SlideShare a Scribd company logo
1 of 89
Download to read offline
CONTENT ECOSYSTEM MAPS @SCOTTKUBIESECTION NAME: DESCRIPTION OF SECTION
I’m just trying
to get my head
around what all
we’re doing with
content.
You, you poor thing, you.
I don’t know
how many
domains we
have.
You, you poor thing, you.
Our content
teams are all in
silos and nobody
knows what
anybody else is
doing.
You, you poor thing, you.
There’s so much
happening with
content and we’re
not sure where to
even start.
You, you poor thing, you.
[endless silent screaming]
You, you poor thing, you.
When your content,
people, and systems are
connected, your
organization can deliver
a holistic, effective
experience for your
customers.
Hilary Marsh
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
YOUR CONTENT IS ALREADY
PART OF AN ECOSYSTEM.
YOU JUST DON’T HAVE A
PICTURE OF IT YET.
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
FIVE REASONS THAT
PEOPLE MAKE MAPS
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
TO DOCUMENT
REALITY1
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
MOORING CELL NO. 5
LIGHT (854.8)
MOORING CELL NO. 2 LIGHT (853.6)
UNIVERSITY DOCK LIGHT (853.1)
BOOM ISLAND PARK ACCESS
853
854
855
NICOLLET
ISLAND
94
35W
52
LOWER ST. ANTHONY
FALLS LOCK & DAM
UPPER ST. ANTHONY
FALLS LOCK & DAM
93°15'0"W
45° 0' 0" N
93°12'30"W
2
1
9
7
8
6
5
3
4
2
1
4
Pool 1
BURLINGTON NORTHERN SANTA FE RR
UPPER MISSISSIPPI RIVER
U.S. ARMY CORPS ENGINEERS
MISSISSIPPI VALLEY DIVISION
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
MOORING CELL NO. 5
LIGHT (854.8)
MOORING CELL NO. 2 LIGHT (853.6)
UNIVERSITY DOCK LIGHT (853.1)
BOOM ISLAND PARK ACCESS
853
854
855
NICOLLET
ISLAND
94
35W
52
LOWER ST. ANTHONY
FALLS LOCK & DAM
UPPER ST. ANTHONY
FALLS LOCK & DAM
93°15'0"W
45° 0' 0" N
93°12'30"W
2
1
9
7
8
6
5
3
4
2
1
4
Pool 1
BURLINGTON NORTHERN SANTA FE RR
UPPER MISSISSIPPI RIVER
U.S. ARMY CORPS ENGINEERS
MISSISSIPPI VALLEY DIVISION
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
MOORING CELL NO. 5
LIGHT (854.8)
MOORING CELL NO. 2 LIGHT (853.6)
UNIVERSITY DOCK LIGHT (853.1)
BOOM ISLAND PARK ACCESS
853
854
855
NICOLLET
ISLAND
94
35W
52
LOWER ST. ANTHONY
FALLS LOCK & DAM
UPPER ST. ANTHONY
FALLS LOCK & DAM
93°15'0"W
45° 0' 0" N
93°12'30"W
2
1
9
7
8
6
5
3
4
2
1
4
Pool 1
BURLINGTON NORTHERN SANTA FE RR
UPPER MISSISSIPPI RIVER
U.S. ARMY CORPS ENGINEERS
MISSISSIPPI VALLEY DIVISION
A map is not the
territory it represents,
but, if correct, it has a
similar structure to
the territory, which
accounts for its
usefulness.
Alfred Korzybski
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
MAPS AREN’T REALITY.
BUT THEY’RE CLOSE ENOUGH.
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
TO PLAN A
JOURNEY2
Via “Computing the optimal road trip across the U.S.”
by Randal Olson at http://www.randalolson.com/2015/03/08/computing-the-optimal-road-trip-across-the-u-s/
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
TO CREATE
BORDERS3
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
TO TELL A
STORY4
New York Times: https://www.nytimes.com/interactive/2015/05/03/upshot/the-best-and-worst-places-to-grow-up-how-your-area-compares.html
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
TO PERSUADE
OTHERS5
Mark Newman, Department of
Physics and Center for the
Study of Complex Systems,
University of Michigan
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
WE USE MAPS TO:
DESCRIBE THE WORLD
PLAN JOURNEYS
ESTABLISH BORDERS
TELL STORIES
PERSUADE OTHERS
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
FIVE STEPS TO
CREATE A CONTENT
ECOSYSTEM MAP
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
QUESTION:
FRAME THE ACTIVITY WITH A
QUESTION ABOUT YOUR ECOSYSTEM.
1
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
TIPS ON YOUR FOCUS QUESTION …
‣You’ll probably change it later. That’s
okay.
‣Keep it visible, especially if
facilitating.
‣Ask an honest question.
‣Boring is okay.
MAKING MAPS
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
LIST:
COLLECT AND LIST THE NOUNS AND
VERBS OF YOUR ECOSYSTEM.
2
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
Nouns
interview
notes
style guides
CMS terms
competitive
analysis tags and
categories
org charts
card sorting
inputs
top-of-mind
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
Verbs
B.R.E.A.D.
brand values
user interviews
top tasks
user interface text
names of features nouns list
cofound/harlem
Nouns Verbs
community
disrupting
building
Focus Question
What does cofound/harlem hope to accomplish?
companies
schools startups mentors
sponsors
partners
real estate
partners
community
colleges
college
dropouts
hands-on
learning
college
education
City College
CUNY
Fordham
University
thought
leaders
thought
leadership
equity
mentoring
traditional
empower
cofound
“____” place
name
scalable
scales
big brands
(partners)
Harlem
tech
ecosystem
grow tech ecosystemgrow
mid-size
companies
attract
Snippets
bridge
skills gap
bridge skills gap
attract mid-sized companies
educational
seminars
skills
educate
raise
raise median low income
make harlem a tech hub
inspire
inspire entrepreneurship
hustling
building great companies
share
share what they’ve learned
pioneer
first class + pioneer
in it for them, not c/hredefine
dilute
learn
experiential
learning
reach
sustain
gain access
invest / investing
share
disrupt
build
scale
hustle
mentor
grows
grant access
partner
cofound ventures and cofound support each
other and are related but are at a remove
Verbs
disrupting
building
mentors
community
colleges
college
education
CUNY
ht
rs
ht
ship
mentoring
empower
scales
grow tech ecosystemgrow
attract
Snippets
bridge
bridge skills gap
attract mid-sized companies
educate
raise
raise median low income
make harlem a tech hub
inspire
inspire entrepreneurship
hustling
building great companies
share
share what they’ve learned
first class + pioneer
learn
disrupt
build
scale
hustle
mentor
grows
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
TIPS ON CREATING YOUR LISTS …
‣They won’t be complete. That’s
okay.
‣Plural nouns make things easier.
‣Generic words can be critical!
‣Boring is okay.
MAKING MAPS
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
CONNECT:
DRAW AND LABEL MEANINGFUL
CONNECTIONS.
3
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
nouns verbs
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
nouns verbs
are connected by
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
nouns verbs
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
nouns verbs
connect
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
TIPS ON DRAWING CONNECTIONS …
‣The first pancake is always messy.
‣Try placing the line in both
directions. Which feels more true?
‣Focus on interesting and important
connections.
‣Label every connection (probably).
MAKING MAPS
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
ARRANGE:
ORGANIZE CONCEPTS INTO A
SHAPE THAT FEELS RIGHT.
4
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
TIPS ON ARRANGING …
‣Work radially at first.
‣Different shapes tell different stories.
‣Experiment with symmetry and
proximity.
‣If it’s not working, add or remove
some nouns.
MAKING MAPS
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
REFINE:
ADD AND ALTER MEANING WITH
LABELS, SIZE, COLOR, AND
METAPHOR.5
cofound/harlem
Nouns Verbs
entrepreneuri
al ecosystem
community
disrupting
building
Focus Question
What does cofound/harlem hope to accomplish?
companies
ecosystem
entrepreneur
schools startups mentors
sponsors
partners
real estate
partners
community
colleges
college
dropouts
hands-on
learning
college
education
City College
CUNY
Fordham
University
thought
leaders
thought
leadership
equity
mentoring
traditional
accelerator
empower
cofound
“____” place
name
scalable
scales
big brands
(partners)
Harlem
tech
ecosystem
grow tech ecosystemgrow
mid-size
companies
attract
Snippets
bridge
skills gap
bridge skills gap
attract mid-sized companies
educational
seminars
skills
educate
raise
raise median low income
median low
income
make harlem a tech hub
inspire
inspire entrepreneurship
eventsworkshops
keynotes
Digital NYC
diversity race mindset
hustle
hustling
results
Harlem
culture
building great companies
engine /
marketing
engine
non-profit
non-profit
accelerator
zero equity
community-
focused
JH’s story
future of
Harlem
“Start Now”
attitude
expertise
zero equity
share
share what they’ve learned
reputation /
personal
brand
emotional
investment
class (group
of companies)
first class
(historic)
pioneer
first class + pioneer
social
component
social mission
in it for them, not c/h
redefine
dilute
investor
stakeholder
deal flow
network resources
learn
experiential
learning
diversity
teams (etc.)
audience
reach
untapped
markets
brand
association
$$ (from big
brands)
sustainable
sustain
gain access
access relationships
invest / investing
share
disrupt
build
scale
hustle
mentor
grows
grant access
partner
cofound ventures and cofound support each
other and are related but are at a remove
cofound
communities
schools
startups
(generic)
mentors
Harlem
cofound/harlem
cofound TV
cofound X
John Henry
What does cofound/harlem hope to accomplish?
interns
practical
experience
“our
companies
”
get
provide
might work for
might work for
resources
office
space
mentorship
might provide
might provide
might provide get
get
get
cofound
audiencecofound/harlem
fans
active and
engaged
members of
NYC tech
community
mainly comprised of
diverse
millenials
mostly made of
economic
development
value creation
engine
are
drives
catalyzes
is one of potentially many
is a prototype for
cofound ventures
brand
is
non-profit
organization
is
cofound [city]
models
Atlanta
seeks to establish successful
cofound fans
cofound [city]
fans
big brands
city partners/
brands
cofound
communities
schools
startups
(generic)
mentors
Harlem
cofound/harlem
cofound TV
cofound X
John Henry
What does cofound/harlem hope to accomplish?
interns
practical
experience
“our companies”
get
provide
might work for
might work for
resources
office
space
mentorship
might provide
might provide
might provide
get
get
get
active and
engaged
members of
NYC tech
community
economic
development
catalyzes
is one of potentially many
is a prototype for
cofound ventures
brand
is
non-profit
organization
is
cofound [city]
models
Atlanta
seeks to establish successful
cofound fans
cofound [city]
fans
big brands
city partners/
brands
[city] might hire from
headquarter in
exist within
teachback / provide education
diversity
high-paying
tech jobs
median
income
greater
spending
quality of life
relationships
with schools
entrepreneurship
building great
companies
focus on
creates
improves
hands-on
learning
opportunities
depends
creates
skills gap
bridges
cofound
communities
schools
startups
(generic)
mentors
Harlem
cofound/harlem
cofound TV
cofound X
John Henry
What does cofound/harlem hope to accomplish?
interns
practical
experience
“our companies”
get
provide
might work for
might work for
resources
office
space
mentorship
might provide
might provide
might provide get
get
get
active and
engaged
members of
NYC tech
community
catalyzes
is one of potentially many
is a prototype for
cofound ventures
brand
is
non-profit
organization
is
cofound [city]
models
Atlanta
is made of
cofound fans
cofound [city]
fans
big brands
city partners/
brands
[city]
might hire from
headquarter in
exist within
teachback / provide education
diversity
high-paying
jobs
quality of life
[schools]
entrepreneurship
great
companies
help build
improve
hands-on
learning
opportunities
creates
work with
grow with
maintain
creates
skills gap
want
value
benefit from
big brands
celebrities
philanthropist
scivic partners
community
partners
vibrant
neighborhoods
entreprenurial
ecosystem
cofound
local
communities
cofound/harlem
cofound
TV
interns
promising startups
work for
resources
office
space
mentorship
catalyzes
cofound
ventures
parent brand
has
non-profit
organizations
is
cofound [city]
initiatives
develops
diversity
high-paying
jobs
entrepreneuri
alism
great companies
help build
hands-on
learning
opportunities
desire
grow within
skills gap
X-month
residencies
provide
bridgesencourage
get
granted
residency
benefits
include a variety of
is a prototype of
provide
graduated
startups
become
city brand
have
reflects
might support
recruits
quality of life
concerned with contribute to
community
colleges
4-year
colleges
technical
colleges
schools
headquarter in
Uptown Tech
Meetup
events
marketing
engines
partners,
sponsorships,
and grants
engaged
fanbase
increase with
depend on
increases
has
quality content
includes includes
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
TIPS ON REFINING …
‣Make the big idea big.
‣OR take it off the map.
‣Adding one color means you have
two colors.
‣Lots of minor connections? You might
be missing a category noun.
MAKING MAPS
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
FIVE MAPPING STEPS:
ASK A QUESTION
MAKE A LIST
DRAW CONNECTIONS
ARRANGE
REFINE (OR DON’T)
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
SEVEN THINGS TO
INCLUDE IN A CONTENT
ECOSYSTEM MAP
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS
1CHANNELS
WHERE YOUR CONTENT “GOES”.
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: CHANNELS
email
newsletters
websites
in-product
notification
areas
blogs on
hosted
platforms
corporate
newsrooms
app store
changelogs
marketing
microsites
blogs on
owned
websites
homepage
notification
banners
branded
social media
accounts
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS
2CONTENT TYPES
REPEATABLE CONTENT PATTERNS
PUBLISHED TO YOUR CHANNELS.
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: CONTENT TYPES
knowledgebase
articlesin-app
updates
staff bios
white papers changelog
entries
guests posts
product
listings
course
descriptions
explainer videos
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS
3TECHNOLOGY
STUFF THAT HELPS YOU CREATE,
PUBLISH, AND MANAGE CONTENT.
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: TECHNOLOGY
code
repositories
media
hosting
domain
registrars
web
hosting
web
infrastructure
forms
search
appliances
survey
tools
feature
integrations
DAM
website CMS
TrelloJIRA
project mgmt.
tools
custom
scripts
(e.g. QA)
databases
Google
Docs
Slack
collaboration
tools
social media
mgmt. tools
pattern
libraries
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS
4WORKFLOWS
NAMEABLE WORKFLOWS,
PROCESSES, AND PROCEDURES.
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: WORKFLOWS
operationalized
meetings
processesworkflows
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: WORKFLOWS
editorial
calendar
monthly
editorial
meeting
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: WORKFLOWS
editorial
calendar
monthly
editorial
meeting
is updated during
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS
5RULES
STANDARDS AND POLICIES THAT
IMPACT YOUR CONTENT.
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: RULES
The U.S.
Constitution
The Prime
Directive
The Ten
Commandments
The Bill of
Rights
The Golden
Rule
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: RULES
mission
statements
content
strategy
statements
prioritized
audiences
design
principles
visual brand
standards
accessibility
guidelines
privacy
policies
vision
statements
security
policies
strategy
playbooks
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS
6PRODUCTS
WHATEVER IT IS THAT YOU MAKE,
MARKET, AND/OR SELL.
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PRODUCTS
products servicesbrands
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PRODUCTS
products services
apps
SaaS
products
brands
premium
support
packages
hourly
support
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PRODUCTS
THERE’S NO SUCH THING AS
AN IPHONE.
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS
7PEOPLE
GROUPS OF HUMANS THAT MAKE,
SHAPE, USE, OR NEED YOUR CONTENT.
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PEOPLE
roles teams audiences
people
CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PEOPLE
Brain
Traffic
CEO
Kristina
Halvorson
confab
events dot
com
brands
is the
ownsis one of our
Brain
Traffic
Confab
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
5 STEPS
QUESTION
LIST
CONNECT
ARRANGE
REFINE
7 COMPONENTS
CHANNELS
CONTENT TYPES
TECHNOLOGY
WORKFLOWS
RULES
PRODUCTS
PEOPLE
5 REASONS
DOCUMENT REALITY
PLAN JOURNEYS
CREATE BORDERS
TELL STORIES
PERSUADE OTHERS
CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
kubie.co/content-ecosystems

More Related Content

What's hot

19 Growth Hacker Quotes: Thoughts on the Future of Marketing
19 Growth Hacker Quotes: Thoughts on the Future of Marketing19 Growth Hacker Quotes: Thoughts on the Future of Marketing
19 Growth Hacker Quotes: Thoughts on the Future of MarketingRyan Holiday
 
What the heck is Product-led Growth?
What the heck is Product-led Growth?What the heck is Product-led Growth?
What the heck is Product-led Growth?OpenView
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content StrategyJonathon Colman
 
4 Biggest Challenges for Creative Teams
4 Biggest Challenges for Creative Teams4 Biggest Challenges for Creative Teams
4 Biggest Challenges for Creative TeamsWrike
 
Growth hacking panel hosted by Kellogg MBA
Growth hacking panel hosted by Kellogg MBA Growth hacking panel hosted by Kellogg MBA
Growth hacking panel hosted by Kellogg MBA Mark Andersen
 
Storytelling Startup: From Core-Story to Content Strategy.
Storytelling Startup: From Core-Story to Content Strategy. Storytelling Startup: From Core-Story to Content Strategy.
Storytelling Startup: From Core-Story to Content Strategy. Christian Riedel
 
25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Stats25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Statscontently
 
Pitching an adventure
Pitching an adventurePitching an adventure
Pitching an adventureJakob Kahlen
 
Content Strategy for the Web
Content Strategy for the WebContent Strategy for the Web
Content Strategy for the WebKaren McGrane
 
Training: The Missing Element of Content Governance
Training: The Missing Element of Content GovernanceTraining: The Missing Element of Content Governance
Training: The Missing Element of Content GovernanceRick Allen
 
Example Content Strategy
Example Content Strategy Example Content Strategy
Example Content Strategy Arbell Noach
 
Continuous discovery - Caitlin Blackwell
Continuous discovery - Caitlin BlackwellContinuous discovery - Caitlin Blackwell
Continuous discovery - Caitlin BlackwellProduct Anonymous
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Growth Hacking Roadmap
Growth Hacking RoadmapGrowth Hacking Roadmap
Growth Hacking RoadmapMark Andersen
 
Getting Started with Content Strategy | General Assembly
Getting Started with Content Strategy | General AssemblyGetting Started with Content Strategy | General Assembly
Getting Started with Content Strategy | General AssemblyMelanie Seibert
 
You Don't Know SEO
You Don't Know SEOYou Don't Know SEO
You Don't Know SEOMichael King
 
Content Governance: Planning for success throughout the content life cycle
Content Governance: Planning for success throughout the content life cycleContent Governance: Planning for success throughout the content life cycle
Content Governance: Planning for success throughout the content life cycleChris Mickens
 
Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for EverythingKristina Halvorson
 
Product Validation With Product Discovery
Product Validation With Product Discovery Product Validation With Product Discovery
Product Validation With Product Discovery Hengki Sihombing
 

What's hot (20)

19 Growth Hacker Quotes: Thoughts on the Future of Marketing
19 Growth Hacker Quotes: Thoughts on the Future of Marketing19 Growth Hacker Quotes: Thoughts on the Future of Marketing
19 Growth Hacker Quotes: Thoughts on the Future of Marketing
 
What the heck is Product-led Growth?
What the heck is Product-led Growth?What the heck is Product-led Growth?
What the heck is Product-led Growth?
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content Strategy
 
4 Biggest Challenges for Creative Teams
4 Biggest Challenges for Creative Teams4 Biggest Challenges for Creative Teams
4 Biggest Challenges for Creative Teams
 
Growth hacking panel hosted by Kellogg MBA
Growth hacking panel hosted by Kellogg MBA Growth hacking panel hosted by Kellogg MBA
Growth hacking panel hosted by Kellogg MBA
 
Storytelling Startup: From Core-Story to Content Strategy.
Storytelling Startup: From Core-Story to Content Strategy. Storytelling Startup: From Core-Story to Content Strategy.
Storytelling Startup: From Core-Story to Content Strategy.
 
25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Stats25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Stats
 
Pitching an adventure
Pitching an adventurePitching an adventure
Pitching an adventure
 
Content Strategy for the Web
Content Strategy for the WebContent Strategy for the Web
Content Strategy for the Web
 
Training: The Missing Element of Content Governance
Training: The Missing Element of Content GovernanceTraining: The Missing Element of Content Governance
Training: The Missing Element of Content Governance
 
Example Content Strategy
Example Content Strategy Example Content Strategy
Example Content Strategy
 
Continuous discovery - Caitlin Blackwell
Continuous discovery - Caitlin BlackwellContinuous discovery - Caitlin Blackwell
Continuous discovery - Caitlin Blackwell
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
Creating a Product Vision
Creating a Product VisionCreating a Product Vision
Creating a Product Vision
 
Growth Hacking Roadmap
Growth Hacking RoadmapGrowth Hacking Roadmap
Growth Hacking Roadmap
 
Getting Started with Content Strategy | General Assembly
Getting Started with Content Strategy | General AssemblyGetting Started with Content Strategy | General Assembly
Getting Started with Content Strategy | General Assembly
 
You Don't Know SEO
You Don't Know SEOYou Don't Know SEO
You Don't Know SEO
 
Content Governance: Planning for success throughout the content life cycle
Content Governance: Planning for success throughout the content life cycleContent Governance: Planning for success throughout the content life cycle
Content Governance: Planning for success throughout the content life cycle
 
Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for Everything
 
Product Validation With Product Discovery
Product Validation With Product Discovery Product Validation With Product Discovery
Product Validation With Product Discovery
 

Similar to Content ecosystem maps for content strategy

NACCE_December2016_Final
NACCE_December2016_FinalNACCE_December2016_Final
NACCE_December2016_FinalRebecca Corbin
 
De-mystifying Economic Development Branding
De-mystifying Economic Development BrandingDe-mystifying Economic Development Branding
De-mystifying Economic Development BrandingAtlas Integrated
 
HowWriteScientificLabReport. Online assignment writing service.
HowWriteScientificLabReport. Online assignment writing service.HowWriteScientificLabReport. Online assignment writing service.
HowWriteScientificLabReport. Online assignment writing service.Tammy Davis
 
Winter Descriptive Essay. . Winter Descriptive Writing Paragraph by TCHR Two ...
Winter Descriptive Essay. . Winter Descriptive Writing Paragraph by TCHR Two ...Winter Descriptive Essay. . Winter Descriptive Writing Paragraph by TCHR Two ...
Winter Descriptive Essay. . Winter Descriptive Writing Paragraph by TCHR Two ...Patty Shafer
 
MW LITE 508 Presentation
MW LITE 508 PresentationMW LITE 508 Presentation
MW LITE 508 PresentationMattWyman4
 
A guide to maintaining your culture garden
A guide to maintaining your culture gardenA guide to maintaining your culture garden
A guide to maintaining your culture gardenXoxoday
 
Witty Titles For Essays
Witty Titles For EssaysWitty Titles For Essays
Witty Titles For EssaysNiki Taylor
 
STEM Convener Conference Packet - Final
STEM Convener Conference Packet - FinalSTEM Convener Conference Packet - Final
STEM Convener Conference Packet - FinalLizzy Paulson
 
Communities of practice what matters at work
Communities of practice what matters at workCommunities of practice what matters at work
Communities of practice what matters at workDarin Eich, Ph.D.
 
Crash Essays. An Accident Short Essay in Simple English
Crash Essays. An Accident Short Essay in Simple EnglishCrash Essays. An Accident Short Essay in Simple English
Crash Essays. An Accident Short Essay in Simple EnglishJodi Hartman
 
2015 NCMPR District 1 Conference Program
2015 NCMPR District 1 Conference Program2015 NCMPR District 1 Conference Program
2015 NCMPR District 1 Conference ProgramMary DeLuca
 
Six Ways to Influence Change
Six Ways to Influence ChangeSix Ways to Influence Change
Six Ways to Influence ChangeMaya Townsend
 
The Pros And Cons Of MIT Vs. Massachusetts Institute Of...
The Pros And Cons Of MIT Vs. Massachusetts Institute Of...The Pros And Cons Of MIT Vs. Massachusetts Institute Of...
The Pros And Cons Of MIT Vs. Massachusetts Institute Of...Amanda Reed
 
How To Write A Research Paper In Five Days The
How To Write A Research Paper In Five Days TheHow To Write A Research Paper In Five Days The
How To Write A Research Paper In Five Days TheDonna Sims
 
CEO Company Culture Assessment
CEO Company Culture AssessmentCEO Company Culture Assessment
CEO Company Culture AssessmentMike Sharrow
 
-APA Rules-Cite work to support opinion- Be respectful and sup.docx
-APA Rules-Cite work to support opinion- Be respectful and sup.docx-APA Rules-Cite work to support opinion- Be respectful and sup.docx
-APA Rules-Cite work to support opinion- Be respectful and sup.docxhoney725342
 
Multimodal Assessment
Multimodal AssessmentMultimodal Assessment
Multimodal AssessmentAnnieTran25
 
Leveraging Student Motivation through Meaningful Goals and Opportunities
Leveraging Student Motivation through Meaningful Goals and OpportunitiesLeveraging Student Motivation through Meaningful Goals and Opportunities
Leveraging Student Motivation through Meaningful Goals and OpportunitiesAllison Zmuda
 
MSU Strategic Doing Detroit Workshop Slides
MSU Strategic Doing Detroit Workshop SlidesMSU Strategic Doing Detroit Workshop Slides
MSU Strategic Doing Detroit Workshop SlidesEd Morrison
 

Similar to Content ecosystem maps for content strategy (20)

NACCE_December2016_Final
NACCE_December2016_FinalNACCE_December2016_Final
NACCE_December2016_Final
 
De-mystifying Economic Development Branding
De-mystifying Economic Development BrandingDe-mystifying Economic Development Branding
De-mystifying Economic Development Branding
 
HowWriteScientificLabReport. Online assignment writing service.
HowWriteScientificLabReport. Online assignment writing service.HowWriteScientificLabReport. Online assignment writing service.
HowWriteScientificLabReport. Online assignment writing service.
 
Odi i
Odi iOdi i
Odi i
 
Winter Descriptive Essay. . Winter Descriptive Writing Paragraph by TCHR Two ...
Winter Descriptive Essay. . Winter Descriptive Writing Paragraph by TCHR Two ...Winter Descriptive Essay. . Winter Descriptive Writing Paragraph by TCHR Two ...
Winter Descriptive Essay. . Winter Descriptive Writing Paragraph by TCHR Two ...
 
MW LITE 508 Presentation
MW LITE 508 PresentationMW LITE 508 Presentation
MW LITE 508 Presentation
 
A guide to maintaining your culture garden
A guide to maintaining your culture gardenA guide to maintaining your culture garden
A guide to maintaining your culture garden
 
Witty Titles For Essays
Witty Titles For EssaysWitty Titles For Essays
Witty Titles For Essays
 
STEM Convener Conference Packet - Final
STEM Convener Conference Packet - FinalSTEM Convener Conference Packet - Final
STEM Convener Conference Packet - Final
 
Communities of practice what matters at work
Communities of practice what matters at workCommunities of practice what matters at work
Communities of practice what matters at work
 
Crash Essays. An Accident Short Essay in Simple English
Crash Essays. An Accident Short Essay in Simple EnglishCrash Essays. An Accident Short Essay in Simple English
Crash Essays. An Accident Short Essay in Simple English
 
2015 NCMPR District 1 Conference Program
2015 NCMPR District 1 Conference Program2015 NCMPR District 1 Conference Program
2015 NCMPR District 1 Conference Program
 
Six Ways to Influence Change
Six Ways to Influence ChangeSix Ways to Influence Change
Six Ways to Influence Change
 
The Pros And Cons Of MIT Vs. Massachusetts Institute Of...
The Pros And Cons Of MIT Vs. Massachusetts Institute Of...The Pros And Cons Of MIT Vs. Massachusetts Institute Of...
The Pros And Cons Of MIT Vs. Massachusetts Institute Of...
 
How To Write A Research Paper In Five Days The
How To Write A Research Paper In Five Days TheHow To Write A Research Paper In Five Days The
How To Write A Research Paper In Five Days The
 
CEO Company Culture Assessment
CEO Company Culture AssessmentCEO Company Culture Assessment
CEO Company Culture Assessment
 
-APA Rules-Cite work to support opinion- Be respectful and sup.docx
-APA Rules-Cite work to support opinion- Be respectful and sup.docx-APA Rules-Cite work to support opinion- Be respectful and sup.docx
-APA Rules-Cite work to support opinion- Be respectful and sup.docx
 
Multimodal Assessment
Multimodal AssessmentMultimodal Assessment
Multimodal Assessment
 
Leveraging Student Motivation through Meaningful Goals and Opportunities
Leveraging Student Motivation through Meaningful Goals and OpportunitiesLeveraging Student Motivation through Meaningful Goals and Opportunities
Leveraging Student Motivation through Meaningful Goals and Opportunities
 
MSU Strategic Doing Detroit Workshop Slides
MSU Strategic Doing Detroit Workshop SlidesMSU Strategic Doing Detroit Workshop Slides
MSU Strategic Doing Detroit Workshop Slides
 

Recently uploaded

ArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern HomesArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern HomesVellyslav Petrov
 
Karim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 pppppppppppppppKarim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 pppppppppppppppNadaMohammed714321
 
Piece by Piece Magazine
Piece by Piece Magazine                      Piece by Piece Magazine
Piece by Piece Magazine CharlottePulte
 
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...Yantram Animation Studio Corporation
 
Sharif's 9-BOX Monitoring Model for Adaptive Programme Management
Sharif's 9-BOX Monitoring Model for Adaptive Programme ManagementSharif's 9-BOX Monitoring Model for Adaptive Programme Management
Sharif's 9-BOX Monitoring Model for Adaptive Programme ManagementMd. Shariful Hoque
 
Understanding Image Masking: What It Is and Why It's Matters
Understanding Image Masking: What It Is and Why It's MattersUnderstanding Image Masking: What It Is and Why It's Matters
Understanding Image Masking: What It Is and Why It's MattersCre8iveskill
 
10 Best WordPress Plugins to make the website effective in 2024
10 Best WordPress Plugins to make the website effective in 202410 Best WordPress Plugins to make the website effective in 2024
10 Best WordPress Plugins to make the website effective in 2024digital learning point
 
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...Pranav Subramanian
 
City Hall London, Norman Foster building description with building details.pptx
City Hall London, Norman Foster building description with building details.pptxCity Hall London, Norman Foster building description with building details.pptx
City Hall London, Norman Foster building description with building details.pptxYaminiDabbara
 
Map of St. Louis Parks
Map of St. Louis Parks                              Map of St. Louis Parks
Map of St. Louis Parks CharlottePulte
 
Interior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project StudioInterior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project StudioRMG Project Studio
 
Imagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering PortfolioImagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering PortfolioAlinaLau2
 
FW25-26 Knit Cut & Sew Trend Book Peclers Paris
FW25-26 Knit Cut & Sew Trend Book Peclers ParisFW25-26 Knit Cut & Sew Trend Book Peclers Paris
FW25-26 Knit Cut & Sew Trend Book Peclers ParisPeclers Paris
 
guest bathroom white and bluesssssssssss
guest bathroom white and bluesssssssssssguest bathroom white and bluesssssssssss
guest bathroom white and bluesssssssssssNadaMohammed714321
 
10 must-have Chrome extensions for designers
10 must-have Chrome extensions for designers10 must-have Chrome extensions for designers
10 must-have Chrome extensions for designersPixeldarts
 
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDin
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDinGeneral Simple Guide About AI in Design By: A.L. Samar Hossam ElDin
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDinSamar Hossam ElDin Ahmed
 
The spirit of digital place - game worlds and architectural phenomenology
The spirit of digital place - game worlds and architectural phenomenologyThe spirit of digital place - game worlds and architectural phenomenology
The spirit of digital place - game worlds and architectural phenomenologyChristopher Totten
 
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSIONPORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSIONAnastasiya Kudinova
 
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...Pranav Subramanian
 

Recently uploaded (20)

ArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern HomesArtWaves 2024 - embracing Curves in Modern Homes
ArtWaves 2024 - embracing Curves in Modern Homes
 
Karim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 pppppppppppppppKarim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 ppppppppppppppp
 
Piece by Piece Magazine
Piece by Piece Magazine                      Piece by Piece Magazine
Piece by Piece Magazine
 
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...
Exploring Tehran's Architectural Marvels: A Glimpse into Vilaas Studio's Dyna...
 
ASME B31.4-2022 estandar ductos año 2022
ASME B31.4-2022 estandar ductos año 2022ASME B31.4-2022 estandar ductos año 2022
ASME B31.4-2022 estandar ductos año 2022
 
Sharif's 9-BOX Monitoring Model for Adaptive Programme Management
Sharif's 9-BOX Monitoring Model for Adaptive Programme ManagementSharif's 9-BOX Monitoring Model for Adaptive Programme Management
Sharif's 9-BOX Monitoring Model for Adaptive Programme Management
 
Understanding Image Masking: What It Is and Why It's Matters
Understanding Image Masking: What It Is and Why It's MattersUnderstanding Image Masking: What It Is and Why It's Matters
Understanding Image Masking: What It Is and Why It's Matters
 
10 Best WordPress Plugins to make the website effective in 2024
10 Best WordPress Plugins to make the website effective in 202410 Best WordPress Plugins to make the website effective in 2024
10 Best WordPress Plugins to make the website effective in 2024
 
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...
STITCH: HOW MIGHT WE PROMOTE AN EQUITABLE AND INCLUSIVE URBAN LIFESTYLE PRIOR...
 
City Hall London, Norman Foster building description with building details.pptx
City Hall London, Norman Foster building description with building details.pptxCity Hall London, Norman Foster building description with building details.pptx
City Hall London, Norman Foster building description with building details.pptx
 
Map of St. Louis Parks
Map of St. Louis Parks                              Map of St. Louis Parks
Map of St. Louis Parks
 
Interior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project StudioInterior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project Studio
 
Imagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering PortfolioImagist3D Architectural and Interior Rendering Portfolio
Imagist3D Architectural and Interior Rendering Portfolio
 
FW25-26 Knit Cut & Sew Trend Book Peclers Paris
FW25-26 Knit Cut & Sew Trend Book Peclers ParisFW25-26 Knit Cut & Sew Trend Book Peclers Paris
FW25-26 Knit Cut & Sew Trend Book Peclers Paris
 
guest bathroom white and bluesssssssssss
guest bathroom white and bluesssssssssssguest bathroom white and bluesssssssssss
guest bathroom white and bluesssssssssss
 
10 must-have Chrome extensions for designers
10 must-have Chrome extensions for designers10 must-have Chrome extensions for designers
10 must-have Chrome extensions for designers
 
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDin
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDinGeneral Simple Guide About AI in Design By: A.L. Samar Hossam ElDin
General Simple Guide About AI in Design By: A.L. Samar Hossam ElDin
 
The spirit of digital place - game worlds and architectural phenomenology
The spirit of digital place - game worlds and architectural phenomenologyThe spirit of digital place - game worlds and architectural phenomenology
The spirit of digital place - game worlds and architectural phenomenology
 
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSIONPORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
PORTFOLIO 2024_ANASTASIYA KUDINOVA / EXTENDED VERSION
 
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...
LIGHTSCAPES: HOW MIGHT WE DESIGN AN INCLUSIVE AND ACCESSIBLE CLASSICAL CONCER...
 

Content ecosystem maps for content strategy

  • 1. CONTENT ECOSYSTEM MAPS @SCOTTKUBIESECTION NAME: DESCRIPTION OF SECTION
  • 2. I’m just trying to get my head around what all we’re doing with content. You, you poor thing, you.
  • 3. I don’t know how many domains we have. You, you poor thing, you.
  • 4. Our content teams are all in silos and nobody knows what anybody else is doing. You, you poor thing, you.
  • 5. There’s so much happening with content and we’re not sure where to even start. You, you poor thing, you.
  • 6. [endless silent screaming] You, you poor thing, you.
  • 7.
  • 8. When your content, people, and systems are connected, your organization can deliver a holistic, effective experience for your customers. Hilary Marsh
  • 9. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE YOUR CONTENT IS ALREADY PART OF AN ECOSYSTEM. YOU JUST DON’T HAVE A PICTURE OF IT YET.
  • 10. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE FIVE REASONS THAT PEOPLE MAKE MAPS
  • 11. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? TO DOCUMENT REALITY1
  • 12. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
  • 13. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? MOORING CELL NO. 5 LIGHT (854.8) MOORING CELL NO. 2 LIGHT (853.6) UNIVERSITY DOCK LIGHT (853.1) BOOM ISLAND PARK ACCESS 853 854 855 NICOLLET ISLAND 94 35W 52 LOWER ST. ANTHONY FALLS LOCK & DAM UPPER ST. ANTHONY FALLS LOCK & DAM 93°15'0"W 45° 0' 0" N 93°12'30"W 2 1 9 7 8 6 5 3 4 2 1 4 Pool 1 BURLINGTON NORTHERN SANTA FE RR UPPER MISSISSIPPI RIVER U.S. ARMY CORPS ENGINEERS MISSISSIPPI VALLEY DIVISION
  • 14. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? MOORING CELL NO. 5 LIGHT (854.8) MOORING CELL NO. 2 LIGHT (853.6) UNIVERSITY DOCK LIGHT (853.1) BOOM ISLAND PARK ACCESS 853 854 855 NICOLLET ISLAND 94 35W 52 LOWER ST. ANTHONY FALLS LOCK & DAM UPPER ST. ANTHONY FALLS LOCK & DAM 93°15'0"W 45° 0' 0" N 93°12'30"W 2 1 9 7 8 6 5 3 4 2 1 4 Pool 1 BURLINGTON NORTHERN SANTA FE RR UPPER MISSISSIPPI RIVER U.S. ARMY CORPS ENGINEERS MISSISSIPPI VALLEY DIVISION
  • 15. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? MOORING CELL NO. 5 LIGHT (854.8) MOORING CELL NO. 2 LIGHT (853.6) UNIVERSITY DOCK LIGHT (853.1) BOOM ISLAND PARK ACCESS 853 854 855 NICOLLET ISLAND 94 35W 52 LOWER ST. ANTHONY FALLS LOCK & DAM UPPER ST. ANTHONY FALLS LOCK & DAM 93°15'0"W 45° 0' 0" N 93°12'30"W 2 1 9 7 8 6 5 3 4 2 1 4 Pool 1 BURLINGTON NORTHERN SANTA FE RR UPPER MISSISSIPPI RIVER U.S. ARMY CORPS ENGINEERS MISSISSIPPI VALLEY DIVISION
  • 16.
  • 17. A map is not the territory it represents, but, if correct, it has a similar structure to the territory, which accounts for its usefulness. Alfred Korzybski
  • 18. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? MAPS AREN’T REALITY. BUT THEY’RE CLOSE ENOUGH.
  • 19. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? TO PLAN A JOURNEY2
  • 20.
  • 21. Via “Computing the optimal road trip across the U.S.” by Randal Olson at http://www.randalolson.com/2015/03/08/computing-the-optimal-road-trip-across-the-u-s/
  • 22.
  • 23.
  • 24.
  • 25. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? TO CREATE BORDERS3
  • 26.
  • 27. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? TO TELL A STORY4
  • 28.
  • 29. New York Times: https://www.nytimes.com/interactive/2015/05/03/upshot/the-best-and-worst-places-to-grow-up-how-your-area-compares.html
  • 30. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? TO PERSUADE OTHERS5
  • 31.
  • 32.
  • 33.
  • 34. Mark Newman, Department of Physics and Center for the Study of Complex Systems, University of Michigan
  • 35.
  • 36.
  • 37. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE WE USE MAPS TO: DESCRIBE THE WORLD PLAN JOURNEYS ESTABLISH BORDERS TELL STORIES PERSUADE OTHERS
  • 38. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE FIVE STEPS TO CREATE A CONTENT ECOSYSTEM MAP
  • 39. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS QUESTION: FRAME THE ACTIVITY WITH A QUESTION ABOUT YOUR ECOSYSTEM. 1
  • 40.
  • 41.
  • 42. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE TIPS ON YOUR FOCUS QUESTION … ‣You’ll probably change it later. That’s okay. ‣Keep it visible, especially if facilitating. ‣Ask an honest question. ‣Boring is okay. MAKING MAPS
  • 43. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS LIST: COLLECT AND LIST THE NOUNS AND VERBS OF YOUR ECOSYSTEM. 2
  • 44. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS Nouns interview notes style guides CMS terms competitive analysis tags and categories org charts card sorting inputs top-of-mind
  • 45. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS Verbs B.R.E.A.D. brand values user interviews top tasks user interface text names of features nouns list
  • 46. cofound/harlem Nouns Verbs community disrupting building Focus Question What does cofound/harlem hope to accomplish? companies schools startups mentors sponsors partners real estate partners community colleges college dropouts hands-on learning college education City College CUNY Fordham University thought leaders thought leadership equity mentoring traditional empower cofound “____” place name scalable scales big brands (partners) Harlem tech ecosystem grow tech ecosystemgrow mid-size companies attract Snippets bridge skills gap bridge skills gap attract mid-sized companies educational seminars skills educate raise raise median low income make harlem a tech hub inspire inspire entrepreneurship hustling building great companies share share what they’ve learned pioneer first class + pioneer in it for them, not c/hredefine dilute learn experiential learning reach sustain gain access invest / investing share disrupt build scale hustle mentor grows grant access partner cofound ventures and cofound support each other and are related but are at a remove
  • 47. Verbs disrupting building mentors community colleges college education CUNY ht rs ht ship mentoring empower scales grow tech ecosystemgrow attract Snippets bridge bridge skills gap attract mid-sized companies educate raise raise median low income make harlem a tech hub inspire inspire entrepreneurship hustling building great companies share share what they’ve learned first class + pioneer learn disrupt build scale hustle mentor grows
  • 48. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE TIPS ON CREATING YOUR LISTS … ‣They won’t be complete. That’s okay. ‣Plural nouns make things easier. ‣Generic words can be critical! ‣Boring is okay. MAKING MAPS
  • 49. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS CONNECT: DRAW AND LABEL MEANINGFUL CONNECTIONS. 3
  • 50. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS nouns verbs
  • 51. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS nouns verbs are connected by
  • 52. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS nouns verbs
  • 53. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS nouns verbs connect
  • 54. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
  • 55. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE TIPS ON DRAWING CONNECTIONS … ‣The first pancake is always messy. ‣Try placing the line in both directions. Which feels more true? ‣Focus on interesting and important connections. ‣Label every connection (probably). MAKING MAPS
  • 56. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS ARRANGE: ORGANIZE CONCEPTS INTO A SHAPE THAT FEELS RIGHT. 4
  • 57.
  • 58. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE TIPS ON ARRANGING … ‣Work radially at first. ‣Different shapes tell different stories. ‣Experiment with symmetry and proximity. ‣If it’s not working, add or remove some nouns. MAKING MAPS
  • 59. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS REFINE: ADD AND ALTER MEANING WITH LABELS, SIZE, COLOR, AND METAPHOR.5
  • 60.
  • 61.
  • 62. cofound/harlem Nouns Verbs entrepreneuri al ecosystem community disrupting building Focus Question What does cofound/harlem hope to accomplish? companies ecosystem entrepreneur schools startups mentors sponsors partners real estate partners community colleges college dropouts hands-on learning college education City College CUNY Fordham University thought leaders thought leadership equity mentoring traditional accelerator empower cofound “____” place name scalable scales big brands (partners) Harlem tech ecosystem grow tech ecosystemgrow mid-size companies attract Snippets bridge skills gap bridge skills gap attract mid-sized companies educational seminars skills educate raise raise median low income median low income make harlem a tech hub inspire inspire entrepreneurship eventsworkshops keynotes Digital NYC diversity race mindset hustle hustling results Harlem culture building great companies engine / marketing engine non-profit non-profit accelerator zero equity community- focused JH’s story future of Harlem “Start Now” attitude expertise zero equity share share what they’ve learned reputation / personal brand emotional investment class (group of companies) first class (historic) pioneer first class + pioneer social component social mission in it for them, not c/h redefine dilute investor stakeholder deal flow network resources learn experiential learning diversity teams (etc.) audience reach untapped markets brand association $$ (from big brands) sustainable sustain gain access access relationships invest / investing share disrupt build scale hustle mentor grows grant access partner cofound ventures and cofound support each other and are related but are at a remove cofound communities schools startups (generic) mentors Harlem cofound/harlem cofound TV cofound X John Henry What does cofound/harlem hope to accomplish? interns practical experience “our companies ” get provide might work for might work for resources office space mentorship might provide might provide might provide get get get cofound audiencecofound/harlem fans active and engaged members of NYC tech community mainly comprised of diverse millenials mostly made of economic development value creation engine are drives catalyzes is one of potentially many is a prototype for cofound ventures brand is non-profit organization is cofound [city] models Atlanta seeks to establish successful cofound fans cofound [city] fans big brands city partners/ brands cofound communities schools startups (generic) mentors Harlem cofound/harlem cofound TV cofound X John Henry What does cofound/harlem hope to accomplish? interns practical experience “our companies” get provide might work for might work for resources office space mentorship might provide might provide might provide get get get active and engaged members of NYC tech community economic development catalyzes is one of potentially many is a prototype for cofound ventures brand is non-profit organization is cofound [city] models Atlanta seeks to establish successful cofound fans cofound [city] fans big brands city partners/ brands [city] might hire from headquarter in exist within teachback / provide education diversity high-paying tech jobs median income greater spending quality of life relationships with schools entrepreneurship building great companies focus on creates improves hands-on learning opportunities depends creates skills gap bridges cofound communities schools startups (generic) mentors Harlem cofound/harlem cofound TV cofound X John Henry What does cofound/harlem hope to accomplish? interns practical experience “our companies” get provide might work for might work for resources office space mentorship might provide might provide might provide get get get active and engaged members of NYC tech community catalyzes is one of potentially many is a prototype for cofound ventures brand is non-profit organization is cofound [city] models Atlanta is made of cofound fans cofound [city] fans big brands city partners/ brands [city] might hire from headquarter in exist within teachback / provide education diversity high-paying jobs quality of life [schools] entrepreneurship great companies help build improve hands-on learning opportunities creates work with grow with maintain creates skills gap want value benefit from big brands celebrities philanthropist scivic partners community partners vibrant neighborhoods entreprenurial ecosystem cofound local communities cofound/harlem cofound TV interns promising startups work for resources office space mentorship catalyzes cofound ventures parent brand has non-profit organizations is cofound [city] initiatives develops diversity high-paying jobs entrepreneuri alism great companies help build hands-on learning opportunities desire grow within skills gap X-month residencies provide bridgesencourage get granted residency benefits include a variety of is a prototype of provide graduated startups become city brand have reflects might support recruits quality of life concerned with contribute to community colleges 4-year colleges technical colleges schools headquarter in Uptown Tech Meetup events marketing engines partners, sponsorships, and grants engaged fanbase increase with depend on increases has quality content includes includes
  • 63. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE TIPS ON REFINING … ‣Make the big idea big. ‣OR take it off the map. ‣Adding one color means you have two colors. ‣Lots of minor connections? You might be missing a category noun. MAKING MAPS
  • 64. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE FIVE MAPPING STEPS: ASK A QUESTION MAKE A LIST DRAW CONNECTIONS ARRANGE REFINE (OR DON’T)
  • 65. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE SEVEN THINGS TO INCLUDE IN A CONTENT ECOSYSTEM MAP
  • 66. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 1CHANNELS WHERE YOUR CONTENT “GOES”.
  • 67. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: CHANNELS email newsletters websites in-product notification areas blogs on hosted platforms corporate newsrooms app store changelogs marketing microsites blogs on owned websites homepage notification banners branded social media accounts
  • 68. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 2CONTENT TYPES REPEATABLE CONTENT PATTERNS PUBLISHED TO YOUR CHANNELS.
  • 69. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: CONTENT TYPES knowledgebase articlesin-app updates staff bios white papers changelog entries guests posts product listings course descriptions explainer videos
  • 70. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 3TECHNOLOGY STUFF THAT HELPS YOU CREATE, PUBLISH, AND MANAGE CONTENT.
  • 71. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: TECHNOLOGY code repositories media hosting domain registrars web hosting web infrastructure forms search appliances survey tools feature integrations DAM website CMS TrelloJIRA project mgmt. tools custom scripts (e.g. QA) databases Google Docs Slack collaboration tools social media mgmt. tools pattern libraries
  • 72. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 4WORKFLOWS NAMEABLE WORKFLOWS, PROCESSES, AND PROCEDURES.
  • 73. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: WORKFLOWS operationalized meetings processesworkflows
  • 74. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: WORKFLOWS editorial calendar monthly editorial meeting
  • 75. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: WORKFLOWS editorial calendar monthly editorial meeting is updated during
  • 76. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 5RULES STANDARDS AND POLICIES THAT IMPACT YOUR CONTENT.
  • 77. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: RULES The U.S. Constitution The Prime Directive The Ten Commandments The Bill of Rights The Golden Rule
  • 78. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: RULES mission statements content strategy statements prioritized audiences design principles visual brand standards accessibility guidelines privacy policies vision statements security policies strategy playbooks
  • 79. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 6PRODUCTS WHATEVER IT IS THAT YOU MAKE, MARKET, AND/OR SELL.
  • 80.
  • 81. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PRODUCTS products servicesbrands
  • 82. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PRODUCTS products services apps SaaS products brands premium support packages hourly support
  • 83. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PRODUCTS THERE’S NO SUCH THING AS AN IPHONE.
  • 84. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 7PEOPLE GROUPS OF HUMANS THAT MAKE, SHAPE, USE, OR NEED YOUR CONTENT.
  • 85. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PEOPLE roles teams audiences people
  • 86. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PEOPLE Brain Traffic CEO Kristina Halvorson confab events dot com brands is the ownsis one of our Brain Traffic Confab
  • 87. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE 5 STEPS QUESTION LIST CONNECT ARRANGE REFINE 7 COMPONENTS CHANNELS CONTENT TYPES TECHNOLOGY WORKFLOWS RULES PRODUCTS PEOPLE 5 REASONS DOCUMENT REALITY PLAN JOURNEYS CREATE BORDERS TELL STORIES PERSUADE OTHERS
  • 88.
  • 89. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE kubie.co/content-ecosystems