Process to the people: How content governance can power content teams

Content processes make sure that everyone involved with content, from stakeholders to subject matter experts to content creators, have a shared understanding of the work being done.

In this presentation, CSI senior strategist Blaine Kyllo shares a suite of content process models for each phase of the content life cycle that can be used—immediately—by anyone, in any company, in any industry.

Transcript

1. PROCESS TO THE PEOPLE How content governance can power content teams
3. photo: Bob Gruen
4. photo: CBC
6. photo: New York Times
7. • Different teams creating the same content • Review and approval cycles taking too long • Content not being repurposed and reused
8. • Lack of coordination between departments • Inconsistent content • Outdated, incorrect, off-brand content
9. photo: ASUKomm
10. • Decision making and accountability Governance
11. • Roles and responsibilities • Tools to create and manage content • Systems to align teams • Frameworks to ensure business goals are met Content governance
12. photo: Italian_Bicycles
13. • An instruction for a single task Procedure
14. • A collection of procedures that describe the 
 steps of performing a task, from end to end Process
15. –Alec Sharp, Workflow Modelling (2008) “A process is a collection of interrelated activities, initiated by a triggering event, which achieves a specific, discrete result.”
16. photos: Blaine Kyllo, Wolfmann
18. photo: Parlophone
19. photo: Manuela Rosi
21. photos: Michel Catalisano, Pixabay, Jorge Zapata
22. CONTENT PROCESSES
23. photo: Benjamin Ashton
24. photo: KHJ Studio
25. PROCESSES NEED TO BE •Defined •Documented •Cross-functional
27. photos: Øderud, Metalworks Institute, Lindsay Hickman
28. photo: icons8, Tumi-1893, Moose Photos
29. photos: PJ Mixer, Raw Pixel, Mahlon Hirsch
30. photo: Raw Pixel, Daniel Steuri
32. DEFINING CONTENT PROCESSES
35. PLANNING CONTENT
36. Financial photo: Robert Scoble
37. Financial
43. Financial photo: Sascha Kohlmann
44. Financial
48. Municipality photo: Ildar Sagdejev
49. Municipality
53. DESIGNING AND CREATING CONTENT
54. Tourism marketing photo: Mogodore
55. Tourism marketing
58. Financial photo: Pixnio
59. Financial
63. Financial photo: Ryan Lawler
64. Financial
67. Media photo: William Johnson
68. Media
71. photo: PanicAttack
74. BEST PRACTICE CONTENT PROCESSES
75. DEFINE CONTENT STRATEGY Strategize & ideate phase
79. CREATE EDITORIAL CALENDAR Plan phase
82. CREATE CONTENT BRIEF Plan phase
85. CREATE CORE CONTENT ITEM Design & create phase
88. CREATE TIMELY CONTENT ITEM Design & create phase
91. EVALUATE CONTENT ITEM Evaluate phase
96. MAINTAIN CONTENT ITEM Maintain phase
100. photo: Raw Pixel
101. WHY CONTENT PROCESSES?
102. photos: Raw Pixel, Douglaseru
103. photos: CSI, Alec Sharp, Joshua Turner
104. photo: Shane Rounce
106. photo: Wikimedia Commons
107. photo: Rama
108. PROMISES, PROMISES • Why content processes are useful • How content processes can be created
109. PROMISES, PROMISES • Examples of content processes that have been developed for a variety of sectors • A common set of content practices that you can use
110. video: TedMed
111. THANK YOU FOR LISTENING
112. DOWNLOAD PROCESS DIAGRAMS • ow.ly/SbMw30nWVGP
113. MORE ON CONTENT PROCESSES • Getting familiar with content processes (CSI) • Let processes guide you to great content governance (Gather Content)
114. Alec Sharp for 
 more on processes and how they are used in more general business contexts
115. Related articles at ContentStrategyInc.com: • How to use a RACI chart to define content roles and responsibilities CSI newsletter: • eepurl.com/bTo4PH
116. QUESTIONS? Blaine Kyllo
 Content Strategy Inc blaine@contentstrategyinc.com
 +1-778-999-7656 @solocorps | @Team_CS_Inc