Exploring
Editorial Strategy

Jeffrey MacIntyre   Content Strategy Forum 2010
Predicate, LLC     Paris
Hello, France; Hello, World.

I’m an independent
content strategist
in New York City.

In France.                     Cred...
Hello, France; Hello, World.

But.

How did I get here?

How did you?
                       Credit: HotVVheels Peter Nidz...
Hello, France; Hello, World.

Most importantly,
why are we here?
Hello, France; Hello, World.

Most importantly,
why are we here?




                               Credit: 96dpi, flickr
Hello, France; Hello, World.

Most importantly,
why are we here?
Hello, France; Hello, World.

Most importantly,
why are we here?
I Can Only
Speak for
Myself.
I Can Only
Speak for
Myself.
I Can Only
Speak for
Myself.


             Credit: batescreativegroup.com
Why I’m Really Here.


              +
Why I’m Really Here.


                  =


  “Content strategy is about publishing.”
        Erin Kissane, incisive.nu
Why We’re Really Here.
Content Strategy Today
Introductions

I’m an independent content strategist in
NYC. My practice focuses on
editorial product strategy.
      ‣ Je...
What is
Editorial
Strategy?
The Primacy of Content Strategy

Simply put, editorial
strategy begins with
content strategy.

The second explains
the firs...
Content Strategy is a Lifecycle

“Content Strategy plans for the
creation, publication, and
governance of useful, usable c...
The Content Strategy Gospel
 ‣   The web is a publishing medium.
 ‣   Content is integral (to experience).
 ‣   Content pr...
What’s a Content Strategist?
Editors + Editorial Strategy?

 “We don’t hire editors,
 we hire content strategists.”

            CEO Jack Griffin
       ...
“As a Content
Strategist
Working with
Editorial...”



                Credit: Adam Taplin, Content Strategy Google Group
Editorial is Ongoing Content
What is it? A publishing asset.
‣   Repeatable and repeatedly
    published content in a
    ...
Example: Slate’s “Today’s Papers”
12 years ago, Slate.com pioneered a daily
form of content aggregation for news
consumers...
Introducing Editorial Strategy
‣ What? Product
    development for content.
‣   Why? “The Day 2 Problem.”
‣   How? Content...
Why
EDITORIAL STRATEGY?
“The Day 2 Problem”
Postlaunch is a
project phase.
(It’s called operations.)

Editorial content is ongoing
content publish...
Your website
isn’t a magazine.
“[G]etting better at
publishing is the only way
you’re going to get better at
content.”          Gerry McGovern
          ...
Your website
isn’t a magazine!
Publishing is Pivotal

‣ Everything I know
  about content
  strategy I learned
  from being a web
  editor.
Publishing is Pivotal

‣ Maybe you did, too?
Louis Rosenfeld:
Kill Redesign
‣ “Redesign must die”
‣ “Every large website
  is a complex           Credit: “Redesign Mus...
Your website
isn’t a magazine.
But it should be.
Crafting
an EDITORIAL STRATEGY
Do You Have One?

Editorial strategy is ...
 ‣ a set editorial mix
                                   Credit: Jessica Hagy...
Key Debates in Editorial Strategy

‣   “Free v. paid” (rev. models: licensing, etc.)
‣   Editorial mix: stock & flow
‣   Pr...
Editorial as
Product?

 ‣ More common
   than you think.
Designers on Editorial


Credit: Jason Santa Maria, SVA presentation




             Credit: Luke Hayman, Pentagram.com  ...
The Value of Curation

Credit: Clinton Forry, content-ment.com



                                                        ...
The Role of Analytics
Editorial Strategy Toolkit:
Product, Platform,
Process




     Credit: Muriel Vandermeulen, wearethewords.com
           ...
Delivering an
Editorial Strategy
A Simple Content
Strategy Philosophy

‣ Product
‣ Platform
‣ Process
A Simple Content
Strategy Philosophy

‣ Product (content)
‣ Platform (publishing)
‣ Process (organization)
Our Methodology

 1. Audit          2. Plan        3. Build       4. Grow
                    content         content     ...
Our Editorial Strategy

 1. Audit   2. Plan    3. Build   4. Grow
            content                editorial
           ...
Content Strategy


                       !




            !      !
Content Strategy

Think product lifecycle:
 ‣   A plan for content publishing.
 ‣   Iterating distinctive content products...
Style Guide   Editorial Calendar




                               !
Style Guide

Think postlaunch:
 ‣ Reboot the model.
 ‣ More show bible (TV) or functional
    specification (functional ana...
Editorial Calendar
Think big, think small:
 ‣   The killer app of content strategy.
 ‣   An exhaustive programming resourc...
Content Development




                      Credit: Webbmedia Group
Cui Bono?
The Big Idea: Ubiquitous Publishing




  Credit: Denis Pelli & Charles Bigelow, seedmagazine.com.
Why We’re Really Here.
What Problems Will You Solve?




                  Credit: laughingsquid, flickr
Because Your
Rooftop is Ready.



Further Reading:




                                         Credit: Joel Bedford, flick...
Predicate | Exploring Editorial Strategy
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Predicate | Exploring Editorial Strategy

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Published on

"Exploring Editorial Strategy"
Content Strategy Forum 2010 / STC France
10.04.16

Predicate | Exploring Editorial Strategy

  1. 1. Exploring Editorial Strategy Jeffrey MacIntyre Content Strategy Forum 2010 Predicate, LLC Paris
  2. 2. Hello, France; Hello, World. I’m an independent content strategist in New York City. In France. Credit: theirisnetwork, fffound!
  3. 3. Hello, France; Hello, World. But. How did I get here? How did you? Credit: HotVVheels Peter Nidzgorski, x818, fffound!
  4. 4. Hello, France; Hello, World. Most importantly, why are we here?
  5. 5. Hello, France; Hello, World. Most importantly, why are we here? Credit: 96dpi, flickr
  6. 6. Hello, France; Hello, World. Most importantly, why are we here?
  7. 7. Hello, France; Hello, World. Most importantly, why are we here?
  8. 8. I Can Only Speak for Myself.
  9. 9. I Can Only Speak for Myself.
  10. 10. I Can Only Speak for Myself. Credit: batescreativegroup.com
  11. 11. Why I’m Really Here. +
  12. 12. Why I’m Really Here. = “Content strategy is about publishing.” Erin Kissane, incisive.nu
  13. 13. Why We’re Really Here.
  14. 14. Content Strategy Today
  15. 15. Introductions I’m an independent content strategist in NYC. My practice focuses on editorial product strategy. ‣ Jeff MacIntyre, Principal @jeffmacintyre
  16. 16. What is Editorial Strategy?
  17. 17. The Primacy of Content Strategy Simply put, editorial strategy begins with content strategy. The second explains the first. Credit: Blogger.com circa 1999
  18. 18. Content Strategy is a Lifecycle “Content Strategy plans for the creation, publication, and governance of useful, usable content.” --Kristina Halvorson “If information architecture is the spatial design of information, I see content strategy as the temporal side of that same coin.” --Louis Rosenfeld
  19. 19. The Content Strategy Gospel ‣ 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.
  20. 20. What’s a Content Strategist?
  21. 21. Editors + Editorial Strategy? “We don’t hire editors, we hire content strategists.” CEO Jack Griffin 21 February 2008
  22. 22. “As a Content Strategist Working with Editorial...” Credit: Adam Taplin, Content Strategy Google Group
  23. 23. Editorial is Ongoing 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 consumption; ‣ Made valuable to an audience by: being newsworthy or original; through subject matter expertise or authority; by voice or other brand attributes.
  24. 24. Example: Slate’s “Today’s Papers” 12 years ago, Slate.com pioneered a daily form of content aggregation for news consumers. Now, everyone does “roundups.” It evolved from novel convenience to meta-digest to spin-offs to modular, near- realtime editorial.
  25. 25. Introducing Editorial Strategy ‣ What? Product development for content. ‣ Why? “The Day 2 Problem.” ‣ How? Content strategist, like product developers, work between “product” and “plumbing.”
  26. 26. Why EDITORIAL STRATEGY?
  27. 27. “The Day 2 Problem” Postlaunch is a project phase. (It’s called operations.) Editorial content is ongoing content publishing. Editorial strategy is about caring for content after launch day. Credit: Flickr Commons
  28. 28. Your website isn’t a magazine.
  29. 29. “[G]etting better at publishing is the only way you’re going to get better at content.” Gerry McGovern Content Critical
  30. 30. Your website isn’t a magazine!
  31. 31. Publishing is Pivotal ‣ Everything I know about content strategy I learned from being a web editor.
  32. 32. Publishing is Pivotal ‣ Maybe you did, too?
  33. 33. Louis Rosenfeld: Kill Redesign ‣ “Redesign must die” ‣ “Every large website is a complex Credit: “Redesign Must Die “, louisrosenfeld.com adaptive system.”
  34. 34. Your website isn’t a magazine. But it should be.
  35. 35. Crafting an EDITORIAL STRATEGY
  36. 36. Do You Have One? Editorial strategy is ... ‣ a set editorial mix Credit: Jessica Hagy ‣ scheduled release of ongoing content ‣ packaged as a bundle of like content ‣ supported via masthead workflow ‣ guided by a product strategy
  37. 37. Key Debates in Editorial Strategy ‣ “Free v. paid” (rev. models: licensing, etc.) ‣ Editorial mix: stock & flow ‣ Production model: factory v. atelier ‣ Bundling: curation v. aggregation ‣ Original content: longform/shortform
  38. 38. Editorial as Product? ‣ More common than you think.
  39. 39. Designers on Editorial Credit: Jason Santa Maria, SVA presentation Credit: Luke Hayman, Pentagram.com Credit: Dan Hill, cityofsound.com
  40. 40. The Value of Curation Credit: Clinton Forry, content-ment.com Credit: Erin Scime, dopedata.com Credit: Robin Sloan, snarkmarket.com Credit: Jonathan Maziarz Credit: Prasanna Lal Das, prasannalaldas.blogspot.com
  41. 41. The Role of Analytics
  42. 42. Editorial Strategy Toolkit: Product, Platform, Process Credit: Muriel Vandermeulen, wearethewords.com Credit: Erin Kissane, incisive.nu
  43. 43. Delivering an Editorial Strategy
  44. 44. A Simple Content Strategy Philosophy ‣ Product ‣ Platform ‣ Process
  45. 45. A Simple Content Strategy Philosophy ‣ Product (content) ‣ Platform (publishing) ‣ Process (organization)
  46. 46. Our Methodology 1. Audit 2. Plan 3. Build 4. Grow content content editorial content audit strategy specification calendar content migration plan copy deck style guide inventory metadata content gap analysis schema development
  47. 47. Our Editorial Strategy 1. Audit 2. Plan 3. Build 4. Grow content editorial strategy calendar style guide content development
  48. 48. Content Strategy ! ! !
  49. 49. Content 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 responsibilities).
  50. 50. Style Guide Editorial Calendar !
  51. 51. Style Guide Think postlaunch: ‣ Reboot the model. ‣ More show bible (TV) or functional specification (functional analysis). ‣ A training document, with publishing walkthroughs for each content module.
  52. 52. Editorial Calendar Think big, think small: ‣ The killer app of content strategy. ‣ An exhaustive programming resource. Credit: Rural Doctoring ‣ Macro: Swimlane visibility across sites and channels, enhancing collaboration and crosspromotion, increasing lead times. ‣ 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?
  53. 53. Content Development Credit: Webbmedia Group
  54. 54. Cui Bono?
  55. 55. The Big Idea: Ubiquitous Publishing Credit: Denis Pelli & Charles Bigelow, seedmagazine.com.
  56. 56. Why We’re Really Here.
  57. 57. What Problems Will You Solve? Credit: laughingsquid, flickr
  58. 58. Because Your Rooftop is Ready. Further Reading: Credit: Joel Bedford, flickr ‣ Content Strategy, the Knol ‣ Content Strategy, the Google Group ‣ Notes on Content (predicate-llc.com) ‣ #contentstrategy on Twitter

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