Hilary Marsh - Building Your Content Ecosystem
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Developing Your Content Ecosystem Hilary Marsh, Chief Strategist & President Content Company, Inc. http://bit.ly/content-eco2
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Transcript of Hilary Marsh - Building Your Content Ecosystem
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
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“Every pixel has an owner.”
– Paul Ford, former web editor at Harper’s magazine
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Content strategy is
CHANGE MANAGEMENT
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User experience is
CHANGE MANAGEMENT
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Digital is
CHANGE MANAGEMENT
Working together for customer satisfaction
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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?
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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
Blogs
Community
Sharing
Content ecosystem People
+ Content
+ Systems
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When an ecosystem is broken…
• Disconnected content • Customer confusion and frustration • Missed opportunities
???
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37
39
40
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How many things to subscribe to?
How many things to subscribe to?
How many things to subscribe to?
Tell/show your value?
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Tell/show your value?
Tell/show your value?
Tell/show your value?
Causes
• Disconnected content • Disconnected systems • Disconnected people
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What it looks like when a content ecosystem is working
Desktop Experience Mobile Experience Packaging
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/AlCmeterpresentaCon,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
@hilarymarsh
