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 pro...
CS from IA

“If information architecture is
the spatial design of
information, I see content
strategy as the temporal
side...
Practitioner-Publisher

“Content strategists combine
the skills of writers, editors
and publishers to think in a
holistic ...
Consider the Masthead

Writers, copyeditors, art
director & staff, ad sales,
production, managing editor,
the EIC, the publ...
Consider Content
Strategy
We’re complex. We work in
projects and operations. Our
work crosses traditional roles
in publish...
The CS/Publisher
Affinity
We both know content. We’re
using similar tools and a
shared language. We have a
role with everyon...
So, the Masthead Test

How we (prefer to) work with
publishers tells us a lot about
who we are as practitioners--
and abou...
Art Director/Dept.
Art Director/Dept.

Upholds visual system. Art
production and management.

CS provides:
 ‣ style guide (annotated)
 ‣ digi...
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...
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/...
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 planni...
Editorial strategy
Editorial strategy




                     !
Publisher
Publisher

Owns product & organization.
 ‣ product strategy
 ‣ syndication/partnerships
 ‣ cross promotion
 ‣ organization...
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
 ‣   pr...
Questions?




predicate-llc.com
Predicate | Publishers + Content Strategy
Predicate | Publishers + Content Strategy
Upcoming SlideShare
Loading in...5
×

Predicate | Publishers + Content Strategy

6,356

Published on

Published in: Business, Technology
2 Comments
56 Likes
Statistics
Notes
No Downloads
Views
Total Views
6,356
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
2
Likes
56
Embeds 0
No embeds

No notes for slide

Predicate | Publishers + Content Strategy

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

×