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.

  • 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 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

  • 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

“Thanks to Jeff's skillsets and speedy translation of our business needs into a workable editorial structure, we not only got it right but also landed on a content strategy that provides scalability and flexibility as our needs evolve in the future.”

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_801We’re industry advocates for publishing. Predicate is committed to helping print-native organizations thrive online. Contact us.

  • Knowledge

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

  • 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 »

  • The Predicate Pitch

    What is content strategy? Here's our take.

  • 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.

    Meetup Groups

    Meetup groups worldwide »

    10 groups internationally. 500 members. 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 constantly. »

TPUTH — Socially Generated Newspaper for Geeks, Designers and Venture Capitalists.

03.12.10 | Editorial & Programming, Products & Services

 

But once we’ve witnessed content strategy’s effectiveness at the project level, it’s time to take several steps back and examine our organizations. Because content strategy can’t be truly effective over the long term without an internal editorial infrastructure to support it. And that means widespread organizational change.

via Kristina Halvorson, Content strategy is, in fact, the next big thing « Brain Traffic Blog.

03.11.10 | Content Strategy, Organizational Effectiveness

Over the past few years, the magazine publisher has bought up a series of digital-ad agencies to create a full-service marketing shop. Called Meredith Integrated Marketing, the operation has created custom publishing, email, social media and mobile campaigns for major marketers, including Kraft Foods, Chrysler and Wells Fargo.

via Meredith Makes Inroads on Madison Avenue – WSJ.com.

03.10.10 | Advertising & Marketing, Agencies, Custom & Branded Content

 

To push for quick word choices by playing down their consequences, I’ve watched more than one web professional shrug and say “We’re not saving lives here.” Sometimes, I even nodded in agreement. Not anymore.

Colleen Jones, A List Apart: Articles: Words that Zing.

03.09.10 | Content Strategy, Theory & Practice

As a newsletter editor, you’ll sometimes feel like you’re stranded on a desert island, without a good story idea anywhere in sight. Actually, you’re swimming in a sea of material, if you know where to look. Here are 18 ready-made story ideas to choose from…

Ahern Communications, Ink.: Content / / 18 Newsletter Story Ideas: A Checklist.

03.08.10 | Editorial & Programming, Resources

Today I want to share the story of what one business media brand is doing to get closer to their audience, and how they are leveraging social media to drive editorial strategy.

Dan Blank: Publishing, Innovation & the Web » Blog Archive » How to Use LinkedIn to Drive Editorial Strategy.

03.05.10 | Editorial & Programming, Products & Services, Theory & Practice

via Stephanie Clifford, Survey Finds Slack Standards at Magazine Web Sites – NYTimes.com.

Slack Standards in Web Editorial

03.05.10 | Editorial & Programming, Organizational Effectiveness, Resources, Theory & Practice

As you might’ve seen, our friends at Engadget have shut down their comments, which had become overrun by troll hordes. Trolls lurk everywhere, but our system—often mystifying to newcomers—is designed to keep them out. Here’s why it’s better.

via Ryan Sholin, Gizmodo’s Comment System: How It Works and Why It’s Better.

03.04.10 | Theory & Practice, User-Generated Content

Liz Gannes, Chart: The Web Video Money Pit – GigaOM.

The Web Video Money Pit

03.03.10 | Industry Shift, Products & Services, Resources, Video

 

Has there ever been so much public blowback from a magazine’s own writers about a site redesign?

via Gillian Reagan, Atlantic Bloggers Blowback On New Site Design, Editors Say The Site Is User-Friendly, Needs To Make Money.

03.02.10 | Editorial & Programming, Launch/Relaunch

 

[T]reating blogs as a series of headlines, designed to maximize pageviews, is a deep misunderstanding of blogs, their reader communities and their integrity. I hope they get restored to their previous coherence, and these amorphous “channels” gain some editorial identity. I hope writers like Fallows and Goldberg aren’t treated as random fodder – anchors! – for “channels”. I believe in the Atlantic as a place for writing. The redesign seems to me to ooze casual indifference to that and to the respect that individual writers deserve.

via Andrew Sullivan, quoted by Adrian Chen, Borg-like Atlantic Redesign Sparks Blogger Identity Crisis – The Atlantic – Gawker.

03.01.10 | Editorial & Programming, Interaction Design, Launch/Relaunch

 

“Creating content for the web is an art and a science. There has been a lot of talk now about the science,” said Break.com CEO Keith Richman. “Those guys studying the science of it will be forced eventually to focus on the art of it.”

via Michael Learmonth, Lowered Expectations: Web Redefines ‘Quality’.

02.26.10 | Editorial & Programming, Industry Shift

This content has been aggregated from external sources. Learn more about linkblogging and my use of it here. Authors, publishers and tipsters are welcome to contact me.