David Adams
Digital Content Operations Strategist
As a strategist, I lead the discovery and requirements phases of Digital Transformation programs, with a focus on content. In discovery, I drive the creation of a wish list of requirements and an understanding of current capabilities, which are then evaluated through the lenses of leading practices and untapped tool capabilities. The resulting opportunities are prioritized using an effort/impact methodology. The strategy is documented in the form of a sequenced roadmap with supporting documents for each project outlining the approach, goals, resources, and timing at a high level.
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Centralizing Digital Content Management in a Bank
The bank had 10 instances of a content management system, each aligned with a digital property: the main site, a wealth management site, a brokerage site, a financial education site, an internal site, etc. Standards structures, and processes varied across instances, making asset sharing impossible. This created costly duplication of resources and content.
Content Operations Strategy Process
A systematic way to generate data and form a strategy
Content Capability Audit
A clear understanding of the maturity and interoperability of your capabilities across the entire content supply chain is essential to forming a workable strategy. When I lead audits I use a structured discovery process including interviews, document reviews, and metrics to evaluate your capabilities against leading practices for each stage of the content supply chain
Value Opportunity Identification
Addressing each capability gap unlocks value but also requires resources. Before embarking on capabilities projects you must confirm that the potential value is meaningful to your business’ When I lead value identification work I create a high-level economic model to estimate the potential value for each capability gap. Quantifying potential value provides filtering and validation for capabilities improvement programs.
Solution Design
The solution must fit into the enterprise landscape. When I lead solution design it includes recommendations on process design, team structure, and tools, including specific tool capabilities and integrations. The resulting solution design documentation has enough detail to validate solution feasibility as well as define the processes, resources, and tools needed to unlock value.
Prioritized Roadmap
Few organizations have the capability to tackle all of the value-added opportunities uncovered. When I lead roadmap creation, I will identify the organization’s capacity and appetite for change, dependencies among various solutions, and the impact of any external initiatives. The resulting sequencing is presented as a road map to validate the strategic goals of the organization.
Project Outcome
The recommendation was to sequentially roll each smaller system onto the main website instance, prioritized by resource cost savings. A preparation guide was created so each site could harmonize content organization, metadata, branding guidelines, and style guidelines prior to migration. A content audit identified stale or orphaned content that did not need to be migrated. This audit and site-to-site duplicate content indicated the potential for the future total content footprint to be 50% of the original size.
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