• Save
Predicate | Publishers + Content Strategy
Upcoming SlideShare
Loading in...5

Predicate | Publishers + Content Strategy






Total Views
Views on SlideShare
Embed Views



9 Embeds 369

http://www.printmag.com 197
http://predicate-llc.com 71
http://www.leenjones.com 56
http://www.slideshare.net 17
http://www.predicate-llc.com 12
http://printmag.com 8
http://www.linkedin.com 4
http://adamtaplin.com 3
http://www.huunghi-phuongthao.com 1


Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

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.) View slide
  • Proposed: Publishing is our home and native land. Our work reflects and mimics editorial thinking. View slide
  • 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