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Content ecosystem maps for content strategy

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Overwhelmed by content chaos? A content ecosystem map might be just the thing. A content ecosystem map is a snapshot of what the heck is going on with content in your organization: where content is coming from, high-level processes, internal and external audiences, business objectives, technology—and how it all interacts.

Content ecosystem maps help you verify assumptions, imagine new possibilities, plan activities, document vocabulary, and coordinate understanding between stakeholder groups. Perhaps most importantly, the map-making process reveals where people have different ideas about reality, giving you a chance to work out these differences before they derail your projects.

Published in: Design
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Content ecosystem maps for content strategy

  1. 1. CONTENT ECOSYSTEM MAPS @SCOTTKUBIESECTION NAME: DESCRIPTION OF SECTION
  2. 2. I’m just trying to get my head around what all we’re doing with content. You, you poor thing, you.
  3. 3. I don’t know how many domains we have. You, you poor thing, you.
  4. 4. Our content teams are all in silos and nobody knows what anybody else is doing. You, you poor thing, you.
  5. 5. There’s so much happening with content and we’re not sure where to even start. You, you poor thing, you.
  6. 6. [endless silent screaming] You, you poor thing, you.
  7. 7. When your content, people, and systems are connected, your organization can deliver a holistic, effective experience for your customers. Hilary Marsh
  8. 8. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE YOUR CONTENT IS ALREADY PART OF AN ECOSYSTEM. YOU JUST DON’T HAVE A PICTURE OF IT YET.
  9. 9. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE FIVE REASONS THAT PEOPLE MAKE MAPS
  10. 10. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? TO DOCUMENT REALITY1
  11. 11. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
  12. 12. 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
  13. 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. 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. 15. 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
  16. 16. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? MAPS AREN’T REALITY. BUT THEY’RE CLOSE ENOUGH.
  17. 17. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? TO PLAN A JOURNEY2
  18. 18. 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/
  19. 19. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? TO CREATE BORDERS3
  20. 20. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? TO TELL A STORY4
  21. 21. 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
  22. 22. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS? TO PERSUADE OTHERS5
  23. 23. Mark Newman, Department of Physics and Center for the Study of Complex Systems, University of Michigan
  24. 24. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE WE USE MAPS TO: DESCRIBE THE WORLD PLAN JOURNEYS ESTABLISH BORDERS TELL STORIES PERSUADE OTHERS
  25. 25. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE FIVE STEPS TO CREATE A CONTENT ECOSYSTEM MAP
  26. 26. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS QUESTION: FRAME THE ACTIVITY WITH A QUESTION ABOUT YOUR ECOSYSTEM. 1
  27. 27. 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
  28. 28. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS LIST: COLLECT AND LIST THE NOUNS AND VERBS OF YOUR ECOSYSTEM. 2
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS CONNECT: DRAW AND LABEL MEANINGFUL CONNECTIONS. 3
  35. 35. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS nouns verbs
  36. 36. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS nouns verbs are connected by
  37. 37. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS nouns verbs
  38. 38. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS nouns verbs connect
  39. 39. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
  40. 40. 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
  41. 41. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS ARRANGE: ORGANIZE CONCEPTS INTO A SHAPE THAT FEELS RIGHT. 4
  42. 42. 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
  43. 43. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS REFINE: ADD AND ALTER MEANING WITH LABELS, SIZE, COLOR, AND METAPHOR.5
  44. 44. 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
  45. 45. 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
  46. 46. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE FIVE MAPPING STEPS: ASK A QUESTION MAKE A LIST DRAW CONNECTIONS ARRANGE REFINE (OR DON’T)
  47. 47. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE SEVEN THINGS TO INCLUDE IN A CONTENT ECOSYSTEM MAP
  48. 48. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 1CHANNELS WHERE YOUR CONTENT “GOES”.
  49. 49. 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
  50. 50. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 2CONTENT TYPES REPEATABLE CONTENT PATTERNS PUBLISHED TO YOUR CHANNELS.
  51. 51. 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
  52. 52. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 3TECHNOLOGY STUFF THAT HELPS YOU CREATE, PUBLISH, AND MANAGE CONTENT.
  53. 53. 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
  54. 54. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 4WORKFLOWS NAMEABLE WORKFLOWS, PROCESSES, AND PROCEDURES.
  55. 55. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: WORKFLOWS operationalized meetings processesworkflows
  56. 56. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: WORKFLOWS editorial calendar monthly editorial meeting
  57. 57. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: WORKFLOWS editorial calendar monthly editorial meeting is updated during
  58. 58. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 5RULES STANDARDS AND POLICIES THAT IMPACT YOUR CONTENT.
  59. 59. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: RULES The U.S. Constitution The Prime Directive The Ten Commandments The Bill of Rights The Golden Rule
  60. 60. 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
  61. 61. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 6PRODUCTS WHATEVER IT IS THAT YOU MAKE, MARKET, AND/OR SELL.
  62. 62. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PRODUCTS products servicesbrands
  63. 63. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PRODUCTS products services apps SaaS products brands premium support packages hourly support
  64. 64. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PRODUCTS THERE’S NO SUCH THING AS AN IPHONE.
  65. 65. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS 7PEOPLE GROUPS OF HUMANS THAT MAKE, SHAPE, USE, OR NEED YOUR CONTENT.
  66. 66. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PEOPLE roles teams audiences people
  67. 67. 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
  68. 68. 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
  69. 69. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE kubie.co/content-ecosystems

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