Make content matter.

We know content’s value. We’re a consultancy and think tank for digital publishers. Grow content with us.

  • Expertise

    We know content.

    We bring a product development approach to your content offering, making it work for you in ways you didn’t think possible.

    We know editorial.

    Everyone’s a publisher online. So welcome to the multi-channel, multi-platform content landscape. We develop your strategy, your platform and your team.

  • Capabilities

    We build editorial products online.

    • Product strategy
    • Platform development
    • Organizational design

    Predicate brings deep content expertise to digital publishers—and to organizations seeking to build a content strategy capability.

Recent Clientele

From Newsweek to Yahoo!, Predicate works with the world’s leading media and publishing brands to create compelling content experiences.

  • wwd Robert Stribley, Senior Information Architect at Razorfish

    Women's Wear Daily

    A new web editorial platform resulted in new foreign bureaus in this award-winning Razorfish redesign of the Bible of the fashion industry. We led the editorial team. Visit the site.

    • Product strategy
    • Migration planning
    • Organizational design
    • Vendor management

  • history Robert Stribley, Senior Information Architect at Razorfish

    History Channel

    We were tapped by HUGE to strategically reposition this global TV brand's digital offering for a wider subject matter audience online—through a powerful new editorial model. Visit the site.

    • Editorial strategy
    • Licensing framework
    • Migration strategy
    • Organizational design

  • Robert Stribley, Senior Information Architect at Razorfish

    Reuters.com

    What's the role of a major news destination in the age of the realtime web? Led by HUGE, we developed innovative rethink to draw users closer to the august news giant's 2,700 reporters. Visit the site.

    • Curation strategy
    • Topic strategy
    • Taxonomy development

“He has a tremendous eye for detail, and provides nuanced, analytical feedback when it's needed.”

Team

Jeffrey MacIntyre, Principaljeffrey-macintyre

A noted content strategy consultant with 10 years’ experience in professional services and digital, print and broadcast media, Jeff has worked with premier media properties and design agencies.

A partner network of the best industry specialists in content.

Predicate pairs with experts in their respective fields, fitting talent to need. CMS architects. Metadata specialists. Visual designers. Business analysts.

  • Special Projects

    istock 000003341591xsmall 801 Robert Stribley, Senior Information Architect at RazorfishWe’re industry advocates for publishing. Predicate is committed to helping print-native organizations thrive online. Contact us.

  • Knowledge

    istock 000004964980xsmall 80 Robert Stribley, Senior Information Architect at Razorfish

    We’re here to build and share bright ideas about the future of content. From speaking events to publications, our thinking will appear here.

  • Web Content Chicago 2010

    A guided tour of our methodology and content strategy project deliverables.

  • Content Strategy Forum 2010

    Your website is not a magazine; but it should be. A lightning tour of editorial strategy.

  • Atlanta Content Strategy 2010

    The case for editorial strategy thinking and execution in user experience design.

  • Gilbane Boston 2009

    What does content strategy mean to the well-established field of content management?

  • CSNYC August 2009

    A field overview of editorial strategy, the practice of product development for content.

  • A List Apart

    Content-tious Strategy

    It’s an open secret in our daily work how often the challenges posed by content elude our collective talents and acumen.

    Read more »

  • Community
    Referrals Available

    Referral request »

    We’re plugged into a rapidly growing network of content specialists. We might know just the expert you need.

    Predicate would be pleased to refer you to one of our community partners.

    Wikipedia on Content Strategy

    Wikipedia.org »

    See how the Wikipedia community is now defining content strategy.

    The Knol

    knol.google.com »

    An ongoing joint effort to define the area of practice and its practitioners.

    Twitter Community

    #contentstrategy »

    Follow the content strategy community on Twitter with #contentstrategy.

    LinkedIn Group

    Content Strategy »

    The original content strategy community group on LinkedIn.

    Google Group

    Content Strategy Google Group »

    A hotbed of conversation.

    Meetup Groups

    Meetup groups worldwide »

    Over a dozen groups internationally. Membership in the thousands. And growing.

    Content Strategy NYC »

    The local area meetup group for content specialists in New York.

Published Commentary

We write widely in the mainstream press on digital content and culture.

  • Boston Globe

    U. Tube

    A brief guide to the burgeoning world of online video lectures—and a new model for video publishers.

  • PaidContent.org

    The Next Big Headache for Digital Publishers

    Topic pages are the banks of the link economy. Will Google rob them?

Notes on Content

A running report on must-read news, analysis and resources from the content industry. Updated frequently. »

The whole concept of “content marketing” puts downward pressure on the quality of the content. It becomes about quantity, instead of quality.

The job of content should be to attract, engage and delight your readers. That way, they’ll keep reading. And they’ll find your sales pages, because they were impressed by your content pages.

via Nick Usborne, Why I don’t much like the phrase, “content marketing”.

07.29.10 | Advertising & Marketing, Custom & Branded Content

via everyone online, Flipboard for iPad.

07.28.10 | Launch/Relaunch, Platforms & Channels, Products & Services

Packaging is vital to our growth, too. It’s imperative for all our editorial, design and technology staff to improve the product experience with highly relevant and related content, applications or tools. Last week’s record-breaking launch of Best Places to Live is prime example. At its traffic peak, each visitor to Best Places was consuming as many as 27 pages each.

via Chris Peacock, VP and Executive Editor, CNNMoney.com’s brand of business journalism « Talking Biz News.

07.27.10 | Editorial & Programming, Products & Services

shouldilearnprogramming When Should Editorial Folks Learn Programming?

via Mark S. Luckie, Should journalists learn programming skills?: A Flowchart :: 10,000 Words.

When Should Editorial Folks Learn Programming?

07.26.10 | Editorial & Programming, Industry Shift, Organizational Effectiveness

I’ve been curious about the Journal’s video strategy for some time. But when Murray tweeted several weeks ago that they’d established a steady flow of 6 million-7 million streams a month, we started a correspondence that resulted in an invitation to see what it takes to make live television at a newspaper.

via Marion Maneker, Is the Wall Street Journal the Future of News Video? | The Big Money.

07.23.10 | Editorial & Programming, Platforms & Channels, Theory & Practice, Video

The challenge is to really understand that audience and identify the way that compelling content can build a strong relationship, creating new opportunities for monetization elsewhere. In this respect, passion-based products such as Times Plus (or Guardian Extra) that reward keen readers with additional content and offers represent a smarter long-term solution than a simple paywall that drives users into the welcoming arms of your (free) rivals.

via Nick Thomas, Publishers Need Popcorn, Not Paywalls | paidContent:UK.

07.22.10 | Advertising & Marketing, Business Strategy

 

[F]or Slate, long-form [content]’s value proposition is also reputational, rather than strictly financial.

via Megan Garber, “Smart editorial, smart readers, and smart ad solutions”: Slate makes a case for long-form on the web » Nieman Journalism Lab.

07.21.10 | Business Strategy, Content Strategy, Editorial & Programming, Products & Services

Beet.TV: Half of Web Video Publishers Have Syndication Plans in Place.

07.20.10 | Content Strategy, Platforms & Channels, Video

diagram 595 BBC’s Semantic Publishing Model for World Cup 2010

via BBC Internet Blog: BBC World Cup 2010 dynamic semantic publishing.

BBC’s Semantic Publishing Model for World Cup 2010

07.19.10 | Content Management, Technical Architecture

Eun will present the new AOL content structure—a slimmed-down 30-plus sites channeled into 17 “super” networks—at an all-hands meeting today. That’s a major change from the previous URL-based approach with more than 80 distinct sites. Eun explained the strategy and the thinking behind it to paidContent in one of his first interviews.

The new structure is like a newspaper in some respects with the super nets divvied up into our groups—AOL News & Info, AOL Entertainment, AOL Life, and AOL Commerce (plus the AOL.com front page as its own)—but with a TV-like emphasis on programming and production. Nearly all of the content remains but the branding is changing.

via Staci D. Kramer, David Eun Puts AOL On A URL Diet With ‘Super Net’ Strategy | paidContent.

07.16.10 | Business Strategy, Content Strategy, Editorial & Programming, Launch/Relaunch


21stcnewsroomdotted Visualizing the Lifecycle of Digital News Content

via Paul Bradshaw, The News Diamond reimagined as ‘The Digital News Lifecycle’ | Online Journalism Blog.

Visualizing the Lifecycle of Digital News Content

06.07.10 | Editorial & Programming, Theory & Practice

Execution Atom Welchman on Web Execution

Web Execution is the definition, coordination, and support of all the tactics required to produce and maintain a high-quality Web presence.

There are two core sub-functions of Web Execution:

  • Product Management
  • Program Management

via Lisa Welchman, Web Execution (Web Team): A Definition | WelchmanPierpoint.

Welchman on Web Execution

06.04.10 | Business Strategy, Organizational Effectiveness, Theory & Practice

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