managing the tug of war of content decision making through governance: case study

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Managing the Tug-of-War of Content Decision Making Through Governance: Case Study

Brande Martin, MAContent ManagerCollege of American Pathologists

Intelligent Content Life Sciences & Health Care ConferenceSan Francisco, CAMay 9, 2014

The College of American Pathologists (CAP) wasestablished in

1946.

The CAP is the leading organization for board-certified pathologists and second largest medical society in the United States.

© 2014 College of American Pathologists. All rights reserved. 3

The CAP serves • patients

• pathologists, and the

• public

by advocating excellence in the practice of pathology and laboratory medicine worldwide.

The CAP represents more than 18,100 practicing pathologist members from across the United States, Canada, and abroad.

© 2014 College of American Pathologists. All rights reserved.

THE CAP WEBSITE

6

BACKGROUND OF THE WEBSITE

Main Audiences:

• Member Pathologists

• Laboratory Professional Customers

Site History

• “Bricks & Mortar” site architecture set up

• Center of marketing efforts

• Push marketing

• Print model transferred to online


NO GOVERNANCE PLAN — WHO IS THE DECISION MAKER?


CONTENT TUG-OF-WAR


NO CONTENT GOVERNANCE LEAD TO…


• Varied writing styles

• Mixed messaging (subject matter experts or marketing)

• Multiple versions of information

• Broken links

• No consistent taxonomy


IMPLEMENT CONTENT GOVERNANCE


Quality Content

Component of Content Strategy

DEFINING ROLES – NEW CORE DECISION MAKERS


RAPID® DECISION-MAKING MODEL


•Content Owners•Content Manager•Marketing Manager

Web Content Content Manager

Marketing Message Marketing Manager


Digital Team

Source: Adapted from the RAPID® Model. Bain & Company.


Subject Matter Content Owner

PROCESSES & WORKFLOWS


USABILITY PROCESS

CONTENT MANAGEMENT SYSTEM

• Requests only from content owners (not all staff)

• Content owners input basic changes

• 30-Day content reviews

• Workflow follows Web team process

• Decisions & approvals follow RAPID® model


GUIDELINES (DOCUMENTATION)


MODULAR-BASED CONTENT FORMS


INTELLIGENT CONTENT


Source: Joe Pulizzi

TRAINING = INTRODUCING CHANGE

Digital Content Writer’s Guide Trainings

Held 2 or 3 weekly sessions for a month with established content decision makers.

o Introduced new processes

o Gave content entry form guidance

o Conducted basic Web writing workshops


CONTINUOUS TRAINING

• Incrementally introducing the changes

• Providing access to the content governance materials (staff website)

• Holding more trainingso Workshopso One-on-Oneo Group

• Using blogs, videos, & webinars


MANAGING THE CHANGE

Content strategists must

• Hold firm to the content governance model

• Negotiate, when needed, with challenging content owners

• Be empathetic

• Reassure content owners of benefits of return on investment

• Rely on the content governance model to guide you


CONTENT OWNER REACTION …

to the CAP’s Content Governance Plan…

“It was a very collaborative process and the marketing and business users had shared goals that made the process work well.

Thanks for your leadership and direction!”


QUESTIONS

THANK YOU!

CONTACT ME:

Brande Martin, MA

[email protected]

[email protected]

Linkedin: www.linkedin/in/brandemartin.com

Twitter: @brandemartin


mailto:[email protected]

mailto:[email protected]

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