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

1. Transforming The Way You Create Content:
Blog Positioning Statement
@garybembridge

2. Who am I?
garybembridge.com
tipsfortravellers.com
betterbloggerspodcast.com
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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?
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4. What is it?
Critical in marketing
Tight definition ..and yet..
Defines EVERYTHING
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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?
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6. Benefits?
1.
2.
3.
4.
Focused & Consistent
Easier Content Creation
Specific & Loyal Audience
Easier pitching
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7. 8

8. 9

9. 10

10. What exactly is
your blog about?
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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
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12. Important
Consistency
 Consistency is key to
building a loyal audience
 Audience knows what get
every time use your blog /
content
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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
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14. Who exactly is
your blog for?
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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
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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
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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
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18. What exactly is your
blog providing?
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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
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20. Important
Understand exactly
what your target
audience wants and
needs
•
•
•
•
Surveys
Meet & engage
Analytics
Social Media
insights
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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.)
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22. What makes your
blog different?
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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
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24. Important
2 essential
words in
differentiating
your blog
Only…
Unlike…
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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
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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?
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27. How should it be used?
1.
2.
3.
4.
Reference for EVERYTHING
Filter for every decision
Ensure consistency
Provide your unique story
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28. Key message?
Have a Positioning
Statement
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29. Tools & Giveaway
TipsForTravellers.com/NMX
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30. Thanks
garybembridge.com
tipsfortravellers.com
betterbloggerspodcast.com
@garybembridge
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