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
8
9
10
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-agin...
Important
Consistency

 Consistency is key to

building a loyal audience

 Audience knows what get

every time use your ...
Is the blog about:

Is the blog about:

Short breaks

Non-Traditional Weddings

Consistency

•
•
•
•

48 hours in Prague
E...
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...
Important
Use it to find
your story
angle

 Many have written about it
 Understanding who you writing =

helps find your...
Is the blog for:
Career focused people who
love to travel, but can’t get
lots of time off work
Content
hook
•
•
•
•

Best ...
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 a...
Important
Understand exactly
what your target
audience wants and
needs

•
•
•
•

Surveys
Meet & engage
Analytics
Social Me...
Is specifically providing:
Advice & tips on how to
explore cities on your doorstep
in a weekend (48 hours)

Is the blog pr...
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 R...
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 h...
What is in it?
1.
2.
3.
4.

What exactly are you about?
Who exactly are you for?
What exactly are you providing?
How exact...
How should it be used?
1.
2.
3.
4.

Reference for EVERYTHING
Filter for every decision
Ensure consistency
Provide your uni...
Key message?
Have a Positioning
Statement

29
Tools & Giveaway
TipsForTravellers.com/NMX

30
Thanks

garybembridge.com

tipsfortravellers.com

betterbloggerspodcast.com

@garybembridge
31
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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 Media Expo in Las Vegas

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

  1. 1. Transforming The Way You Create Content: Blog Positioning Statement @garybembridge
  2. 2. Who am I? garybembridge.com tipsfortravellers.com betterbloggerspodcast.com 3
  3. 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
  4. 4. What is it? Critical in marketing Tight definition ..and yet.. Defines EVERYTHING 5
  5. 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
  6. 6. Benefits? 1. 2. 3. 4. Focused & Consistent Easier Content Creation Specific & Loyal Audience Easier pitching 7
  7. 7. 8
  8. 8. 9
  9. 9. 10
  10. 10. What exactly is your blog about? 11
  11. 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
  12. 12. Important Consistency  Consistency is key to building a loyal audience  Audience knows what get every time use your blog / content 13
  13. 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
  14. 14. Who exactly is your blog for? 15
  15. 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
  16. 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
  17. 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
  18. 18. What exactly is your blog providing? 19
  19. 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
  20. 20. Important Understand exactly what your target audience wants and needs • • • • Surveys Meet & engage Analytics Social Media insights 21
  21. 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
  22. 22. What makes your blog different? 23
  23. 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
  24. 24. Important 2 essential words in differentiating your blog Only… Unlike… 25
  25. 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
  26. 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
  27. 27. How should it be used? 1. 2. 3. 4. Reference for EVERYTHING Filter for every decision Ensure consistency Provide your unique story 28
  28. 28. Key message? Have a Positioning Statement 29
  29. 29. Tools & Giveaway TipsForTravellers.com/NMX 30
  30. 30. Thanks garybembridge.com tipsfortravellers.com betterbloggerspodcast.com @garybembridge 31

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