Published on March 21, 2009
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. 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 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 Edits content for consistency. Polices in-house standards. ‣ editorial standards: voice, linking, rights/ legal, community, metadata, controlled voc.
Production The engine room. AKA “Technology.” ‣ content model ‣ platform integration ‣ QA tools/reporting (CMS)
Template mapping Production matrix
Ad Sales Advertiser-based revenue. ‣ SEO/keyword analysis ‣ ad guidelines
Editor-in-Chief The senior editorial decisionmaker. ‣ editorial calendar ‣ editorial strategy ‣ migration planning ‣ site governance model
Editorial strategy !
Publisher Owns product & organization. ‣ product strategy ‣ syndication/partnerships ‣ cross promotion ‣ organizational change management
Content ﬂow schematic Management tools
The Calling The deﬁning challenge for publishers now, more than ever, is to make its content count.
Why Predicate? ‣ the maturity of CS ‣ the industry moment ‣ advocacy & aftermarkets ‣ the idea market ‣ pro bono
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There are two competing notions of the predicate in theories of grammar. The first concerns traditional grammar, which tends to view a predicate as one of ...
When one thing is predicated of another, all that which is predicable of the predicate will be predicable also of the subject.
Übersetzung für predicate im Englisch-Deutsch-Wörterbuch dict.cc.
What is the predicate of a sentence? The predicate is everything that is not the subject. See examples of predicates. See the definition of Predicate in ...
Sucht nach einem Element, das die durch das angegebene Prädikat definierten Bedingungen erfüllt, und gibt das erste Vorkommen im gesamten List
pred·i·cate (prĕd′ĭ-kāt′) v. pred·i·cat·ed, pred·i·cat·ing, pred·i·cates v.tr. 1. To base or establish (a statement or action, for example ...
Predicates. A predicate is the completer of a sentence. The subject names the "do-er" or "be-er" of the sentence; the predicate does the rest of the work.
Middle English, from Late Latin praedicatum, from neuter of praedicatus. First Known Use: 15th century
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