Join Morten Rand-Hendriksen for an in-depth discussion in this video Governance and ownership, part of UX Foundations: Content Strategy.
- If I told you the avocado is fruit, you're likely going to Google it, because as far as you know, the source, me, is not an authority on the differences between fruits and vegetables. Whether it's a product, a press release, or tweet from a corporate account, the governance and ownership of content matters. Knowing who content came from and who stands behind it, plays a big part in our decision to trust it our not. It also plays a big part in the creation of the content.
In this chapter, we'll look at the creation and management of content, focusing on the questions, who, when, how often, and what next. Starting with the question who owns the content? Looking at the work flows established in the previous chapter, you'll see there are various roles involved in the creation of a piece of content. First, someone has an idea. Then, someone decides time and money should be invested in making content to represent this idea.
Then, someone creates the content. Someone edits the content. Someone approves the content. Someone publishes the content. And someone manages the content. Through all of this, there has to be a level of governance. Someone holds the authority to approve or deny the content and someone has to stand by the content as its guarantor, so to speak. At the macro level, mapping out these power dynamics and establishing clear roles and hierarchies ensures everyone, both internally and externally, knows who owns the content and who decided to publish it.
At the micro level, ownership is a different animal. To get stakeholders and contributors to feel passionate about the content and invest in it, they have to feel a sense of ownership to it. This isn't just something I'm writing for my employer, this is something I believe in. Something that is part of who I am, part of my identity. The same goes for the audience. Encouraging a sense of ownership in the audience makes them ambassadors for your products and services. No company has done this better than Apple.
People don't merely use their products, they feel like the products are part of their personal identity and feel a deep connection and ownership to them. Challenge any Apple fan on the lack of color options for the iPhone, and you'll get an earful about superior design. The user has adopted a sense of ownership of the product and the brand and will defend it even if they have nothing to gain from doing so. Establishing a sense of ownership of content internally can be as simple as granting ownership rights and responsibilities through roles and hierarchy and attaching incentives to creating and helping the creation of content that meets and exceeds expectations.
Establishing a sense of ownership in the audience requires long-term strategies and a fair bit of luck, but it is possible, just look at Tesla.
Learn the four elements of constructing meaningful content, from identifying your audience and structuring and wireframing content to developing content guidelines and measuring the success of your efforts. Author Morten Rand-Hendriksen also shows you how to develop persona spectrums to better understand your users and evaluate the needs of important stakeholders and influencers.
- What is content?
- The components of content strategy
- Identifying stakeholders and audience
- Developing user persona spectrums
- Auditing your content
- Building guides, templates, and workflows
- Creating the content
- Measuring success