finding your “digital voice” kevin davis bullcityrising.com january 24, 2011
TRANSCRIPT
Finding Your “Digital Voice”
Kevin Davisbullcityrising.comJanuary 24, 2011
Wide spectrum of “digital writing”
• Sharing about one’s life/opinions• Letting others know (broadly) of content that
engages me– These include Tumblr, Facebook, etc.
• Aggregating secondary content around a specific domain
• Becoming a recognized source of original content on a subject– These become points of reference and argument
Blogs and the “Long Tail” concept
Find your blog’s “Waterfall” (example)
• Bull City Rising– About Durham• With a “news” and “analysis” bent (not people, human
interest, etc.)– With politics, development, neighborhood focus
» Predominately downtown/central Durham
Find your blog’s “Principles”
• Bull City Rising– Ignore what’s easy. Cover what’s hard. Break news
not covered somewhere else– Deeply and passionately engage readers who love
Durham– Serve as a home for community conversation
Waterfall + Principles = Blog Concept
Waterfall• Says what your blog covers
• Identifies where your blog belongs categorically (extrinsic mission)
• Defines who reads you (or finds you)
Principles• Says why your blog differs
from other sources• Helps you make editorial
and writing decisions (intrinsic mission)
• Builds audience loyalty and engagement
Finding your voice
• Voice– First or third person?– Objective or subjective?
• Tone– Authoritative– Persuasive– Inquiring– “The Convener”
Finding your voice
• If you cite something, link to it• If you excerpt, do so sparingly• If you aggregate, add your own value• Use other sources to reinforce or contrast• If you make an error:– Correct in the original– Note correction in the comments
Who is part of the conversation?
• Inviting comments– Eliciting reader responses– Encouraging readers to share information– Creating dialogue between readers– Allow the community to define expectations of
what does and doesn’t contribute to the conversation
If you team up….
• Be clear on roles and goals– Point/counterpoint with defined roles/personas?– Two or more authors all writing towards a
common theme?– Does someone edit, or not? What happens when
you disagree on content?
Managing the workload
• Opinions < argued opinion < aggregation < original content
• A post can take 10 minutes … or 10 hours• Keys to keeping it manageable– Set expectations for content type and follow them– Predictability (publishing, length, subject) is key– Find time you can set aside to write (and research,
reflect as the need exists)
Design elements
• Reaching your reader– Twitter, Facebook, RSS: headlines and introduction– Home page: “before the jump” content for long
entries– Easy, accessible commenting and social media
sharing– Notification to you of new comments (to be part
of the conversation)
Useful design elements (pro tips)
• “Similar stories” content module (LinkWithin)• Include graphics on as many stories as
possible– Increases engagement; new tech like Flipboard
• Threaded comments
Sample blogs
• The Transport Politichttp://www.thetransportpolitic.com/
• Durham Mapshttp://durhammaps.blogspot.com/