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Developing your content ecosystem

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A successful content ecosystem takes connections connected content, people, and systems. Does that describe your organization? We didn’t think so.

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 It might be outdated or contradictory, have different voices, or be disconnected from audience needs.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 member value and drive organizational success. It also shows what a successful content ecosystem looks like; what it looks like when content, people, and systems are not connected; and how to create the content ecosystem that is right for your organization.

Published in: Government & Nonprofit
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Developing your content ecosystem

  1. 1. “What’s the government’s policy on Afghanistan?”
  2. 2. h"p://xkcd.com/773/
  3. 3. Old thinking Staff department Content Audience Staff department Content Audience Staff department Content Audience Staff department Content Audience
  4. 4. Sound familiar? •  Are your efforts separate? •  Do members have to visit separate sites or applications to find what they’re looking for? •  Do your departments work completely independently?
  5. 5. Content is political
  6. 6. Content is the way our work is manifested online
  7. 7. Content is… Events Products Classes Programs Research
  8. 8. Content is… My Events My Products My Classes My Programs My Research
  9. 9. 21
  10. 10. “Every pixel has an owner.” – Paul Ford, former web editor 
 at Harper’s magazine
  11. 11. 23 Content strategy 
 is
 CHANGE MANAGEMENT
  12. 12. 24 User experience 
 is
 CHANGE MANAGEMENT
  13. 13. 25 Digital 
 is
 CHANGE MANAGEMENT
  14. 14. Working together for member satisfaction
  15. 15. 27
  16. 16. 29
  17. 17. Your turn
  18. 18. Organization: Programs, offerings Audience Content Audience Audience Audience New thinking
  19. 19. Staff Departments Multiple Audiences Collaborate Contextual Content Co-designing for context & reuse Article/Paper, Video, Webinar Staff department Content Audience Staff department Content Audience
  20. 20. How to do this • Complementary skillsets • Context • Common use of tags • Trust • Collaboration • Editorial calendar
  21. 21. What is an ecosystem? 34
  22. 22. 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
  23. 23. Advocacy effort Course Product Magazine article E-newsletter item Webinar Infographic Event session Topic
  24. 24. Website E-newsletter Publications Conferences Twitter Facebook Blogs LinkedIn Pinterest Community 37 Your org
  25. 25. What about you? Let’s discuss the elements of your ecosystem
  26. 26. Content ecosystem People + Content + Systems 39
  27. 27. When an ecosystem is broken… • Disconnected content • Customer confusion and frustration • Missed opportunities 40
  28. 28. ???
  29. 29. 42
  30. 30. 43
  31. 31. 45
  32. 32. 46
  33. 33. 47
  34. 34. How many things to subscribe to?
  35. 35. How many things to subscribe to?
  36. 36. How many things to subscribe to?
  37. 37. Tell/show your value? 51
  38. 38. Tell/show your value?
  39. 39. Tell/show your value?
  40. 40. Tell/show your value?
  41. 41. Causes • Disconnected content • Disconnected systems • Disconnected people 55
  42. 42. What it looks like when a content ecosystem is working 56
  43. 43. Integrated Content Ecosystem Goal is to leverage content across multiple dissemination platforms to create opportunities for engagement and revenue generation. As in a biological ecosystem, the elements interact and benefit from each other.
  44. 44. 60 Recommendations’ Logic Cross-sell & Promo Logic
  45. 45. 61
  46. 46. 62
  47. 47. 63
  48. 48. h"p://www.brookings.edu/research/topics/health
  49. 49. h"p://www.acc.org/clinical-topics/
  50. 50. h"p://www.acc.org/clinical-topics/diabetes-and-cardiometabolic-disease
  51. 51. h"p://spectrum.ieee.org/energywise/green-tech/fuel-cells/ perovskites-for-novel-fuel-cells
  52. 52. 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 73
  53. 53. People • Better internal communications • Collaboration • Trust • Change your reward system to encourage/reinforce content sharing and co-creation vs. volume 74
  54. 54. 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 75
  55. 55. Processes/tools • Editorial calendar • Workflow • CMS that can surface related content • Managed by people with the right skills, enough time, and official permission 76

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