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
    • Workflow + capacity building
    • Competitive analysis + audit
    • Advocacy + vendor management

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

Recent Clientele

  • 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
    • Workflow + capacity building
    • 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
    • Workflow + capacity building

  • A Top 10 News Site

    What's the role of a major news destination in the age of the realtime web? We joined a leading design firm on an innovative rethink that will draw users closer to an august news giant's 3,000 reporters.

    • Curation strategy
    • Topic strategy
    • Taxonomy development

“He listened and learned as well as he spoke and advised and was really the archetype of what an effective consultant should be.”

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 gurus. 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

    istock_000004964980xsmall_80

    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.

  • The Predicate Pitch

    What is content strategy? Here's our take.

  • Conference Review

    Web Content 2009

    There are few conferences for the content specialist. This one counts.

    Read more »

  • 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 an 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 Defines Content Strategy

    Wikipedia.org »

    See how the Wikipedia community is now defining content strategy.

    A List Apart

    Issue 274 »

    A special issue of the influential trade journal focused on the content specialist community.

    Kristina Halvorson’s field overview is a must-read.

    Read the article »

    The Content Strategy 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 Groups

    Take your pick of content strategy interest groups on LinkedIn.

    Content Strategy »

    Branded Content Strategy »

    Facebook Groups

    Take your pick of content strategy interest groups on Facebook.

    Content Strategists of NY/NJ »

    Branded Content Strategy »

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.

  • Slate.com

    The Tao of Screen

    Chances are, you're reading this alongside a flurry of other twinkling points of attention splayed across your monitor. But it doesn't have to be that way.

Notes on Content

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

Content Strategy: The Future of Marketing, via Kristina Halvorson.

07.04.09 | Content Strategy, Theory & Practice

We mentioned earlier this month about BusinessWeek’s site relaunch: it is live today, and starts with adding a lot more gray into the design. This is a pull back on the much bolder white-space-heavy redesign of its previous version, which launched in October 2007. From the editor-in-chief John Byrne’s note about the redesign, they started thinking about it a year ago, which means it took only about eight months for them to “sour” on the previous relaunch. Besides the color, main changes are in the navigation and use of video on homepage. The focus, and its hope, is that users look at it as a source for breaking news in business, a huge task for the magazine and site not really known for daily/up-to-the minute news.

via Rafat Ali, BusinessWeek’s Redesigned Site Launches; What Was That About A Sale? | paidContent.

07.03.09 | Editorial, Products & Services

Courtesy AIIM Europe.

Diagramming Enterprise Content Management

07.02.09 | Content Management, Resources, Theory & Practice

What kind of blogs? Call it informed speculation, but we’d guess:

  • They’ll have a specific audience in a demographic attractive to advertisers.
  • If they don’t have scale, they’ll create good content that could scale.
  • It’s not important that they have a mature ad sales force or developed ad products.
  • Video blogs are a major priority for AOL.
  • Email lists have proven to be valuable to brand advertisers, and AOL would look at them too.
  • Overlap with an existing AOL blog isn’t a deal-killer, but that could mean hollowing-out the acquired blog to reduce redunancies.
  • AOL will look at publishers who produce content only for mobile.

via Nicholas Carlson, 10 Blogs AOL Could Buy Tomorrow (TWX).

07.01.09 | Business Strategy, Products & Services


Content Management is a complex business and is best understood by breaking it down into the major stages or phases involved in managing the content lifecycle. The best-known content management books, reports, and organizations … are of course all describing the same process, but divide the stages up differently.

7 Stages of the Content Lifecycle

06.30.09 | Content Management, Theory & Practice

Facebook poised to open its doors to public indexing of much of its users’ content:

As the largest social network on the web, with an incredible amount of time spent on the site by its users, Facebook holds a giant reservoir of demographic and sentiment data. It is the mother lode – and it’s been inaccessible so far because everything has been private so far.

via Messages to Become Public by Default – NYTimes.com/ReadWriteWeb.

06.25.09 | Industry Shift, Platforms & Channels

In some ways the new nav design blends the best of a magazine table of contents with the demands of site navigation.

A Flatter, Sexier Cosmo Site :: MinOnline. The site.

Cosmo Redesigns, Emulates TOC

06.24.09 | Editorial, Products & Services

Courtesy Joe Gollner, Stilo International, presented at Web Content Conference 2009 (abstract).

06.23.09 | Content Strategy, Technical Architecture, Theory & Practice

Courtesy Joe Gollner, Stilo International, presented at Web Content Conference 2009 (abstract).

06.23.09 | Content Strategy, Technical Architecture, Theory & Practice

Courtesy Jerry Silver, EMC, presented at Web Content Conference 2009 (abstract).

06.23.09 | Technical Architecture

Courtesy Dean Barker, Blend Interactive, presented at Web Content Conference 2009 (abstract).

06.23.09 | Technical Architecture, Theory & Practice

Beet.TV: News Aggregation Site "Newser" Gets $2.5 Million Investment, Report.

06.22.09 | Editorial, Products & Services

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.