Ian M Rountree

Copywriter, Project Manager, Digital Marketing

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Content Strategy

Creating content for a website isn't enough - making your ongoing content development work requires strategy. From editorial calendars to information architecture, strategic content creation increases the power of websites.

The Power of Immediate Collaboration

February 12, 2011 by Ian 2 Comments

One of the things I love about the web is it’s asynchronicity.

I can send you an email, or address a tweet your way on Monday morning and, unless it’s something urgent, you can respond as late as you like – right through to happy hour the following Friday. Based entirely on our needs, we can schedule our interactions loosely, and have conversations over the course of days, weeks, or even months without losing the thread of things, because there is almost always a meta-data supplied history for everything we do.

We can even consume media asynchronously. Through Google Reader or Instapaper, I can gather up weeks of stories from my favorite blogs,

Another thing I love about the web is it’s immediacy.

If I need to listen real-time for something, I can set up a net of Google Alerts and have them delivered by RSS into my feed reader of choice. I can get the information I’m looking for on an as-indexed basis. I could also use other listening tools, if I needed to, to expand my ears and make myself into a super-hero quality observer. I’d never miss a thing.

I stopped actively checking my mail years ago – there’s an app for that. I also stopped worrying over content management and coding the text of each page on my site a long time ago – there’s a plethora of apps for that

Need a quick response? Find me on Twitter.

Want to host a distributed chat event? Again, see Twitter – this time just make a hashtag and let people come to you.

Need to edit a document at the same time as I do? Let’s share a Google Doc and work on it at the same time.

When it comes time to publish my book, I’ll barely need a publisher at all.

I also stopped relying on online chats and tools like IRC a while ago. Through tools available now on the web, I’ve almost entirely eliminated the need for destination-based communication in my work.

Recently, I also moved much of my collaborative writing into Google Docs specifically, and have completely abandoned the last remaining web chat I’ve been using for the last ten years. No more need of it. Sure, I’m losing some serendipity – the possibility that a new player might randomly stumble into a game I’m running – but I’m gaining curatorial control, synchronism, and the benefit of a closed platform for speed and focus. And when the aim is to pump out large volumes of high-quality writing in short periods of time, that’s a huge benefit.

How amazing is this: In less than three hours on a Google Doc, my writing cohort and I managed to churn out 3000 words of content between us. Single paragraphs, in cyclical production, with a fully functional back-channel right in the window with us, and the option of Skype if we wanted to really dive into the meta side of the work.

Two days’ worth of NaNoWriMo-class writing in just a few hours. Neither of us were tired, neither of us concerned with running out of data or inspiration. We only got through about a chapter and a half, after all, of plot. If we manage to keep working the plot hard enough for a few weeks, we may have a mini-novel to do something with. No planning, no strategy. Just the work, instant and simple reference, built-in editing, and some otherwise idle time.

Imagine what people working with intention might do?

Two people working on a book could churn out a manuscript (conceivably) in just a few weeks, working full-time.  That’s with time to do research, collaborate on structure, set up a framework, and get all the facts checked at the same time.

However you need to work with someone remotely – whether in the same room or across the world – the web provides.

And the means are always improving, for everyone using them. Not just because of the advances in the tools themselves, but also because of the way people use them for increasingly ingenious things.

What do you do on the web with others that totally blows your mind?

Filed Under: Content Strategy Tagged With: chat, fiction, google, google docs, history, history of the web, nanowrimo, nettiquette, writing

Resetting Expectations

February 6, 2011 by Ian Leave a Comment

In the last week, I’ve read articles in a half dozen places about setting and managing expectations. As I haven’t said much in a while about what this blog is for, why I write, or how I try to make the blog accessible to everyone, I thought it might be time for some expectation setting of my own.

I blog in hopes of creating some conversation and encouraging thought about the things I write about.

Whether it’s making the most of your tools (like turning your WordPress blog into a personal event manager), or making the most of your writing (by enhancing your mastery of the writing voice), I want you to do better work – and, of course, I want to do better work myself. I’m hoping we can talk about that, and find ways forward together. This is part of why I comment on your blog as well – hoping to continue the conversation.

I also want to make it easy to get to what I’m writing.

As such, here are the ways I make my blog available:

I try to post on a schedule as often as possible – you can rely on most of my posts to appear at or around 6am CST, when I’ve written something in advance.

I import to Twitter – @IanMRountree – through Twitterfeed, so my blog posts pop up automatically even if I’m not there to post them when they’re scheduled.

I have, of course, got a feed. Subscribe through a reader or by email to http://feeds.feedburner.com/IanMRountree – there’s an email subscription entry box on the right sidebar if you’re reading this on my site. Getting the feed is a good way to not miss things.

I also publish the feed automatically to Facebook. For years, it’s gone to my personal profile through RSS Graffiti, but I’ve decided to up my accessibility a little and set up a page for my blog. If Facebook is a place you look for news beyond your friends’ updates, please go like my page – it’s available here: Ian M Rountree – Blog

That’s all I’m doing just now. Have I missed anything? Are there places you look for news that I’m not using which would make it more convenient for you to get connected and keep up? Let me know in the comments if there’s somewhere I should be publishing that would help you reduce the effort needed to subscribe.

Filed Under: Content Strategy Tagged With: Blogging, expectations, Facebook, feeds, publishing, recaps, twitter, writing

How to Master the Power of Voice and Become a Blogging Muad’Dib

January 23, 2011 by Ian Leave a Comment

Who's Your Mahdi? - Alec Newman as Paul Atreides from Frank Herbert's Dune

The Voice Must Flow!

The power to be in many places at once. Perfect memory. The ability to see the future. None of these count for anything without the power to inspire action with just a few phrases, delivered with perfect pitch, modulation, frequency and poignancy.

Anyone who knows anything about science fiction will know about Dune. In Dune, Paul Atreides – the heir to a ducal title – is cast out of his place by the betrayal of a lesser Baron (the piggish Harkonen) and goes on a journey of self-discovery, eventually learning that he is the Ultimate Power Embodied – the Kwisatz Haderach!

Voice isn’t only about displaying personality, it’s about directive communication.

Bloggers talk about creating a voice all the time, and in many cases, we’re referring to the same things;

  • Humour, or lack thereof
  • Opinions, or sets of beliefs
  • Passion, or clarity of desire
  • Engagement, or how easy it is to turn a statement into a conversation.

HOPE hard enough and you’ll get a certain kind of success – but to be a real master, you need more than hope.

All of these things matter, but they’re not the core of The Voice.

In Dune, the Voice is an arcana very few are trained in – and the fact that Paul Atreides is trained in even its rudiments is almost heretical. Masters of the Voice have the skills to control anyone they have face-to-face contact with, after just a few minutes of exposure. They must gain this power over each individual person they wish to control, and do so by keen observation of body language, cataloging of reactions to some initial prods, and above all else, listening to the words their subjects use.

By this process of pre-communicative observation, practitioners of the Voice can easily understand the motivations, weaknesses – and potential of a subject. So, when she finally does speak, she can use the entirety of subtle inflection, posture, micro-expression, tone, pitch, metre… Every verbal and non-verbal tool physically possible to such a high effectiveness, that the subject is helpless to argue or disobey.

As a blogger, you have more tools at your disposal than text formatting, multi-media, your usual level of eloquence, or your standard subject matter.

You’ve got more than just your words. You have the spaces between then-the long dashes creating suspense, the ellipsis… Hanging out and doing it’s thing. You’ve got direct address writing (which most of this post is written in), choice of gendered or genderless pronouns… All of these things, once you know how to go beyond vocabulary and work pacing, verbal innuendo, and inflection by way of grammar into your writing… There’s power, just waiting there.

Consider the following passage about a remote bystander observing the initial attacks on the World Trade Center in 2001:

When James burst into the room, yelling this and that about being under attack, I didn’t even know what to think. Who was attacking who? Had he been playing paintball again? I mean, seriously. It wasn’t even seven in the morning. I got a real shock when I followed him to the living room. He wasn’t kidding – one of the towers was falling on picture-in-picture, and not ten seconds after my eyes hit the screen, the second plane hit the other tower.

What sense do you get from the above paragraph? There’s information there. There’s a hook (the attack) there’s characterization (the remark about paintball), there’s narative (first-person). It’s concise, informative, and to the point.

How about this?

“Guys! We’re under attack!”

The door shook – great. James’d put a crack into it with the heel of his boot. A muddy crack. Double great.

“Seriously, guys, get up! One tower’s just come down, and they keep saying there are more planes! More damned planes!”

What was he on about, anyway? I levered myself up and threw on a shirt. If he’d found some new video game to spend his rent money on…

No such luck. One look at the TV left my mouth gaping. Under attack indeed. I forgot about the muddy boot crack in my door.

What’s different? The details are identical in form to the first paragraph – the attack, the two towers… You know exactly what both are getting at. But the two passages may as well have been written about different people. There’s the focus on dialog, the broken-up structure of the second passage, completely different use of timing…

And we’re just comparing two very short pieces, essentially stating the same facts; the narrator’s roommate bursts into his room, waking him/her with what seems like nonsense – but is very quickly proven to be terrifying truth.

While the examples I’ve used are semi-fictional, the same thing applies to blogging, or writing of any kind where format restrictions are loose. Journalists with word count limits need to be ultra-direct. Bloggers, authors and other writers benefit from other tools, like using the tonal changes that pacing and directive writing can create.

It’s up to you, young pup!

Using the power of Voice in writing is more than just what you choose to write about, and the words and phrases you use to express your opinion. Leaving it at phraseology and opinion may be enough for some – but if you really want to master your power of Voice, going beyond and asserting control over your very tone and inflection in writing is the next step along the Golden Path.

Being serious about the development and use of your Power of Voice is a good idea. Knowing how to produce tone, inflection… Even a little – necessary hesitation just with words and grammar can make your writing stand out as much more human.

Still. It never helps to lose the humour all together. Am I Right, Dunecats?

I Are Dune Cat - I Controls Teh Spice, I Controls Teh Universe

Top image: Modified screenshot from Sci-Fi Channel’s “Frank Herbet’s Dune” (well worth watching)
Bottom image: Dunecat. Source; the interwebs.

Filed Under: Content Strategy Tagged With: Blogging, learning, social media, social-networks, sociology, voice, who's your mahdi, writing

On Being Definitive

January 10, 2011 by Ian Leave a Comment

We love to categorize things, don’t we?

We call people beginners, novices, experts. Gurus. Knowledge Workers. The name-calling never ends.

Or worse – the lists!

5 Ways to Rule the World

9 Things Your Mother Never Taught You

3 Simple Ways to Get Rich by Noon Online

How many of these lists have we seen? Lots, right? How many have you written? If you’re a blogger, probably half as many as you’ve seen. How do you back them up?

Have you done everything on your list? By the time you had written the first and second ways to get rich online by noon – why, you must already have been rich! How did you go about list item three? Did you bootstrap it all over again, from zero? Why? That’s kind of silly, isn’t it?

Categorization can be really helpful – it provides a means by which we can communicate effectively by allowing us to speak in groups rather than reiterating lists many times over.

However, when you’re giving advice online – or in any other public arena – please, make sure the list makes sense and isn’t recursive. Categorization and process are two very different things.

Image by Rob and Stephanie Levy.

Filed Under: Content Strategy Tagged With: 2011 themes, lists, recovery, theme 1

The Things to Come

January 3, 2011 by Ian 2 Comments

I’ve been on blogging vacation since early December – I needed to be. 2010 was a massively different year than I expected it to be. Very little of it went to plan – and I’ve come to realize that’s partly because there was very little planning over the course of the year. That goes for work, my home life – and even for this blog.

In the last year, I’ve recognised a tendency towards reactivity, rather than pro-activity in the way I do things – and I’m not convinced that’s a good thing.

Much of 2011 will be written in advance, and to a plan. I spent the last week of December, in the quiet after the rush of the holidays, planning out a number of things I wanted to discuss on this blog, and setting a number of benchmarks for some of the projects I’m working on. So, in the spirit of disclosure and specificity, here’s what to expect during the coming year:

  • I’ve got a list of 12 themes – one per month – exploring both challenges and opportunities I’ve run up against over the past two years.
  • I’ll be making at least 3 posts per week, for the entire year, Video Saturdays and non-scheduled posts not counted.
  • I’ll be contributing no less than 1 guest post per month to projects not my own – it may be more, depending on how the year goes. I’d like it to be more.

There are more, of course – plans lacking detail are never a good idea. However, I don’t want to bore you with the details, and it’d spoil some of the fun.

So – the annual question becomes – while I’ve got some plans… What do you want to see here? How can I help you do better work in 2011?

Image by Gabriel S. Delgado C.

Filed Under: Content Strategy Tagged With: 2011 themes, goals, setting expectations

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