Blog publications—new content medium

tool theme for publishingpioneer

Viewing blog technology as a new medium inspires me to design a responding publication. The structure can be used for stand-alone and evolving projects. The notion of the static book becomes challenged: just as websites are never finished, book topics can lay a content foundation to build upon. Each publication product can have its own project site/blog. A hybrid continuum is created:

tools of the trade by Liane SebastianInteractivity is incorporated now into many e-magazines and newsletters. Readers’ comments add dimension and build a momentum for the core publication. Definitions are challenged though. Interactivity blurs lines between categories.

tools of the trade by Liane SebastianEvolutionary blending continues. The line between functionality in e-pubs, sites, and blogs is not only becoming blurry, the three weave and mesh, bringing out the best qualities each has to offer in a single user experience. A few organizations incorporate YouTube presentations as well. How all of these mesh and balance is an issue of strategy.

tools of the trade by Liane SebastianNiche target marketing is the best strategy. Just as websites, the topic needs to be very focused. I have learned that it is better to break up into specific interests. The web shines in niche marketing. The irony is that as the world gets bigger, we become more specialized to stand out! Generally blog entries are shorter and more personal than other forms of writing. However, the potential to use as a publication medium is too wonderful to resist.

tools of the trade by Liane SebastianPublications become fluid. They are works in progress and can build while engaging the audience who has influence in what topics are pursued. The interplay between post and response is a new kind of editing tool. And a publication can be easily changed, updated, or revised. That does give the feeling that it is never finished.

tools of the trade by Liane SebastianInitial graphic work and strategic setup is a single investment that, if well done, makes regular contributions easy. Momentum becomes established and readership can build. Sustaining a blog, whether casual or more formal like a publication, is a commitment.

tools of the trade by Liane SebastianCross-promotion between projects is stronger because each will appear in different searches and will carry connections to the others. More visibility can build from a three or four-legged stool than a single one.

tools of the trade by Liane SebastianEach publication is a cohesive unit of relevance. The viewer has a specific experience with a specific focus that opens to a supporting wealth of information and resources. The blog can be like a portal—linking to a wealth of resources. It can deliver as much or as little information as the reader wishes to know.

tools of the trade by Liane SebastianAn e-pub can lead to and be supported by a direct sale product. Inviting the viewer into the topic and inspiring them to purchase the product, the income stream can build. The feedback look can continue by capturing communicative information on the customer or client.

tools of the trade by Liane SebastianMaintenance is the new master. The migration of single blog to multiple project blogs makes some portions obsolete—so the blogosphere can get pretty messy. For example, I have migrated Idea Initiator into its own blog, starting it here as drafts and now improving and sharpening. I have broken off other topics into their own formats. It always seems to be evolving.

tools of the trade by Liane SebastianAudience reaction can be measured separately when each project builds its readership. Focused, key-worded, and relevant, the measurements help guild development decisions and direction. Feedback through comments helps, but the statistic diagnostics really tell the story.

tools of the trade by Liane SebastianFix what is important. Following a progressive perfection, unlike in print, errors can be fixed. Subjects can be perfected. Images can evolve. Once a post position is declared and promoted, the address is preserved, but the content can be updated—and link to a new post or resources.

Spinning off a new project blog from this education, please check out:
Idea Initiator: Creativity Self-Seminar.

Liane Sebastian, illustrator, designer, writer, and publishing pioneer

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