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Developing your content ecosystem
The document discusses the development of a content ecosystem, emphasizing the interdependent nature of content, people, and systems within organizations to enhance user experience and customer satisfaction. Key factors for a successful ecosystem include collaboration, complementary skill sets, and effective use of tags, while highlighting the consequences of disconnected content and missed opportunities. Recommendations and best practices are also provided to facilitate the creation and maintenance of a cohesive content strategy.
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Developing your content ecosystem
- 1. Developing Your Content Ecosystem HilaryMarsh, Chief Strategist & President Content Company, Inc. http://bit.ly/content-eco
- 3. “What’s the government’s policyon Afghanistan?”
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- 16. Content is theway our work is manifested online 16
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- 18. Content is… My Events MyProducts My Classes My Programs My Research
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- 20. “Every pixel hasan owner.” – Paul Ford, former web editor at Harper’s magazine
- 21. 21 Content strategy is CHANGE MANAGEMENT
- 22. 22 User experience is CHANGE MANAGEMENT
- 23. 23 Digital is CHANGEMANAGEMENT
- 24. Working together for customersatisfaction
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- 26. Organization: Programs, offerings Audience Content AudienceAudience Audience New thinking
- 27. Staff Departments Multiple Audiences Collaborate Contextual Content Co-designingfor context & reuse Article/Paper, Video, Webinar Staff department Content Audience Staff department Content Audience
- 28. How to dothis • Complementary skillsets • Context • Common use of tags • Trust • Collaboration • Editorial calendar
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- 30. Characteristics of anecosystem • 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
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- 33. What about you? Let’sdiscuss the elements of your ecosystem
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- 35. When an ecosystemis broken… • Disconnected content • Customer confusion and frustration • Missed opportunities 35
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- 43. How many thingsto subscribe to?
- 44. How many thingsto subscribe to?
- 45. How many thingsto subscribe to?
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- 51. What it lookslike when a content ecosystem is working 51
- 52. 52 Desktop ExperienceMobile Experience
- 53. 53 Recommendations’ LogicCross-sell & Promo Logic
- 54. MGM Resorts servesup 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
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- 67. Cross-merchandising “By focusing onneed 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
- 68. People • Better internal communications • Collaboration • Trust • Changeyour reward system to encourage/reinforce content sharing and co-creation vs. volume 68
- 69. Content • Decided collectively • Awareness ofwhat else is being created • Consistently used content types • Tagged consistently • Measured • Metrics feedback loop – communicated to stakeholders, and used to inform decisions 69
- 70. Processes/tools • Editorial calendar • Workflow • CMS thatcan surface related content • Managed by people with the right skills, enough time, and official permission 70
- 71. Thank you! You candownload these slides at http://bit.ly/content-eco Hilary Marsh Chief Strategist & President Content Company, Inc. http://www.contentcompany.biz hilary@contentcompany.biz @hilarymarsh
Editor's Notes
- #55 “Monetizing your Wifi Network” MGM sends notifications for nearby restaurants, shopping, show deals, etc., for hotel guests staying in Bellagio Las Vegas via their smartphones, based on geo-location, loyalty member status, and preferences. and the MGM app. Delighted Customers: MGM Corporation. http://internetofeverything.cisco.com/see/delighted-customers http://internetofeverything.cisco.com/see/delighted-customers