Daniel Eizans: Content Strategist, Geek

When it comes to your Web site content, who is responsible for removing it after its lifecycle? For many of you publishers out there, I’d wager that you treat your expired content the same way you treat your recently deceased and always distant Aunt Mildred … Whoever has the bandwidth to get the job done gets stuck with figuring out what to do next, and more people than necessary will ultimately have to become involved.

We owe expired content and our expired Aunt Mildreds a lot more respect than that my friends. Had we only had taken the time to plan for the end of their lives ahead of time, numerous people’s time and productivity wouldn’t be taxed by these untimely deaths.

Enter the Content Strategy, enter the Governance Plan!

As I stated in a post from a few weeks ago, I’m of the belief that good content strategists forge fruitful relationships with content managers. One of the most important facets to this relationship is related to the governance of content. As content strategists, we’re essentially serving as the funeral director for our content managers tasked with dealing with expired content on our sites. Through various touchpoints and reviews, gap anlaysis and a complete content inventory that maps the site, a good content strategist should be able to establish all of the things that need to be accounted for when a piece of content expires. The strategist will be able to answer all of the manager’s funeral questions. Some examples you ask?

• Does the content link to other critical content on the site? (Does it serve as a gate to non-expired content)
• Has the content been embedded on or linked to from partner or vendor sites?
• Will the removal of this content create a gap in our messaging plan?
• Does this content simply need a refresh as opposed to complete removal?
• Will the content need to be archived?

Those are just a few things that come to mind. Believe me, there’s a lot more. Just like when dear old aunt Mildred died, there are tons of things you never seem to think about until content is gone.

So, why haven’t we been preparing for the death of content and the death of aunt Mildred?

I believe most organizations fail at governance because they expect that their content management systems or the manager of said system to do all of the lifting. They overlook the need for a governance model prior to CMS selection or workflow development, opting instead to (prematurely) dive into technical design and development, hoping the creative skinning and product capabilities will magically solve operational requirements.

In other words, strategy for the content that goes in your CONTENT management system comes after you select the system. How incredibly backwards is this!!

There are many schools of thought out there about how to establish a governance model, and I’m sure that all of them have some merit, but without the strong collaboration between content strategists and content managers little will be done to solve the headaches that come when content finally expires.

If you’re interesting in reading up more on the governance process, check out Navigation Arts has some pretty insightful research, as does Razorfish (PDF).

The moral of the story really is to plan ahead, and determine all of the factors that will occur if your content or your aunt Mildred suddenly expire.

Have you implemented a Governance Model? I’m curious to hear the details. Comment below!

Photo by Dave Shea (a.k.a Mezzoblue)

Marketers have always had to worry about overall brand health via word of mouth but are are now becoming more reasonably concerned (if not panicking) about consumer sentiment in the social media space and on properties they otherwise don’t moderate or own. This is considered a necessary evil, but all fine and good; because at least we have control over what content is published on our own Web sites and can limit what consumers are adding to the conversation. Right?

Now, with Google Sidewiki and other web annotation services like Blerp, publishers are realizing they have no control over what users are saying about their content, and that those opinions can now convieniently live right next to our carefully worded, incredibly insightful site via Google Toolbar or widget. Gasp! Shudder! The Horror!

Should you worry?

If your content or your brand isn’t useful, then yes you absolutely should be worried about it. However, if you’re publishing content that is optimized, honest and useful to visitors, you should see sidewikis as one more oppotunity to connect with your readers on a deeper level. The fast evolution of the Web is forcing companies to become more and more transparent out of necessity, which in turn calls for better content. People aren’t as concerned with connecting with brands on an emotional level online. They want you to be useful, which calls for web content to be functional, relevant and most of all valuable to the consumer.

Have A Plan

No matter how good your content and content strategy are, you should still be prepared in the event negative entries do start to pop up. Be honest, open a dialogue and address issues. Orvis does a phenominal job of addressing every negative comment or review that appears on its Web site by openly admitting how the feedback was addressed by consumer relations teams, how it affected the future development of the product and if any immediate changes to the product in question will occur as a result. Because the company handles business in this fashion, the users of their Web site wear their love for Orvis on their sleeve, improving word of mouth offline. These consumers also act as an army of brand evangelists for the company in numerous spaces online.

But Will Sidewiki Take Off?

I think that’s a great question. I’ve waited almost three months to write about it and form an opinion. I think early adopters have done some really interesting things with Sidewiki – adding insight, history to articles and opposing perspective to extreme points of view. Personally, I think tools like sidewiki were 100% inevitable, and that ultimately, a moderate portion of web users will adopt, while a smaller number will participate. That being said, Google has historically pulled the plug on projects that didn’t turn out the way the company was hoping for. Lively comes immediately to mind as one of the failed lab experiments, so the jury could very well be out on Sidewiki for the next year or two.

Don’t Panic. Everything Will Be Ok

I understand the worry site publishers have about having unmoderated commentary attached in a convenient sidebar right next to the site they worked so hard to produce and the jury also still seems to be out on whether sidewiki content will hurt the SEO value of the actual site. I also worry that sidewikis have the potential to become giant graffiti walls that serve no real value to enhancing conversation or elaborating on existing site structures, but still contend that the content on your acutal site is what you as a publisher really need to worry about.

We can spend a lot less time worrying about what could be said in a sidewiki, provided we focus on useful, relevant messaging. As content strategists, we say it all the time – it all comes down to what content you put out there. You either have the confidence to put product and your voice out there to stand up for themselves or you don’t. You can always choose not to participate, though I strongly discourage that course. Stay the course content creators. Stay the course!

What do you think of Google Sidewiki? Should we be as worried as some people seem to be?

Every Wednesday morning, I wander upstairs to cheat on my colleagues in the content strategy and user experience departments to broaden my knowledge base and talk about things just as geeky as our collective practices.

You see, Wednesdays are my weekly trysts with my agency’s Content Management and Content Integration groups. I very much enjoy these sessions, not only because it provides me the opportunity to fully nerd it out on everything from asset grids to meta data, but it also affords me the opportunity to vent shared frustrations, create new efficiences and discover insights as to how we make this whole content strategy/content management thing play nice. I do this because ultimately, I’d like to better serve our clients and assist our content developers in producing more relevant and compelling creative.

Let me start by disclaiming that I’m of the opinion that content strategy is most certainly NOT content management. As strategists, we have input on how the content is produced, managed and governed, but our goal is ultimately to aid in the creation of a strategic set of best practicies and personas to be sure that content developers are creating the most appropriate content for machines and humans.

So, if content management is concerned with the cataloging, re-purposing and proper tagging of assets so they’re readily available and relevant, and content integration is concerned with making these assets usable for a variety of media channels, how do these guys get along with and provide insights into the content strategy role?

The answer that I’ve slowly been coming to after a few months of getting inside the heads of various content integration and management team members is that there is an absolutely crucial need to design a common set of systems, routines and nomenclature for an integrated content development process – something myself and two colleagues are working very hard to shape.

It seems that our separate languages can certainly be understood by one another, but somehow can become twisted in interpretations when they’re translated to those outside our happy content development cycle. So, it seems far better to step forward with a universal dialogue to properly marry content strategy and user experience to content management and integration so that POV can be articulated to the content development process laymen.

This calls for unprecedented collaboration, which can be difficult in a large agency setting. It means content managers and strategists need to work very hard to understand the other’s practice.

Good content strategists should have a strong understanding of how asset management and integration works (EVEN IN NON-DIGITAL!!), and asset managers and integration specialists have to understand the insights and data sets that influence how a content strategist develops personas, works with experience planning, determines gap analysis and creates a point of view for a given project.

If content management doens’t understand the results of strategic persona process, assets can’t be tagged properly in databases and potential efficiencies for content integration across communication and campaign platforms will most likely be missed. Missed opportunity creates a creep on scope when new projects and the potential for new content creation comes around. Likewise, if content strategy doesn’t better understand the management and integration process influence on management and evenutal governance of an asset will never be achieved.

So I’m putitng out an APB for the creation of a content development dictionary of sorts. Content producers need a common set of terms and ways to explain the roles of their colleagues and everyone needs to understand these terms, roles, processes and routines through a common nomenclature.

Big agencies traditionally suck at this, so I’m especially interested in what you strategists working within this environment are doing to combat it.

I know it seems silly to have to tell people to integrate into a process for content development, but as agencies and organizations attempt to become less siloed by re-aligning as content production houses, they’re effectively creating new silos by coming up with their own language, process and routine for handling individual steps to creating the work.

So strategists … have you hugged your content manager or your integration team today? If you haven’t head upstairs and do so. They’re smart and insightful people who will make you think more deeply and cause you to write better strategies.

Drop thoughts below in the comments and check back for periodic updates to my attempts to write the Content Development dictionary.

Disclaimer: The opinions reflected in this post ARE NOT necessarily those of my employer. These opinoins are strictly my take on the content development process.