Published on March 29th, 2011 | by Rahel Bailie4
Content Workflow Diagram
This week’s example of a content strategy deliverable is a content workflow diagram provided by Ingserv‘s Richard Ingram. This deliverable gets created when you’re determining the workflow for each type of communication piece. This particular example depicts a mid-to-large firm’s content workflow process for the publication of a new press release.
If the format looks familiar, it’s because in the vein of “great minds think alike”, Ann Rockley also uses swimlane diagrams, as shown in her book, Managing Enterprise Content. Richard has added a few extra extra components to provide clients with more context. Richard adds that “there’s nothing about the design process of these types of diagrams that I would consider complicated. Usually, once we’re all happy with what I’ve sketched on paper, I like to use OpenOffice.org’s Draw to rapidly sketch the final diagrams. With several diagrams of this type for any one project I even insist on using Draw’s gallery of preset shapes and icons. I save so much time doing it this way.”
As an aside, I’ve noticed that many organizations are averse to technology-assisted workflow. In fact, one CMS vendor told me that over 80% of customers never turn on the workflow module. Sometimes it’s because it’s “one-step workflow” – the communications person writes, edits, and uploads the content – and that’s fair enough. Other times, it’s resistance to change that holds an organization back. The manager wants to see a Word document, print it out, mark it up, and give it to the admin person who is tasked up the upload process. It works well – until there’s a problem and no one can establish the audit trail for the content. However, documenting workflow is quite useful for situations where content is componentized, re-used, is destined for multiple outputs, or has multiple touchpoints within an organzation.