MEMORANDUM

To: Doug Ausmus, President, HTRI

From: Andrea Ausmus, Technical Communications
Date: December 1, 2019
Subject: Content Workflow Analysis and Recommendations

HTRI as a smaller consulting business does not currently have a large workflow in place for its web
presence. The process of web changes and updates are processed by Doug Ausmus on a time/value
need response. This has worked for a while, but the website has failed to keep up with web
standards and is beginning to lose business opportunities for HTRI. Below is an analysis and
recommendation of HTRI’s content workflow.

Current Workflow Analysis

In my recent interview with Doug Ausmus the workflow for any change of HTRI’s website was
discussed. The content of the website is managed and updated by Doug himself on an as needed
basis. This need is established when a company that he is working with directly discovers an error or
requests more information. This need is then noted by Doug and then reviewed and weighed
according to the current time versus value. The value is based on Doug’s project schedules and
needs.
Once the time/value is established Doug will proceed one of two ways. If the time commitment is a
small amount, little to no disruption, then this will warrant a quick manual edit of the content on the
website. If the time commitment is large than Doug will create an agenda for a
coordinated/synchronized update solution.
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Andrea Ausmus
Memorandum: Content Type Analysis

Content Ownership Analysis

Eleven years ago, HTRI downsized. This eliminated many ownership roles for the website’s content
management. At that time there was a couple who had created a management system but they have
since found employment elsewhere.
Currently HTRI runs with Doug taking responsibility for many of the content solutions.
Web Editor-in-Chief
The web editor-in-chief is typically responsible for the following:
• Web Content Standards
• Participates in web strategic, content, and operational planning
• Creates a business case
In this case Doug is occupying this position. This is a good position for him to occupy as the
president of his organization. The greatest ability of the editor-in-chief is the ability to nix any
changes that may affect his organization
Web Manager
A web manager is responsible for the following:
• Sets the guidelines for the tone, style, and voice of the content
• Establishes a style guide
• Oversees the content creation and the web editorial calendar
This position is currently held by Doug as well. In a small business this is typically a job split between
the editor-in-chief and the content creators. As the style guide should accurately represent the needs
of the organization and the content that is developed to reside within.
Content Creator – Sourcing – Search Engine Optimization (SEO) Specialist
Typically, the jobs of Content Creator, Content Sourcing, and SEO Specialist are separate. However,
with the way that HTRI is currently run the following responsibilities are all completed by the same
person.
• Development of all content
• Conforms any legacy content to best practices
• Conforms all content to SEO requirements
• Sets the guidelines for purchase/selection of content
• Manage any contract renewals
• Add commentary or context to any content
• Help develop the editorial calendar and other plans
• Improve and Track SEO performance
• Identify keywords based on research and organizational goals
• Ensure the placement of SEO keywords within the content
• Review and Maintain the SEO keywords
Again, this position is currently held by Doug. Of all the roles of the workflow SEO management is the
area that HTRI is struggling the most. The solutions for how to improve in this area are described in
the recommendations below.
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Andrea Ausmus
Memorandum: Content Type Analysis

Subject Matter Expert (SME)

The SME is important to the workflow as the source for:
• High-level conversations about the content and creation guidelines
• Review and approval of major content launches
• Content source and creator
Doug is currently responsible for this role as well. As an SME of the organization this is an important
role for him to occupy. The content formation should begin with those that are the most
knowledgeable.

Recommendations
As HTRI stands, there are not many opportunities for it to work through an efficient workflow. The
lack of efficiency has led to many years of website neglect and content that has not been updated (or
created). The greatest loss is the inefficient SEO, leading to business loss and confusion over
competing business names.
Solution 1: Outsource
HTRI does not have interior staff available for website management. This is a disadvantage for Doug
who is having issues keeping the website up-to-date.
Outsourcing will allow for HTRI to continue providing the level of service their customers expect. This
will also alleviate the stress of managing the website from the key players in HTRI. HTRI will also not
be required to hire an employee to fill this position. This is especially beneficial as the required
content management is currently a short-term goal.
A drawback to outsourcing will be the lack of total control over the project. Without the control HTRI
may have issues providing pertinent information and on the fly changes. Having to schedule these
changes may become an issue with the time/value concerns of HTRI.
Solution 2: In-house Part-Time Content Management and Support
The content management required for HTRI is often long-term and unchanging. Having a solution for
the website may come down to; following the recommended workflow below, establishing a better
style and format for the content, and increasing SEO.
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Andrea Ausmus
Memorandum: Content Type Analysis

During the review of HTRI’s practices it was found that the website had undergone a revamp before
the 2008 recession. This had put the update on hold and during this time the employees involved
were let go. The state of the current website is the temporary solution during the update migration.
The content that is on the current website is only a fraction of the content that HTRI would like to
have present on the website.
Having an in-house employee would allow for a long-term solution for auditing and organizing this
content. It would also allow for Doug to rely on a solution other than the value/time ratio that he is
currently using to maintain the content online.

No matter which solution is preferred the end goal should be for a better workflow and process for
HTRI’s online content management. Thank you for your time and interest. If you have any questions
or concerns, please contact me at aausmus1@gmail.com or by phone 971-506-3706.