Have you ever heard of a writer’s dump doc? Not a document dump, when a bunch of people in trouble release a ton of information in order to distract and confuse. A dump doc is my antidote to the scary blank Google sheet that I confront every time I sit down to start writing a new piece of content. Sometimes that bright white empty document has got to be one of the most intimidating things I’ve ever seen. It’s paralyzing. I could sit there for hours waiting for inspiration to strike or I could take a less direct approach to finding genius by creating a dump doc. It works almost every time (I’m not always a genius!)
My Dump Doc Process
I start every project with a dump doc. This Google sheet contains any and all information I need to get the project done. I start by copy and pasting the pertinent information from the client brief into the document and title it accordingly. I note keywords, total words needed, required CTA and brand information. This could include, SME names and contact information, research provided, and any instructions at the top of the document. It’s important to always highlight the overall strategy for the piece under the working title so I can keep that top of mind. If I’m writing multiple pieces, such as a blog post and an email, I create separate sections for each.
The Research Phase
Then, I do the research, referencing the definitions and examples of the most important keywords to make sure I am clear on the topic and to make sure my reader is clear. I may copy and paste an actual definition or example if I think I need to reference it. I’ll include any pertinent stats, study findings, or other data into the document, making sure to link the source for citation. I always look for good quotes from SMEs or other famous sources and case studies or real life examples to include. If I need to interview SMEs, those notes will go in the dump doc, calling out quotes I want to use.
The Story Arc
While I’m researching, I’m planning how the content will flow. I’m looking for natural progressions in my overall argument. I use the story arc framework for most of my pieces so I’ll arrange the information accordingly in my dump doc. The story arc framework is
Act one: introduce the hero and identify the problem
Act two: the hero reacts to the problem and experiences conflict with the problem
Act three: the hero resolves the problem with the introduction of an external solution
The story’s reader is the hero, and the brand is the solution. The narrative outlines how the product or service’s features benefit the reader and solve their problem. No matter what I’m writing about, this story arc (or a loose version of it) usually applies.
Organizing the Dump
There comes a moment when the research I want to include is too much and I will turn off the reader if I add any more. I’ve gotten better at recognizing that moment and I stop researching. When I’m done researching, I’ll go back over my loose outline and try to tighten up the flow. I write headings, subheadings, and bullet lists. I’ll move things around or delete as needed. I’ll also start thinking about the introduction. I never want to bury the lede, but I also like to include a hook that engages readers right away, like a quote, story, or an unusual fact. That may already be in my research and I can then just pull it up to the introduction section or I may have to do some more research.
I don’t usually include any other information for the conclusion in the dump doc except for the CTA. I find I write better conclusions after I’ve written most of the first draft. By now, my dump doc has become more of an outline then a mess of information. It’s the bones of my piece.
Let it Sit
Once I think I’ve gotten everything I need in the dump doc, I close it and let it sit for at least a day. A good dump doc needs to marinate before it is ready to become a piece of content. After that, I’ll open it up and jump into fleshing out the bones. I find it’s much easier to start actually writing once the bones are there.
A dump doc has saved me countless times from the agony of writer’s block and imposter syndrome. I think it’s a valuable tool for any writer. I can overcome the often intimidating hump of getting started. The dump doc also makes it simpler and easier to gather information, brainstorm ideas, organize my thoughts, create an outline, and write an outstanding piece of content.
Read more about my writing process on my LinkedIn newsletter, Content Marketing Musings.
