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 It might be outdated or contradictory, have different voices or be disconnected from audience needs.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 session will reveal how organizations of different types and sizes created content ecosystems that transformed their content into assets that deliver audience value and drive business success. You will see 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.
29. 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
56. 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
66. 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
68. 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
70. Thank you!
You can download these slides at
http://bit.ly/content-eco2
Hilary Marsh
Chief Strategist & President
Content Company, Inc.
http://www.contentcompany.biz
hilary@contentcompany.biz
@hilarymarsh