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.com

    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

  • A Cable Broadcaster

    We were tapped to strategically reposition the international brand's digital content offering for a wider subject matter audience online—through a powerful new editorial model.

    • 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? We joined HUGE, a leading design firm, on an innovative rethink to draw users closer to the august news giant's 2,700 reporters. Visit the site.

    • Curation strategy
    • Topic strategy
    • Taxonomy development

“Jeff has an incredible grasp for turning complex content strategy questions into simple, understandable, and actionable solutions.”

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.

  • Welcome

    The Point of Predicate

    Introducing us.

    The what, why and so-what? of a content strategy agency in 2009.

  • 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.

  • The Predicate Pitch

    What is content strategy? Here's our take.

  • 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 »

  • IA Summit 2009

    What would a content strategy for the publishing industry look like? A thought experiment.

  • 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. »

Konigi recommends editorial style guides.

02.05.10 | Editorial & Programming, Resources

 

But I actu­ally think stock and flow is the mas­ter metaphor for media today. Here’s what I mean:

  • Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind peo­ple that you exist.
  • Stock is the durable stuff. It’s the con­tent you pro­duce that’s as inter­est­ing in two months (or two years) as it is today. It’s what peo­ple dis­cover via search. It’s what spreads slowly but surely, build­ing fans over time.

I feel like flow is ascen­dant these days, for obvi­ous reasons—but we neglect stock at our own peril.

via Robin Sloan, Stock and flow « Snarkmarket.

02.04.10 | Editorial & Programming, Organizational Effectiveness, Theory & Practice

 

I feel like the attempts to manage the firehose is just more of the same thing: technology being used to solve a mess that technology got us in in the first place. As a result, the real appeal of content and the human elements of creating, composing and lovingly arranging content are going out the window.

I need to be able to lean on people I trust and respect to better present information for me. I don’t want a “stream” or a “river” of anything. I want to stop drowning and I want quality to win over quantity.

via Rich Ziade, Scatter/Gather: a Razorfish blog about content strategy, pop culture and human behavior.

02.03.10 |

foomandoonian | Dante’s Internet.

Dante’s Internet

02.02.10 | Content Management, Content Strategy

AOL is trying its most ambitious super-content project yet with freelance content site Seed.com: offering 2,000 $50 assignments on SXSW bands for its music site Spinner.com.

via David Kaplan, AOL Tries To Seed SXSW With Coverage Of 2,000 Bands | paidContent. Seed’s official launch post.

02.01.10 | Editorial & Programming, Enterprise, Industry Shift, Products & Services

via Luke Hayman, Five Ways the iPad Will Change Magazine Design | New at Pentagram | Pentagram.

5 Ways the iPad Will Change Magazine Design

02.01.10 | Emerging Media, Industry Shift, Platforms & Channels, Theory & Practice


Margot Bloomstein on Content Strategy: What’s In It For You? at Refresh Boston.

Margot Bloomstein on Content Strategy

01.22.10 | Content Strategy

Privately, some within Google maintain that it is not their fault if media companies cannot monetise the traffic they are being sent by the search engine. Media companies need to become far better at exploiting their digital inventory.

Google’s Josh Cohen: Publishers Still Need Us | paidContent.

01.21.10 | Business Strategy, Industry Shift, Products & Services

via Mag+ on Vimeo.

01.20.10 | Emerging Media, Technologies

SpeakerText wants to free all your words from the prison of your videos » Nieman Journalism Lab.

Extracting Transcripts from Video

01.19.10 | Products & Services, Technologies, Video

On-site traffic is all well and good, but there’s also value in joining the ranks of publishers syndicating through partners.

Robert Andrews of paidContent.

01.15.10 | Advertising & Marketing, Business Strategy, Products & Services

[T]he magazine already employs lots of cross-platform packages, including “Beauty Smarties”, who create make-up tutorial videos for seventeen.com and also contribute to the magazine.

“Video is huge on our Web site,” Jamison said. “Most months we have about one million video plays. We’re both creating video content off of the pages of the magazine, like beauty smarties, and creating new video content for the Web. We’re also encouraging advertisers to make videos.”

Seventeen’s Jamison: Capitalizing On Multi-Platform Content – mediabistro.com: FishbowlNY.

01.14.10 | Platforms & Channels, Video

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.