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Predicate | Publishers + Content Strategy
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Predicate | Publishers + Content Strategy






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    Predicate | Publishers + Content Strategy Predicate | Publishers + Content Strategy Presentation Transcript

    • Publishers + Content Strategy Jeffrey MacIntyre 19 March 2009 IA Summit Memphis, TN
    • Preamble Who has worked as an interactive content specialist with a publishing organization? *
    • Preamble * A native, pre-interactive publisher! (We’re all publishers now.)
    • Proposed: Publishing is our home and native land. Our work reflects and mimics editorial thinking.
    • 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
    • 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
    • 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
    • Consider the Masthead Writers, copyeditors, art director & staff, ad sales, production, managing editor, the EIC, the publisher. Publishing is complex.
    • Consider Content Strategy We’re complex. We work in projects and operations. Our work crosses traditional roles in publishing and conventional ones in UX.
    • 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.
    • 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.
    • Art Director/Dept.
    • Art Director/Dept. Upholds visual system. Art production and management. CS provides: ‣ style guide (annotated) ‣ digital asset management
    • Editorial style guide
    • Writers & Editors
    • Writers & Editors Content production. Curation. CS provides: ‣ copydeck ‣ editorial strategy
    • Managing Editor
    • Managing Editor Traffics content. Leads production. Tactical planner. ‣ content inventory/matrix ‣ workflow design ‣ CMS architecture
    • Process and workflow ! design !
    • Content flow schematic
    • ! Decision tree version
    • Copy Desk
    • Copy Desk Edits content for consistency. Polices in-house standards. ‣ editorial standards: voice, linking, rights/ legal, community, metadata, controlled voc.
    • Production
    • Production The engine room. AKA “Technology.” ‣ content model ‣ platform integration ‣ QA tools/reporting (CMS)
    • Template mapping Production matrix
    • Ad Sales
    • Ad Sales Advertiser-based revenue. ‣ SEO/keyword analysis ‣ ad guidelines
    • Editor-in-Chief
    • Editor-in-Chief The senior editorial decisionmaker. ‣ editorial calendar ‣ editorial strategy ‣ migration planning ‣ site governance model
    • Editorial strategy
    • Editorial strategy !
    • Publisher
    • Publisher Owns product & organization. ‣ product strategy ‣ syndication/partnerships ‣ cross promotion ‣ organizational change management
    • Content flow schematic Management tools
    • Postmortem
    • The Calling The defining challenge for publishers now, more than ever, is to make its content count.
    • It’s on.
    • Why Predicate? ‣ the maturity of CS ‣ the industry moment ‣ advocacy & aftermarkets ‣ the idea market ‣ pro bono
    • Questions? predicate-llc.com