Journal — Planning My Content Structure

Before I publish too much here, I need the foundation to feel right. Not perfect — just intentional. Structure is part of strategy, and the way this site is organised should reflect the kind of work I actually do: thinking, shaping, clarifying, making.

So today I sat down and mapped the core categories that everything on this site will eventually lean on: Content Strategy, Marketing Strategy, SEO & Discovery, Process & Tools, Learning in Public, Journal, Case Studies, and Design & Creative Work. Together, they’re the framework behind how I work and how I want to present that work.

Each category has a different weight. Some are explicitly strategic — Content Strategy, Marketing Strategy, SEO & Discovery — the areas where I’m building depth and writing about the logic behind decisions. Others are grounded in the work itself — Case Studies, Design & Creative Work — places to show outcomes, not just thinking. And the rest are about the process that sits underneath it all — Learning in Public, Process & Tools, and this Journal, which acts as a quieter space to think on the page.

This has been the unexpectedly useful part: defining what I won’t write about, or what doesn’t belong here. Categories are constraints, but good constraints. They help narrow the focus, shape expectations, and give future pieces a natural home. Instead of publishing into a blur, I can write knowing which doorway each piece will eventually walk through.

The design part matters too. Building these categories forced me to think visually: how the site breathes, how a reader moves, where hierarchy should sit, what’s primary and what should be tucked away. Categories aren’t just labels — they’re part of the layout, part of the way information flows. They shape the rhythm of the site in the same way typography or grids shape a page.

Now that the structure is set, the writing can start to build around it. The categories feel open enough to grow with me, but defined enough to guide what happens next. The site has a spine. And that’s enough to move forward.

— Elia