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When projects fail, managers often blame inadequate tools and training. But poor processes often are the root cause -- and fixing those processes is the key to success. But that's easier said than done. When the system isn't working, how do you find the broken parts? Even when you've found them, what's the best way to change them? Learn how to recognize common process problems, recommend solutions, and build a business case so that your recommendations will be heard.
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About Me
• More than 30 years in Tech Comm– Software documentation– Marketing– Project management– Training– Consulting
• STC Fellow
Our Processes Are a Mess!
• Poor (or nonexistent) communication
• Content is scattered,in different formats
• Muddled roles
What We’ll Cover Today• Causes of process problems• How to find them and fix them• How content strategy fits in• How to make your voice heard
The Key Message
Address process problems first• Before recommending new tools• Before changing the budget• Before bringing in new people
Causes of Process Problems• Mergers & acquisitions• Using processes designed for
a different kind of content• Not adapting to changing circumstances
Where Are the Process Problems?
You can observe a lotby watching.
Photo source: Wikipedia
Common Process Problems
Problem
Poor (or nonexistent)communication channels
Solution
Channels that are:• Well understood• Easy to use• Actually used
Common Process Problems
Problem
Content is scattered, in different formats• Internal source files, AND• Customer-facing information
Solution
Standard format
Single, shared repository
Common Process Problems
Problem
Muddled roles
Solution
Clearly defined roles & workflow
Common Process Problems
Problem
Inconsistent presentation, doesn’t support the brand
Solutions• Style guide• Training for writers• Reuse
The Content Strategy
Are your processes:• Tactics for handling various situations?
OR• Tactics chosen because they fit a strategy?
The Content Strategy
Content strategy is:
Recommendations about how to create, deliver, and govern web content
- Kristina Halvorson
...aligning content to business goals, analysis, and modeling
- Rahel Bailie
The Content Strategy
Making Your Voice Heard
• Factors that go into the business case• Cost avoidance vs. revenue
enhancement• How to get realistic numbers
One Step at a Time
1. Talk with people inthe trenches
2. Change what you can
3. Enlist support
4. Present the business case
5. Get approval
6. Recommend peopleand tools
Summary• Address process problems first• Before fixing process problems, you
have to find them and understand them• The content strategy is your friend• Learn how to make your voice heard
(the business case)
Your Questions
