Join Morten Rand-Hendriksen for an in-depth discussion in this video Workflows, part of UX Foundations: Content Strategy.
- [Voiceover] Great content is rarely created by a single person and managing large volumes of content requires well crafted work flows. When content is created and managed, it's not enough to focus on the content and it's quality alone. You also have to consider the time it takes, the costs involved and the people doing the work. At a high level, establishing effective content workflows starts with a series of questions. Who is creating the content? Who is editing that content? Who is approving the content? Where is the content added? How is the content added? How adds the content? Who publishes the content? And who manages the content once it's been published? When creating workflows, start by documenting existing workflows through interviews and observations of the content creation process.
Once you have a clear picture of how content is created, draw a flow chart and invite the content creators and managers to provide input. More than likely, the act of mapping out the workflows will unveil inefficiencies or bottlenecks that can be avoided or bring awareness to a simplified method most of the team are unaware of. Depending on the size of the organization and who is involved in content production and management, workflows may vary, but they have some general similarities that can be mapped out in a flowchart. Typically you start with an idea that is assigned to a person who writes a draft and then that draft is sent to editing.
The editors send it approval and then it's sent to be entered into the system and indexed and categorized and then it's sent back to final approval before it's published and then someone takes over maintenance. In addition to high level content workflows, it's usually a good idea to create micro-level workflows for parts of the content strategy process that are repeated often. For a magazine or a newspaper where writing and editorial work is front and center, micro workflows around ideation, research, fact gathering, writing, fact checking, citation, editing, and media gathering are common.
For a website featuring user generated content, a micro workflow around curation and rights management is appropriate. In more design oriented companies, a micro workflow around the actual management of design assets could be just as appropriate. Here is an example of the handbook for the company Mobify and how they handle Photoshop files. The workflows you need to map out depends solely on how and what type of content you are publishing. In addition to providing a roadmap for the day to day work of those involved in content creation, established workflows play a significant role in ensuring all steps are followed and things are done properly.
Finally, mapped out workflows are great for new team members as they are on-boarded. Having a clear roadmap that explains the content creation and maintenance process makes it easier for them to jump in and become part of that process.
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