What is a content outline and why do you need one?
Why would I bother writing a content outline when I already know what I want to write? Wouldn’t it be easier just to sit down and put it on paper and then structure it later?
Some will tell you that writing an outline hinders their creativity. Having to put down on paper the structure that you will write to, means that you will limit yourself when you get to the process of writing. But is that a bad thing?
People are time-poor, and the amount of information available today is overwhelming. No one has the hours or patience to sift through a person’s stream of conscious to get to the heart of the story. Hubspot says that poor flow is one of the most pervasive reasons for poor blog posts. And this is where a content outline can help. After all, while the reason you write could be for your own satisfaction, having readers engaged in your writing from beginning to end should be the ultimate goal.
So, what is an outline?
CoSchedule, defines a blog outline as, “you knowing ahead of time the general idea of what you’re going to write. It’s the road map, the skeleton, the structure, the foundation — you take your pick.”
It’ an interesting definition as it infers that you just need to have a general idea, and the outline doesn’t necessarily need to be written down. However, I would argue that a content outline does more than provide a vague notion of the content subject.
When I think of a content outline, I liken it to a GPS navigator. You input where you want to start from, where you want to get to, and how you want to get there. The content outline then provides you with the directions based on your inputs, so you don’t accidentally make a wrong turn and end up in a totally different city altogether.
What should a content outline include?
A content outline should be more than a bullet point list of subjects you want to write about. The content outline should provide you with the information that you need to feel confident when you sit down to write that you have all the information and resources you need.
a. Who are you writing for?
Before you start writing down what you are going to write about, you need to spend time thinking about who you are writing for. Think about who they are. What are their challenges and pain points? How can reading your content help to solve these problems for them? And what do you want them to do after they’ve read your piece? What is the call to action for your reader?
Importantly, how do you readers like to consume content? Are they more likely to read a Q&A style fact sheet or a long-form case study? After all, there’s no use writing a 10,000-word whitepaper if they won’t read past the introduction.
Only when you’re clear about who your reader is, what they want to read about, and how they want to read the information, should you start on your outline.
b. What’s your big idea?
The first thing to cover is your big idea. Why should someone read your content? What’s the problem your readers are experiencing? What will they gain or learn, and how will this help to solve their problem?
You should only have one big idea per piece. If you have more than one big idea, then it’s likely that your thoughts will get muddled and it will show in your writing.
c. What do you want to include?
Now is time to write down headings, phrases questions of what you want to include in your piece. Don’t try and structure these ideas just yet. You are really just getting down on paper what you want to cover.
The idea of doing this is to help identify areas that you may need to do more research on or find out more information about. This brainstorming can either be done via a list or writing on post-it notes, whatever works for you.
d. How do you want to structure your piece?
Once you have your list, it’s now time to group these ideas into related groups. Put the ideas, questions, key phrases, and key topics together. Write headlines and sub-headlines of the content that will be covered in each area.
Cut out groups that don’t fit with your big idea or don’t really fit with the rest of the groups. Don’t lose those groupings though — they might be ideas for future posts.
Finally, spend time reordering the headings until you are happy with the structure and flow of the outline as this will be the structure and flow of your post.
The advantages of outlining before writing.
While the above steps may seem like they take some time, an outline can be developed in as little time as ten to fifteen minutes. But what, ultimately is the advantage of writing an outline before you start writing your post?
1. It saves you time
A content outline helps you make decisions about your piece that you are writing. You are clear on what you are writing about, who you are writing for, and how you are writing the content.
You also have a structure in place, with headings and subheadings and a clear flow for your writing. All you need to focus on is the
2. Keeps you on track
As part of writing your outline, you reviewed and refined your content and groups to ensure that you are providing the right information to the reader at the right time. You’ve cut out groups that don’t fit with your big idea or with each other. So, you have a clear structure to follow as you write.
3. You won’t miss vital information
If you are clear about what your content needs to include then you won’t miss vital information or add in unnecessary content that may confuse the reader. The outline will have also helped you to identify areas that you need to find out more information, so you’re not struggling to do research in the middle of your writing.
4. You have a clear call to action for your reader
If the reason you are writing your blog is to get the reader to do something, then being clear on the call to action can ensure that you are providing the reasons to act throughout your piece. You can’t wait for the last sentence to provide the motivation for your readers to take an action, it needs to be embedded throughout the piece so that your readers feel that the call to action is part of the solution you are providing.
5. You are writing with your reader in mind
Finally, and most importantly, an outline helps you to keep your reader top of mind. Your outline starts with you writing down the pain points and challenges of your reader and how your post can help solve that problem. Keeping this top of mind will help you to write with an appropriate tone of voice for your readers, so they are engaged from introduction to conclusion, and beyond.
A final thought
Whether you write a little or a lot, for work, school, or just for fun, having a clear sense of direction in your writing is essential. A content outline is a great tool for helping you to identify what you want to write about and structuring the information and messages you want to provide to your readers.
You can download the content outline I use from my website. Let me know if you found this useful and if there are other tips you have for developing a content outline. Feel free to subscribe to my newsletter for interesting links and new content.
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