Content Management Guidelines

Introduction and Purpose

These guidelines represent the high-level content management guidelines for the University of Massachusetts President’s Office (UMPO). The guidelines explain the importance of content management and define what type of content should be stored in each content system. These guidelines also help to set expectations for how the UMPO maintains its core content base to enable a consistent, scalable and repeatable framework.

Purpose Statements

To ensure all business-critical information is stored in the right system, easily discoverable, secure, and optimized for emerging AI capabilities (including Salesforce Agentforce)
To ensure that accurate, relevant information is consistently available to the right individuals at the right time.
To establish standards for ownership, review, location, dissemination, and training related to critical organizational and incident support documentation.

Disclaimer

These guidelines are intended to serve as best practices for the organization, review and use of content by the University of Massachusetts President’s Office, and to ensure optimization of this content for use by emerging AI technologies. These guidelines are not mandatory but are provided as recommendations to enhance content consistency, accessibility, and overall effectiveness. The extent to which each department chooses to adopt and apply these guidelines will directly influence the efficiency of content organization and the ability to fully leverage AI-driven tools and capabilities.

Importance of Content Management Guidelines

Provides a structured approach for creating, organizing, accessing, and reviewing critical organizational content.
Ensures reliability, and security of our content.
Enhances service delivery through consistency and efficient content use.
Serves as the foundation for advanced technologies such as AI and virtual agents.

Ownership Responsibilities

Content Guideline Owner

These guidelines are owned and maintained by the Customer Relationship Management and Digital Experience team in UITS and will be reviewed bi-yearly in November and March for accuracy, relevance and retraining. It is the responsibility of this team to:

Ensure that these guidelines are kept up to date and are disseminated to UMPO staff on a yearly basis in January through communication or training channels.
To ensure that Content System Owners are informed of these guidelines and providing the necessary structures to ensure compliance with the guidelines as best as possible.

Content System Owners

Each supported content system mentioned in these guidelines has been designated a system owner. Content System Owners are responsible for:

Establishing and maintaining support structures around their content system to ensure UMPO staff have the tools needed to work within these guidelines. Support structures could include but are not limited to templates, training, how to documentation, internal content structures, review schedules, etc.
Supporting staff training and onboarding in relation to their content system resources.
Ensuring that content owners are adhering to the standards and best practices set for each system.

Content Owners

The organizational content to which these guidelines apply include policies, processes, support aids, and technologies that require continual maintenance. Content owners will be designated depending on the content type and are responsible for:

Ensuring compliance with the content framework through regular audits and reviews.
Enforcing content standards and driving timely creation and revision of content.

Content Definition and Scope

What is Content?

Content refers to any documented information created, shared, or maintained to support the organization’s operations, services, or communication efforts. This includes—but is not limited to— process documentation, web content, knowledge articles, policies, procedures, FAQs, “how-to” guides, technical specifications, training materials, communications and support resources. Content should be accurate, accessible, up-to-date, and tailored to the intended audience.

Scope of Content Covered in these Guidelines

These guidelines apply to both external (customer-facing) and internal (employee-facing) content in a number of content systems.

Content Systems, Content and Use Cases

Content System	Owner	Content Type	Primary Purpose	Note	Audience
Brightcove	Ron Agrella	Video Management System	Marketing videos Event recordings Training videos	N/A	Public
Confluence	Rob Baker	Internal team documentation	Project wikis, team documentation	Informal or working knowledge	Authenticated users
Dropbox	Rob Baker	File Management	Large, Non-Transactional Files: High-resolution creative assets, meeting recordings, large data exports. Collaboration Work-in-Progress: Draft decks, project documentation, brainstorming docs. Departmental Repositories: Marketing collateral, event materials, design/technical assets. Historical Archives: Legacy documents not needed for daily operations but retained for compliance.	Not finalized; heavy visual or large project documents Collaborative/working documents, PDF and/or finalized documents deemed not appropriate for SF Knowledge	Authenticated users/shared as needed
Drupal	Tracy Axelson, Kristina England	Team Pages	Team documentation and important information	System links, operating process docs, etc	UMPO Staff
Drupal	Tracy Axelson, Kristina England	Public Pages	Marketing Content: Press Releases, Videos, Campaigns, etc. Department websites: News, Policies and Standards, Event and Meeting Announcements, Annual Reports, Contact Info, etc. Department Portals: Authentication required content for departmental information that cannot be public-facing. Recruitment: Careers page. Web Forms: Event registration, interactive checklists, and decision trees.	Organizational descriptions, contact info, policies. Static, generic departmental descriptions and informational detail.	Public
Form Assembly	Linda Spence, Az Blake	Form Management Tool	Workflow Driven Forms: Multiple step forms with different people assigned to each step. Data Intake Forms for Product Integrations: Salesforce Case Creation Event Surveys: Collect feedback from in-person or virtual events.	N/A	Public
LinkedIn Learning	Kristina England	Professional Development	Industry training courses Fraud awareness compliance Custom-delivered UMass content	N/A	President's Office Employees
Marketing Cloud	Ron Agrella	Email marketing	Service outages and planned maintenance Department-based newsletters, event announcements, and general communications. Marketing communications to the university community, donors, etc. Tracking: When you need to measure open rates, click and engagements. Recurring/Automation: When you need to send out automated messages based on certain actions or status of recipients. Compliance: When a user should have the ability to opt out of receiving future emails. Formatting: When a more polished look is needed to convey better formatted text, images, etc.	N/A	Public
Microsoft Outlook	Ron Agrella (Guidelines only)	Internal and external communications	Sends to small groups or individuals (typically 1-50 recipients) When a message is operational or transactional (meeting reminders, meeting notes) There is no need for tracking analytics. Content contains potentially sensitive information. When the email potentially will have an ongoing thread of replies. Attachment of files are the main focus of the email.	N/A	Internal university staff or external constituents
Salesforce	Linda Spence, Az Blake	Knowledge Articles	FAQs & Standard Responses: Repeatable answers to customer and employee questions. Product & Service Documentation: Job aids, troubleshooting steps, configuration instructions. Playbooks & Best Practices: Technical playbooks, onboarding guides, process explanations. Training Materials: Short reference docs, “how-to” workflows.	Final, audience-ready content meant for both internal and external use	Authenticated users/shared externally as needed
Salesforce	Linda Spence, Az Blake	Object Data	Field-level data that should not be customer-facing Informs internal staff, technical solutions and knowledge gaps	Emails, call notes, meeting logs, customer interactions
Slack	Rob Baker	Team messaging client	General UMPO Announcements and Departmental Communication Project or operational real time communication through dedicated channels and direct messagesUse of Slack Canvas for Meeting notes Leverage for collaboration integration with key operational products, including Zoom and Salesforce Case Management	Informal and ephemeral content	Authenticated users