developing your content ecosystem
TRANSCRIPT
“What’s the government’s policy on Afghanistan?”
h"p://xkcd.com/773/
Old thinking
Staff department
Content
Audience
Staff department
Content
Audience
Staff department
Content
Audience
Staff department
Content
Audience
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?
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 member satisfaction
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Your turn
Organization: Programs, offerings
Audience
Content
Audience Audience Audience
New thinking
Staff Departments
Multiple Audiences
Collaborate
Contextual Content
Co-designing for context & reuse
Article/Paper, Video, Webinar
Staff department
Content
Audience
Staff department
Content
Audience
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
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Your org
What about you? Let’s discuss the elements of your ecosystem
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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???
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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
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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.
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Recommendations’ Logic Cross-sell & Promo Logic
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h"p://www.brookings.edu/research/topics/health
h"p://www.acc.org/clinical-topics/
h"p://www.acc.org/clinical-topics/diabetes-and-cardiometabolic-disease
h"p://spectrum.ieee.org/energywise/green-tech/fuel-cells/perovskites-for-novel-fuel-cells
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
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People
• Better internal communications • Collaboration • Trust • Change your reward system to encourage/reinforce content sharing and co-creation vs. volume
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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
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Processes/tools
• Editorial calendar • Workflow • CMS that can surface related content • Managed by people with the right skills, enough time, and official permission
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