Get your content strategy out of the

drawer with Governance

Get your content strategy out of the

drawer with Governance

@meghscase@meghscase

Greaser GovernanceGreaser GovernanceThe Key To Winning The RumbleThe Key To Winning The Rumble

DEFINITIONSDEFINITIONS

Gre

aser

SO

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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

Content Problems Are Symptoms of People

Problems

Content Problems Are Symptoms of People

Problems

People don’t agree about goals and intent.

There’s no plan to create and maintain.

There are no rules or no one enforces them.

Work outnumbers resources.

Leaders don’t talk to each other enough.

Governance Governance

AUTHORITY PLANNING

Tools MEASUREMENT

AUTHORITYWho is in charge? Do they – Who is in charge? Do they – and everyone else – know it.and everyone else – know it.

PLANNINGWhat’s your plan for creating What’s your plan for creating content – for launch and in content – for launch and in the future? How will you the future? How will you keep it up to date?keep it up to date?

MEASUREMENT

How will you determine if How will you determine if your content is working? your content is working? And what will you do about And what will you do about it if it’s not.it if it’s not.

Tools

What do content creators, What do content creators, reviewers, and publishers reviewers, 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?

Getting Governanceoff the ground

Getting Governanceoff the ground

DISCOVER, Document, DEFINE, and Decide

Identify StakeholdersIdentify StakeholdersDecision

MakerChampion

Influencer

Derailer

Implementers

HIDDEN STAKEHOLDERS

Ask …Ask …

What business goals are What business goals are we trying to achieve?we trying to achieve?

How can this How can this site/app/thing help?site/app/thing help?

What are the What are the consequences of failing?consequences of failing?

Ask …Ask …

What’s our point of view?What’s our point of view?

Who do we want to tell Who do we want to tell about it?about it?

Ask …Ask …

What do we know about What do we know about our users?our users?

What do we want them to What do we want them to know and believe about know and believe about us?us?

Who of them is most Who of them is most important to our important to our business?business?

Ask …Ask …

What content do we need What content do we need to communicate our point to 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?

Ask …Ask …

What kind of team do we What kind of team do we need?need?

Are there technological Are there technological constraints?constraints?

What’s our budget?What’s our budget?

You need a manifestoYou need a manifesto What is (and isn’t) the What is (and isn’t) the

purpose of the purpose of the site/app/thingsite/app/thing

Who it’s for and how it helps Who it’s for and how it helps themthem

What it provides and What it provides and conveysconveys

How it supports the How it supports the businessbusiness

Then Craft your MantraThen Craft your Mantra

It should be …It should be …

MemorableMemorable

MeaningfulMeaningful

MotivatingMotivating

HINTHINT

Alignment Doesn’t Always Mean Agreement

DOLE OUT AUTHORITY

WHY YOU NEED ITWHY YOU NEED IT

Two Kinds of AuthorityTwo Kinds of Authority

STRATEGIC Decision-Making

DAY-TO-DAYOPERATIONS

STRATEGIC DECISION-MAKINGSTRATEGIC 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

DAY-TO-DAY OPERATIONSDAY-TO-DAY OPERATIONS Are accountable for Are accountable for

implementationimplementation

Measure success and provide Measure success and provide recommendations for recommendations for improvementimprovement

Set and enforce standards and Set and enforce standards and guidelinesguidelines

Makes decisions about small-Makes decisions about small-scale content projectsscale content projects

DEVELOP THE PLAN AND THE TOOLS.

PlanningPlanning

LaunchLaunch

MaintainMaintain

MeasureMeasure

ImproveImprove

TOOLSTOOLS 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

DO IT(For Johnny).

HINTHINT

Change Takes Time and Tenacity

To get there …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 rules Know when to break the rules

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 UpWrapping Up

QUESTIONS?QUESTIONS?