After defining ContentOps, this presentation then looks at four key principles that can be implemented at Higher Ed institutions for delivering effective content through efficient content operations - workflow, clearly defined roles, content types and templates and content style guides.
4. We’ll be covering…
How to connect silos3
Typical content operations processes2
What ‘Content Operations’ is1
5. We’ll be covering…
Tips for implementing at
your institution
4
Typical content operations processes2
What ‘Content Operations’ is1
3 How to connect silos
6. We’ll be covering…
Examples from
other universities
5
Typical content operations processes2
What ‘Content Operations’ is1
How to connect silos3
4 Tips for implementing at your institution
7. A little background
Me!
I’m a Content Strategist that
has been helping to develop
and share our thoughts on
content operations,
particularly in relation to
Higher Ed.
9. A little background
Higher Education
We have lots of customers in
this sector and we conducted
research with some of those
to inform our thinking
(and this talk).
10. A little background
Our Survey
Our survey focused on
Content Operations in Higher
Ed and the data referenced
today is based on responses
from over 60 different
universities.
60+
11. Defining content operations
Deane Barker
Chief Strategy Officer, Blend Interactive
Content operations is concerned with everything between
content strategy and content management, and therefore is
the “glue” between the plan for content, and the content
management system in which it’s managed and delivered.
12. Defining content operations
Colleen Jones
Head of Content, MailChimp
Content operations is the behind-the-scenes work for
managing content activities as effectively and efficiently as
possible. Today, content operations often require a mix of
elements related to people, process, and technology.
22. Why they’re important
Clearly defined roles
Vital when those
involved are spread
far and wide
Important when
content may not be
someone’s job
Make it easy for
people to do what
they need
23. The benefits
Clearly defined roles
Fewer revisions, faster
approvals
Less back and forth and
wasted time
No confusion over who needs
to do what
Structured team with clear and
agreed focus
24. Our survey says …
Clearly defined roles
The average number of
people a piece of content
passes through before it is
published is 4.
4
25. How they connect silos
Clearly defined roles
Facilitates better collaboration,
around a shared goal, on a common
playing field.
26. Tips for success
Clearly defined roles
Be detailed and
prescriptive when
assigning tasks
Example: Someone needs to
review content. What are
they reviewing?
Accuracy • Voice and tone •
Brand style • Spelling •
Grammar
State what they don’t
need to do
Don’t shoehorn
content onto people’s
to-do lists
27. Learning from Illinois State University
Clearly defined roles
A central web and interactive
communications team
Departments were seen as clients and
worked with on individual projects
Defined roles and responsibilities
across, comms/content, design, dev
and SMEs
28. Learning from Illinois State University
Clearly defined roles
Business-wide goal to give content the
attention it deserves
Department Chairs, faculty members,
admin staff, marketing people and
many others were all involved
Clear roles kept people focused on
specific tasks
29. Learning from Illinois State University
Clearly defined roles
Connected different disciplines -
content, design and development
Faster review and approval of content
Overall a quicker turnaround for
projects
30. Learning from Illinois State University
Clearly defined roles
‘You can make bad content look good, but
it is still bad content’
- Zach Purcell, Illinois State University
32. Why they’re important
Production workflow
Understand effort
and resource
needed
Gain insights into
project scope and
timelines
Help to identify
bottlenecks
33. The benefits
Production workflow
Keep content production on
track
Agreed narrative for producing
and delivering content
Facilitates effective
collaboration
34. Our survey says …
Production workflow
How satisfied are you with your current content
production process?
35. How it connects silos
Production workflow
Creates and facilitates a
common way of working,
removing multiple practices
and chaotic processes.
36. Tips for success
Production workflow
Someone needs to be
responsible
Use language those
involved will
understand
Write/Create/Produce?
Finalise/Sign-off/Approve?
Define the workflow
as early as possible
Effectively
communicate
progress
37. Learning from Cornell University
Production workflow
Redesign of alumni.cornell.edu and
giving.cornell.edu
Legacy sites - not responsive or accessible
Lots of contributors with varying writing
skills, outdated content, broken links
Create a system that drives good UX and
meets business goals through content
38. Learning from Cornell University
Production workflow
Five workflow stages:
Draft
Approval
Review
Publish
Push to CMS
40. Learning from Cornell University
Production workflow
Successful cross-department collaboration via
a bespoke workflow
All content production and approval achieved
in 3 - 4 weeks
2000/3000 pages of content reduce to 200
30 - 40 people using GatherContent during the
project lifecycle
42. Why they’re important
Content types & templates
Helps people
deliver content in
the right format
Provides a
framework for all
involved with
content production
43. The benefits
Content types & templates
Consistent content across all
departments
Save time without the need to
format and edit content
Easily map content to the CMS
Provide guidelines at the point
of content production
Repeatable and scalable
process
44. How they connect silos
Content types & templates
Content types help create
structure, allowing information
to be repurposed for different
scenarios and devices.
45. Tips for success
Content types & templates
Involve the right
people from across
various teams
Document the
different content
types, with
examples
Think about the
technology being
used to publish
content
46. Learning from University of Leicester
Content types & templates
Connected two processes to go digital
first
Streamlined workflow
Structured content allowed for
consistent content to be produced on
time
47. Learning from University of Leicester
Content types & templates
Started small with a pilot project and
then rolled out further
Pilot for undergraduate prospectus
involved 10 departments
Postgraduate prospectus involved 24
departments
Created page templates and then
invited people
48. Learning from University of Leicester
Content types & templates
Five workflow stages:
Content added
Sent to department
Amends made
Ready for design
Website updated
49. Learning from University of Leicester
Content types & templates
Reduced email traffic between marketing
team and academic departments
Content delivered and approved on time
Content consistent in format and style
across all departments
Clear guidelines and structure for
contributors
51. Why they’re important
Content style guide
Helps writers
produce content in
the right style and
format
Enables an
organisation-wide
understanding of
style
Clear rules and
guidelines for
content
52. The benefits
Content style guide
Consistency in content format
and style
Empowers content creators
Saves time having to rewrite
and edit content
53. Content is created and managed in silos, often outside of the digital teams reach, with varying agendas and priorities
Content isn’t given the respect it deserves by every school, department and faculty
Often, subject matter experts struggle to understand why writing specifically for the web is important
and don't buy in to institution-wide content initiatives
73%
69%
67%
Poor quality content and inconsistent websites across the university undermine your brand
67%
Our survey says …
Content style guide
54. How they connects silos
Content style guide
Brings people together around a
shared style and vocabulary
with clear guidelines and rules.
55. Tips for success
Content style guide
Create the style
guide in a format
that will ensure it’s
used
Disseminate the
style guide
effectively
The style guide is a
working document
that needs to be
maintained
56. Example 1 - Dundee University
Content style guide
61. To achieve change and deliver
effective content, you need to
invest in content operations.
62. Next steps …
Content style guide
Map out your
ContentOps -
people, process and
technology
Identify what’s
working and what
needs
improvement
Focus on
implementing one
principle to get
started
63. Let’s chat!
GatherContent
Visit us at booth 24 for a
demo, to find out more about
our Higher Ed customers and
to chat about ContentOps.
30 day free trial:
gathercontent.com