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Content Strategy, Workflow, and Governance
MOAR LITA STUFFS!
• Top Technology Trends– Sunday, 10:30-11:30, 201C
• LITA 201– Sunday, 4:30-5:30, Convention Center 120 C
• LITA Happy Hour– Sunday, 6:00-8:00, Bar-ly, Chinatown, 101 N. 11th Street
• Town Meeting– Monday, 8:30-10:00, Convention Center 120 C
LITA Forum 2014
Transformation: From Node to NetworkAlbuquerque, NM
November 5-8
Program Proposals due February 24th
Registration opening Junelita.org
Seminal Works for Content Strategy
Kristina Halvorson Erin Kissane
Content strategy is…
“Content strategy plans for the creation, publication, and governance of useful, usable content.”
-Kristina Halvorsonhttp://www.alistapart.com/articles/
thedisciplineofcontentstrategy
Content strategy is…
• A growing discipline unto itself;• How (and sometimes when) you say what you
say;• A mix of branding and editing;• A way to ensure a consistent experience for all
of your users.
Content strategy is NOT your CMS
“Hoping that a content management system will replace…human care and attention [to web content] is about as effective as pointing a barn full of unmanned agricultural machinery at a field, going on vacation, and hoping it all works out.”-Erin Kissane, The Elements of Content Strategy
Wherefore Content Strategy in Libraries?
• Reference/public services have the reference interview;
• Tech Services have the AACR2, MARC record;
• IT staff (network/desktop) have recognized industry standards.
Web staff have content strategy.
This is our area of expertise;
These are newly emerging librarian skills;
Embracing content strategy creates a clear channel in which we can operate.
Roles in Kissane’s Content Strategy Model
• Editors– Know how/trained to write for the web– Understand the audience
• Curators– Develop ideas for new tools and types of content
• Marketers– Communicate with customers– Usability testing, outreach
• Information Pros– Create information architecture– Develop workflow for all
Activity: Content Creators
Who are your editors, curators, marketers, and info pros?
If every answer is “me,” take a REALLY hard look at your duties, your time, and your job description.
Defining Content• Primary audience:
• WHO is this content for?
• Scope:• WHAT information and elements comprise it?
• Interactivity outcome:• What do we want to happen when the primary audience
interacts with it?
• Update frequency:• How often does this need freshened up to prevent it from
being stale? WHEN (and WHERE?) is it relevant in users’ lives?
Examples: Jefferson County Libraries
• Feature Carousel• Pressroom Page• Database Lists
Feature Carousel, 1/2Primary audience: PatronsScope: • qualitative selection & timely promotion of
services• qualitative selection & timely promotion of
events, programs and classes• qualitative selection & timely promotion of
campaigns• no more than 5 items at a time• primarily graphical presentation w/ text only
serving as a title to elicit a click through
Feature Carousel, 2/2
Interactivity outcome: – Provide a hook into an experience of the library
(digital or physical)– Circulating traffic within the website
Frequency:- multiple times per week
Press Room Page, 1/1Primary Audience• Media & community contacts
Scope• press releases• “In the news” items• awards & recognitions• Reporter Resources
o Fact Sheetso Strategic Plan & Budgeto Annual Reportso Request an Interview
Press Room, 2/2Interactivity Outcome:• Accurate and timely information about the libraries is
reported
Update Frequency:• Awards & recognition items updated as needed• Reporter Resources reviewed/updated 1x per year
Database Lists, 1/2Primary audience• Power users• Staff
Scope• Comprehensive list of subscription databases listed
alphabetically by name and grouped by subject.• Intended for staff assisting patrons or patrons doing more
extensive research with the databases.• Connects patrons with resources for topics not covered by
subject guides.
Database Lists 2/2Interactivity Outcome
• Staff will have quick access to a complete list of JCPL’s databases.• Patrons researching topics not covered by the subject guides will still
have a path to reliable content.
Update frequency:Monthly (related to purchase acquisition activities)
Workflow Matrices
• Once you have all of the content pieces defined, you can create workflow matrices
• Benefits:– Communicating content expectations for all (so they
know what/when to expect change)– Communicating obligation to responsible parties and
their management– Making these discussions with stakeholders iterative
ensures that it accurately reflects everyone's understanding.
What to Include in a Matrix
• Name of the content type• Responsible party/ies• Frequency of updates• Staff time required
Content Type Responsibility Frequency Time
Blog posts - Crazy Readerz
TART daily .5 hr
Reviews by Teens (patron)
TART weekly - 2x .5 hrs
Page - Homework help (Teens)
TART quarterly 2 hrs
List - Teens TART yearly 16 hrs (2 hrs X 8 people)
Teens section workflow
Content Type Responsibility Frequency TimeDatabase list Digital
Resources Librarian
quarterly 1 - 2 hrs
Seasonal guides Digital Resources Librarian
quarterly 1 - 2 hrs
Subject guides Digital Resources Librarian
quarterly 1 - 2 hrs
Research section workflow
Content Type Responsibility Frequency Time
Blog posts - Books & Beyond
Collections Committee
weekly - 3x .5 hr
List - Adults Adult collection development staff
monthly 3 hrs
Books, Movies & Music workflow
How much of this can we reasonably do?
If it’s too much, we should scale back our content.
If you can't support it, don't build it!
Hands-On: Content Definition and Workflow
• Pick a page on your site that has a lot of components that come from different sources, and:• define it: primary audience, scope, outcome,
frequency• make a workflow matrix for it: responsibility,
frequency, time needed
Governance“Web governance is the structure of people, positions, authorities, roles, responsibilities, relationships, and rules involved in managing an agency’s website(s). The governance structure defines who can make what decisions, who is accountable for which efforts, and how each of the players must work together to operate a website and a web management process effectively.”
• Federal Web Managers Governance and Operations Sub-Council
• http://www.howto.gov/web-content/governance/definition
Why Do We Need Content Governance?aka, “The Great LibGuides Fail of 2011”
• LibGuides was Auraria Library’s first CMS• Best practices for guide content were drafted,
posted, and reviewed on the intranet but never fully vetted/implemented
• The result:– No consistency in IA/navigation– No consistency in design/layout– No consistency in image use/quality/attribution– Frustrated web admins, frustrated librarians,
disinterested users
Who are the People, Positions, andRoles in Library Content Governance?
• Web librarians, designers, and developers• Marketing/communications/graphic design• Content creators (often in public services, but can
include any and all other areas of the library)• IT (in-library, external)• Admin
What are, or should be, the responsibilities of all of these entities for library web governance? What are the relationships among them?
Who are the Authorities in Library Content Governance?
• Web librarians, designers, and developers• Supervisors• Web oversight/advisory committees• IT department(s; library/external)• Administration• Boards (public libraries)• Parent institutions (city, college/university)
What Documents Constitute the Rules for Library Content Governance?
• Job descriptions, performance plans• Strategic plans• Best practices, guidelines, style guides• Process documentation• Training materials• Committee charges• Web server access agreements
Who makes which rules? Why?
So…Are We the Web Police?
• Sorta…but our goals are to:– Decentralize content production– Bring more people into the web site fold– Take advantage of, and promote, everyone’s expertise
and knowledge about library resources and services– Establish a unified voice/brand for our libraries– Create a web site that is consistent, current, adheres
to best practices, and is easy/pleasant to maintain and use
Recovering from The Great LibGuides Fail of 2011:The Auraria Content Governance Model
• Two new governance models:– New content creation model– New tool/service creation model
• People, positions, authorities, responsibilities and roles were sorted into appropriate planning, development, launch phases
• Models and processes were vetted and adopted by the Shared Leadership committee
Vet content with staff as appropriate
Content container created Assign responsibility for
content creation/maintenance
Mockup/sample content, developed based on best
web writing practices
Web staff checks code, tests
CXC vets content
Published to live
Proposal for new content, revisions to CXC for idea
approval
Content Creation/Revision
Make changes as necessary
Make changes as necessary
Planning
DevelopmentLaunch
Gather information from stakeholders
Content Model: Planning Phase
• Anyone can make suggestions for new content• Responsibility for creation/maintenance must be
assumed or assigned• Sample content must be provided before web staff
work begins• Web team makes recommendations for presentation
of the content
Content Model: Development Phase
• Content container created (Drupal content type) and designed by web staff
• Vet with staff as appropriate (depends on content)
• Web team revises as necessary based on feedback
• Communications Committee reviews/approves content
Content Model: Launch Phase
• Communications Committee vets content• Web staff checks/tests affected parts of the
web site• Changes made, as necessary• Content published to production environment• Content marketed as determined by the
Communications Committee
New Tool/Service Creation
Tool/content manager/group
manager assigned
Project specifications & plan developed by Online Interfaces Working Group
Prototype developed on dev server
Prototype presented to library staff
Training conducted, if necessary
New tool deployed to live server
Prototype moved to staging server
Prototype revised based upon staff input
Documentation created
Launch date/plan coordinated
Planning Phase Development Phase Launch Phase
Written proposal, with stakeholder input, for new tool to ADs for approval
Project manager assigned
New Tool/Service Model: Planning Phase
• Requires a written proposal from initiator• Approval (including prioritization, more
to follow) by assistant directors• Project plan and specifications developed
by tech experts in Online Interfaces Working Group
• Project/content manager(s) assigned
New Tool/Service Model: Development Phase
• Web staff develop iterative prototypes in dev environment
• Complete prototype placed in context of entire site on staging environment
• Feedback from staff solicited, evaluated, incorporated
New Tool/Service Model:Launch Phase
• Web team writes documentation• Develop/conduct training• Launch planned/coordinated• (Left off: marketing!)• Deployment
Activity: Governance
Tips for Governance Modeling
• Be democratic• Be transparent• Be overly communicative• Be positive/use positive language• Give authority to others, with a clear understanding
of the related responsibilities• Ask for authority for yourself and articulate why you
need it
Hands-On Governance• Draft the following lists:– The existing web content people, positions, roles,
relationships, and responsibilities – The existing authorities over the library’s web site– The existing rules governing the library’s web site• Policies, best practices, job descriptions,
strategic plans• Do a quick assessment (what exists of) your current
governance model• Write/sketch some suggested improvements
Maintenance & Development Possible Topics?
• Web environment development• Migrating web sites• Advanced tools• …?
Questions? Comments?
Christine Coughlan
@hoodedcloak74
Nina McHale
ninermac.net/contact
@ninermac