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Defining content workflows

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Description

A content workflow establishes the process for requesting, creating, reviewing and publishing specific types of content. We'll share a framework and tools for defining a content workflow to keep your content strategy on track.

Transcription

  1. 1. Defining content workflows Or, how to avoid content chaos Content Strategy Singapore Meetup - April 27, 2017 Christine Oon, PebbleRoad Maish Nichani, PebbleRoad
  2. 2. Agenda Case study What are content workflows Why do we need them How to create and use them
  3. 3. Case study
  4. 4. MOM website The Ministry of Manpower (MOM) has a website. It has a structure and the structure holds content. The content is owned by different departments. There is one team that helps publish content to the website. What should happen when a policy update is announced?
  5. 5. 3 policy changes There were 3 updates to the Employment Act. 1. Employers now had to issue Itemised Payslips to employees covered under the Act. 2. Employers are to issue Key Employment Terms (KETs) in writing to employees covered under the Act. 3. Employers must keep the latest 2 years of Employee Records for all their employees.
  6. 6. Is anything wrong here?
  7. 7. The workflow followed Write new pages Publish to existing structure • Did not consider the target user • Put the pages in the wrong place in the structure • Did not consider existing pages that needed to change
  8. 8. Existing relevant pages
  9. 9. What should have changed New page under Salary Paying salary page updated with info on itemised payslips Contract of service page updated with key employment terms New page under Employment Practices on keeping employee records
  10. 10. Content workflows
  11. 11. What are content workflows A workflow is an agreed process to do something. A content workflow, then, is an agreed process to do stuff with content. Stuff with content includes: Creating content (e.g., new product page) Optimising content (e.g., adding a few more sections) Automating content (e.g., publishing to social media)
  12. 12. Typical content publishing process (es) Plan Create Publish Promote Measure Optimise Review ApprovePlan Write ... ... Plan Curate Test Approve ... ...
  13. 13. When to use content workflows When content: Needs to be optimised Is complex Is important Involves many people Involves many systems Involves many changes
  14. 14. Easy peasy “I was part of a team that was having a devil of a time getting clear about the QA part of our workflow. Everyone was confused. I finally drew these stick figures and sent this drawing out to everyone. Someone else added the wigs. Whoever said workflows can’t be fun?” - Marcia Riefer Johnston, author of Word Up! http://contentmarketinginstitute.com/2016/07/define- workflow-content-production/
  15. 15. Layering the steps Create Step Write content Create infographics Create calculator Who Christine Nick Merry How long 2d 1d 2d Output HTML (Gather Content) PNG HTML, CSS, JS Tools Content style guide, Editorial calendar, Core model Visual design guidelines Frontend pattern library
  16. 16. Case study example Plan Create Publish Promote Measure Optimise The Plan step was skipped.
  17. 17. A planning tip: use core model approach https://alistapart.com/article/the-core-model-designing-inside-out-for-better-results
  18. 18. A workflow to establish workflows :) Identify key process Identify roles Identify steps Layer the steps Automate Do this in a workshop
  19. 19. Identify the problematic process Your case: A telco is releasing a new postpaid plan. There are many parties involved in different stages of the process. The telco wants to ensure that the campaign is successful and offers a high- quality service experience for customers.
  20. 20. Identify roles Postpaid plan owner PR and communications Web team Social team Marketing Sales Customer service Legal Resellers Service centre …
  21. 21. Identify steps Plan Create Review Schedule Publish Promote Measure Create case Review Respond Analyse Optimise Before launch After launch Support case Knowledge management Close
  22. 22. Layer the steps Create Step Who How long Output Tools
  23. 23. Document the workflow Content Strategy Toolkit by Megan Casey
  24. 24. Automate where possible www.gathercontent.com
  25. 25. Summary Identify the content type that needs a specific workflow Invite relevant people such as subject matter experts, business owners, call centre reps to a workshop List out and agree on the steps, people, duration, tools and outputs Educate and enforce the use of the workflow Automate where possible
  26. 26. Resources • PebbleRoad: Defining content publishing workflows • Gather Content: How to create a content production plan • Content Marketing Institute: How to Define a Workflow That Keeps Content Production On Track

Description

A content workflow establishes the process for requesting, creating, reviewing and publishing specific types of content. We'll share a framework and tools for defining a content workflow to keep your content strategy on track.

Transcription

  1. 1. Defining content workflows Or, how to avoid content chaos Content Strategy Singapore Meetup - April 27, 2017 Christine Oon, PebbleRoad Maish Nichani, PebbleRoad
  2. 2. Agenda Case study What are content workflows Why do we need them How to create and use them
  3. 3. Case study
  4. 4. MOM website The Ministry of Manpower (MOM) has a website. It has a structure and the structure holds content. The content is owned by different departments. There is one team that helps publish content to the website. What should happen when a policy update is announced?
  5. 5. 3 policy changes There were 3 updates to the Employment Act. 1. Employers now had to issue Itemised Payslips to employees covered under the Act. 2. Employers are to issue Key Employment Terms (KETs) in writing to employees covered under the Act. 3. Employers must keep the latest 2 years of Employee Records for all their employees.
  6. 6. Is anything wrong here?
  7. 7. The workflow followed Write new pages Publish to existing structure • Did not consider the target user • Put the pages in the wrong place in the structure • Did not consider existing pages that needed to change
  8. 8. Existing relevant pages
  9. 9. What should have changed New page under Salary Paying salary page updated with info on itemised payslips Contract of service page updated with key employment terms New page under Employment Practices on keeping employee records
  10. 10. Content workflows
  11. 11. What are content workflows A workflow is an agreed process to do something. A content workflow, then, is an agreed process to do stuff with content. Stuff with content includes: Creating content (e.g., new product page) Optimising content (e.g., adding a few more sections) Automating content (e.g., publishing to social media)
  12. 12. Typical content publishing process (es) Plan Create Publish Promote Measure Optimise Review ApprovePlan Write ... ... Plan Curate Test Approve ... ...
  13. 13. When to use content workflows When content: Needs to be optimised Is complex Is important Involves many people Involves many systems Involves many changes
  14. 14. Easy peasy “I was part of a team that was having a devil of a time getting clear about the QA part of our workflow. Everyone was confused. I finally drew these stick figures and sent this drawing out to everyone. Someone else added the wigs. Whoever said workflows can’t be fun?” - Marcia Riefer Johnston, author of Word Up! http://contentmarketinginstitute.com/2016/07/define- workflow-content-production/
  15. 15. Layering the steps Create Step Write content Create infographics Create calculator Who Christine Nick Merry How long 2d 1d 2d Output HTML (Gather Content) PNG HTML, CSS, JS Tools Content style guide, Editorial calendar, Core model Visual design guidelines Frontend pattern library
  16. 16. Case study example Plan Create Publish Promote Measure Optimise The Plan step was skipped.
  17. 17. A planning tip: use core model approach https://alistapart.com/article/the-core-model-designing-inside-out-for-better-results
  18. 18. A workflow to establish workflows :) Identify key process Identify roles Identify steps Layer the steps Automate Do this in a workshop
  19. 19. Identify the problematic process Your case: A telco is releasing a new postpaid plan. There are many parties involved in different stages of the process. The telco wants to ensure that the campaign is successful and offers a high- quality service experience for customers.
  20. 20. Identify roles Postpaid plan owner PR and communications Web team Social team Marketing Sales Customer service Legal Resellers Service centre …
  21. 21. Identify steps Plan Create Review Schedule Publish Promote Measure Create case Review Respond Analyse Optimise Before launch After launch Support case Knowledge management Close
  22. 22. Layer the steps Create Step Who How long Output Tools
  23. 23. Document the workflow Content Strategy Toolkit by Megan Casey
  24. 24. Automate where possible www.gathercontent.com
  25. 25. Summary Identify the content type that needs a specific workflow Invite relevant people such as subject matter experts, business owners, call centre reps to a workshop List out and agree on the steps, people, duration, tools and outputs Educate and enforce the use of the workflow Automate where possible
  26. 26. Resources • PebbleRoad: Defining content publishing workflows • Gather Content: How to create a content production plan • Content Marketing Institute: How to Define a Workflow That Keeps Content Production On Track

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