me,  I  would  leave  that  content  on  the  site,  but  the  decision  is  out  of  

my  hands  

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Solid rationales and alternatives

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76  h"p://www.enterprisenews.com/ar8cle/20140614/SPORTS/140617308  

Report on progress

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Working together for customer satisfaction

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Thank you!

@hilarymarshwww.slideshare.net/hilarymarsh

www.contentcompany.biz