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Predicate | Publishers + Content Strategy

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  • 1. Publishers + Content Strategy Jeffrey MacIntyre 19 March 2009 IA Summit Memphis, TN
  • 2. Preamble Who has worked as an interactive content specialist with a publishing organization? *
  • 3. Preamble * A native, pre-interactive publisher! (We’re all publishers now.)
  • 4. Proposed: Publishing is our home and native land. Our work reflects and mimics editorial thinking.
  • 5. CS as Editorial Process Content strategy is “a repeatable system that defines the entire editorial content development process for a website development project.” Richard Sheffield
  • 6. CS from IA “If information architecture is the spatial design of information, I see content strategy as the temporal side of the same coin.” Louis Rosenfeld
  • 7. Practitioner-Publisher “Content strategists combine the skills of writers, editors and publishers to think in a holistic way about what users should see when they visit a site[.]” Terrell Johnson
  • 8. Consider the Masthead Writers, copyeditors, art director & staff, ad sales, production, managing editor, the EIC, the publisher. Publishing is complex.
  • 9. Consider Content Strategy We’re complex. We work in projects and operations. Our work crosses traditional roles in publishing and conventional ones in UX.
  • 10. The CS/Publisher Affinity We both know content. We’re using similar tools and a shared language. We have a role with everyone on the masthead.
  • 11. So, the Masthead Test How we (prefer to) work with publishers tells us a lot about who we are as practitioners-- and about the parameters of our field, now and tomorrow.
  • 12. Art Director/Dept.
  • 13. Art Director/Dept. Upholds visual system. Art production and management. CS provides: ‣ style guide (annotated) ‣ digital asset management
  • 14. Editorial style guide
  • 15. Writers & Editors
  • 16. Writers & Editors Content production. Curation. CS provides: ‣ copydeck ‣ editorial strategy
  • 17. Managing Editor
  • 18. Managing Editor Traffics content. Leads production. Tactical planner. ‣ content inventory/matrix ‣ workflow design ‣ CMS architecture
  • 19. Process and workflow ! design !
  • 20. Content flow schematic
  • 21. ! Decision tree version
  • 22. Copy Desk
  • 23. Copy Desk Edits content for consistency. Polices in-house standards. ‣ editorial standards: voice, linking, rights/ legal, community, metadata, controlled voc.
  • 24. Production
  • 25. Production The engine room. AKA “Technology.” ‣ content model ‣ platform integration ‣ QA tools/reporting (CMS)
  • 26. Template mapping Production matrix
  • 27. Ad Sales
  • 28. Ad Sales Advertiser-based revenue. ‣ SEO/keyword analysis ‣ ad guidelines
  • 29. Editor-in-Chief
  • 30. Editor-in-Chief The senior editorial decisionmaker. ‣ editorial calendar ‣ editorial strategy ‣ migration planning ‣ site governance model
  • 31. Editorial strategy
  • 32. Editorial strategy !
  • 33. Publisher
  • 34. Publisher Owns product & organization. ‣ product strategy ‣ syndication/partnerships ‣ cross promotion ‣ organizational change management
  • 35. Content flow schematic Management tools
  • 36. Postmortem
  • 37. The Calling The defining challenge for publishers now, more than ever, is to make its content count.
  • 38. It’s on.
  • 39. Why Predicate? ‣ the maturity of CS ‣ the industry moment ‣ advocacy & aftermarkets ‣ the idea market ‣ pro bono
  • 40. Questions? predicate-llc.com