Predicate | Exploring Editorial Strategy
37 likes7,364 views
The document is a presentation about editorial strategy and content strategy. It discusses how content strategy involves planning for ongoing content publishing after a website launches. It emphasizes that websites should approach content like a magazine and focus on crafting an editorial strategy that includes developing products, utilizing the publishing platform, and establishing processes for organizing content. The presentation provides examples and tools for developing an editorial strategy, including conducting a content audit, creating a style guide and editorial calendar, and planning for content development.
![“[G]etting better at
publishing is the only way
you’re going to get better at
content.” Gerry McGovern
Content Critical](https://image.slidesharecdn.com/predicatecsforum100415final-100418090852-phpapp01/85/Predicate-Exploring-Editorial-Strategy-30-320.jpg)
Predicate | Exploring Editorial Strategy
- 2. Exploring Editorial Strategy Jeffrey MacIntyre Content Strategy Forum 2010 Predicate, LLC Paris
- 3. Hello, France; Hello, World. I’m an independent content strategist in New York City. In France. Credit: theirisnetwork, fffound!
- 4. Hello, France; Hello, World. But. How did I get here? How did you? Credit: HotVVheels Peter Nidzgorski, x818, fffound!
- 5. Hello, France; Hello, World. Most importantly, why are we here?
- 6. Hello, France; Hello, World. Most importantly, why are we here? Credit: 96dpi, flickr
- 7. Hello, France; Hello, World. Most importantly, why are we here?
- 8. Hello, France; Hello, World. Most importantly, why are we here?
- 9. I Can Only Speak for Myself.
- 10. I Can Only Speak for Myself.
- 11. I Can Only Speak for Myself. Credit: batescreativegroup.com
- 12. Why I’m Really Here. +
- 13. Why I’m Really Here. = “Content strategy is about publishing.” Erin Kissane, incisive.nu
- 14. Why We’re Really Here.
- 16. Introductions I’m an independent content strategist in NYC. My practice focuses on editorial product strategy. ‣ Jeff MacIntyre, Principal @jeffmacintyre
- 18. The Primacy of Content Strategy Simply put, editorial strategy begins with content strategy. The second explains the first. Credit: Blogger.com circa 1999
- 19. Content Strategy is a Lifecycle “Content Strategy plans for the creation, publication, and governance of useful, usable content.” --Kristina Halvorson “If information architecture is the spatial design of information, I see content strategy as the temporal side of that same coin.” --Louis Rosenfeld
- 20. The Content Strategy Gospel ‣ The web is a publishing medium. ‣ Content is integral (to experience). ‣ Content producers = de facto publishers. ‣ To users, the web is awash in content. Site owners feel the floodwaters, too. So, sink or swim. Filter or be flooded.
- 21. What’s a Content Strategist?
- 22. Editors + Editorial Strategy? “We don’t hire editors, we hire content strategists.” CEO Jack Griffin 21 February 2008
- 23. “As a Content Strategist Working with Editorial...” Credit: Adam Taplin, Content Strategy Google Group
- 24. Editorial is Ongoing Content What is it? A publishing asset. ‣ Repeatable and repeatedly published content in a recognizable form (article, podcast, etc.) and packaged (e.g., edited) for consumption; ‣ Made valuable to an audience by: being newsworthy or original; through subject matter expertise or authority; by voice or other brand attributes.
- 25. Example: Slate’s “Today’s Papers” 12 years ago, Slate.com pioneered a daily form of content aggregation for news consumers. Now, everyone does “roundups.” It evolved from novel convenience to meta-digest to spin-offs to modular, near- realtime editorial.
- 26. Introducing Editorial Strategy ‣ What? Product development for content. ‣ Why? “The Day 2 Problem.” ‣ How? Content strategist, like product developers, work between “product” and “plumbing.”
- 28. “The Day 2 Problem” Postlaunch is a project phase. (It’s called operations.) Editorial content is ongoing content publishing. Editorial strategy is about caring for content after launch day. Credit: Flickr Commons
- 29. Your website isn’t a magazine.
- 30. “[G]etting better at publishing is the only way you’re going to get better at content.” Gerry McGovern Content Critical
- 31. Your website isn’t a magazine!
- 32. Publishing is Pivotal ‣ Everything I know about content strategy I learned from being a web editor.
- 33. Publishing is Pivotal ‣ Maybe you did, too?
- 34. Louis Rosenfeld: Kill Redesign ‣ “Redesign must die” ‣ “Every large website is a complex Credit: “Redesign Must Die “, louisrosenfeld.com adaptive system.”
- 35. Your website isn’t a magazine. But it should be.
- 37. Do You Have One? Editorial strategy is ... ‣ a set editorial mix Credit: Jessica Hagy ‣ scheduled release of ongoing content ‣ packaged as a bundle of like content ‣ supported via masthead workflow ‣ guided by a product strategy
- 38. Key Debates in Editorial Strategy ‣ “Free v. paid” (rev. models: licensing, etc.) ‣ Editorial mix: stock & flow ‣ Production model: factory v. atelier ‣ Bundling: curation v. aggregation ‣ Original content: longform/shortform
- 39. Editorial as Product? ‣ More common than you think.
- 40. Designers on Editorial Credit: Jason Santa Maria, SVA presentation Credit: Luke Hayman, Pentagram.com Credit: Dan Hill, cityofsound.com
- 41. The Value of Curation Credit: Clinton Forry, content-ment.com Credit: Erin Scime, dopedata.com Credit: Robin Sloan, snarkmarket.com Credit: Jonathan Maziarz Credit: Prasanna Lal Das, prasannalaldas.blogspot.com
- 42. The Role of Analytics
- 43. Editorial Strategy Toolkit: Product, Platform, Process Credit: Muriel Vandermeulen, wearethewords.com Credit: Erin Kissane, incisive.nu
- 45. A Simple Content Strategy Philosophy ‣ Product ‣ Platform ‣ Process
- 46. A Simple Content Strategy Philosophy ‣ Product (content) ‣ Platform (publishing) ‣ Process (organization)
- 47. Our Methodology 1. Audit 2. Plan 3. Build 4. Grow content content editorial content audit strategy specification calendar content migration plan copy deck style guide inventory metadata content gap analysis schema development
- 48. Our Editorial Strategy 1. Audit 2. Plan 3. Build 4. Grow content editorial strategy calendar style guide content development
- 49. Content Strategy ! ! !
- 50. Content Strategy Think product lifecycle: ‣ A plan for content publishing. ‣ Iterating distinctive content products, integrating with business and competitive analysis. (E.g., content revenue modelling.) ‣ Blueprint for each content type’s lifecycle. Programming framework for editorial calendar. ‣ Support technology recommendations and guidelines. ‣ Organizational design (process, workflow, roles and responsibilities).
- 51. Style Guide Editorial Calendar !
- 52. Style Guide Think postlaunch: ‣ Reboot the model. ‣ More show bible (TV) or functional specification (functional analysis). ‣ A training document, with publishing walkthroughs for each content module.
- 53. Editorial Calendar Think big, think small: ‣ The killer app of content strategy. ‣ An exhaustive programming resource. Credit: Rural Doctoring ‣ Macro: Swimlane visibility across sites and channels, enhancing collaboration and crosspromotion, increasing lead times. ‣ Micro: Asset-level tracking of all content production to reduce LOE, and increase content quality (streamlining “roundtrips”). ‣ The foundation for benchmarking production--and further optimization via analytics. Basis for proof points of CS ROI?
- 54. Content Development Credit: Webbmedia Group
- 55. Cui Bono?
- 56. The Big Idea: Ubiquitous Publishing Credit: Denis Pelli & Charles Bigelow, seedmagazine.com.
- 57. Why We’re Really Here.
- 58. What Problems Will You Solve? Credit: laughingsquid, flickr
- 59. Because Your Rooftop is Ready. Further Reading: Credit: Joel Bedford, flickr ‣ Content Strategy, the Knol ‣ Content Strategy, the Google Group ‣ Notes on Content (predicate-llc.com) ‣ #contentstrategy on Twitter