developing your content ecosystem
Post on 12-Feb-2017
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Developing Your Content Ecosystem Hilary Marsh, Chief Strategist & President
Content Company, Inc.
http://bit.ly/content-eco
“What’s the government’s policy on Afghanistan?”
Old thinking
Staff department
Content
Audience
Staff department
Content
Audience
Staff department
Content
Audience
Staff department
Content
Audience
Content is
political
Content is the way our work is manifested
online
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Content is…
Events Products Classes Programs Research
Content is…
My Events My Products My Classes My Programs My Research
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“Every pixel has an owner.”
– Paul Ford, former web editor at Harper’s magazine
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Content strategy is
CHANGE MANAGEMENT
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User experience is
CHANGE MANAGEMENT
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Digital is
CHANGE MANAGEMENT
Working together for customer satisfaction
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Organization: Programs, offerings
Audience
Content
Audience Audience Audience
New thinking
Staff Departments
Multiple Audiences
Collaborate
Contextual Content
Co-designing for context & reuse
Article/Paper, Video, Webinar
Staff department
Content
Audience
Staff department
Content
Audience
How to do this • Complementary skillsets • Context • Common use of tags • Trust • Collaboration • Editorial calendar
What is an ecosystem?
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Characteristics of an ecosystem
• Linked together • Interdependent success • Each organism has its own niche or role to play • Separate organisms become a holistic system • The absence of one element can affect all parties
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Advocacy effort
Course
Product
Magazine article
E-newsletter
item
Webinar
Infographic
Event session
Topic
Website
E-newsletter
Publications
Conferences
Blogs
Community
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Your org
What about you? Let’s discuss the elements of your ecosystem
Content ecosystem
People +
Content +
Systems
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When an ecosystem is broken…
• Disconnected content • Customer confusion and frustration • Missed opportunities
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???
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How many things to subscribe to?
How many things to subscribe to?
How many things to subscribe to?
Tell/show your value?
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Tell/show your value?
Tell/show your value?
Tell/show your value?
Causes
• Disconnected content • Disconnected systems • Disconnected people
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What it looks like when a content ecosystem is working
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Desktop Experience Mobile Experience Packaging
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Recommendations’ Logic Cross-sell & Promo Logic
MGM Resorts serves up recommendations based on guests’ location, interests
MGM Resorts sends notifications for nearby restaurants, shopping, show deals,
coupons, etc., via guests’ smartphones, based on geo-location, loyalty member
status, and preferences.
Example: MGM Resorts
Source:Thismoment/AlCmeter presentaCon, 2015
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hFp://www.brookings.edu/research/topics/health
hFp://www.acc.org/clinical-‐topics/
hFp://www.acc.org/clinical-‐topics/diabetes-‐and-‐cardiometabolic-‐disease
hFp://spectrum.ieee.org/energywise/green-‐tech/fuel-‐cells/perovskites-‐for-‐novel-‐fuel-‐cells
Cross-merchandising
“By focusing on need states, specifically through cross-merchandising, retailers have an opportunity to play against their strengths while giving consumers what they want.” “Creating Ties That Bind” - Progressive Grocer, October 22, 2014
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People
• Better internal communications • Collaboration • Trust • Change your reward system to encourage/reinforce content sharing and co-creation vs. volume
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Content
• Decided collectively • Awareness of what else is being created • Consistently used content types • Tagged consistently • Measured • Metrics feedback loop – communicated to stakeholders, and used to inform decisions
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Processes/tools
• Editorial calendar • Workflow • CMS that can surface related content • Managed by people with the right skills, enough time, and official permission
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Thank you! You can download these slides at
http://bit.ly/content-eco
Hilary Marsh Chief Strategist & President
Content Company, Inc. http://www.contentcompany.biz
hilary@contentcompany.biz
@hilarymarsh
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