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 SystemOwnerContent TypePrimary PurposeNoteAudience
BrightcoveRon AgrellaVideo Management System
  • Marketing videos
  • Event recordings
  • Training videos
N/APublic
ConfluenceRob BakerInternal team documentation
  • Project wikis, team documentation
Informal or working knowledgeAuthenticated users
DropboxRob BakerFile 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 KnowledgeAuthenticated users/shared as needed
DrupalTracy Axelson, Kristina EnglandTeam Pages
  • Team documentation and important information
System links, operating process docs, etcUMPO Staff
DrupalTracy Axelson, Kristina EnglandPublic 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 AssemblyLinda Spence, Az BlakeForm 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/APublic
LinkedIn LearningKristina EnglandProfessional Development
  • Industry training courses
  • Fraud awareness compliance
  • Custom-delivered UMass content
N/APresident's Office Employees
Marketing CloudRon AgrellaEmail 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/APublic
Microsoft OutlookRon 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/AInternal university staff or external constituents
SalesforceLinda Spence, Az BlakeKnowledge 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 useAuthenticated users/shared externally as needed
SalesforceLinda Spence, Az BlakeObject 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 
SlackRob BakerTeam 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 contentAuthenticated users