Alignment and Alliances
Stronger alignment is called for between key stakeholders in content generation. For instance, government departments must cooperate to provide single window clearance for e-government applications to benefit citizens. This calls for G2G standardization and alignment of processes in gathering and presenting citizen content.

Alliance models like PPP have been touted for a long while in areas like community content and telecenters, but greater clarity is needed to ensure continuity and ownership after the partnership period expires. Best practices in contractual frameworks need to be established. Alliances should also rope in neglected and less glamorous entities like post offices in the digital content ecosystem.

Entrepreneurship
Sites like Google, Wikipedia, Facebook, YouTube etc have changed the way Internet users create, access, browse, rate and tag content. Most of these sites and services did not exist even five years ago, thus highlighting the importance of harnessing and nurturing entrepreneurship in the digital content ecosystem. Entrepreneurship extends not just for profit start-ups, but also social entrepreneurs who create content sites for overall social good and not only monetary gain.

Local-Global Balance
For content to be relevant to local audiences, it must be in the local language; it should include not just global content translated into local needs, but uniquely created content specifically for local user needs. But at the same time, the global opportunity should not be overlooked. Properly developed local content services can also have an appeal for global audiences on the Internet.

Hybrid Models
Another dimension of balance is between top-down and bottom-up (and even middle-out) models of content promotion. While there is definitely a place for strategic planning and systematic long-term strategies in content creation (eg by governments), there should also be a place for spontaneous bottom-up content creation activities (eg on sites like Wikipedia and Wiktionary).

Capacity Building
Greater resources should be dedicated to building capacity among ICT users for not just creatingcontent, but also monitoring, assessing, rating, tagging and validating content on the Internet (eg students should not treat Wikipedia content as fact, but as a pointer to authentic content elsewhere).

Standardization
From multilingual fonts to library taxonomies, there are strong movements emerging for standardization of digital content (or at least for interoperability among different platforms and codes). Standards movements in different verticals should be tracked (eg education, health, government, payment) and best practices gathered across sectors and countries.

Legal Frameworks
Legal issues are becoming increasingly important in the global Internet. It is important for content promoters to fully grasp not just legal issues at the creation end of the content spectrum (eg creative commons license) but also at the access end (e.g. freedom of information, right to information, security).

Content Culture
In an increasingly ICT and media driven world, it is important for citizens to enrich the infosphere by imbibing a content culture which includes eagerness to publish and share content, assist in co-creation of value, and democratically harness content for a range of applications and functions.

International Cooperation
The twenty-first century is marked by increased regional and global cooperation for content promotion and collaboration.

For instance, the EU has some good initiatives for sharing of educational content (but has not been as effective in other types of content, such as music). The World Summit Award itself is a good example of international collaboration for periodic benchmarking of best practices in content publication around the world.