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Content ecosystem mapping

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As presented at #ConfabCentral 2017 in Minneapolis, MN and more-or-less as presented at #ConfabINT 2017 in Denver, CO.

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 systems—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 mapping

  1. 1. @SCOTTKUBIECONFAB CENTRAL 2017 REDUCE CONTENT CHAOS WITH A MODEL OF YOUR CONTENT REALITY CONTENT ECOSYSTEMS: @SCOTTKUBIE
  2. 2. When your content, people, and systems are connected, your organization can deliver a holistic, effective experience for your customers. Hilary Marsh, The Content Company
  3. 3. CONTENT ECOSYSTEM MODELS @SCOTTKUBIE Your content is already part of an ecosystem. You just don’t have a picture of it yet.
  4. 4. CONTENT ECOSYSTEM MODELS @SCOTTKUBIE FIVE REASONS TO CREATE AN ECOSYSTEM MODEL
  5. 5. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEWHY WE MAKE MODELS MODELING CREATES CLARITY.1
  6. 6. aw yiss.
  7. 7. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEWHY WE MAKE MODELS MODELS ALLOW US TO EXPERIMENT.2
  8. 8. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEWHY WE MAKE MODELS MODELS SHOW RELATIONSHIPS.3
  9. 9. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEWHY WE MAKE MODELS methyltheobromine 1,3,7-Trimethylxanthine C8H10N4O2 caffeine
  10. 10. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEWHY WE MAKE MODELS
  11. 11. USA.gov
  12. 12. CC BY-SA 3.0 DE by wikipedia.org user 111Alleskönner
  13. 13. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEWHY WE MAKE MODELS MODELS CHANGE OUR PERSPECTIVE.4
  14. 14. Glimpses of the U.S.A., Projected at the American National Exhibition, 1959, photograph. Prints & Photographs Division, Library of Congress (C-3)
  15. 15. Glimpses of the U.S.A., Projected at the American National Exhibition, 1959, photograph. Prints & Photographs Division, Library of Congress (C-3)
  16. 16. Ray and Charles Working on a Conceptual Model for the Exhibition Mathematica, 1960, photograph. Prints & Photographs Division, Library of Congress (A-22a)
  17. 17. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEWHY WE MAKE MODELS MAPS & MODELS LOOK TRUE.5
  18. 18. Mark Newman, Department of Physics and Center for the Study of Complex Systems, University of Michigan
  19. 19. CONTENT ECOSYSTEM MODELS @SCOTTKUBIE WE CREATE MODELS TO: GAIN CLARITY RUN EXPERIMENTS SHOW RELATIONSHIPS CHANGE PERSPECTIVE INFLUENCE & PERSUADE
  20. 20. CONTENT ECOSYSTEM MODELS @SCOTTKUBIE FIVE KEY COMPONENTS OF AN ECOSYSTEM MODEL
  21. 21. FIVE KEY COMPONENTS: SITES CONTENT TYPES SYSTEMS PEOPLE PRODUCTS
  22. 22. FIVE KEY COMPONENTS: SITES CONTENT TYPES SYSTEMS PEOPLE PRODUCTS
  23. 23. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEKEY COMPONENTS SITES 1
  24. 24. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEKEY COMPONENTS CONTENT TYPES2
  25. 25. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEKEY COMPONENTS SYSTEMS 3
  26. 26. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEKEY COMPONENTS PEOPLE 4
  27. 27. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEKEY COMPONENTS PRODUCTS 5
  28. 28. CONTENT ECOSYSTEM MODELS @SCOTTKUBIE FIVE STEPS TO CREATE AN ECOSYSTEM MODEL
  29. 29. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS QUESTION: FRAME THE ACTIVITY WITH A QUESTION ABOUT YOUR ECOSYSTEM. 1
  30. 30. CONTENT ECOSYSTEM MODELS @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 MODELS
  31. 31. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS LIST: COLLECT AND LIST THE NOUNS AND VERBS OF YOUR ECOSYSTEM. 2
  32. 32. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS Nouns interview notes style guides CMS terms competitive analysis tags and categories org charts card sorting inputs top-of-mind hallway riffing
  33. 33. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS Verbs B.R.E.A.D. brand values customer interviews top tasks user interface text names of features nouns list
  34. 34. 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
  35. 35. 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
  36. 36. CONTENT ECOSYSTEM MODELS @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 MODELS
  37. 37. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS CONNECT: DRAW AND LABEL MEANINGFUL CONNECTIONS. 3
  38. 38. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS nouns verbs
  39. 39. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS nouns verbs are connected by
  40. 40. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS nouns verbs
  41. 41. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS nouns verbs connect
  42. 42. CONTENT ECOSYSTEM MODELS @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 (eventually). MAKING MODELS
  43. 43. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS ARRANGE: ORGANIZE CONCEPTS INTO A SHAPE THAT FEELS RIGHT. 4
  44. 44. CONTENT ECOSYSTEM MODELS @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 MODELS
  45. 45. CONTENT ECOSYSTEM MODELS @SCOTTKUBIEMAKING MODELS REFINE: ADD AND ALTER MEANING WITH LABELS, SIZE, COLOR, AND METAPHOR. 5
  46. 46. 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
  47. 47. CONTENT ECOSYSTEM MODELS @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 MODELS
  48. 48. CONTENT ECOSYSTEM MODELS @SCOTTKUBIE STEPS: QUESTION LIST CONNECT ARRANGE REFINE COMPONENTS: SITES CONTENT SYSTEMS PEOPLE PRODUCTS REASONS: CLARITY EXPERIMENTS RELATIONSHIPS PERSPECTIVE PERSUASION Content ecosystems models in five …
  49. 49. @SCOTTKUBIECONFAB CENTRAL 2017 REDUCE CONTENT CHAOS WITH A MODEL OF YOUR CONTENT REALITY CONTENT ECOSYSTEMS:

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