What else we need to consider (Collaborate across teams/areas (We make…
What else we need to consider
Content standards and quality
Training for new and experienced staff
Need to understand how the business areas work - when is pre-fixed content needed and when do we trust staff to draft their own content?
Agree HMRC guidelines for content - do training and show & tell meetings
Rewards and recognition for making/changing anything which benefits the customer
Do we need a bank/library of content that can be used across communication channels? This would improve consistency & reduce disagreement.
Content processes and standards
Need clear guidance policy across HMRC in terms of content standards & how to apply them?
Behavioural test & research - feeding this into content standards we appy
Training for legal/policy stakeholders who don't understand or appreciate what we're trying to achieve
Getting to the root of the problem - educating technical & policy teams on 'why & how' of content standards
Looking at content from customers' POV
Open govt used the be the reason our tech guidance manuals are on GOV.UK - who are the actual users? Is this clogging up content for taxpayers?
James mentioned 6500 pages...[content trans] Is anybody also looking at the overall structure i.e. the links between these blocks and the journey through them?
New technologies & policies coming up (future proofing)
What else/other product channels could we be using? eg Alexa
Intelligent search on GOV.UK (so not everything comes up)? = bombarding. How can we make it easy?
Collaborate across teams/areas
How content, interaction, business analysis, performance analysis, research and frontend development link together
Involve legal & compliance in these events
Involving each other in decision-making workshops
A cross-HMRC content community
Regular workshop with reps from all comms areas as well as GDS & business areas
Clear 'owner' of all content related to one subject. Not having policy updates without consultation.
Consult comms business partners as early as possible in projects
Having more of a balance, more comms & letters people, help build shared understanding
Involve business areas more with our aims/goals
We make content decisions every day on social media - how do we know these decisions match similar decisions made on GOV.UK?
Getting a better understanding of different roles within CDIO
How to get other areas of HMRC as fast as agile areas
Embedding behavioural science into content and design
Better comms between corp comms and CDIO
Having content designers embedded in policy areas
Bringing in other teams that might not be here today? HMRC is vast
More job shadowing between business areas/content/comms/etc
'Show the thing' - reps from different areas show what they do
Share user insights
Getting & using data/analytics etc
Share user insights to encourage empathy with the users
Get a central bank of user insight & testing results
Sharing all user/customer info & insight
Process to share knowledge/customer insight in central location - avoid duplicating efforts
Share service maps & user research - improve situational awareness
Content designers on GOV.UK teams to have access to user research on content
Consider other channels/platforms/formats and users with additional needs
Internal support operations & users language
Re-think the whole SEES concept
Where do the tax accounts fit in? BTA & PTA. APIs (3rd party)
Always consider needs for Welsh language customers
Visual impaired media unit
Translations into other languages
What we need a content strategy to be
Set a vision for this content strategy that ties in with everything else going on (to engage)
Fit with these? Channel strategy, customer support model, channel shift
We have a strategy for HMRC (didn't before). Below that will be more detail on how the strategy translated for each customer group - this content strategy needs to fit & inform
Practical content strategy
Getting senior leaders buy-in from all business areas to a content strategy. Change needs to happen at a higher level
Suggested goals/purpose of a content strategy:
manage our reputation
tackle non-compliance (eg campaigns, budget notes)
What is the cost/burden to 1) us & 2) customers that a lack of strategy has caused? Poss link to admin burdens, master customer journeys?
How will a content strategy help to reduce the tax gap (esp errors)? Quite high level but I think you could link.
Take into consideration the 'campaign' approach to communications to help prioritise work