Developing your content ecosystem
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A successful content ecosystem takes connections connected content, people, and systems. However, 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 It might be outdated or contradictory, have different voices, or be disconnected from audience needs.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 audience value and drive business success.
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Developing your content ecosystem
- 1. Developing Your Content Ecosystem Hilary Marsh, Chief Strategist & President Content Company, Inc. http://bit.ly/content-eco
- 3. “What’s the government’s policy on Afghanistan?”
- 16. Content is the way our work is manifested online 16
- 18. Content is… My Events My Products My Classes My Programs My Research
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- 20. “Every pixel has an 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 CHANGE MANAGEMENT
- 24. Working together for customer satisfaction
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- 26. Organization: Programs, offerings Audience Content Audience Audience Audience New thinking
- 27. Staff Departments Multiple Audiences Collaborate Contextual Content Co-designing for context & reuse Article/Paper, Video, Webinar Staff department Content Audience Staff department Content Audience
- 28. How to do this • Complementary skillsets • Context • Common use of tags • Trust • Collaboration • Editorial calendar
- 30. 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 30
- 33. What about you? Let’s discuss the elements of your ecosystem
- 35. When an ecosystem is broken… • Disconnected content • Customer confusion and frustration • Missed opportunities 35
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- 43. How many things to subscribe to?
- 44. How many things to subscribe to?
- 45. How many things to subscribe to?
- 51. What it looks like when a content ecosystem is working 51
- 52. 52 Desktop Experience Mobile Experience
- 53. 53 Recommendations’ Logic Cross-sell & Promo Logic
- 54. 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
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- 67. 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 67
- 68. People • Better internal communications • Collaboration • Trust • Change your reward system to encourage/reinforce content sharing and co-creation vs. volume 68
- 69. 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 69
- 70. Processes/tools • Editorial calendar • Workflow • CMS that can surface related content • Managed by people with the right skills, enough time, and official permission 70
- 71. Thank you! You can download these slides at http://bit.ly/content-eco Hilary Marsh Chief Strategist & President Content Company, Inc. http://www.contentcompany.biz hilary@contentcompany.biz @hilarymarsh
Notes de l'éditeur
- “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