Make content matter.

Predicate is a New York digital strategy practice.

  • Expertise

    We are veteran content specialists.
    We establish your content strategy, publishing platform and team.

    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 set you apart from the crowd.

  • Capabilities

    We build editorial products online:

    • Product strategy
    • Platform development
    • Organizational design

  • Learn more about Predicate's capabilities

Predicate brings deep content expertise to organizations for whom content is core to their business objectives.

Clientele

Past clients include Yahoo!, American Museum of Natural History, Thomson Reuters, University of Michigan, Best Buy, Centers for Disease Control, and The Washington Post Company.

  • Women's Wear Daily

    A new web editorial platform resulted in new foreign bureaus in this award-winning Razorfish redesign, adding a bright new chapter to "the Bible of the fashion industry." We led the editorial team. Visit the site.

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

  • History.com

    In another award-winning assignment, we were tapped by HUGE to strategically reposition this global TV brand's digital offering for a wider 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 supported an innovative, award-winning rethink that draws users closer to the august news giant's 2,700 reporters. Visit the site.

    • Curation strategy
    • Topic strategy
    • Taxonomy development

All three projects merited industry accolades; we’re proud to have played a part.

Team

  • Predicate principal and founder Jeffrey MacIntyreJeffrey MacIntyre Principal

    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 UX design agencies alike.

  • A partner network of the best industry specialists in content.

    Predicate pairs with experts in their respective fields, fitting talent to need—from the savviest content strategists available to developers, designers and business analysts. We are actively assembling a roster of content-first subject matter experts.

“Along with his impressive knowledge and wonderful communication skills, both verbally and in writing, he exhibited a high degree of patience [....] He kept the mood light but never sacrificed a sense of purpose.”

Why Predicate?

Learn more about Predicate's methodology

Knows its stuff.

We have a time-tested playbook. Learn more about our evolving methodology.

Plays well with others.

We keep good company with our associates—who are sought-after authorities in UX design and internationally recognized agencies such as Arc90, Behavior, Clearleft, HUGE, Razorfish and Schematic—to partner on content-intensive projects. Likewise, we trust you’ll find a good partner in us.

People say the nicest things.

Dig the testimonials that dot this site. And reach out at your convenience.

  • Our Capabilities

    An introduction to what Predicate does—and to the emerging field of content strategy.

  • Web Content Chicago 2010

    A detailed excursion through the Predicate methodology and our full range of content strategy project deliverables.

  • A List Apart

    Content-tious Strategy

    The rationale for the rise of content strategy, and a field guide to its practitioners—from the landmark A List Apart issue that put content strategy on the map.

    Read more »

  • Content Strategy Forum 2010

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

  • Atlanta Content Strategy 2009

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

  • What Clients & Colleagues Say

    “[H]e handled the project's complex challenges with panache, good cheer, and most importantly, great skill. I hope to work with him again very soon.”

    “There are very few people I have found who possess Jeff's unique combination of content strategy experience with all around smarts. If you'd like to work with a true professional, Jeff is the man for the job.”

    “Jeff is a thoughtful, intelligent content strategist and a true pleasure to work with.”

    “Along with his impressive knowledge and wonderful communication skills, both verbally and in writing, he exhibited a high degree of patience [....] He kept the mood light but never sacrificed a sense of purpose.”

    “He ... radiates calm under pressure and always presents himself authoritatively, but also with great wit and diplomacy. I'd count it a great pleasure to work with him again in the future.”

    “The content strategy community is extremely lucky to have Jeff at the forefront of moving the discipline to full-fledged legitimacy and importance.”

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

  • 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.

    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 overview of the burgeoning world of online video lectures—and a new model for video publishers. Each one is a study for its content strategy.

  • PaidContent.org

    The Next Big Headache for Digital Publishers

    Topic pages are the banks of the link economy. Will Google rob them? Learn more about the potential emerging threat to publishers who are evolving beyond traditional section taxonomies online.

  • Slate.com

    The Tao of Screen

    Interaction and software design has taken a turn to interface-calming to remedy our oversaturated online environment.

  • GigaOm.com

    The Best Thing for Documentaries Since Netflix?

    What a small startup called SnagFilms can teach us about innovating a slice of the Netflix market.

Notes on Content

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

I say again, let us pay. Make the process as easy as possible. Make it invisible and transparent. Make us register once and once only. Walls are not the way forward, but walls are not the same thing as payment, and without some form of payment, the press will not be here in five years’ time. (more…)

09.02.11 | Advertising & Marketing, Business Strategy, Industry Shift, Products & Services, Theory & Practice

SMM Tour from salty snack studios on Vimeo, via Submishmash: Submission Manager.

09.01.11 | Editorial & Programming, Organizational Dynamics, Products & Services, Technologies

via Flowing Data, Format and clean your data with Google Refine.

08.31.11 | Analytics & Search, Content Management, Launch/Relaunch, Products & Services

[M]ake a distinction between “formats” and “forms.” A hardback, a paperback, an audiobook, and many an ebook simply represent different forms of the same work. New formats, on the other hand, represent deeper changes in how authors develop content and readers consume it. (more…)

08.30.11 | Emerging Media, Products & Services

 

Scarcity is not a viable business model on the Internet.

Fred Wilson, via Mathew Ingram, If an App Is Your Content Strategy, You Are Doomed: Tech News and Analysis «.

08.29.11 | Business Strategy, Content Strategy, Platforms & Channels, Social Media

The real loser here is the middle take. This is what the weeklies like Time and Newsweek have historically offered: reportage and essays produced a few days after major events, with a bit of analysis sprinkled on top. They’re neither fast enough to be conversational nor slow enough to be truly deep. The Internet has essentially demonstrated how unsatisfying that sort of thinking can be.

(more…)

08.26.11 | Editorial & Programming, Industry Shift, Social Media

via Suzanne, iPhone & iPad UX Reviews » Blog Archive » iPad UX Review: Flipboard vs. Pulse.

User Experience: Flipboard V Pulse

08.25.11 | Interaction Design & UX, Platforms & Channels, Products & Services

Some of this metadata is shared between both the collections management system and the DAM, but not all of it is in both. Each system has their own specific types of metadata. This sharing can even include the collections management system linking to the images in the DAM and not just data and vice versa (data to the images).

(more…)

08.24.11 | Content Management, Technical Architecture, Technologies

Podcasting is an often overlooked corner of the media world [....] The iTunes store from Apple, where about 75 percent of the audience for podcasts looks for fresh material, contains about 150,000 regular shows featuring has-been and up-and-coming comics and sex talk, as well as mainstream fare like NPR and CNN broadcasts. (more…)

08.23.11 | Content Specialists, Enterprise, Organizational Dynamics, Platforms & Channels

 

I would say that three elements of content strategy are essential: analysis, editorial, and architecture.

via Andrew Maier, Questioning Authority: Our interview with Colleen Jones, author of Clout | UX Booth.

08.22.11 | Content Specialists, Content Strategy

We have the ability to predict the performance of an article on the front page into the future—and empowered with that information we generate real-time recommendations on what articles to place where on the front page,” [Visual Revenue] CEO Dennis Mortensen wrote in a blog post.

(more…)

08.19.11 | Analytics & Search, Editorial & Programming, Products & Services, Technologies

I think the thing that attracts me most to Vanilla is its simplicity and elegance. Sure, it is incredibly powerful however this is not at the expense of usability. The admin interface is beautifully designed and intuitive to use. You can add categories, manage users, send out announcements and indeed do everything else you would expect without any documentation or training. It’s just obvious.

(more…)

08.18.11 | Interaction Design & UX, Products & Services, Resources

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