Keeping it Fresh: The 6 Pillars of Web Content Governance

Content. It is the bane of existence for web marketing managers everywhere. As soon as a new site is up and running, the content is getting old in inaccurate by the minute. Chasing business owners to revise, update or write new content is a constant struggle. To make it worse, many areas may not have an owner at all..

Fancy CMS systems were supposed to solve all that with expiration dates on content and distributed ownership but the tools themselves are just the means. People still need to use them.

That is where Web Content Governance comes in.

Web Content Governance is the overall approach to the way content is created, managed and maintained intended to ensure consistency, accuracy, relevance and compliance. It generally comprises of 6 main components: Process, Structure, Policies, Standards, Ownership, Processes and the Systems that are used to enable, enforce and automate them.

The details of each component vary between companies but generally include the following:

  • Process
    • Creation
    • Updates
    • Retention / expiration
    • Archiving
    • Workflows:
      • Editorial review
      • Legal review
      • Brand Review
      • Publishing
  • Structure
    • Content classification
    • Media types
    • Taxonomy and Metadata
    • Hierarchy and inheritance
  • Policies
    • Legal
    • Security
    • Data collection
    • E-mail
  • Ownership
    • Roles
    • Permissions
    • Escalation
  • Standards
    • Brand Guidelines
    • Content guidelines
    • Accessibility
    • Legal
    • Copyrights
  • Systems
    • Content Management System (CMS)
    • Digital Asset Management (DAM)
    • Document Management
    • Business Process Management (BPM)

Few tips and tricks

  1. Assign a bad cop. A senior enough executive who would be the enforcer.
  2. Build a team of champions. Department of area champions who have enough familiarity with the tools and can provide knowledge and communication channel to different business units and groups. The team should meet on a regular basis.
  3. Use automation. The ability to set content expiration is a great way to ensure all content is looked at (however briefly) regularly.
  4. Don’t relinquish control over the last step. Someone from the centralized web / marketing team should still review every page before it is being published

Healthcare IT Gets Snubbed in “State of the Union”……So What!

I would not want to be the President right now. No matter what he said on Wednesday night, he undoubtedly would leave someone out; some initiative, some special interest, some high priority agenda item. Then how, with tackling the exorbitantly high cost of healthcare as the single highest profile item on his desk, did he forget to mention Healthcare IT (HIT)? Seriously, how?

There was no mention of the ARRA and HITECH money allocated to demonstrating “meaningful use” of healthcare IT that hospitals, doctors offices, healthcare clinics and every other possible recipient has been scrambling like chickens with their heads cut off to understand for the past 6 months. There have literally been new businesses created to analyze and make sense of this information; new government committees established to oversee the process; experts and pundits claiming this and that on national stages, radio shows, conferences; with all the press HIT has gotten from the day the President was sworn in, you’d think he would’ve give us a progress report, at least from his point view.

There was no mention of the EMRs, CPOE, Clinical Data Repositories, PACS, and Electronic Documentation that are all suitable candidates for the initial projects providers can tackle because of the availability of research and best practices available for these initiatives. No mention of the increased regulations from JCAHO, HIPAA, and CMS. No mention of the accessibility issue so closely related to the President’s broadband initiative that will determine patient accessibility beyond the hospital walls.

There was no mention of the strategies that CIOs, CMIOs, CEOs, and CFOs are utilizing such as data warehousing, clinical data marts, electronic capture of patient information through kiosks (just like when you check in at the airport); clinical alerting to increase compliance with Core Measures and other regulations; and using evidence-based decision making from strong data quality, discrete, standard, timely data collection, and last but not least, enterprise-wide data governance strategies.

Ok, so we were all left out, but as Tom Hanks would say “there’s no crying in baseball”.  Good thing for us, we don’t have time to sit and sulk.  First things first, get your act together.  You will never understand where your weaknesses lie and your opportunities for improvement sit without understanding the information you’re collecting, on a day-to-day basis, across the entire spectrum of your healthcare organization.  The average hospital has 120 different software applications, mostly transactional, that all have their own subset of data. Understanding this vast landscape, and integrating the data and transforming it, in a timely manner, into actionable information, is critical for any executive; the providers able to balance government demanding reform, patients begging for lower costs of care, researchers advancing the standards for higher quality, and the constant advancements in technology will be the ones who not only survive, but emerge from this recession stronger than when they entered. You will be looking for a roadmap!

6 ways to get your web presence and infrastructure in shape for 2010

In this lingering recession, everyone is looking for new ways to better position themselves to compete and grow revenue. A lower level of consumer and business spending will require efficiency, careful optimization and leverage of low cost assets and methods. It’s time to get into shape! Here are 6 ways to revamp and strengthen your web sites and infrastructure on a modest budget:

Revamp your web strategy for a web 2.0+ world.

The internet world has dramatically changed in the last 3-4 years. Social networks, user communities, user generated content, twitter, the iPhone and other mobile devices, GPS and location aware devices and the other components of Web 2.0 completely altered the way businesses and users communicate and transact online. Each of the Web 2.0 components come with their own set of opportunities and challenges. They provide new channels that enable communication at a fraction of the cost while demanding a new approach to openness, transparency and interactivity. Regulatory, security and governance concerns are not always easy to address. Chart a path in these new waters by rethinking your Web Strategy and redefine the role that the web and other digital channels will play in the company’s future and put a plan in place for its execution.  

Implement a social media strategy and measure its value

Social media tools are a great way to build honest online relationship with customers and other audiences. Doing it right is not always easy. A social media strategy will force you to think through and define where to be and what is to be communicated, set the tone and nature of interactions, set guidelines on how to respond to negative feedback, factor in legal and regulatory implications, address intellectual property and security issues and many other aspects need to be thought through. In addition, measuring the impact of these activities is not always easy. Building a model that can assess and provide value guidelines is very important. 

Reduce costs by Leveraging open source and Cloud web infrastructure components

We have a client who recently came to us asking advice after a planned $3M Oracle e-business implementation turned into a projected $15M 3 year project. We recommended they look at OfBiz and other open source e-commerce frameworks. Open source enterprise level software , SaaS and Cloud Computing have matured to the level that major organizations are leveraging these low cost scalable solutions to build a robust infrastructure that can replace big investments in hardware, software licenses and data centers.  

Take control of your content – Deploy a Content Management Solution

For many companies, fresh content is key to repeat visits. As sites scale, managing and maintaining them becomes an expensive and difficult task often dependent on IT or external resources. Content Management Systems (CMS) provide business users with the ability to modify and update sites and global structures that make graphical changes easy to implement. They also provide ability to segment users, add personalization and social features such as Blogs and community without the need for additional software and services.

User Experience Redesign

If your website has not gone through a redesign in the last 3 years, chances are that it looks dated. What looks fresh and relevant changes all the time and the key in the last few years has been incorporation of user engagement and interactivity, quality content that speaks more directly to the users, content targeting and using sites as relationship building tools rather than one way communication streams. Sites need to add rich content, video and mobile support as well as dynamic interfaces. All these changes contribute substantially to improved website ROI

Optimize sites for goals and conversion

It’s crucial that every marketing and search dollar is well spent. To do this, websites need strong web analytics so that sites can be continuously optimized to maximize conversion and be careful to avoid the main pitfalls. Web analytics capability allows businesses to test new ideas, layouts and promotions and to quickly refine them to drive sales and traffic as well as optimize search and marketing spend. With Google analytics and other low costs services, setting great analytics does not have to mean big bucks.