I am participating in the 31 Days to Build a Better Blog challenge, sponsored by Darren Rowse (aka @problogger on Twitter).
In the challenge for Day #1, Darren Rowse recommends developing an elevator pitch for your blog:
What is an Elevator Pitch?
“An elevator pitch is an overview of an idea for a product, service, or project. The name reflects the fact that an elevator pitch can be delivered in the time span of an elevator ride (for example, thirty seconds or 100-150 words).” – Wikipedia
According to Rowse, your blog’s elevator pitch is important to successfully “writing content, promoting and finding readers, search engine optimization, networking with other bloggers, branding, design”…in other words—everything.
I have been working on refining my blog’s tag line, but finding a way to concisely express my purpose (and related skill-set) in terms specific enough to reflect my primary expertise and interests as a technical communicator, while broad enough to encompass content-related topics in other disciplines (including content marketing, customer relationship management, and product development) has required some tweaking.
In the last month, my tag line has evolved this way:
- “Technical Communication for a Convergent World” ~ Good Start
- “Content for a Convergent World” ~ Getting There
- “Content (Information, Interactions, & Experiences) for a Convergent World ~ Eureka
The inspiration for the final version of my tagline comes from Vince Giorgi’s post, Is It Content? Software? Let’s Call It a Branded Experience, with this working definition of content:
“Content is about so much more than words…Content is value-adding information, interactions and experiences by which brands engage and build affinity with the audiences vital to their business success.”
Through my final tag line, I now have a clear purpose for this blog and major organizational categories (information, interactions, and experiences), which reinforce this purpose.
In addition to my tag line, I can start using my elevator pitch in my “about page, real life conversation, business cards, pitching to media, pitching to other bloggers, my e-mail signature, and social media profiles” (Rowse, Day #1: 31 Days BBB).
What do you think about the tag line? Do you think it’s serving my goals? As for audience, though I imagine that this blog most appeals to other technical and professional communicators (aka content developers), the targeted audience for this blog is quite broad because we are all knowledge workers—all impacted by the convergence of communications and technology.