{"id":9677,"date":"2020-03-10T08:00:23","date_gmt":"2020-03-10T08:00:23","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=9677"},"modified":"2020-03-18T18:41:43","modified_gmt":"2020-03-18T18:41:43","slug":"what-is-content-governance","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/what-is-content-governance\/","title":{"rendered":"What Is Content Governance and Why Does It Matter?"},"content":{"rendered":"

This article originally appeared on MightyCitizen.com<\/a>.<\/em><\/strong><\/p>\n

Content governance. If you haven\u2019t yet heard the term, start getting used to it. You\u2019ll hear it a lot. Ten years ago, when \u201ccontent marketing\u201d took hold, organizations realized that they needed to\u00a0create<\/em>\u00a0useful and beautiful content. Now that that\u2019s done, organizations are beginning to realize they need to\u00a0govern<\/em>\u00a0that content. Enter content governance.<\/p>\n

What is Content Governance?<\/h2>\n
Content Governance, noun: The collection of rules, processes, and protocols that define how an organization identifies, creates, publishes, maintains, and archives content.<\/h5>\n

You should probably be publishing far more content than you are right now.<\/a><\/strong>\u00a0But first, have a fixed plan for what you\u2019ll say\u2014and how and when and where you\u2019ll say it.<\/p>\n

Content isn\u2019t just what\u2019s on your website. Content is\u00a0everything<\/em>. Content is online tools, direct mail, and social media. Content is display ads, infographics, and events. Content is how you answer the phone and the signature in your emails. Anything your organization produces is content.<\/p>\n

Content governance is multifaceted. It involves various elements, like an\u00a0editorial calendar<\/a><\/strong>, workflows, a content audit, style guides, and more.<\/p>\n

And content is never complete. That understanding is the foundation of content governance: If you\u2019re not creating, you\u2019re maintaining or evaluating. You\u2019re creating a continuous cycle.<\/p>\n

\"Content<\/p>\n

The Benefits of Content Governance<\/h2>\n

Surface Ideas<\/h3>\n

By implementing simple processes for bringing the best ideas from every level of the organization, content governance empowers you to\u00a0tell your stories<\/a><\/strong>. There are specific ways to unlock the knowledge from your subject matter experts and turn it into something your audiences care about.<\/p>\n

Accuracy<\/h3>\n

Regularly review your content for accuracy. Facts grow stale and details become irrelevant with time.<\/p>\n

Accuracy is far too important to leave unattended. Inaccuracy can do lasting, nagging damage to your brand. Content governance puts rules in place that minimize inaccuracies, ensuring that what you say is true.<\/p>\n

Effectiveness<\/h3>\n

Let\u2019s say your organization produces three new pieces of content each week. In a year, you\u2019ll have 150+ discrete pieces of content that deserve your attention. In three years, you\u2019ll be pushing 500. What\u2019re the odds that\u00a0none<\/em>\u00a0of that content can be improved? As your expertise deepens and your governance plan takes hold organization-wide, you\u2019ll be able to enhance your content strategy by simply tweaking old content\u2014making the OK good and the good great.<\/p>\n

Reduction<\/h3>\n

Content governance prevents you from creating content that doesn\u2019t work, making your efforts to make and maintain content more efficient.<\/p>\n

The Challenges of Content Governance<\/h2>\n

Resources<\/h3>\n

Most organizations don\u2019t have the people power to dedicate to full-time content governance. But in time, \u201ccontent governor\u201d will probably become a job title\u2014especially for larger organizations. Investing in content governance now will have a guaranteed payoff long-term.<\/p>\n

Customized<\/h3>\n

No two organizations are the same, so a content governance plan must be customized. It must mold to the organization\u2019s particularities, not try to overhaul them.<\/p>\n

\"UT
The content governance plan for The University of Texas Permian Basin includes specifications around their teams\u2019 roles, workflows, requirements, etc.<\/em><\/figcaption><\/figure>\n

Silos<\/h3>\n

Effective content\u2014story ideas, fascinating expert insights, creativity\u2014can come from people who don\u2019t regularly (or ever) work with the marketing and communications teams. This is a governance problem. Workflows can solve it by connecting silos in an efficient, productive manner.<\/p>\n

The benefits of establishing a content governance plan outweigh the challenges by a mile. Organizations that let their content spin out of control will eventually find it infecting their brand affinity. Organizations, on the other hand, that devote resources and thinking to keep their public-facing content fresh, relevant, beautiful, and engaging will win the day.<\/p>\n

We\u2019ve seen content governance transform organizations, including some of our own clients at Mighty Citizen. For example, take a look at the work we\u2019ve done with the\u00a0Texas Association of School Business Officials.<\/a><\/strong><\/p>\n

Content governance isn\u2019t easy, but done wisely and intentionally, it will set your organization apart from the rest.<\/p>\n

<\/div>
\"\"<\/div>

About The Author<\/h3>\n\t\t\tAndrew writes. From an early age, Andrew has been obsessed with words\u2014considering a mastery of language key to mastery of thought. He studied English and Communications at The University of Texas before beginning a career in the world of nonprofit marketing. Eventually, he combined his love of words with his love of performance to become a software trainer, teaching fundraisers how to better manage their data. At Mighty Citizen, Andrew partners with our clients on a variety of projects\u2014including research, messaging, branding, and content governance. Reach him at abuck@mightycitizen.com<\/a><\/strong>.\n\t\t\t<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Content is never complete. That understanding is the foundation of content governance: If you\u2019re not creating, you\u2019re maintaining or evaluating.<\/p>\n","protected":false},"author":229,"featured_media":9681,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12,457],"tags":[1619,35,116,1562],"class_list":["post-9677","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-marketing-communications","category-take-aim","tag-content-governance","tag-content-marketing","tag-member-communications","tag-mighty-citizen"],"acf":[],"yoast_head":"\nWhat Is Content Governance and Why Does It Matter? - Association Adviser<\/title>\n<meta name=\"description\" content=\"Content is never complete. 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