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20NTC Session Proposal

Managing Content Bloat: A Case Study ft. The Humane Society


“My content is important, and it needs to go up on our site ASAP!” – how often have we heard that? More importantly, how many times have we said that? Probably a lot. Spoiler alert: people will often think their content is the most important and holds the most urgency — and from their perspective, that may be true! But how do the content needs of one program area shake out when compared to all the other competing needs across your organization? This is when a content governance plan saves the day.

Using The Humane Society of the United States as a case study, we’ll show how ThinkShout and HSUS partnered together to create a content governance plan that helped their team to prioritize requests in a way that reinforced the organization’s goals and strengthened their brand. You’ll leave with tactical approaches you can start using tomorrow!

Learning Outcomes

  • Learn what a content governance plan is and how it can help your organization effectively tell its story
  • Learn different methods for operating a content governance plan
  • Learn how to center your content around your organizational goals so that it serves as a guidepost for success

Target Audience

Content managers, content producers, marketing & communications staff, fundraising staff, website staff

Additional Speakers

Natania LeClerc, ThinkShout


Case StudyChange ManagementContent StrategyProcess