Using Content Developed for Your Website to Leverage Your Publishing

Martin 2012


If you are a subject-matter expert who wants to use your knowledge to benefit others, you probably have a website about the products and services that you provide. It is important that a significant part of the content that you create for your site, if not its core, is an expert framework. Not only will this framework help visitors to the site quickly gain an overall understanding of what you have to offer, it will greatly facilitate your subsequent writing and publishing—of books, articles, and blog pieces.


An expert framework can take many forms, but it must include several essential elements:

(a) a description of  the context of your work (for instance, if you are a management consultant, you should describe the business environment and the challenges faced by organizations and the people that manage them);

(b) a portrayal of how the knowledge discipline that you have studied, worked within, and mastered can be applied to this environment;

(c) a statement of the aspects of this discipline that you have focused on and have experience in;

(d) a presentation of the ways that you can help people respond to the challenges, ideally organized in a way that specifies the relationships among them; and

(e) a clear set of terms and their definitions that you use in your work.

This framework can be incorporated into the site throughout, but an overview of it should be placed on an orienting page, preferably the homepage, with hyperlinks to pages that go into greater depth about each of its elements.

Putting together an expert framework accomplishes much of the content development aspect of creating a website, but judging from many websites today, it is frequently overlooked. This is understandable in view of the technical expertise it takes to set up a good-looking and effectively interactive site. Much of the focus is on design, with the owner of the site left to supply the content with little guidance, or with help from people who prefer to focus on content that is more oriented to marketing and communication than to knowledge. Design is an undeniably important issue, but knowledge (made accessible and understandable for a defined audience, and therefore transformed into content) must be seriously addressed as well.

Furthermore, this work can be leveraged to make your other publishing more effective. Many of the problems that subject-matter experts face in writing books and articles come when they try to do essential conceptual work at the same time that they are writing and working out the structure of a publication. They are conflating content development with publication development. The conceptual challenges overwhelm the writing, creating tremendous pressure. Having already developed an expert framework, in which the essential concepts have been established, can relieve much of this and provide resource material for the writing.

© Martin Wilcox

Publishing in Context

Publishing in Context

How to Start a Book



Writing a book is challenging, but it doesn’t have to be impossible. A lot depends on making a good start. Here’s how to do that—in four steps.

Check your knowledge. The first step, which can’t be put off, is to check what you know. Are you drawing on a body of knowledge that others share? How are your ideas the same as and different from what they know? Has your knowledge been tested and used successfully? Is there a generally accepted set of terms for referring to it? Can you specify the relation between the ideas that make up the body of knowledge? Are there parts of what you know that you feel are solid but which you haven’t completely articulated?

This work can involve some writing, but it doesn’t have to. You can draw charts, make tables, create notes, compile lists of resources. You can use idea-mapping software to great benefit, as well as repositories of knowledge such as libraries or websites. When you write things down, remember that you’re not writing the book, so don’t worry about polishing text. Just concentrate on making sure you have a good grasp of what you know, and that what you know is useful (broadly speaking), complete, and coherent.

Many people skip this step because they believe they will do these things as they write their books. They have heard that writing is thinking, and that is true, but thinking is not only writing. Much of the thinking needs to be done prior to working on the book. If it is not, then the writing will likely be overwhelmed by the requirements of the knowledge work.

Conceptualize your book. Once you are sure that you have a complete sense of what you know, you must turn this knowledge into content, which means identifying a part of it that has a specific purpose for a defined audience. You project the value and use of what you know. In short, conceptualize your book by asking yourself what good you want it to do in the world.

Note that your book should not try to say everything you know—because it can’t. In carrying out this step you might think of other ways you can disseminate your content—in another book, in a related workbook, on a website, in a blog, and so on.

When conceptualizing your book you will need to develop an idea that organizes what you know. In addition, you must establish a set of terms that will effectively portray the main aspects of that idea. If you can draw on terms that your audience is already familiar with (adjusted for your particular presentation), it will help the book be more accessible.

The combination of audience, purpose, and an organizing idea constitute your book’s proposition.

Put together a first draft. Now you are ready to capture in text all the content you want the book to contain. This is where the writing begins. It is a task that takes some time, although in many cases you can make progress by gathering together material you have already written. But you need to make sure that you write statements about your audience and purpose. It is the goal of the first draft to be substantive and complete, not finally organized. You address the latter in the next step.

Structure your book. In this step you determine how the book will present its proposition. The best way to do this is by writing the introduction—at which point you are moving on to your second draft and the writing occurs in earnest. In the introduction you give an overview of your proposition, citing the audience (primary and secondary), saying what the book will do for audience members, and detailing chapter by chapter how the book will accomplish this. The introduction thus becomes a guide for turning the first draft into a second draft. You’ll note that the book’s proposition is closely related to its structure, but they aren’t identical. Authors sometimes conflate them.

Also, remember that a book is long text that typically supplies the big picture while providing specific observations and advice.

Moving on. With a complete first draft and a second draft introduction in hand, you will have made a good start on your book. In fact, it is much more than a start; more than half of the work of the book is done. Finishing the book will require you to complete the second draft, redoing text from the first draft and writing some additional material as necessary to realize the structure and accomplish the argument.

Then, in a third draft, you will polish what you’ve written, adjust the introduction to accommodate any changes that had to be made as the rest of the book was created, and do a final check for consistency and completeness.

Note: Publishing is by its nature a collaborative activity, which means to do it well you should get help with starting (and finishing) your book. At Publishing in Context we have years of experience in providing such help and would be pleased to assist you. See the description of our services for more information.

© Martin Wilcox