At this point in time, you are ready to describe, develop a plan, or diagram the actual content to be written. Describing in more detail usually looks like a business or project plan. Graphic diagrams are also useful. Diagramming the process of writing, editing, publishing, promoting, and improving the content is also useful. Diagramming with names for each step, step length (how long does it take), which step is necessary to complete before another is started, etc. Diagrams seem to make people not only think clearly, but also simplify the process of explaining. Usually you can come up with a linear “flow” to some steps. Ideas and plans presented in graphics are also much easier to discuss and improve. Going one step further, a series of graphics, even in a short video clip, is probably the most useful format in today’s YouTube centric world.
Style, Tone, and Conformity
Style and tone are important to get right in your content. A blog on classic electronic synthesizers aimed at 20 something geeks in the music industry, is quite different than a blog on business management (from Harvard Business Review). Both are targeted at “technical” and sophisticated readers. Yet the difference in style has been optimized to the audience carefully. Both blogs show dedication and experience in the field. The Harvard Business Review is clearly a reflection of serious and dedicated effort, many would consider this a top tier blog with one of the highest reputation. Serious business writing style and content are no useful in other segments. Don’t emulate a style and format which does not fit your specific need. The Martix Synth blog is also a leader in it’s own niche specialty field. Notice the number of advertisers (at the right hand column) and a site meter statistics of 20,243,882 visitors. If you are not attuned to your segment’s style and formats, read and analyze the content and then do your own design.
The conformity factor is critical to attract and keep readers. There are certainly “out of the box” blogger and controversial, some would say “on purpose” aggravating writers. Yet, even in the most obscure and specialized niche there are standards in language (lingo), writing style (length, format, structure), subject matter, and other unimaginable factors. Some design and architecture sites and blogs are simply cubes with pictures or videos. Some music and electronic instrument sites are just music clips and pictures of screens or a bunch of knobs (See Ableton site). The range of internet users is so wide, and growing all the time. Yet there is still a level of conformity which you need to match with the audience expectation.
Type, Category, and Creativity
It may seem natural or obvious to make sure you are creating content in the category of your choice, yet we still see strange content in the “wrong” category. The same goes for the type of content, this can be format or even style. The web has made images, sounds (music and voice), and video format simple to view. We are still working on touch and smell, but otherwise, there are many ways to fit your content into the right category. Here you can be creative. You can mix text with images, text with sounds, and text with video. You can mix all the formats in a way that will really set you apart from other people. Here diagrams, pictures, sounds and video can all go into the planning stage. While many people just write “sound clip here” in their planning, actual sound clip is useful. Remember, plans do not have to be only formatted (and written) for paper presentation, they can be interactive presentations. There are even ways to prototype a site or part of a site and show a variety of formats and styles. This could be helpful in getting a real sense of the final design and content.