The Elements of
Jeﬀrey MacIntyre Content Strategists of NYC
Predicate, LLC Bond Art + Science
I’m an independent content strategist and
writer. My practice focuses on:
‣ Editorial product strategy;
‣ Building CS capabilities for clients; and
‣ Contributing to our body of
The Story So Far ...
2009 is the breakout
year for content strategy.
“Getting better at publishing
is the only way you’re going
to get better at content.”
Deﬁning Editorial Content
What is it? A publishing asset.
‣ Repeatable and repeatedly
published content in a
recognizable form (article, podcast,
etc.) and packaged (e.g., edited) for
‣ Made valuable to an audience by:
being innovative; through subject
matter expertise or authority; by
voice or other brand attributes.
The Value of Editorial
‣ Ebb and ﬂow.
‣ Susceptible to:
‣ The function
Example: “Today’s Papers”
12 years ago, Slate.com pioneered a daily
form of content aggregation for news
It evolved from novel
convenience to meta-digest
to spin-oﬀs to modular, near-
The UX of Editorial Strategy
Eﬀective editorial content:
1. Creates engaging, unique experiences.
2. Drives traﬃc to related content.
3. Inﬂuences user behavior. Forms a bond.
4. Generates revenue, becoming a product.
‣ The web is a publishing medium.
‣ Content is integral (to experience).
‣ Content producers = de facto publishers.
‣ To users, the web is awash in content.
Site owners feel the ﬂoodwaters, too.
So, sink or swim. Filter or be ﬂooded.
‣ Why? Because publishing
is hard. Consider the
masthead. Credit: Jessica Hagy via Elena Melendy
‣ “We may all be publishers, but we are not
all editors.” -- Jonathan Maziarz
‣ Curation is king. The ﬁlter on the ﬁrehose
as an editorial function.
“The Day 2 Problem”
Postlaunch is a
Nothing shines a light on the good
faith agreement between client and
consultant than thoughtful aftercare.
Editorial strategy is about caring for
content after launch day. Credit: Flickr Commons
1. Style Guide
‣ Reboot the model.
‣ More show bible (TV) or functional
speciﬁcation (functional analysis).
‣ A training document, with publishing
walkthroughs for each content module.
2. Editorial Calendar
Think big, think small:
‣ The killer app of content strategy.
Credit: Rural Doctoring
An exhaustive programming resource.
‣ Macro: Swimlane visibility across sites and channels,
enhancing collaboration and crosspromotion, increasing lead
‣ Micro: Asset-level tracking of all content production to reduce
LOE, and increase content quality (streamlining “roundtrips”).
‣ The foundation for benchmarking production--and further
optimization via analytics. Basis for proof points of CS ROI?
3. Product Strategy
Think product lifecycle:
‣ A plan for content publishing.
‣ Iterating distinctive content products, integrating with business and
competitive analysis. (E.g., content revenue modelling.)
‣ Blueprint for each content type’s lifecycle. Programming
framework for editorial calendar.
‣ Support technology recommendations and guidelines.
‣ Organizational design (process, workﬂow, roles and
The X-Prize of Content Strategy
Bright minds beg to diﬀer with us:
‣ “Publish, then ﬁlter” --Clay Shirky
‣ “A messier web” --David Weinberger
O RLY? This is the challenge of content
What problems will you solve?
IAN Alexander, Eat Media
CRAIG Bromberg, AOL
MATT Geraghty, Razorﬁsh