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Kathy Wagner & Melissa Breker
Co-Founders, Content Strategy Inc
@Kathy_CS_Inc + @ melissabreker
#ConfabINT
What’s up
for today?
Session overview
1. Maturity Models
2. Governance Models
3. 5 Pillars of Content Governance
4. Change Management
5. Road Map
Have a scenario
in mind…
Melissa’s Bio
• Grew up wrestling
crocodiles in
Australia
• Transitioned out of
marketing into
content strategy
• Fell in love with
supporting change
Today I help change the way people think about content through teaching,
mentoring, partnering with others, and running workshops.
Kathy’s Bio
• Grew up reading and
daydreaming
• Moved through technical
communications &
customer experience
• Have been doing content
strategy my entire life
Today I help change the way people think about content by shining a light in
dark corners and cleaning out content cobwebs.
Company Clients
And what
about you?
And what about you?
• 72% work in a company
• 10% work in an agency
• 10% work in government
• 8% work in higher education
And what about you?
• 60% are just getting started in content
governance.
• 25% are already awesome at it and want to
swap notes.
• 15% don’t know where they fit, but seem
pretty worried about content governance.
• Personal intro
• One thing you love
• What’s important to
you about content
governance and
why?
Small Group Introductions
Content Governance
Content governance
provides a
framework for
content decisions,
roles, and,
responsibilities.
Project X
Process √√√√
Content Maturity Model1
What are we
trying to
achieve with
governance,
and why?
Content Process Maturity Model
Get a detailed version of this model here: http://www.contentstrategyinc.com/wp/wp-content/uploads/2015/01/Content-Strategy-
Inc-Content-Maturity-Model-2014.pdf
What do we hear
from clients?
“This is so embarrassing. We’re the
worst.”
“But nobodynobodynobodynobody does it well, do they?”
“In some ways we’re managed and
sustained, and in other ways, we’re
ad hoc.”
True story…
Get a detailed version of this model here: http://www.contentstrategyinc.com/wp/wp-content/uploads/2015/01/Content-Strategy-
Inc-Content-Maturity-Model-2014.pdf
3 questions in
3 minutes
Where is your organization
on the maturity model?
What could
your
organization
do to move up
a level?
What could be the
positive business
impact of moving
up a level?
Learning Exercise
At your table:
Discuss at your
table.
Where is your
department?
Where are you as
an organization?
Content
governance
environment
Where are
you in the
maturity
model?
How can you
progress to
the next
level?
Why is it
important to
progress?
Questions?
Short stories?
Content Governance
Models2
A governance
model is how
the governing
responsibilities
are assigned
and distributed.
There are 4 different models:
• Informal
• Decentralized
• Centralized
• Hybrid
What about
a matrix
model?
Adapted from Jason Mogus’s four governance models for managing digital:
http://communicopia.com/insights/four-models-for-managing-digital
Adapted from Jason Mogus’s four governance models for managing digital:
http://communicopia.com/insights/four-models-for-managing-digital
Adapted from Jason Mogus’s four governance models for managing digital:
http://communicopia.com/insights/four-models-for-managing-digital
Important to note:
A
centralized
content team…
…can actually sit within multiple other teams.
Matrix model (True story… )
How do you decide?
Business goals
Maturity model goals
Organizational culture
Management style
Scalability
Ease of execution (readiness for change)
As content specialists, we often prefer the
idea of a centralized model.
It allows for maximum control over content
strategy, quality, and functionality.
BUT…
“A hybrid model works
best for us.”
What do we hear
from clients?
3 questions in
3 minutes
What governance model is
your organization
currently using? How do
you know?
What governance model
would be most effective
for it to use, and why?
If those two
things are
different, what
are the obstacles
in changing
governance
models?
Learning Exercise
At your table…
Debate
• Which governance model works
best for your situation?
Or, Discuss:
1. What are the barriers to changing
your content governance models?
2. What are the benefits of changing
your content governance models
Questions?
Short stories?
5 Pillars of Governance3
How?
People
Just a few writing-specific skills
Web writing
Marketing
Journalism
Technical writing
Creative writing
Blog writing
Business writing
Editing
True story…
True story…
True story…
True story…
What do we hear
from clients?
“Nobody wants to
give up control.”
“We don’t know
what anyone else does.”
“We’re all executers.
There are no leaders.”
1 question in
1 minute
Do you know what skillsets are needed to
achieve your vision?
Content Success Metrics
Think about
Governance success,
not just content
success.
Business success:
• Align with business strategies
• Reduce costs and time to publication
• Improve consistency of customer experience
Employees success:
• Do good work and grow their skills
• Feel ownership over their work
• Understand the bigger picture
Breaking it down
Plan to communicate level of success
1 question in
1 minute
How will you
know if your
content
governance
is working?
Decision-Making
& Support
“If you chose not to
decide – you have still
made a choice!”
Neil Peart
Why create standards and
guidelines for decision making?
To make sure that decision making is:
• Strategic
• Consistent
• Scalable
• Learnable
• Sustainable
• Measurable
A content
support tool
communicates
decision points
that have already
been made, or
provides strategic
guidance for
making ongoing
decisions.
What do we hear
from clients?
“The squeaky wheel gets their
content on the home page.”
“We keep inventing the wheel
again and again.”
“We have a style guide. It’s on the
shelf. It’s outdated.”
1 question in
1 minute
What decisions
need to get
made?
Brainstorm
As a group, write as many content
support tools as you can think of.
Use 1 stickie per idea.
Post the stickies on the wall on your way
to break.
Piano
Content Processes
What is a business process?
Process
Sub-process 1
trigger result
“A process is a collection of interrelated
activities, initiated by a triggering event,
which achieves a specific, discrete result.”
Sub-process
2
Sub-process 3 Sub-process
4
~ Alec Sharp, Workflow Modelling, 2008
Design & create content process
Detailed
processes
Lines of visibility: Lines of visibility: Lines of visibility: Lines of visibility:
Who does what
when they hold the
work.
Start high-level.
Provide more detail
as needed.
Start with
common
scenarios.
Define
alternative or
uncommon
processes only
as needed.
What do we hear
from clients?
“We don’t really follow any
organized process.”
(But they actually do!)
“Our team needs autonomy,
so they don’t want process.”
1 question in
1 minute
What processes
and variations
are important
throughout the
content
lifecycle?
Content Information
Systems and Workflow
Basically, they’re technologies that
support people in getting work done.
Information Systems
~ Wikipedia
Some examples of content
information systems:
• Content management systems
• Data asset management systems
• MS Word
• Dropbox
How do you know which are the right
systems to use?
It depends!On:
• Business and content goals
• Budget and resources
• Management and working style
• Use cases
Look for
opportunities to
consolidateand
integrate.
A workflow is how the work moves
within and between information
systems.
This includes both human/technology
interactions and automated processes.
Eg: CMS authoring workflow
t4Simple CMS workflow
Start high-level.
Provide more detail
as needed.
Start with common
scenarios.
Define variations as
needed.
What do we hear
from clients?
“Email is our primary
communication tool.”
“Our systems don’t speak to
each other.”
“Our CMS is designed for
developers, not authors.”
1 question in
1 minute
What content problems
does your business have
that information systems
and workflow could help
with?
Learning Exercise
Pick up a handout package.
Choose one of the five
worksheets to complete.
Questions?
Short stories?
Managing Change4
Common challenges
• Lack of resources
• Lack of cooperation or collaboration
• Lack of clear leadership and support
• Inability to set priorities
• Difficulty hiring skilled employees
• Lack of organizational maturity
Adoption curve
Lewin’s change model
Find an
internal
champion
What they’ll
do:
Get budget,
break down
silos, support
progress.
Start small.
Pilot projects and
bite-sized chunks.
Small wins.
Big voice.
Know your budget and resources.
Grow your budget and resources.
Give
incentives
and
rewards.
Give incentives for changing
old behaviors and rewards
for adopting new behaviors.
1. Practice content strategy
2. Demonstrate positive results
3. Provide tools and resources
4. Become expert content advisors
5. Advocate and educate
No control or authority?
Influence like crazy!
True story…
What do we hear
from clients?
People don’t want to give up
control
It’s hard to make time for
change
We’ve tried before, but we slip
back to our old ways
3 questions in
3 minutes
Who will be
your content
champion?
What
budget and
resources
do you
have to
work with?
How can
you get
people
excited?
Getting it done5
Create a
roadmap.
Q1Q1Q1Q1 Q2Q2Q2Q2 Q3Q3Q3Q3 Q4Q4Q4Q4
DefineDefineDefineDefine & & & &
ttttestestestest----drive:drive:drive:drive:
New
processes &
roles
CMS workflow
Success
metrics &
toolkit
Expand &
refine
Goal:Goal:Goal:Goal:
Select teams
& pilot
projects
Start
authoring in
CMS
Start
measuring
Roll out
throughout
organization
Educate & advocate
True story…
Individual exercise.
Create a roadmap for yourself.
Refer to the Content Roadmap handout.
Questions?
Short stories?
Wrap Up
Things to do next week
1. Review these slides and your notes.
2. Identify one small step forward.
3. Take action!
4. Join our mailing list:
www.ContentStrategyInc.com
5. OR email me:
Books about processesOther resources
www.contentstrategyinc.com/content-governance
Thanks! Stay in touch.
@MelissaBreker
@Kathy_CS_Inc
ContentStrategyInc.com
Let’s hear from you.
Final thoughts?
Questions?
