Tbex 2013 Toronto Blog Positioning Statement

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Tbex 2013 Toronto Blog Positioning Statement featuring Gary Bembridge

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Tbex 2013 Toronto Blog Positioning Statement

  1. 1. Blog Positioning Statement@garybembridge
  2. 2. Who am I?!psfortravellers.com   Travelbloggerspodcast.com  
  3. 3. Session focus?•  What is it?•  Do I need one?•  How brands use it?•  How to develop one?
  4. 4. What is it?•  Critical in marketing•  Tight definition ..and yet..•  Defines EVERYTHING
  5. 5. What is in it?•  What are you about?•  Who are you for?•  What are you providing?•  How are you different?
  6. 6. Benefits?•  Focused & Consistent•  Easier Content Creation•  Specific & Loyal Audience•  Easier pitching
  7. 7. How brands use?•  Reference for EVERYTHING•  Filter for every decision•  Ensure consistency•  Provides unique story
  8. 8. How brands use?
  9. 9. Olay  is  about  “high  performance  facial  an/-­‐aging”  “What is it about?”Used to ensure product & content focus & consistencyDrama!cally  reduce  the  appearance  of  your  wrinkles  in  just  1  applica!on  3  transforming  results  for  younger  looking  eyes  Proven  to  reduce  the  appearance  of  lines  &  wrinkles.  Or  money  back  Every  story  always  about  “high  performance  facial  an/-­‐aging”  
  10. 10. “Who is it for?”Used to find & drive your story “hook”/ angleImagine  younger  looking  skin  –  without  syringes,  scalpels  and  side  effects  If  you  think  cosme!c  procedures  are  too`  dras!c,  do  we  have  an  alterna!ve  for  you  Needles.  Acid.  Lasers.  Surgery.  Is  your  skin  really  ready  for  this?  Drama!c  skin  improvement.  No  dras!c  measures  Always  use  as  hook  &  angle  for  every  story  Women  wan!ng  visibly  drama!c  results,    without  having  to  resort  procedures  
  11. 11. Forehead  wrinkles  Eyes  Skin  texture  Wrinkles  Sagging  /  firmness  loss  “What  is  it  providing?”  Used  to  ensure  giving  audience  what  they  want  Only  provides  what  audience  wants  Treats  the  signs  of  aging  that  audience  concerned  about  
  12. 12. Notable  magazines,  beauty  editors,  research  ins!tutes  –  everyone  keeps  saying  the  best  things  about  Formulated  exclusively  with  Olay  Pep!de  B-­‐3  Complex.    This  unique  complex  helps  to  regenerate  skin’s  appearance  while…    “What  makes  you  different?”  Used  as  reason  for  people  to  use  &  choose  you  over  others  Always  uses  in  their  storytelling  Unique  Ingredient  &  more  experts  recommending  
  13. 13. How develop?
  14. 14. What exactly isyour blog about?
  15. 15. ImportantConsistency        S  Consistency  is  key  to  building  a  loyal  audience  S  Audience  knows  what  get  every  !me  use  your  blog  /  content  
  16. 16. Is  the  blog  about:  Short  break  guides  and  advice  Is  the  blog  about:  Luxurious  travel  experiences  on  land  –  and  at  sea  •  48  hours  in  Prague  •  Exploring  Switzerland  by  train  in  2  days  •  48  Hours  in  Istanbul  Consistency   Consistency  Is  the  blog  about:  Collec!ng,  managing  &  redeeming  frequent  traveler  points  •  United  Airlines  Elite:  50%  bonus  on  some  routes  •  Chase  Sapphire:  3x  points  on  1st  Friday  Dining  •  Amex  35%  bonus  transfer  to  BA  Avios  this  month  
  17. 17. Who exactly isyour blog for?
  18. 18. ImportantUse it to findyour storyangleS Many  have  wrieen  about  it  S Understanding  who  you  wri!ng  =  helps  find  your  angle  S Look  at  world  through  their  eyes  
  19. 19. Is  the  blog  for:  People  who  are  looking  for  ideas,  advice  and  !ps  on  finding  the  “must  do”  luxury  travel  experiences  Is  the  blog  for:  Career  focused  people  who  love  to  travel,  but  can’t  get  lots  of  !me  off  work  •  Best  Friday  departures.    •  Fast  ways  to  get  there.    •  Des!na!ons  close  by.    •  48  Hours.    Content  hook  Is  the  blog  for:  People  in  the  USA  who  travel  a  lot  for  work  &  want  to  know  best  ways  to  accrue  and  redeem  the  (many)  points  they  have  Business  &  First  Class.  High-­‐end  hotels.  Elite  status.  Gold  &  Pla!num  Credit  Cards.  Airline  Lounges.  Interna!onal  Ci!es.  Content  hook  
  20. 20. What exactly isyour blogproviding?
  21. 21. Important•  Surveys•  Meet & engage with them•  Analytics•  Social Media insightsUnderstand exactlywhat your targetaudience wants andneeds
  22. 22. Is  specifically  providing:  Advice  &  !ps  on  how  to  explore  ci!es  on  your  doorstep  in  a  weekend  (48  hours)  Is  the  blog  providing:  Advice  &  !ps  on  the  hoeest,  must  see  and  sought  ajer  luxury  travel  experiences  Tips  &  advice  •  Must  see  and  do  •  Food/  drink  •  How  to  get  there  •  Where  to  stay  •  Gekng  around  •  Budget  Is  the  blog  providing:  Advice  &  !ps  on  the  best  USA  programs  and  deals  for  collec!ng  and  redeeming  points  •  How-­‐To  (collec!ng,  managing,  redeeming)  •  Current  best  collec!ng  deals  •  Redemp!on  offers  •  Credit  Card  Points  Tips  &  advice  
  23. 23. What makes yourblog different?
  24. 24. Important2 essentialwords indifferentiatingyour blogS Only…  S Unlike…  
  25. 25. Unlike  others:  Shows  how  to  have  amazing  travel  experiences  when  !me  is  not  on  your  side  –  and  without  having  to  quit  your  job  Unlike  others:  Draws  on  travelling  every  month  of  every  year  for  over  20  years,  visi!ng  and  staying  in  places  mul!ple  !mes    e.g.  Weekend  breaks  from  London  base:  •  Luxembourg  •  Stuegart  •  Seville  •  Glasgow  Unlike  others:  Uses  insider  knowledge  from  collec!ng  &  using  points  to  travel  the  world,  &  from  consul!ng  for  airlines  &  travel  providers  on  their  points  programs    Recent  posts:  •  “Transferring  AMEX  points  to  BA  or  Cathy?  BA  will  get  you  and  me  further”.  •  “Never  Assume  SkyMiles  Are  Worthless:  My  Success  Booking  Low  Level  Awards”  •  “ExpertFlyer  :  How  I  Save  Time  and  Miles  With  Flight  Alerts”    
  26. 26. 48houradventure.comThe blog about short breakguides & adviceFor career focused peoplewho love to travel, but can’tget lots of time off workProviding advice & tips onhow to explore cities on yourdoorstep in a weekend (48hours)Unlike others shows youhow to have amazing travelexperiences when time is noton your side - & withouthaving to quit your jobThepointsguy.com  The  blog  about  collec!ng,  managing  &  redeeming  frequent  traveler  points  For  people  in  USA  who  travel  a  lot  for  work  &  want  to  know  best  ways  to  accrue  &  redeem  the  many  points  they  have  Providing  best  programs  &  deals  for  collec!ng  &  redeeming  points  in  the  USA  Unlike  others  uses  insider  knowledge  from  collec!ng  &  using  points  to  travel  the  world,  &from  consul!ng  for  airlines  &  travel  providers  on  their  points  programs  Tipsfortravellers.com  The  blog  about  luxurious  travel  experiences  on  land  –  and  at  sea  For  people  looking  for  inspira!on,  advice  &  !ps  on  finding  the  “must-­‐do”  luxury  travel  experiences  Providing  advice  &  !ps  on  the  “hoeest”,  “must  see”  and  sought  ajer  luxury  travel  experiences  Unlike  others  draws  on  traveling  every  month  of  every  year  for  over  20  years,  visi!ng  and  staying  in  places  mul!ple  !mes    
  27. 27. Have a PositioningStatementKey message?
  28. 28. ToolsTipsfortravellers.com/TBEXTBEX Blog
  29. 29. •  twitter.com/garybembridge•  facebook.com/tipsfortravellers•  tipsfortravellers.com•  travelbloggerspodcast.com

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