Finding Your “Digital Voice” Kevin Davis bullcityrising.com January 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 Politic Durham Maps