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