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Developing Your
Content Ecosystem
Hilary Marsh, Chief Strategist & President
Content Company, Inc.
http://bit.ly/content-eco2
“What’s the government’s
policy on Afghanistan?”
Old thinking
Staff
department
Content
Audience
Staff
department
Content
Audience
Staff
department
Content
Audience
Staff
department
Content
Audience
Content
is
political
Content is the way our
work is manifested
online
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
How to do this
• Complementary skillsets
• Context
• Common use of tags
• Trust
• Collaboration
• Editorial calendar
What is an
ecosystem?
28
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
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
Sharing
Content ecosystem
People
+
Content
+
Systems
32
When an ecosystem is broken…
• Disconnected content
• Customer confusion and frustration
• Missed opportunities
???
36
37
39
40
41
How many things to subscribe to?
How many things to subscribe to?
How many things to subscribe to?
Tell/show your value?
45
Tell/show your value?
Tell/show your value?
Tell/show your value?
Causes
• Disconnected content
• Disconnected systems
• Disconnected people
49
What it looks like when a
content ecosystem is working
Desktop Experience Mobile Experience
Recommendations’ Logic Cross-sell & Promo Logic
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
hFp://www.brookings.edu/research/topics/health
hFp://www.acc.org/clinical-topics/
hFp://www.acc.org/clinical-topics/diabetes-and-cardiometabolic-disease
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
People
• Better internal communications
• Collaboration
• Trust
• Change your reward system to encourage/reinforce
content sharing and co-creation vs. volume
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
Processes/tools
• Editorial calendar
• Workflow
• CMS that can surface related content
• Managed by people with the right skills, enough
time, and official permission
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

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