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Shelley Keith is a digital strategist with Modern Tribe. Her pragmatic approach to content governance aligns stakeholders on the "why" behind content decisions and uses techniques like "guerrilla governance" to get the content outcomes that executives demand. Shelley and I talked about: her work on the web since 1994 and her role at Modern Tribe her definition of content governance her pragmatic approach to working with organizations that don't have the resources to do formal governance plans how she ties governance training to accessibility, SEO, and other outcomes that stakeholders care about how focusing on accessibility can work as a "magical ticket" by linking with concerns like SEO and web writing style the importance of focusing on the "why" - why issues are important- before the "how" of implementing them in the CMS the components of a pragmatic and functional governance program how workflows can become an obstacle in understaffed content programs how considering culture, pulling together key stakeholders, and having a plan can help content teams overcome obstacles the importance of transparency in her work how she uses "guerrilla governance" techniques (like stealth A/B testing) to deal with line-in-the-sand issues like accessibility how content governance fits into overall governance in an organization the importance of their website to any organization nowadays - "Your content is who you are" - perhaps the most important conversation starter getting beyond policy and procedures and using storytelling to get at the real issues that underlie governance the importance of building baselines and showing success: "If you can't show success, then everybody else's opinion is as good as yours." Shelley's Bio Shelley Keith's career has taken her from a passion for technology to passionately advocating for the people who use technology. Spending many years working in higher education digital communications and marketing made her hyper-aware of the challenges at the intersection of successful web content and practices and the "other duties as assigned" quagmire. Today she's a digital strategist for Modern Tribe tackling enterprise content strategy and technology projects. Her web governance work is focused on higher education and non-profits with some enterprise lessons mixed in for good measure. She's made her Web Governance Through On-Demand Online Training program scripts & slides freely available and regularly posts her latest slide decks in a moderated Facebook group you're welcome to join. Video Here's the video version of our conversation: Transcript Larry: Hi, everyone. Welcome to episode number 31 of the Content Strategy Interviews podcast. I'm really happy, today, to have with us Shelley Keith. Shelley's a digital strategist at Modern Tribe, a digital agency that helps people put their websites and other stuff together. So I'll have Shelley tell you just a little bit more about herself. Shelley: Thanks, Larry. So my role at Modern Tribe is digital strategist, which essentially means I'm a professional generalist. I work with a really amazing team of developers, project managers, designers, to build enterprise WordPress implementations. That's pretty much where our focus is. And my background, I came, I've been working on the web since like 1994. I came out of hosting and development and I worked in higher ed for about 15 years before I moved to Modern Tribe. Larry: All right. Shelley: I've done this my entire professional career. Larry: 94, that's going back there. I remember that was just, I think Mosaic came out the year before or something. Shelley: I have very fond Netscape Navigator memories. Larry: Okay, that's right. Yeah, the good old days. I want to talk today about content governance. You do that in the context of your overall digital strategy role at Modern Tribe. First of all,

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