WHAT DO YOU MEAN WHEN YOU SAY "CONTENT"?
9. April 2020
The truth about 'content'
At IMPACT, we understand the struggles of managing content across multiple channels and markets. We are working with clients who manage 100+ sites and cross-channel content delivery – we know the pitfalls and understand the complexity that is often encountered when working with content at a global to local scale.
By combining our technical know-how and governance processes, we are certain that we can improve your content strategy and content governance model
Let’s look at how we approach the 4 key components that make up a successful content governance model
1. ROLES & PERMISSIONS
Clearly mapping out the roles within your organisation and how they contribute to content delivery is at the core. Content doesn’t just “happen” – it takes multiple people to deliver great content to the “content consumer”.
In collaboration with you, IMPACT conducts a stakeholder mapping, either through workshops and/or interviews. Together, we define the best possible way to get the full overview of content stakeholders within your organization and how they play a part in content creation.
Key roles are often found in:
- Subject Matter Experts (SMEs)
- Editors or Journalists
- Design Department
- Content Department
Based on clarified roles, we deep dive into your existing permission groups, where we look at the “as-is” in the Content Management System (CMS). Usually, this is a simple overview of what permission levels are given in the different departments, but it provides a clear overview of how you govern content distribution in your organisation.
2. PROCESS & WORKFLOWS
Process is WHO, WHAT and WHEN. We map out the current processes and understand where each of the roles play into the process. Mapping out the process is at the core of content governance as it allows you to get an overview of:
- Who creates content?
- What content is created and where?
- What phases are involved?
- Who contributes in each phase?
- When is content published, updated and de-published?
With this at hand, you will discover what is referred to as your Content Lifecycle. Getting that overview is a valuable contribution to understanding your “to-be” content strategy and governance model.
Based on the roles, permissions and processes, we proceed with workflows, which are not only to be seen as technical workflows in your CMS, but also organisational workflows. It is important to distinguish between processes and workflows. Workflows require dependencies – processes do not.
We look at as-is workflows, if they are established, within your organisation and in your CMS implementation.
- Existing workflows, both technical and organisational
- Workflow automation in CMS
- Risks and dependencies mapping
Let’s define the content strategy together.
In this key pillar, we combine all of our learnings from the previous sessions and start clarifying what your content strategy should be going forward. We look at the following strategic items for content and define your content strategy for the next 1-3 years;
- Identify content KPIs
- Cross organizational content strategy
- Content areas
- Required roles and headcounts
- Global vs local content execution
- Automation and cross channel content delivery
- Content lifecycle strategy
3. MEASURE, LEARN & IMPROVE
At IMPACT, data and learning is at the core of what we do. We, like everyone else, understand that data can offer tremendous learnings and insights. Therefore, the final and 4th component in our content governance and content strategy model is where we look at how to measure, learn and improve.
Content is only as good as how it is perceived by the “content consumer”. Based on the KPIs in your content strategy, we look to identify:
- Engagement metrics
- Traffic & SEO value
- Conversion contribution and attribution modelling
- A/B testing content evaluation
- And more…
If you found the above interesting and would like to start working more strategically, be in control of your content, and understand how it drives value for your organisation, please reach out to us. We look forward to working with you and establishing your content strategy and content governance model and see how you succeed in driving customer engagement.