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Hilary Marsh - Building Your Content Ecosystem
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Digital Experience (DX) Summit 2016
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Hilary Marsh - Building Your Content Ecosystem
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At many organizations, content is created in silos, powered by politics and not driven by success metrics. It might be outdated or contradictory, have different voices or be disconnected from audience needs. In those instances, content is a drain and an expense, rather than an asset. This session will reveal how organizations of different types and sizes created content ecosystems that transformed their content into assets that deliver audience value and drive business success. You will see what a successful content ecosystem looks like; what it looks like when content, people and systems are not connected; and how to create the content ecosystem that is right for your organization.
Digital Experience (DX) Summit 2016
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Hilary Marsh - Building Your Content Ecosystem
- Developing Your Content Ecosystem Hilary Marsh, Chief Strategist & President Content Company, Inc. http://bit.ly/content-eco2
- “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
- Content is… Events Products Classes Programs Research
- Content is… My Events My Products My Classes My Programs My Research
- 19
- “Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine
- 21 Content strategy is CHANGE MANAGEMENT
- 22 User experience is CHANGE MANAGEMENT
- 23 Digital is CHANGE MANAGEMENT
- Working together for customer satisfaction
- 25
- Organization: Programs, offerings Audience Content Audience Audience Audience New thinking
- How to do this • Complementary skillsets • Context • Common use of tags • Trust • Collaboration • Editorial calendar
- What is an ecosystem? 28
- 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
- Advocacy effort Course Product Magazine article E-newsletter item Webinar Infographic Event session Topic
- Website E-newsletter Publications Conferences Twitter Facebook Blogs LinkedIn Pinterest Community Sharing
- Content ecosystem People + Content + Systems 32
- When an ecosystem is broken… • Disconnected content • Customer confusion and frustration • Missed opportunities
- ???
- 36
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- 39
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- 41
- How many things to subscribe to?
- How many things to subscribe to?
- How many things to subscribe to?
- Tell/show your value? 45
- Tell/show your value?
- Tell/show your value?
- Tell/show your value?
- Causes • Disconnected content • Disconnected systems • Disconnected people 49
- What it looks like when a content ecosystem is working
- Desktop Experience Mobile Experience
- 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
- hFp://www.brookings.edu/research/topics/health
- hFp://www.acc.org/clinical-topics/
- hFp://www.acc.org/clinical-topics/diabetes-and-cardiometabolic-disease
- 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
- People • Better internal communications • Collaboration • Trust • Change your reward system to encourage/reinforce content sharing and co-creation vs. volume
- 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
- Processes/tools • Editorial calendar • Workflow • CMS that can surface related content • Managed by people with the right skills, enough time, and official permission
- Thank you! You can download these slides at http://bit.ly/content-eco2 Hilary Marsh Chief Strategist & President Content Company, Inc. http://www.contentcompany.biz hilary@contentcompany.biz @hilarymarsh
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