developing your content ecosystem
TRANSCRIPT
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Developing Your Content Ecosystem Hilary Marsh, Chief Strategist & President
Content Company, Inc.
http://bit.ly/content-eco
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“What’s the government’s policy on Afghanistan?”
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Old thinking
Staff department
Content
Audience
Staff department
Content
Audience
Staff department
Content
Audience
Staff department
Content
Audience
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Content is
political
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Content is the way our work is manifested
online
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Content is…
Events Products Classes Programs Research
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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
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Working together for customer satisfaction
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Organization: Programs, offerings
Audience
Content
Audience Audience Audience
New thinking
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Staff Departments
Multiple Audiences
Collaborate
Contextual Content
Co-designing for context & reuse
Article/Paper, Video, Webinar
Staff department
Content
Audience
Staff department
Content
Audience
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How to do this • Complementary skillsets • Context • Common use of tags • Trust • Collaboration • Editorial calendar
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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
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Website
E-newsletter
Publications
Conferences
Blogs
Community
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Your org
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What about you? Let’s discuss the elements of your ecosystem
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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?
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How many things to subscribe to?
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How many things to subscribe to?
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Tell/show your value?
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Tell/show your value?
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Tell/show your value?
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Tell/show your value?
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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
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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
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hFp://www.acc.org/clinical-‐topics/
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hFp://www.acc.org/clinical-‐topics/diabetes-‐and-‐cardiometabolic-‐disease
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hFp://spectrum.ieee.org/energywise/green-‐tech/fuel-‐cells/perovskites-‐for-‐novel-‐fuel-‐cells
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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
@hilarymarsh