The Point of Predicate

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

Welcome to the online home of Predicate, LLC.

I’m Jeff MacIntyre, its founder and principal.

Introducing Predicate

Predicate is a content strategy agency. It is the nameplate practice for myself as an independent content strategist. My work both as a contractor for various leading interactive design agencies and an independent consultant are represented here. A precis of my service offering is described on the home page.

Predicate is a “think tank.” (Minus the lab coats and tweed.) As a freelance journalist I continue to write about subjects touching upon digital content and culture, and where the connection is useful, that work will be featured here. My activity in terms of speaking engagements, conference reviews and trade publishing will be collected here as well.

While Predicate itself is a startup (founded in the summer of 2008), this practice is the cumulative result of ten years’ work experience in professional services, interaction design and the media and entertainment sector.

Why Predicate

I founded Predicate in response to two coinciding developments of our day: dramatic industry shift in publishing and the media, and the emerging maturation of the content strategy field of practice.

Predicate’s Audience

The primary audience for Predicate is media and entertainment organizations. The secondary audience is interactive design agencies seeking to grow their content strategy capability. These are only points of present focus, naturally. Predicate is interested in working with any client organizations seeking content strategy, or seeking to develop a content strategy capability internally.

Content Strategy? Editorial Strategy?

What is all this stuff? Get up to speed here.

I know: It can all sound like poppycock. Interactive content strategy is in the process of actively being defined by its practitioner community, and while I’ll be sharing more in future, for now please consult this entry. All this will be a key area of focus for future projects of mine, including my preference in sequencing editorial strategy before content strategy in Predicate’s tagline. I’m meta like that.

About predicate-llc.com

This site is intended as a space for describing the work of Predicate but also to further its organizational priorities, which includes advancing the content strategy body of knowledge and exploring meaningful partnerships.

“Notes on Content”

My erstwhile Tumblr linkblog is making the leap to a new CMS. Please feel free to send me tips for suggested contributions to the blog.

Work Samples

All client and agency work samples have been redacted for confidentiality. If you see something you think the world shouldn’t, say something.

Testimonials

People says the nicest things. All testimonials currently displayed on this site are aggregated from my LinkedIn profile.

Ethics

As both a consultant and journalist, it’s important to share how I understand my professional standards of conduct, and to disclose any conflicts of interest. A complete professional ethics statement is available here.

Site Credits

Johnathan Andersen Design executed the superb design and development of this site. I cannot recommend him highly enough. The identity typeface is Jubilat courtesy Darden Studios. Expert web plumbing and domain support provided by Silicon Valley Forge. The site is hosted by Media Temple. Image credits are iStockPhoto, with full rights observed. Finally, you may notice the use of Backtype and Convotrack, a product of theirs, throughout the site.

Copyright

Unless otherwise noted, all content here is © Predicate, LLC or the content’s original author. Predicate, LLC by Jeffrey MacIntyre is licensed under a Creative Commons Attribution-Non-Commercial 3.0 United States License.

pred’i kat‘

Many people ask me why “Predicate” and what it means. The verb form has a spiffy resonance—”To base or establish”—as does its Latin root, “to proclaim.” As does the adjectival. But I had the more conventional, noun definition in mind.

To make a statement or assertion. 1. Grammar One of the two main constituents of a sentence or clause, modifying the subject and including the verb, objects, or phrases governed by the verb, as opened the door in Jane opened the door or is very sleepy in The child is very sleepy. 2. Logic That part of a proposition that is affirmed or denied about the subject. For example, in the proposition We are mortal, mortal is the predicate.

In grammar every sentence is a construction of subject and predicate, the context which gives a phrase or sentence meaning. It feels only apt to say, likewise, that the application of a sound content strategy adds coherence, structure and purpose to a website or online project. Secondly, not unlike librarians, content strategists come to the field with affection for content. Many of our constituent skills draw on interactive writing, editing and other age-old skills of antecedent forms of publishing. Etymology buffs are not atypical in our ranks. This is a grammar that the emerging content strategy field of practice is now beginning to identify and communicate through its work. Now go nerd out.

So What?

Stick around. We’ll get there.

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