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Developing Your
Content Ecosystem
Hilary Marsh, Chief Strategist & President
Content Company, Inc.
http://bit.ly/content-e...
“What’s the government’s
policy on Afghanistan?”
Old thinking
Staff
department
Content
Audience
Staff
department
Content
Audience
Staff
department
Content
Audience
Staff
d...
Content
is
political
Content is the way our
work is manifested
online
16	
  
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
Staff Departments
Multiple Audiences
Collaborate
Contextual
Content
Co-designing for context & reuse
Article/Paper, Video,...
How to do this
• Complementary skillsets
• Context
• Common use of tags
• Trust
• Collaboration
• Editorial calendar
What is an
ecosystem?
29	
  
Characteristics of an ecosystem
•  Linked together
•  Interdependent success
•  Each organism has its own niche or role to...
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
32	
  
Your
org
What about you?
Let’s discuss the elements of your ecosystem
Content ecosystem
People
+
Content
+
Systems
34	
  
When an ecosystem is broken…
• Disconnected content
• Customer confusion and frustration
• Missed opportunities
35	
  
???	
  
37	
  
38	
  
40	
  
41	
  
42	
  
How many things to subscribe to?
How many things to subscribe to?
How many things to subscribe to?
Tell/show your value?
46	
  
Tell/show your value?
Tell/show your value?
Tell/show your value?
Causes
• Disconnected content
• Disconnected systems
• Disconnected people
50	
  
What it looks like when a
content ecosystem is working
51	
  
52	
  
Desktop Experience Mobile Experience
53	
  
Recommendations’ Logic Cross-sell & Promo Logic
MGM Resorts serves up recommendations based on guests’
location, interests
MGM Resorts sends notifications for
nearby rest...
55	
  
56	
  
57	
  
hFp://www.brookings.edu/research/topics/health	
  
hFp://www.acc.org/clinical-­‐topics/	
  
hFp://www.acc.org/clinical-­‐topics/diabetes-­‐and-­‐cardiometabolic-­‐disease	
  
hFp://spectrum.ieee.org/energywise/green-­‐tech/fuel-­‐cells/
perovskites-­‐for-­‐novel-­‐fuel-­‐cells	
  
Cross-merchandising
“By focusing on need states, specifically through cross-
merchandising, retailers have an opportunity ...
People
• Better internal communications
• Collaboration
• Trust
• Change your reward system to encourage/reinforce
content...
Content
• Decided collectively
• Awareness of what else is being created
• Consistently used content types
• Tagged consis...
Processes/tools
• Editorial calendar
• Workflow
• CMS that can surface related content
• Managed by people with the right ...
Thank you!
You can download these slides at
http://bit.ly/content-eco
Hilary Marsh
Chief Strategist & President
Content Co...
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
Developing your content ecosystem
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Developing your content ecosystem

A successful content ecosystem takes connections connected content, people, and systems. However, 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 presentation reveals how organizations of different types and sizes created content ecosystems that transformed their content into assets that deliver audience value and drive business success.

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Developing your content ecosystem

  1. 1. Developing Your Content Ecosystem Hilary Marsh, Chief Strategist & President Content Company, Inc. http://bit.ly/content-eco
  2. 2. “What’s the government’s policy on Afghanistan?”
  3. 3. Old thinking Staff department Content Audience Staff department Content Audience Staff department Content Audience Staff department Content Audience
  4. 4. Content is political
  5. 5. Content is the way our work is manifested online 16  
  6. 6. Content is… Events Products Classes Programs Research
  7. 7. Content is… My Events My Products My Classes My Programs My Research
  8. 8. 19  
  9. 9. “Every pixel has an owner.” – Paul Ford, former web editor 
 at Harper’s magazine
  10. 10. 21   Content strategy 
 is
 CHANGE MANAGEMENT  
  11. 11. 22   User experience 
 is
 CHANGE MANAGEMENT  
  12. 12. 23   Digital 
 is
 CHANGE MANAGEMENT  
  13. 13. Working together for customer satisfaction
  14. 14. 25  
  15. 15. Organization: Programs, offerings Audience Content Audience Audience Audience New thinking
  16. 16. Staff Departments Multiple Audiences Collaborate Contextual Content Co-designing for context & reuse Article/Paper, Video, Webinar Staff department Content Audience Staff department Content Audience
  17. 17. How to do this • Complementary skillsets • Context • Common use of tags • Trust • Collaboration • Editorial calendar
  18. 18. What is an ecosystem? 29  
  19. 19. 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 30  
  20. 20. Advocacy effort Course Product Magazine article E- newsletter item Webinar   Infographic Event session Topic
  21. 21. Website E-newsletter Publications Conferences Twitter Facebook   Blogs LinkedIn Pinterest Community 32   Your org
  22. 22. What about you? Let’s discuss the elements of your ecosystem
  23. 23. Content ecosystem People + Content + Systems 34  
  24. 24. When an ecosystem is broken… • Disconnected content • Customer confusion and frustration • Missed opportunities 35  
  25. 25. ???  
  26. 26. 37  
  27. 27. 38  
  28. 28. 40  
  29. 29. 41  
  30. 30. 42  
  31. 31. How many things to subscribe to?
  32. 32. How many things to subscribe to?
  33. 33. How many things to subscribe to?
  34. 34. Tell/show your value? 46  
  35. 35. Tell/show your value?
  36. 36. Tell/show your value?
  37. 37. Tell/show your value?
  38. 38. Causes • Disconnected content • Disconnected systems • Disconnected people 50  
  39. 39. What it looks like when a content ecosystem is working 51  
  40. 40. 52   Desktop Experience Mobile Experience
  41. 41. 53   Recommendations’ Logic Cross-sell & Promo Logic
  42. 42. 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    
  43. 43. 55  
  44. 44. 56  
  45. 45. 57  
  46. 46. hFp://www.brookings.edu/research/topics/health  
  47. 47. hFp://www.acc.org/clinical-­‐topics/  
  48. 48. hFp://www.acc.org/clinical-­‐topics/diabetes-­‐and-­‐cardiometabolic-­‐disease  
  49. 49. hFp://spectrum.ieee.org/energywise/green-­‐tech/fuel-­‐cells/ perovskites-­‐for-­‐novel-­‐fuel-­‐cells  
  50. 50. 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 67  
  51. 51. People • Better internal communications • Collaboration • Trust • Change your reward system to encourage/reinforce content sharing and co-creation vs. volume 68  
  52. 52. 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 69  
  53. 53. Processes/tools • Editorial calendar • Workflow • CMS that can surface related content • Managed by people with the right skills, enough time, and official permission 70  
  54. 54. Thank you! You can download these slides at http://bit.ly/content-eco Hilary Marsh Chief Strategist & President Content Company, Inc. http://www.contentcompany.biz hilary@contentcompany.biz @hilarymarsh

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