The editorial model
We no longer manage our own 'websites', but work from a single platform in which content is shared. This means that in principle anyone can modify the content of all content types for which they have editing rights. This requires good editorial agreements and places greater responsibility on the editors.
The editorial model describes the functions and responsibilities of employees who deal with online content.
The editorial model clearly separates between:
- subject matter/content experts
- content writers
- content managers
We distinguish between employees who have substantive knowledge of matters about which information must be provided online, and employees who have knowledge of how information can be properly communicated online. The first group provides the input for the content, the second group ensures that the content gets published online in the right way. Within the second group, there is a distinction between employees who make content suitable for online publication and employees who actually put the content online. This means that not everyone needs access to the CMS anymore. Based on their editorial role, an employee may or may not get an account in DrupalCMS.
Not only do we distinguish between content specialists and online specialists, there is also a division of labor within the group of online specialists based on desired competencies and skills. The tasks assigned to the employee determine which editing rights are granted to the Drupal account.
Editor role assignment
The product owner platform is ultimately responsible for the content of the complete platform and monitors the alignment of the content with the user and organizational objectives at an overarching level. The product owner platform monitors policies, guidelines and agreements for both content and metadata. He directs the taxonomist. The product owner platform ensures coordination with the product owner technology when it comes to new functionalities.
The target group content managers are substantively responsible for a specific part of the platform, namely the content aimed at a particular target group. The target group content managers research customer needs, ensure an optimal customer journey within the platform and assess requests for new content. They also periodically develop initiatives to analyze and improve the performance of the website with respect to their target group (reviewing web statistics, optimizing conversions, increasing visitor numbers, etc.).
A content expert has been designated for each topic on which there is online content. These individuals ensure that changes from the organization are communicated and periodic checks are made to ensure that current online content is still current. They also provide new content. They work closely with the content writers.
The content writers are responsible for content creation. They write content for the content platform based on customer requests and rewrite/edit content provided by content experts so that it becomes suitable for online communication: does it meet the central quality criteria, does it answer users' questions, is it in line with Radboud University's tone-of-voice and house style guidelines? They can also enter the content into the CMS in consultation with the content managers.
- Content writer - 'creator': This content writer only creates customer-oriented new content for a specific part of the website, but does not enter it into the CMS himself. This content writer delivers the written content to another content writer who can then enter the content into the CMS.
- Content writer - 'importer': This content writer creates new content for a specific part of the website, creates a content type in the CMS, enters the content into it and publishes it (possibly only after checking by a content manager). This content writer can also enter and publish content provided by other content writers.
- Content writer - 'up to date keeper': This content writer only edits existing content in the CMS to ensure that it remains up-to-date. He publishes changes independently, but a content manager periodically checks that this is going well. This role can be assigned to a working student if desired.
The content manager controls and publishes the content entered into the platform by content writers. Content managers ensure that the right content types are used, the right meta-data is assigned, related content is linked, etc..
Content managers each have a specific section of the platform for which they are responsible. They work with the audience content managers to make sure the sections stay well aligned, and work with the content experts to make sure the content stays up-to-date. They also have an advisory role towards them: they identify customers' needs through periodic analysis (via statistics etc.) and make suggestions for new content where necessary. They check for dead links etc. and keep an eye on other quality issues (usability, conversion orientation, etc.) of the web pages.
- Senior Content Manager: this person is a kind of high-level customer journey manager (usually working within DMC). Senior content managers may create page formulas and outline the platform (navigation, homepage, central landing pages, etc). The senior content manager directs junior content managers and content writers.
- Junior content manager: this is a person assigned by a senior content specialist to shape a specific part of the website / a specific cluster of content, i.e. a customer journey manager of a smaller piece of customer journey within the overall journey. For example, in a decentralized place in the organization. The junior content specialist directs content writers.
Content specializations for content writers
Content writers can be responsible for a wide range of content, or specialize in creating/updating a particular type of content (e.g. only training for Radboud In'to Languages, or only services from HR):
- General manager: no specialisation;
- Training administrator: all training pages, training pages of a specific organizational unit, or training courses of a specific organizational unit;
- Site Administrator: a specific site (building and/or space) or set of specific sites;
- Organization administrator: a specific organizational unit, the employee pages of employees belonging to this organizational unit, and the location belonging to this organizational unit (when there are no other organizational units in this location);
- Service administrator: a set of specific services (incl. any associated regulations and manuals);
- Scheme administrator: a specific scheme or set of specific schemes (not belonging to a service);
- Project manager: a specific project or set of projects;
- News and event manager: a specific type of news and events (e.g. for employees, from a specific organizational unit, etc.)
- Job Administrator: all job postings. Vacancy administrators are employed by the HR department;
- Blogger: blog pages for a specific blog;
Content writers with a specific focus are usually employed at a decentralized place in the organization, content writers with a broader focus are usually employed at the Division of Marketing & Communications or a decentralized communications department.
Trainings
Before an employee is allowed to engage with online content, this person must follow some training courses. In this way we try to ensure that all online communication employees are well aware of the Customer-oriented Online principles and that we together ensure a high level of online communication, including a customer-oriented website.
The training that an employee must follow depends on the position that person fulfills according to the editorial model.
- Everyone, except content experts, follows the introductory training in which the principles of customer focused and goal focused online communication are discussed.
- Content writers also follow two content and writing-oriented training courses.
- Content managers and content writers with the task 'importer' or 'up to date keeper' also follow a training course on entering content in the Drupal CMS and creating good web pages. Customer journey managers follow an additional Drupal training.
In addition, there are a number of more specialist training courses that can be required or optional.
Drupal user roles and access rights
Editing rights in Drupal are granted based on the rol the employee has within the editorial model and the content types one works with (their optional specialisation).
User management and distribution of rights are managed centrally; access can only be requested through the key users, after all mandatory Drupal trainings have been completed.
Ideally, the employee has completed all mandatory trainings (including the introductory training and content training) before working in Drupal. However, we understand that this is not always feasible in terms of time, which is why we only use the Drupal training(s) as a minimum requirement for requesting access. However, we do expect the employee to complete all other mandatory trainings as soon as possible afterwards.
Application procedure for trainings and CMS rights
If a new employee has to start working on online content, follow the following steps:
- Report to your faculty key user or DMC team lead. The key user contacts the central contact person at the Marketing & Communications Division. Together they determine what role the new employee will fulfill and what training is required. If your organizational unit does not have a key user or if you do not have a team lead, please report directly to the central contact person: Yuliia Stupak.
- The Marketing & Communications Division sends invitations for all relevant trainings to the employee by e-mail.
- Based on these invitations, the employee registers for a training date that suits them.
- The employee follows all relevant mandatory trainings.
- After completing a Drupal training, the employee may request access rights to the CMS. Report to your faculty key user for this. The key user then submits the request to the CMS team of the Marketing & Communications Division. The key user includes in this request the editorial role the employee will fulfill, as well as their specialisation (the content types they need to edit).
- When the employee actually starts working in Drupal, the key user or target group team lead will provide a one-on-one explanation of all the specific content types for which the employee has been granted rights.