Developing your content ecosystem
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 It might be outdated or contradictory, have different voices, or be disconnected from audience needs.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.
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Developing your content ecosystem
- 3. “What’s the government’s policy on Afghanistan?”
- 15. 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?
- 18. Content is the way our work is manifested online
- 20. Content is… My Events My Products My Classes My Programs My Research
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- 22. “Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine
- 23. 23 Content strategy is CHANGE MANAGEMENT
- 24. 24 User experience is CHANGE MANAGEMENT
- 26. Working together for member satisfaction
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- 30. Your turn
- 31. Organization: Programs, offerings Audience Content Audience Audience Audience New thinking
- 32. Staff Departments Multiple Audiences Collaborate Contextual Content Co-designing for context & reuse Article/Paper, Video, Webinar Staff department Content Audience Staff department Content Audience
- 33. How to do this • Complementary skillsets • Context • Common use of tags • Trust • Collaboration • Editorial calendar
- 35. 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
- 38. What about you? Let’s discuss the elements of your ecosystem
- 40. When an ecosystem is broken… • Disconnected content • Customer confusion and frustration • Missed opportunities 40
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- 48. How many things to subscribe to?
- 49. How many things to subscribe to?
- 50. How many things to subscribe to?
- 56. What it looks like when a content ecosystem is working 56
- 57. 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.
- 60. 60 Recommendations’ Logic Cross-sell & Promo Logic
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- 73. 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
- 74. People • Better internal communications • Collaboration • Trust • Change your reward system to encourage/reinforce content sharing and co-creation vs. volume 74
- 75. 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
- 76. Processes/tools • Editorial calendar • Workflow • CMS that can surface related content • Managed by people with the right skills, enough time, and official permission 76