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

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