Content coming “over the wall” happens when people across the enterprise don’t fully understand how content gets made. When people refuse to relinquish control, the content creation inefficient, and quality suffers.Ĭontent creators are overwhelmed by the amount of work they have, or they feel they don’t have the skill sets needed to do the workĬontent writers or producers are often the most visible and easily understood roles in a large or complex content process. They simply don’t trust that their content will get published unless they shepherd it personally through the process. Sometimes writers and subject experts don’t want to give up control. The task or activity gets put on hold, relegated to the backburner, and gets elevated only when it becomes a crisis.Ĭontent creators become protective of their content, and are unwilling to let go or share responsibility. The result is confusion.Ĭontent updates and priorities aren’t understood or enforced.Īn extension of not knowing who does what or who to ask, is that nothing gets done at all. When team members come from many departments, don’t meet regularly, or are located in different offices, the people responsible for content don’t know who to go to for subject matter expertise. We hear this often from our enterprise clients. Common problems when content roles and responsibilities aren’t definedĬontent team members are either “sort of” or “not at all” confident they are talking to the right people and teams.
If they don’t, you’ll end up going in circles. If your content processes are to survive and thrive, everyone needs to be pulling on their oar at the same time. Yes, you do! All organizations, regardless of industry or size should clearly define roles and responsibilities.įor content teams, a RACI is one of the foundations of good governance and goes hand in hand with clear content processes.
Support team structure and cross-team structures.Reinforce content processes and workflow.It’s especially useful for cross-functional teams and projects that involve many departments. The best way of doing this is through a responsibility matrix, or RACI (stands for Responsible, Accountable, Consulted, and Informed).Ī RACI chart helps clarify who does what by mapping responsibilities, tasks, or deliverables to roles. RACIs to the rescueĬontent roles and responsibilities need to communicate content leadership, ownership, and execution on an ongoing basis. Ĭompanies of all sizes, from mid-level to enterprise, face exactly same challenge.
Often, the frustration stems from the lack of clarity around roles and responsibilities. “Why are we always fielding content requests in crisis mode? We spent all this time creating a content plan that no one follows.” As a manager of a content team, you may find yourself having a head-on-desk moment at some point, frustrated by content processes that never seem to work.
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