Overwhelmed by content chaos? A content ecosystem map might be just the thing. A content ecosystem map is a snapshot of what the heck is going on with content in your organization: where content is coming from, high-level processes, internal and external audiences, business objectives, technology—and how it all interacts.
Content ecosystem maps help you verify assumptions, imagine new possibilities, plan activities, document vocabulary, and coordinate understanding between stakeholder groups. Perhaps most importantly, the map-making process reveals where people have different ideas about reality, giving you a chance to work out these differences before they derail your projects.
8. When your content,
people, and systems are
connected, your
organization can deliver
a holistic, effective
experience for your
customers.
Hilary Marsh
9. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
YOUR CONTENT IS ALREADY
PART OF AN ECOSYSTEM.
YOU JUST DON’T HAVE A
PICTURE OF IT YET.
13. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
MOORING CELL NO. 5
LIGHT (854.8)
MOORING CELL NO. 2 LIGHT (853.6)
UNIVERSITY DOCK LIGHT (853.1)
BOOM ISLAND PARK ACCESS
853
854
855
NICOLLET
ISLAND
94
35W
52
LOWER ST. ANTHONY
FALLS LOCK & DAM
UPPER ST. ANTHONY
FALLS LOCK & DAM
93°15'0"W
45° 0' 0" N
93°12'30"W
2
1
9
7
8
6
5
3
4
2
1
4
Pool 1
BURLINGTON NORTHERN SANTA FE RR
UPPER MISSISSIPPI RIVER
U.S. ARMY CORPS ENGINEERS
MISSISSIPPI VALLEY DIVISION
14. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
MOORING CELL NO. 5
LIGHT (854.8)
MOORING CELL NO. 2 LIGHT (853.6)
UNIVERSITY DOCK LIGHT (853.1)
BOOM ISLAND PARK ACCESS
853
854
855
NICOLLET
ISLAND
94
35W
52
LOWER ST. ANTHONY
FALLS LOCK & DAM
UPPER ST. ANTHONY
FALLS LOCK & DAM
93°15'0"W
45° 0' 0" N
93°12'30"W
2
1
9
7
8
6
5
3
4
2
1
4
Pool 1
BURLINGTON NORTHERN SANTA FE RR
UPPER MISSISSIPPI RIVER
U.S. ARMY CORPS ENGINEERS
MISSISSIPPI VALLEY DIVISION
15. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
MOORING CELL NO. 5
LIGHT (854.8)
MOORING CELL NO. 2 LIGHT (853.6)
UNIVERSITY DOCK LIGHT (853.1)
BOOM ISLAND PARK ACCESS
853
854
855
NICOLLET
ISLAND
94
35W
52
LOWER ST. ANTHONY
FALLS LOCK & DAM
UPPER ST. ANTHONY
FALLS LOCK & DAM
93°15'0"W
45° 0' 0" N
93°12'30"W
2
1
9
7
8
6
5
3
4
2
1
4
Pool 1
BURLINGTON NORTHERN SANTA FE RR
UPPER MISSISSIPPI RIVER
U.S. ARMY CORPS ENGINEERS
MISSISSIPPI VALLEY DIVISION
16.
17. A map is not the
territory it represents,
but, if correct, it has a
similar structure to
the territory, which
accounts for its
usefulness.
Alfred Korzybski
18. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEWHY MAKE MAPS?
MAPS AREN’T REALITY.
BUT THEY’RE CLOSE ENOUGH.
21. Via “Computing the optimal road trip across the U.S.”
by Randal Olson at http://www.randalolson.com/2015/03/08/computing-the-optimal-road-trip-across-the-u-s/
39. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
QUESTION:
FRAME THE ACTIVITY WITH A
QUESTION ABOUT YOUR ECOSYSTEM.
1
40.
41.
42. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
TIPS ON YOUR FOCUS QUESTION …
‣You’ll probably change it later. That’s
okay.
‣Keep it visible, especially if
facilitating.
‣Ask an honest question.
‣Boring is okay.
MAKING MAPS
43. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
LIST:
COLLECT AND LIST THE NOUNS AND
VERBS OF YOUR ECOSYSTEM.
2
45. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
Verbs
B.R.E.A.D.
brand values
user interviews
top tasks
user interface text
names of features nouns list
46. cofound/harlem
Nouns Verbs
community
disrupting
building
Focus Question
What does cofound/harlem hope to accomplish?
companies
schools startups mentors
sponsors
partners
real estate
partners
community
colleges
college
dropouts
hands-on
learning
college
education
City College
CUNY
Fordham
University
thought
leaders
thought
leadership
equity
mentoring
traditional
empower
cofound
“____” place
name
scalable
scales
big brands
(partners)
Harlem
tech
ecosystem
grow tech ecosystemgrow
mid-size
companies
attract
Snippets
bridge
skills gap
bridge skills gap
attract mid-sized companies
educational
seminars
skills
educate
raise
raise median low income
make harlem a tech hub
inspire
inspire entrepreneurship
hustling
building great companies
share
share what they’ve learned
pioneer
first class + pioneer
in it for them, not c/hredefine
dilute
learn
experiential
learning
reach
sustain
gain access
invest / investing
share
disrupt
build
scale
hustle
mentor
grows
grant access
partner
cofound ventures and cofound support each
other and are related but are at a remove
48. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
TIPS ON CREATING YOUR LISTS …
‣They won’t be complete. That’s
okay.
‣Plural nouns make things easier.
‣Generic words can be critical!
‣Boring is okay.
MAKING MAPS
55. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
TIPS ON DRAWING CONNECTIONS …
‣The first pancake is always messy.
‣Try placing the line in both
directions. Which feels more true?
‣Focus on interesting and important
connections.
‣Label every connection (probably).
MAKING MAPS
56. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
ARRANGE:
ORGANIZE CONCEPTS INTO A
SHAPE THAT FEELS RIGHT.
4
57.
58. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
TIPS ON ARRANGING …
‣Work radially at first.
‣Different shapes tell different stories.
‣Experiment with symmetry and
proximity.
‣If it’s not working, add or remove
some nouns.
MAKING MAPS
59. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEMAKING MAPS
REFINE:
ADD AND ALTER MEANING WITH
LABELS, SIZE, COLOR, AND
METAPHOR.5
60.
61.
62. cofound/harlem
Nouns Verbs
entrepreneuri
al ecosystem
community
disrupting
building
Focus Question
What does cofound/harlem hope to accomplish?
companies
ecosystem
entrepreneur
schools startups mentors
sponsors
partners
real estate
partners
community
colleges
college
dropouts
hands-on
learning
college
education
City College
CUNY
Fordham
University
thought
leaders
thought
leadership
equity
mentoring
traditional
accelerator
empower
cofound
“____” place
name
scalable
scales
big brands
(partners)
Harlem
tech
ecosystem
grow tech ecosystemgrow
mid-size
companies
attract
Snippets
bridge
skills gap
bridge skills gap
attract mid-sized companies
educational
seminars
skills
educate
raise
raise median low income
median low
income
make harlem a tech hub
inspire
inspire entrepreneurship
eventsworkshops
keynotes
Digital NYC
diversity race mindset
hustle
hustling
results
Harlem
culture
building great companies
engine /
marketing
engine
non-profit
non-profit
accelerator
zero equity
community-
focused
JH’s story
future of
Harlem
“Start Now”
attitude
expertise
zero equity
share
share what they’ve learned
reputation /
personal
brand
emotional
investment
class (group
of companies)
first class
(historic)
pioneer
first class + pioneer
social
component
social mission
in it for them, not c/h
redefine
dilute
investor
stakeholder
deal flow
network resources
learn
experiential
learning
diversity
teams (etc.)
audience
reach
untapped
markets
brand
association
$$ (from big
brands)
sustainable
sustain
gain access
access relationships
invest / investing
share
disrupt
build
scale
hustle
mentor
grows
grant access
partner
cofound ventures and cofound support each
other and are related but are at a remove
cofound
communities
schools
startups
(generic)
mentors
Harlem
cofound/harlem
cofound TV
cofound X
John Henry
What does cofound/harlem hope to accomplish?
interns
practical
experience
“our
companies
”
get
provide
might work for
might work for
resources
office
space
mentorship
might provide
might provide
might provide get
get
get
cofound
audiencecofound/harlem
fans
active and
engaged
members of
NYC tech
community
mainly comprised of
diverse
millenials
mostly made of
economic
development
value creation
engine
are
drives
catalyzes
is one of potentially many
is a prototype for
cofound ventures
brand
is
non-profit
organization
is
cofound [city]
models
Atlanta
seeks to establish successful
cofound fans
cofound [city]
fans
big brands
city partners/
brands
cofound
communities
schools
startups
(generic)
mentors
Harlem
cofound/harlem
cofound TV
cofound X
John Henry
What does cofound/harlem hope to accomplish?
interns
practical
experience
“our companies”
get
provide
might work for
might work for
resources
office
space
mentorship
might provide
might provide
might provide
get
get
get
active and
engaged
members of
NYC tech
community
economic
development
catalyzes
is one of potentially many
is a prototype for
cofound ventures
brand
is
non-profit
organization
is
cofound [city]
models
Atlanta
seeks to establish successful
cofound fans
cofound [city]
fans
big brands
city partners/
brands
[city] might hire from
headquarter in
exist within
teachback / provide education
diversity
high-paying
tech jobs
median
income
greater
spending
quality of life
relationships
with schools
entrepreneurship
building great
companies
focus on
creates
improves
hands-on
learning
opportunities
depends
creates
skills gap
bridges
cofound
communities
schools
startups
(generic)
mentors
Harlem
cofound/harlem
cofound TV
cofound X
John Henry
What does cofound/harlem hope to accomplish?
interns
practical
experience
“our companies”
get
provide
might work for
might work for
resources
office
space
mentorship
might provide
might provide
might provide get
get
get
active and
engaged
members of
NYC tech
community
catalyzes
is one of potentially many
is a prototype for
cofound ventures
brand
is
non-profit
organization
is
cofound [city]
models
Atlanta
is made of
cofound fans
cofound [city]
fans
big brands
city partners/
brands
[city]
might hire from
headquarter in
exist within
teachback / provide education
diversity
high-paying
jobs
quality of life
[schools]
entrepreneurship
great
companies
help build
improve
hands-on
learning
opportunities
creates
work with
grow with
maintain
creates
skills gap
want
value
benefit from
big brands
celebrities
philanthropist
scivic partners
community
partners
vibrant
neighborhoods
entreprenurial
ecosystem
cofound
local
communities
cofound/harlem
cofound
TV
interns
promising startups
work for
resources
office
space
mentorship
catalyzes
cofound
ventures
parent brand
has
non-profit
organizations
is
cofound [city]
initiatives
develops
diversity
high-paying
jobs
entrepreneuri
alism
great companies
help build
hands-on
learning
opportunities
desire
grow within
skills gap
X-month
residencies
provide
bridgesencourage
get
granted
residency
benefits
include a variety of
is a prototype of
provide
graduated
startups
become
city brand
have
reflects
might support
recruits
quality of life
concerned with contribute to
community
colleges
4-year
colleges
technical
colleges
schools
headquarter in
Uptown Tech
Meetup
events
marketing
engines
partners,
sponsorships,
and grants
engaged
fanbase
increase with
depend on
increases
has
quality content
includes includes
63. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
TIPS ON REFINING …
‣Make the big idea big.
‣OR take it off the map.
‣Adding one color means you have
two colors.
‣Lots of minor connections? You might
be missing a category noun.
MAKING MAPS
64. CONTENT ECOSYSTEM MAPS @SCOTTKUBIE
FIVE MAPPING STEPS:
ASK A QUESTION
MAKE A LIST
DRAW CONNECTIONS
ARRANGE
REFINE (OR DON’T)
75. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: WORKFLOWS
editorial
calendar
monthly
editorial
meeting
is updated during
76. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS
5RULES
STANDARDS AND POLICIES THAT
IMPACT YOUR CONTENT.
77. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: RULES
The U.S.
Constitution
The Prime
Directive
The Ten
Commandments
The Bill of
Rights
The Golden
Rule
86. CONTENT ECOSYSTEM MAPS @SCOTTKUBIEKEY COMPONENTS: PEOPLE
Brain
Traffic
CEO
Kristina
Halvorson
confab
events dot
com
brands
is the
ownsis one of our
Brain
Traffic
Confab