SlideShare ist ein Scribd-Unternehmen logo
1 von 60
Predicate | Exploring Editorial Strategy
Exploring
Editorial Strategy

Jeffrey MacIntyre   Content Strategy Forum 2010
Predicate, LLC     Paris
Hello, France; Hello, World.

I’m an independent
content strategist
in New York City.

In France.                     Credit: theirisnetwork, fffound!
Hello, France; Hello, World.

But.

How did I get here?

How did you?
                       Credit: HotVVheels Peter Nidzgorski, x818, fffound!
Hello, France; Hello, World.

Most importantly,
why are we here?
Hello, France; Hello, World.

Most importantly,
why are we here?




                               Credit: 96dpi, flickr
Hello, France; Hello, World.

Most importantly,
why are we here?
Hello, France; Hello, World.

Most importantly,
why are we here?
I Can Only
Speak for
Myself.
I Can Only
Speak for
Myself.
I Can Only
Speak for
Myself.


             Credit: batescreativegroup.com
Why I’m Really Here.


              +
Why I’m Really Here.


                  =


  “Content strategy is about publishing.”
        Erin Kissane, incisive.nu
Why We’re Really Here.
Content Strategy Today
Introductions

I’m an independent content strategist in
NYC. My practice focuses on
editorial product strategy.
      ‣ Jeff MacIntyre, Principal
         @jeffmacintyre
What is
Editorial
Strategy?
The Primacy of Content Strategy

Simply put, editorial
strategy begins with
content strategy.

The second explains
the first.                  Credit: Blogger.com circa 1999
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
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.
What’s a Content Strategist?
Editors + Editorial Strategy?

 “We don’t hire editors,
 we hire content strategists.”

            CEO Jack Griffin
           21 February 2008
“As a Content
Strategist
Working with
Editorial...”



                Credit: Adam Taplin, Content Strategy Google Group
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.
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.
Introducing Editorial Strategy
‣ What? Product
    development for content.
‣   Why? “The Day 2 Problem.”
‣   How? Content strategist,
    like product developers,
    work between “product” and “plumbing.”
Why
EDITORIAL STRATEGY?
“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
Your website
isn’t a magazine.
“[G]etting better at
publishing is the only way
you’re going to get better at
content.”          Gerry McGovern
                     Content Critical
Your website
isn’t a magazine!
Publishing is Pivotal

‣ Everything I know
  about content
  strategy I learned
  from being a web
  editor.
Publishing is Pivotal

‣ Maybe you did, too?
Louis Rosenfeld:
Kill Redesign
‣ “Redesign must die”
‣ “Every large website
  is a complex           Credit: “Redesign Must Die “, louisrosenfeld.com


  adaptive system.”
Your website
isn’t a magazine.
But it should be.
Crafting
an EDITORIAL STRATEGY
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
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
Editorial as
Product?

 ‣ More common
   than you think.
Designers on Editorial


Credit: Jason Santa Maria, SVA presentation




             Credit: Luke Hayman, Pentagram.com   Credit: Dan Hill, cityofsound.com
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
The Role of Analytics
Editorial Strategy Toolkit:
Product, Platform,
Process




     Credit: Muriel Vandermeulen, wearethewords.com
                                                      Credit: Erin Kissane, incisive.nu
Delivering an
Editorial Strategy
A Simple Content
Strategy Philosophy

‣ Product
‣ Platform
‣ Process
A Simple Content
Strategy Philosophy

‣ Product (content)
‣ Platform (publishing)
‣ Process (organization)
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
Our Editorial Strategy

 1. Audit   2. Plan    3. Build   4. Grow
            content                editorial
            strategy               calendar

                                  style guide

                                    content
                                  development
Content Strategy


                       !




            !      !
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).
Style Guide   Editorial Calendar




                               !
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.
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?
Content Development




                      Credit: Webbmedia Group
Cui Bono?
The Big Idea: Ubiquitous Publishing




  Credit: Denis Pelli & Charles Bigelow, seedmagazine.com.
Why We’re Really Here.
What Problems Will You Solve?




                  Credit: laughingsquid, flickr
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
Predicate | Exploring Editorial Strategy

Más contenido relacionado

Was ist angesagt?

The World of Content Strategy
The World of Content StrategyThe World of Content Strategy
The World of Content StrategyErin Scime
 
Introduction to seo keyword and content strategy
Introduction to seo keyword and content strategyIntroduction to seo keyword and content strategy
Introduction to seo keyword and content strategyROI Logic
 
Example Content Strategy
Example Content Strategy Example Content Strategy
Example Content Strategy Arbell Noach
 
Content Modelling: What, why and how
Content Modelling: What, why and howContent Modelling: What, why and how
Content Modelling: What, why and howAngus Gordon
 
Content Strategy: Why Now?
Content Strategy: Why Now?Content Strategy: Why Now?
Content Strategy: Why Now?Rachel Lovinger
 
Content Strategy: Content is King!
Content Strategy: Content is King!Content Strategy: Content is King!
Content Strategy: Content is King!Karen McGrane
 
Content Auditing: Unearthing the Substance of Your Brand
Content Auditing: Unearthing the Substance of Your BrandContent Auditing: Unearthing the Substance of Your Brand
Content Auditing: Unearthing the Substance of Your BrandRachel Lovinger
 
Content Strategy Academy Presentation Slides
Content Strategy Academy Presentation SlidesContent Strategy Academy Presentation Slides
Content Strategy Academy Presentation SlidesHarvardComms
 
Increase your college’s visibility with content curation
Increase your college’s visibility with content curationIncrease your college’s visibility with content curation
Increase your college’s visibility with content curationHigher Education Marketing
 
Nimble, a Razorfish report on publishing in the digital age
Nimble, a Razorfish report on publishing in the digital ageNimble, a Razorfish report on publishing in the digital age
Nimble, a Razorfish report on publishing in the digital ageRazorfish
 
Connected content planning: customers, communications, organisations
Connected content planning: customers, communications, organisationsConnected content planning: customers, communications, organisations
Connected content planning: customers, communications, organisationsLauren Pope
 
Six Steps for Building a Government Content Strategy
Six Steps for Building a Government Content StrategySix Steps for Building a Government Content Strategy
Six Steps for Building a Government Content StrategyErin Norvell
 
10 Things I Learned in 10 Years as a Content Strategist
10 Things I Learned in 10 Years as a Content Strategist10 Things I Learned in 10 Years as a Content Strategist
10 Things I Learned in 10 Years as a Content StrategistRachel Lovinger
 
A Blog is not a Content Strategy
A Blog is not a Content StrategyA Blog is not a Content Strategy
A Blog is not a Content StrategyJohn Doherty
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
Empowering Your Audience Ambassadors with Semantic Publishing
Empowering Your Audience Ambassadors with Semantic Publishing Empowering Your Audience Ambassadors with Semantic Publishing
Empowering Your Audience Ambassadors with Semantic Publishing Rachel Lovinger
 
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)One World Studios Ltd.
 
Infini graph digitalmarketingintelligence_2011_v1
Infini graph digitalmarketingintelligence_2011_v1Infini graph digitalmarketingintelligence_2011_v1
Infini graph digitalmarketingintelligence_2011_v1Infini Graph
 

Was ist angesagt? (20)

The World of Content Strategy
The World of Content StrategyThe World of Content Strategy
The World of Content Strategy
 
Introduction to seo keyword and content strategy
Introduction to seo keyword and content strategyIntroduction to seo keyword and content strategy
Introduction to seo keyword and content strategy
 
Example Content Strategy
Example Content Strategy Example Content Strategy
Example Content Strategy
 
Content Modelling: What, why and how
Content Modelling: What, why and howContent Modelling: What, why and how
Content Modelling: What, why and how
 
Content Strategy: Why Now?
Content Strategy: Why Now?Content Strategy: Why Now?
Content Strategy: Why Now?
 
Content Strategy: Content is King!
Content Strategy: Content is King!Content Strategy: Content is King!
Content Strategy: Content is King!
 
Content Auditing: Unearthing the Substance of Your Brand
Content Auditing: Unearthing the Substance of Your BrandContent Auditing: Unearthing the Substance of Your Brand
Content Auditing: Unearthing the Substance of Your Brand
 
Content Strategy Academy Presentation Slides
Content Strategy Academy Presentation SlidesContent Strategy Academy Presentation Slides
Content Strategy Academy Presentation Slides
 
Increase your college’s visibility with content curation
Increase your college’s visibility with content curationIncrease your college’s visibility with content curation
Increase your college’s visibility with content curation
 
Nimble, a Razorfish report on publishing in the digital age
Nimble, a Razorfish report on publishing in the digital ageNimble, a Razorfish report on publishing in the digital age
Nimble, a Razorfish report on publishing in the digital age
 
Connected content planning: customers, communications, organisations
Connected content planning: customers, communications, organisationsConnected content planning: customers, communications, organisations
Connected content planning: customers, communications, organisations
 
Six Steps for Building a Government Content Strategy
Six Steps for Building a Government Content StrategySix Steps for Building a Government Content Strategy
Six Steps for Building a Government Content Strategy
 
10 Things I Learned in 10 Years as a Content Strategist
10 Things I Learned in 10 Years as a Content Strategist10 Things I Learned in 10 Years as a Content Strategist
10 Things I Learned in 10 Years as a Content Strategist
 
A Blog is not a Content Strategy
A Blog is not a Content StrategyA Blog is not a Content Strategy
A Blog is not a Content Strategy
 
Managing the politics of content
Managing the politics of contentManaging the politics of content
Managing the politics of content
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
Content Gone Wild!
Content Gone Wild!Content Gone Wild!
Content Gone Wild!
 
Empowering Your Audience Ambassadors with Semantic Publishing
Empowering Your Audience Ambassadors with Semantic Publishing Empowering Your Audience Ambassadors with Semantic Publishing
Empowering Your Audience Ambassadors with Semantic Publishing
 
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
"C" Doesn't Stand for Chocolate (Ahava Leibtag, AhaMedia.com)
 
Infini graph digitalmarketingintelligence_2011_v1
Infini graph digitalmarketingintelligence_2011_v1Infini graph digitalmarketingintelligence_2011_v1
Infini graph digitalmarketingintelligence_2011_v1
 

Ähnlich wie Predicate | Exploring Editorial Strategy

Predicate | Audit, Plan, Build, Grow: A Methodology for Content Strategy
Predicate | Audit, Plan, Build, Grow: A Methodology for Content StrategyPredicate | Audit, Plan, Build, Grow: A Methodology for Content Strategy
Predicate | Audit, Plan, Build, Grow: A Methodology for Content StrategyBucket Holdings
 
Digital Content - LEAN Content Strategies
Digital Content - LEAN Content StrategiesDigital Content - LEAN Content Strategies
Digital Content - LEAN Content StrategiesKarthik Ramanujam
 
Content Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content MarketingContent Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content MarketingRebecca Lieb
 
How To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing PlanHow To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing PlanMichael Brenner
 
Emerging a Content Strategy from User Research
Emerging a Content Strategy from User ResearchEmerging a Content Strategy from User Research
Emerging a Content Strategy from User ResearchScott\ Bryant
 
Content marketing rules of the road for B2B Organizations
Content marketing rules of the road for B2B OrganizationsContent marketing rules of the road for B2B Organizations
Content marketing rules of the road for B2B OrganizationsRashish Pandey
 
The energy of content: harnessing its power using strategy
The energy of content: harnessing its power using strategy The energy of content: harnessing its power using strategy
The energy of content: harnessing its power using strategy Kate Thomas
 
Content Strategy is Not Content Marketing
Content Strategy is Not Content MarketingContent Strategy is Not Content Marketing
Content Strategy is Not Content MarketingRich Schwerin
 
How to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyHow to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyNewsCred
 
B2B Marketing Success With Content Marketing
B2B Marketing Success With Content MarketingB2B Marketing Success With Content Marketing
B2B Marketing Success With Content MarketingMichael Brenner
 
Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for EverythingKristina Halvorson
 
How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyHow To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
 
Veracode's 5 Best Practices for Developing Content that Drives Results
Veracode's 5 Best Practices for Developing Content that Drives ResultsVeracode's 5 Best Practices for Developing Content that Drives Results
Veracode's 5 Best Practices for Developing Content that Drives ResultsContent4Demand
 
Veracode's 5 Best Practices for Developing Content that Drives Results
Veracode's 5 Best Practices for Developing Content that Drives ResultsVeracode's 5 Best Practices for Developing Content that Drives Results
Veracode's 5 Best Practices for Developing Content that Drives ResultsSteve Voith
 
A planning model for content strategy
A planning model for content strategyA planning model for content strategy
A planning model for content strategyCharityComms
 
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...Minnesota Interactive Marketing Association
 
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseContent Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseKristina Halvorson
 
Content Marketing That Converts
Content Marketing That ConvertsContent Marketing That Converts
Content Marketing That ConvertsMichael Brenner
 

Ähnlich wie Predicate | Exploring Editorial Strategy (20)

Predicate | Audit, Plan, Build, Grow: A Methodology for Content Strategy
Predicate | Audit, Plan, Build, Grow: A Methodology for Content StrategyPredicate | Audit, Plan, Build, Grow: A Methodology for Content Strategy
Predicate | Audit, Plan, Build, Grow: A Methodology for Content Strategy
 
Digital Content - LEAN Content Strategies
Digital Content - LEAN Content StrategiesDigital Content - LEAN Content Strategies
Digital Content - LEAN Content Strategies
 
Content Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content MarketingContent Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content Marketing
 
How To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing PlanHow To Build Your Own Content Marketing Plan
How To Build Your Own Content Marketing Plan
 
Digital strategy
Digital strategyDigital strategy
Digital strategy
 
Emerging a Content Strategy from User Research
Emerging a Content Strategy from User ResearchEmerging a Content Strategy from User Research
Emerging a Content Strategy from User Research
 
Content marketing rules of the road for B2B Organizations
Content marketing rules of the road for B2B OrganizationsContent marketing rules of the road for B2B Organizations
Content marketing rules of the road for B2B Organizations
 
The energy of content: harnessing its power using strategy
The energy of content: harnessing its power using strategy The energy of content: harnessing its power using strategy
The energy of content: harnessing its power using strategy
 
Content Strategy is Not Content Marketing
Content Strategy is Not Content MarketingContent Strategy is Not Content Marketing
Content Strategy is Not Content Marketing
 
Getting Started with Content Strategy
Getting Started with Content StrategyGetting Started with Content Strategy
Getting Started with Content Strategy
 
How to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyHow to Build a Content Marketing Strategy
How to Build a Content Marketing Strategy
 
B2B Marketing Success With Content Marketing
B2B Marketing Success With Content MarketingB2B Marketing Success With Content Marketing
B2B Marketing Success With Content Marketing
 
Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for Everything
 
How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyHow To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
 
Veracode's 5 Best Practices for Developing Content that Drives Results
Veracode's 5 Best Practices for Developing Content that Drives ResultsVeracode's 5 Best Practices for Developing Content that Drives Results
Veracode's 5 Best Practices for Developing Content that Drives Results
 
Veracode's 5 Best Practices for Developing Content that Drives Results
Veracode's 5 Best Practices for Developing Content that Drives ResultsVeracode's 5 Best Practices for Developing Content that Drives Results
Veracode's 5 Best Practices for Developing Content that Drives Results
 
A planning model for content strategy
A planning model for content strategyA planning model for content strategy
A planning model for content strategy
 
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
 
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseContent Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
 
Content Marketing That Converts
Content Marketing That ConvertsContent Marketing That Converts
Content Marketing That Converts
 

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
  • 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
  • 30. “[G]etting better at publishing is the only way you’re going to get better at content.” Gerry McGovern Content Critical
  • 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
  • 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
  • 56. The Big Idea: Ubiquitous Publishing Credit: Denis Pelli & Charles Bigelow, seedmagazine.com.
  • 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