Content Packaging

We ask that the editorial team submit a number of required elements when preparing a piece of content — online or print — to the managing editor or copyeditors. These elements make up a complete content package.

Required elements are as follows:


Content Type: Blog, Column, Blog Columnist, Interview, Research Highlight, Research Feature, Opinion & Analysis. Choosing the right type helps the digital team prepare the content in the right WordPress template. See here for a list of content types.

Section Tag: Artificial Intelligence, Frontiers, Data & Analytics, Digital Leadership, Sustainability. Not all pieces will contain a section tag, but this is necessary for Big Ideas content and for Frontiers pieces. This is what ensures the content is appropriately categorized on the site and will appear on the relevant landing pages.

Title: The title of the content, also referred to by the editorial team as a headline.

Dek: The “summary” that appears below the headline. (This is an optional element for some pieces, such as the Editor’s Letter and online columns. Some people call this a subhead, but let’s try to get away from that.

Author(s): The author of the content.

Byline: The byline usually includes only the author name(s) and doesn’t include the word “by” online. Interviews follow the format of Interviewee (Company), interviewed by Interviewer/Author.

About the Author(s): A short bio of the author(s). Also referred to as bio.

Acknowledgements (optional): Some pieces include acknowledgements provided by the author, but this is not a required element.

Micro: A summary used for sharing purposes. Maximum 100 characters, including spaces.

Short: A slightly longer summary used for sharing purposes. Maximum 500 characters, including spaces.

Topics: The topic of the piece. See here for a list of topics. Listing a topic is important to ensure the article appears in the right place online. These appear in the top right of the article post. Topics appear first, then are followed by the subtopics.

Subtopics: The subtopics of the piece. See here for a list of subtopics. These appear in the top right of the article post. Topics appear first, then are followed by the subtopics.

Tags: Similar to topics and subtopics, tags help to categorize the piece and they appear at the end of an article.

Section (conditional/optional — explicit indication only): If a piece of content is part of a specific initiative, it will be indicated as needing to be marked as having a specific section. See [here] for more information on Sections.

Body: The main content of the piece. This includes figures, text callouts, and references if necessary.

Figures: These are images that supplement the text content, such as graphs or illustrations. Usually accompanied by a title and a caption.

Charts/Tables: Also usually accompanied by a title and caption, sometimes data/text is supplied that will be displayed in a table. Tables are coded in HTML and include an image of the chart/table that will be displayed on mobile. Complex charts are displayed as an image on both desktop and mobile.

Columnist/Author Headshot: Columns require headshots of the author(s) which are added to the post markup and author headshot meta in WordPress.