How a blog position statement can revolutionise content creation (NMX New Media Expo Las Vegas)
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How a blog position statement can revolutionise content creation (NMX New Media Expo Las Vegas)

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How you can apply business tools used by major companies to build their brands to build a better and more compelling blog. This draws on using a blog positioning statement which I presented at NMX New ...

How you can apply business tools used by major companies to build their brands to build a better and more compelling blog. This draws on using a blog positioning statement which I presented at NMX New Media Expo in Las Vegas

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How a blog position statement can revolutionise content creation (NMX New Media Expo Las Vegas) How a blog position statement can revolutionise content creation (NMX New Media Expo Las Vegas) Presentation Transcript

  • Transforming The Way You Create Content: Blog Positioning Statement @garybembridge
  • Who am I? garybembridge.com tipsfortravellers.com betterbloggerspodcast.com 3
  • Session focus? 1. What is it? 2. Why do I need one? 3. How do others use it? 4. How do I develop mine? 4
  • What is it? Critical in marketing Tight definition ..and yet.. Defines EVERYTHING 5
  • What is in it? 1. 2. 3. 4. What are you about? Who are you for? What are you providing? How are you different? 6
  • Benefits? 1. 2. 3. 4. Focused & Consistent Easier Content Creation Specific & Loyal Audience Easier pitching 7
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  • What exactly is your blog about? 11
  • “What is it about?” Used to ensure product & content focus & consistency Olay is about “high performance facial anti-aging” Every story always about “high performance facial anti-aging” Dramatically reduce the appearance of your wrinkles in just 1 application 3 transforming results for younger looking eyes Proven to reduce the appearance of lines & wrinkles. Or money back 12
  • Important Consistency  Consistency is key to building a loyal audience  Audience knows what get every time use your blog / content 13
  • Is the blog about: Is the blog about: Short breaks Non-Traditional Weddings Consistency • • • • 48 hours in Prague Exploring Switzerland by train in 2 days 48 hours in Istanbul 48 hours in Brooklyn Consistency • • • • Kara & Gary’s Fantasy Fairytale Heavy Metal Wedding Cristina & Adrian Lesbian Vegan Night of Fun Wedding Joey & Wades Crowd-Sourced Zombie Wedding Rowan & Peter’s Permaculture Beltane Hand-fasting in the Woods Wedding 14
  • Who exactly is your blog for? 15
  • “Who is it for?” Used to find & drive your story “hook”/ angle Women wanting visibly dramatic results, without having to resort procedures Always use as hook & angle for every story If you think cosmetic procedures are too` drastic, do we have an alternative for you Imagine younger looking skin – without syringes, scalpels and side effects Needles. Acid. Lasers. Surgery. Is your skin really ready for this? Dramatic skin improvement. No drastic measures 16
  • Important Use it to find your story angle  Many have written about it  Understanding who you writing = helps find your angle  Look at world through their eyes 17
  • Is the blog for: Career focused people who love to travel, but can’t get lots of time off work Content hook • • • • Best Friday departures. Fast ways to get there. Destinations close by. 48 Hours. Is the blog for: Couples working their asses off to create a wedding that is an reflection of their personalities & interests – not other people’s expectations & tastes Content hook Showcases and celebrates diversity as: • Not been seen on other wedding blogs • Not been seen on this blog before • Not been seen on this blog for a while 18
  • What exactly is your blog providing? 19
  • “What is it providing?” Used to ensure giving audience what they want Treats the signs of aging that audience concerned about Only provides what audience wants Forehead wrinkles Eyes Skin texture Wrinkles Sagging / firmness loss 20
  • Important Understand exactly what your target audience wants and needs • • • • Surveys Meet & engage Analytics Social Media insights 21
  • Is specifically providing: Advice & tips on how to explore cities on your doorstep in a weekend (48 hours) Is the blog providing: Positive encouragement & practical advice to help couples through through the drama and pressure of wedding planning Tips & advice Tips & advice 1. 2. 3. 4. 5. 6. Must see and do Food/ drink How to get there Where to stay Getting around Budget 1. 2. 3. 4. 5. Inspiration (trends, philosophy etc.) Advice (budgeting, ceremonies, fashion, etc.) Real Weddings Reviews “Wedding Porn” (decor, fashion, food, etc.) DIY (decor, invites, favors, food etc.) 22
  • What makes your blog different? 23
  • “What makes you different?” Used as reason for people to use & choose you over others Unique Ingredient & More Experts Recommend It Always uses in their storytelling Formulated exclusively with Olay Peptide B-3 Complex. This unique complex helps to regenerate skin’s appearance while… Notable magazines, beauty editors, research institutes – everyone keeps saying the best things about 24
  • Important 2 essential words in differentiating your blog Only… Unlike… 25
  • Unlike others: Unlike others: Shows how to have amazing travel experiences when time is not on your side – and without having to quit your job Web’s most inclusive and diverse wedding blog - catering to all genders and identities e.g. Weekend breaks from London base: • Luxembourg • Stuttgart • Seville • Glasgow Unlike others regularly features include • Plus Size Couples • Older Couples • Disabled Couples • Non-straight Couples • Trans gender Couples • Non-white Couples • Non-American Couples 26
  • What is in it? 1. 2. 3. 4. What exactly are you about? Who exactly are you for? What exactly are you providing? How exactly are you different? 27
  • How should it be used? 1. 2. 3. 4. Reference for EVERYTHING Filter for every decision Ensure consistency Provide your unique story 28
  • Key message? Have a Positioning Statement 29
  • Tools & Giveaway TipsForTravellers.com/NMX 30
  • Thanks garybembridge.com tipsfortravellers.com betterbloggerspodcast.com @garybembridge 31