Content Types

The purpose of this document is to break down the various editorial content types used at MIT SMR, attempting to do so in a way that addresses all aspects of production from editorial, digital, marketing, and fulfillment. As such, it is a work in progress. Please feel free to make suggestions for additions or request changes. There are a few areas with questions that need answers. Please feel free to submit the answers if you are in possession of that sought after knowledge. We thank you!

For the Weekly Content Lineup and Calendar, please visit: Weekly Content Asana Project: https://app.asana.com/0/9715406399442/calendar

Content Type Definitions

Posts in WordPress can only have one assigned content type. For example, a post cannot be both a Blog and an Opinion & Analysis.

BLOG http://stagingsloan.wpengine.com/?content_type=blog

NOT PAYWALLED. Once the default choice of content type, no longer.

Short post, 500-900 words, opinion or essay. Often by guest writers or editors at MIT SMR. Recent common authors: Sam Ransbotham, Bruce Posner, Martha Mangelsdorf, Leslie Brokaw, Paul Michelman, Gerald C. Kane (Jerry Kane), David Kiron, Gregory Unruh, Theodore Kinni.

They require top ads and bottom ads. They are not always long enough for middle ads, but when you can scroll an entire screen length without seeing the top of bottom ad, a middle ad may be added if it does not interfere with a signup shortcode, callout or sidebar.

They do not have reprint numbers, they do not have pdfs, they are not paywalled, they are not sent to the store because they are not for sale.

[vanilla/default] Blog/BLhttps://stagingsloan.wpengine.com/article/with-great-platforms-comes-great-responsibility/
Columnist COL BL – (Newer Iteration of Columns) Author Headshot in header (desktop)/beginnning of article (mobile) https://stagingsloan.wpengine.com/article/how-leaders-face-the-future-of-work/
https://stagingsloan.wpengine.com/columns/column/
Column – Has a series name. Hasnt been used recently.
Book Excerpt BK BL – https://stagingsloan.wpengine.com/article/ethics-should-proceed-action-in-machine-intelligence/

INTERVIEW http://stagingsloan.wpengine.com/?content_type=interview

Presented in a Question and Answer format, usually with a brief introduction section.

Content packaging will sometimes differentiate the intro from the questions with a symbol to mark the intro’s end. This is never carried over into the online or pdf version.

The interviewer’s questions are formatted using h6 tags. If there are multiple interviewees (uncommon), each response starts with the responder’s name (full name the first instance, just last name thereafter) and a colon; formatted using strong tags.

Interviewer is the only Author in the author list meta fields, but the byline takes the format of: Interviewee Name, interviewed by Interviewer Name

Interviews require top, and bottom ads, are usually long enough for middle ads, and their respective content channel’s signup short code as indicated in Asana custom fields and/or the original content packaging.

These always require a reprint number, are always paywalled unless (rarely) assigned as open access for marketing or promotional programs/partnerships. Immediately after publishing, they require an auto-generated PDF which is saved and then downloaded, renaming the file with its reprint number and sent to Mackenzie.

WEB ONLY CONTENT (RF, RH, OP)

articles that are not in a magazine issue. Autogen PDF
Research Featurehttps://stagingsloan.wpengine.com/article/the-big-squeeze-how-compression-threatens-old-industries/
Research Highlighthttps://stagingsloan.wpengine.com/article/the-truth-about-corporate-transformation/
Opinion & Analysishttps://stagingsloan.wpengine.com/article/innovation-based-technology-standards-are-under-threat/

OPINION AND ANALYSIS http://stagingsloan.wpengine.com/?content_type=opinion-analysis

Usually around 1k words. Not based directly on a scholar’s research, could be a reported piece, an essay, or a summing up of a scholar’s experience in the topic.

They require top ads and bottom ads. They are not always long enough for middle ads, but when you can scroll an entire screen length without seeing the top or bottom ad, a middle ad may be added if it does not interfere with a signup shortcode, callout or sidebar. They also require their respective content channel’s signup short code as indicated in Asana custom fields and/or the original content packaging.

Opinion and Analysis pieces require a reprint number and are paywalled. The info must be sent to Mackenzie as soon as complete content packaging is received, no less than two days before publishing, to ensure the content is sent to SFG and in the store in time. Immediately after publishing, they require an autogenerated PDF which is saved and then downloaded, renaming the file with its reprint number and sent to Mackenzie.

RESEARCH HIGHLIGHT http://stagingsloan.wpengine.com/?content_type=research-highlights

Usually around 1.8k to 2.2k words. Based on research, but more of a summary or highlight, not a full, in-depth exposition. References research in the body with related research callout.

They require top ads and bottom ads. They are not always long enough for middle ads, but when you can scroll an entire screen length without seeing the top or bottom ad, a middle ad may be added if it does not interfere with a signup shortcode, callout or sidebar. They also require their respective content channel’s signup short code as indicated in Asana custom fields and/or the original content packaging.

Research Highlights require a reprint number and are paywalled. The info must be sent to Mackenzie as soon as complete content packaging is received, no less than two days before publishing, to ensure the content is sent to SFG and in the store in time. Immediately after publishing, they require an autogenerated PDF which is saved and then downloaded, renaming the file with its reprint number and sent to Mackenzie.

RESEARCH FEATURE http://stagingsloan.wpengine.com/?content_type=research-feature

Usually around 3.2k to 4k words. In-depth article on a research-based framework or concept.

They require top ads and bottom ads. They are usually long enough for middle ads, placed when you can scroll an entire screen length without seeing the top or bottom ad, a middle ad may be added if it does not interfere with a signup shortcode, callout or sidebar.

Research Features require a reprint number and are paywalled. The info must be sent to Mackenzie as soon as complete content packaging is received, no less than two days before publishing, to ensure the content is sent to SFG and in the store in time. Immediately after publishing, they require and autogenerated PDF which is saved and then downloaded, renaming the file with its reprint number and sent to Mackenzie and Ellen.

Magazine Articles

Must be associated in WP with their respective issue. Everything except the Letter from the Editor, Executive Briefings, and Elsewhere should have a pdf and a reprint number, be sent to the store, and be paywalled. They fall under the following content types (in order of relative frequency):

Digital First magazine content will use auto generated PDFs until we receive the final PDFs from George, at which point his pdfs will be prepended with the auto generated cover and appended with the auto generated back page (IP/Reprint/Copyright page). This is done twice, once to the version with the featured/rights managed images (for licensees/Wa), and once to the version without the featured/rights managed images (one copy file named with the reprint number uploaded for web, another copy for fulfillment/Wx). This results in three separate pdfs per article. All versions are archived in the XX/XX/XX folder in dropbox and sent to Mackenzie.

Special Programs, special content “subtypes” and random exceptions/rulebreakers

SU Sustainability is dead, long live GEN at least in terms of newsletter signup short codes. We do still produce articles with the Topic: Sustainability, however, and the Big Idea Sustainability Section but should still use the GEN/General Research signup short code.

Frontiers is not a Big Idea, but it is a Section Frontiers articles must have the Frontiers signup short code in addition to the Frontiers callout. The topic Frontiers is always used and is sometimes not the only primary topic. It is also assigned the Frontiers section. It should be clearly marked in the content packaging whether a piece is Frontiers. We do not use the Frontiers Tag any longer.

Frontiers pieces may be magazine articles (which appear in the Frontiers section of the print magazine) or blogs, or web-only paywalled pieces. All Frontiers articles are assigned the topic and section and include the Frontiers signup shortcode and callout, regardless of their content type or paywall status.

AI Artificial Intelligence and Business Strategy is a Big Idea section

DL Digital Leadershipis a Big Idea Section. There is also a topic for Digital Leadership, but it’s topic page is not the same as the Big Idea Section page, which is sponsored. Be careful to follow content packaging precisely. Content that comes from Allison is always a part of a Big Idea.

Video Articles

Webinar Video Archive Posts. NonEditorial Blogs that use the same formatting as Video Articles. Tagged as Webinars. Lauren and Jenny know more.

Articles containing videos. Occasionally there are pieces that use the inline iframe with the responsive div. Confusion sometimes arises as to whether they are Video Posts that use the Video Article formatting. Double check with an Editor to be sure.