How to Activate and Stabilize a Content Ecosystem

Written by Lindsey Hawkins

Digital Transformation Leader | Content Coach | Art and Design Educator | Entrepreneur

Maintaining a high-quality content experience for consumers requires a holistic approach that focuses on all aspects of content creation, management, and distribution. Within a business managing any type of content, there are processes, products, and people working within the business’s content ecosystem. Many times, they’re not aware of each other, talking to each other, or leveraging the full power of working together to maximize a successful content ecosystem.

We can save why this happens for another day. Let’s first understand what success looks like in well-maintained content ecosystems.

What do you mean by a content ecosystem?

When I go out on a long hike, I like to think about how all the world is connected - from the leaves on the trees to the stones in the creek bed. Worlds within worlds of processes happen all around us in nature. The creative process to build content is no different.

A content ecosystem refers to the interconnected network of processes, platforms, and stakeholders involved in creating, managing, distributing, and supporting content within an organization. It encompasses the entire lifecycle of content, from idea generation to distribution, and ongoing maintenance.

How to Align Content Strategy with the Strategic Direction of the Business

The first thing to consider is aligning the content strategy with the overall business vision and goals. For example, is the business in growth mode or efficiency mode? How will this impact the content operation strategy?

Ensure that top executive sponsors understand the importance of content management and are willing to invest in it. This alignment will help secure resources and support for the content management initiative long term.

Talk about how DAM (both the verb and the noun) can help brand growth, content ROI, and make more money for the company’s initiative. Reach out and collaborate with other content-related departments to also align their content operational goals to the overall business strategy.

Be ready to prove it.

To review if the strategy is working or needs an edit - build the reporting metrics that can be tracked and measured on a regular schedule. The success of this complicated content operations solution will need to be measured and proven repeatedly.

Exampled based on enterprise adoption activation

Once aligned to the business strategy, immediately build the reporting model, and find out where the data can be pulled from. Most DAM technology solutions will provide some type of reporting and analytics feature. Below is an example of a quarterly reporting model used for a global enterprise launching a new DAM solution across the business. The client team needed to prove the growth of the adoption of the new DAM solution.

How to Align Content Strategy with Operational Direction

The operational leaders are on the front lines, making it essential for them to understand how content solutions, including a DAM system, impact the business and what actions are required to support the business vision.

Wait, what do you mean by operational leaders?

The team that makes this DAM strategy come to life. The team usually comprises a platform UX leader and/or UX product managers, a marketing campaign, DAM librarians, a change and communications leader, and someone playing the program management role.

The dream team of DAM leadership

For optimal results, consider adding a communications specialist, and a content management expert. Also, get time with business leaders representing technology and marketing departments to keep them informed allowing them to be the expective sponsor of the DAM initiative.

This operational team of leaders acts as a bridge between the strategic direction and the day-to-day operations, addressing issues, managing risks, and advising senior leaders. They can seek advice and hire subject matter experts if necessary.

How to Align Content Strategy with Tactical Direction

The tactical direction involves the implementation and execution of content management processes and methodologies established by a governance council of business stakeholders. This is the moment that DAM operations team we built comes to life. It’s time to build a strategic roadmap of sprints across the different workstreams with clear deadlines.

Top view of tactical workstreams

Tactical direction includes adding more roles such as librarians and asset managers who ensure that content is organized, tagged, and stored appropriately. They execute the standards and workflows established to maintain a well-functioning content ecosystem. Technology often requires human intervention and quality control, especially with critical digital assets and data that impact your business.

80% is the Activation Sweet Spot

The more outside risks the team encounters, the more 100% perfection isn’t possible within the limited time frame. As the team goes through the activation of business units and markets, 100% collecting the target assets can hold up DAM activation timelines. Consider 80% targets per business unit or market, so you can keep moving forward to the new normal. The 20% or less left behind on round one, can still be gathered later or may need a leadership escalation if critically important content to the business.

Four Key Factors that Contribute to a Successful Content Ecosystem

Within the strategy, operations, and tactical model — there are key factors to focus on that contribute to a successful content ecosystem.

1. Content Governance

Leading the content governance in an inclusive manner across the business is a great way to ensure success. The goal is to establish clear guidelines, policies, and standards for content creation, management, and distribution. This ensures consistency, quality, and compliance throughout the ecosystem.

Be inclusive to maximize DAM success

2. User Adoption and Training

Providing ongoing user adoption will ensure that all stakeholders - including content creators, vendors, and departments - are trained on the proper use of the DAM platform and integration tools supporting the content management system.

User adoption is critical to maximizing the system’s potential and encouraging its use as the single source of truth for content. The biggest mistake I see clients make is not investing in the ongoing adoption of the platforms and ways of working. Communication is to a relationship like blood is to the body - without ongoing communication, the relationship will die.

3. Ongoing Maintenance and Support

If the activation method is going well, the operational team will start to get feedback from users. How the team responds to feedback is an opportunity to build trust in the business community and to continue to encourage adoption.

That said, leverage the feedback while also regularly assessing the performance and effectiveness of the content ecosystem, making necessary improvements, and providing technical support to users. This includes monitoring system usage, addressing issues or bugs, and continuously optimizing processes for better efficiency.

4. Collaboration and Communication

Facilitating effective communication and collaboration among different teams, agencies, vendors, and departments involved in the content ecosystem. This includes clear channels of communication, collaboration tools, and regular meetings to ensure everyone is aligned and working towards common goals.

DAM Good Tactical Tip: talk, talk, talk, talk as a team. Daily workstream standups, weekly program standups, and regular senior leadership connections.

DAM Baking Instructions

By considering these four key factors and ensuring alignment at strategic, operational, and tactical levels, organizations can effectively activate and stabilize their content ecosystems. This success recipe leads to a high-quality content experience within a business. Bake at 100% for the next 3 to 5 years until the next new thing impacts the content ecosystem and business needs.