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Predicate | Publishers + Content Strategy
- 2. Publishers + Content Strategy Jeffrey MacIntyre 19 March 2009 IA Summit Memphis, TN
- 3. Preamble Who has worked as an interactive content specialist with a publishing organization? *
- 4. Preamble * A native, pre-interactive publisher! (We’re all publishers now.)
- 5. Proposed: Publishing is our home and native land. Our work reflects and mimics editorial thinking.
- 6. 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
- 7. 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
- 8. 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
- 9. Consider the Masthead Writers, copyeditors, art director & staff, ad sales, production, managing editor, the EIC, the publisher. Publishing is complex.
- 10. Consider Content Strategy We’re complex. We work in projects and operations. Our work crosses traditional roles in publishing and conventional ones in UX.
- 11. 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.
- 12. 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.
- 14. Art Director/Dept. Upholds visual system. Art production and management. CS provides: ‣ style guide (annotated) ‣ digital asset management
- 17. Writers & Editors Content production. Curation. CS provides: ‣ copydeck ‣ editorial strategy
- 18. Managing Editor
- 19. Managing Editor Traffics content. Leads production. Tactical planner. ‣ content inventory/matrix ‣ workflow design ‣ CMS architecture
- 20. Process and workflow ! design !
- 23. Copy Desk
- 24. Copy Desk Edits content for consistency. Polices in-house standards. ‣ editorial standards: voice, linking, rights/ legal, community, metadata, controlled voc.
- 25. Production
- 26. Production The engine room. AKA “Technology.” ‣ content model ‣ platform integration ‣ QA tools/reporting (CMS)
- 28. Ad Sales
- 29. Ad Sales Advertiser-based revenue. ‣ SEO/keyword analysis ‣ ad guidelines
- 30. Editor-in-Chief
- 31. Editor-in-Chief The senior editorial decisionmaker. ‣ editorial calendar ‣ editorial strategy ‣ migration planning ‣ site governance model
- 33. Editorial strategy !
- 34. Publisher
- 35. Publisher Owns product & organization. ‣ product strategy ‣ syndication/partnerships ‣ cross promotion ‣ organizational change management
- 36. Content flow schematic Management tools
- 37. Postmortem
- 38. The Calling The defining challenge for publishers now, more than ever, is to make its content count.
- 39. It’s on.
- 40. Why Predicate? ‣ the maturity of CS ‣ the industry moment ‣ advocacy & aftermarkets ‣ the idea market ‣ pro bono