Digital content governance: What it is, Why you need it, How to do it
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Transcript of Digital content governance: What it is, Why you need it, How to do it
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h"p://echa.europa.eu/addressing-‐chemicals-‐of-‐concern/substances-‐of-‐poten8al-‐concern/svhc-‐roadmap-‐to-‐2020-‐implementa8on
Digital content governanceHilary Marsh
Guest lecture, University of Washington course “Content Strategy: Crafting the User Experience”
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What is governance, and why do we need 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
h"p://ashram.yogasatsang.org/yoga-‐classes
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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