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Blog Positioning Statement
@garybembridge
Who am I?
tipsfortravellers.com Travelbloggerspodcast.com
Session focus?
1. What is it?
2. Why do I need one?
3. How do others use it?
4. How do I develop mine?
What is it?
•Critical in marketing
•Tight definition ..and yet..
•Defines EVERYTHING
What is in it?
1.What are you about?
2.Who are you for?
3.What are you providing?
4.How are you different?
Benefits?
1.Focused & Consistent
2.Easier Content Creation
3.Specific & Loyal Audience
4.Easier pitching
How develop?
What exactly is
your blog about?
Olay is about “high performance facial anti-aging”Olay is about “high performance facial anti-aging”
“What is it about?”
U...
Important
Consistency  Consistency is key to
building a loyal audience
 Audience knows what get
every time use your blog...
Is the blog about:
Short break guides and
advice
• 48 hours in Prague
• Exploring Switzerland by train in 2 days
• 48 hour...
Who exactly is
your blog for?
“Who is it for?”
Used to find & drive your story “hook”/ angle
Imagine younger looking
skin – without syringes,
scalpels a...
Important
Use it to find
your story
angle
 Many have written about it
 Understanding who you
writing = helps find your
a...
Is the blog for:
Career focused people who
love to travel, but can’t get
lots of time off work
• Best Friday departures.
•...
What exactly is your
blog providing?
Forehead wrinkles
Eyes
Skin texture
Wrinkles
Sagging / firmness loss
“What is it providing?”
Used to ensure giving audienc...
Important
• Surveys
• Meet & engage with them
• Analytics
• Social Media insights
Understand exactly
what your target
audi...
Is specifically providing:
Advice & tips on how to
explore cities on your
doorstep in a weekend (48
hours)
Tips & adviceTi...
What makes your
blog different?
Notable magazines, beauty editors, research institutes
– everyone keeps saying the best things about
Formulated exclusivel...
Important
2 essential
words in
differentiating
your blog
Only…
Unlike…
Unlike others:
Shows how to have amazing travel
experiences when time is not on
your side – and without having to
quit you...
What is in it?
1.What exactly are you about?
2.Who exactly are you for?
3.What exactly are you providing?
4.How exactly ar...
How should it be used?
1.Reference for EVERYTHING
2.Filter for every decision
3.Ensure consistency
4.Provide your unique s...
48houradventure.com
The blog about short break
guides & advice
For career focused people
who love to travel, but can’t
get...
Have a Positioning
Statement
Key message?
Tools
Tipsfortravellers.com/TBEX
TBEX Blog
• twitter.com/garybembridge
• facebook.com/tipsfortravellers
• tipsfortravellers.com
• travelbloggerspodcast.com
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TBEX Dublin 2013: How to develop your blog positioning statement (Gary Bembridge)

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Gary Bembridge'd presentation from TBEX Dublin 2013 about the importance of and how to develop a blog positioning statement - including why having one is key to building your brand, meeting a specific audience and advice and tips on where to focus

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TBEX Dublin 2013: How to develop your blog positioning statement (Gary Bembridge)

  1. 1. Blog Positioning Statement @garybembridge
  2. 2. Who am I? tipsfortravellers.com Travelbloggerspodcast.com
  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. What is it? •Critical in marketing •Tight definition ..and yet.. •Defines EVERYTHING
  5. 5. What is in it? 1.What are you about? 2.Who are you for? 3.What are you providing? 4.How are you different?
  6. 6. Benefits? 1.Focused & Consistent 2.Easier Content Creation 3.Specific & Loyal Audience 4.Easier pitching
  7. 7. How develop?
  8. 8. What exactly is your blog about?
  9. 9. Olay is about “high performance facial anti-aging”Olay is about “high performance facial anti-aging” “What is it about?” Used to ensure product & content focus & consistency 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 Every story always about “high performance facial anti-aging”
  10. 10. Important Consistency  Consistency is key to building a loyal audience  Audience knows what get every time use your blog / content
  11. 11. Is the blog about: Short break guides and advice • 48 hours in Prague • Exploring Switzerland by train in 2 days • 48 hours in Istanbul • 48 hours in Brooklyn ConsistencyConsistency ConsistencyConsistency Is the blog about: Collecting, managing & redeeming frequent traveler points • Collecting: United Airlines Elite: 50% bonus on some routes • Managing: What is the best app for tracking Miles & Points? • Redeeming: Discounted awards on Virgin Atlantic – 25,000 miles round-trip to London
  12. 12. Who exactly is your blog for?
  13. 13. “Who is it for?” Used to find & drive your story “hook”/ angle Imagine younger looking skin – without syringes, scalpels and side effects If you think cosmetic procedures are too` drastic, do we have an alternative for you Needles. Acid. Lasers. Surgery. Is your skin really ready for this? Dramatic skin improvement. No drastic measures Always use as hook & angle for every story Women wanting visibly dramatic results, without having to resort procedures Women wanting visibly dramatic results, without having to resort procedures
  14. 14. 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
  15. 15. Is the blog for: Career focused people who love to travel, but can’t get lots of time off work • Best Friday departures. • Fast ways to get there. • Destinations close by. • 48 Hours. Content hook 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 awards. • Elite status. • Gold & Platinum Credit Cards. • International Cities, focus business destinations. • Premium Hotel chains programs. Content hook Content hook
  16. 16. What exactly is your blog providing?
  17. 17. 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 aboutTreats the signs of aging that audience concerned about
  18. 18. Important • Surveys • Meet & engage with them • Analytics • Social Media insights Understand exactly what your target audience wants and needs
  19. 19. Is specifically providing: Advice & tips on how to explore cities on your doorstep in a weekend (48 hours) Tips & adviceTips & advice 1. Must see and do 2. Food/ drink 3. How to get there 4. Where to stay 5. Getting around 6. Budget Is the blog providing: Advice & tips on the best USA programs and deals for collecting and redeeming points 1. How-To (collecting, managing, redeeming) 2. Current best collecting deals 3. Redemption offers 4. Credit Card Points Tips & adviceTips & advice
  20. 20. What makes your blog different?
  21. 21. Notable magazines, beauty editors, research institutes – everyone keeps saying the best things about Formulated exclusively with Olay Peptide 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 recommendingUnique Ingredient & more experts recommending
  22. 22. Important 2 essential words in differentiating your blog Only… Unlike…
  23. 23. Unlike others: Shows how to have amazing travel experiences when time is not on your side – and without having to quit your job e.g. Weekend breaks from London base: •Luxembourg •Stuttgart •Seville •Glasgow Unlike others: Uses insider knowledge from collecting & using points to travel the world, & from consulting for airlines & travel providers on their points programs Example 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”
  24. 24. What is in it? 1.What exactly are you about? 2.Who exactly are you for? 3.What exactly are you providing? 4.How exactly are you different?
  25. 25. How should it be used? 1.Reference for EVERYTHING 2.Filter for every decision 3.Ensure consistency 4.Provide your unique story
  26. 26. 48houradventure.com The blog about short break guides & advice For career focused people who love to travel, but can’t get lots of time off work Providing advice & tips on how to explore cities on your doorstep in a weekend (48 hours) Unlike others shows you how to have amazing travel experiences when time is not on your side - & without having to quit your job Thepointsguy.com The blog about collecting, 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 collecting & redeeming points in the USA Unlike others uses insider knowledge from collecting & using points to travel the world, &from consulting 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 inspiration, advice & tips on finding the “must-do” luxury travel experiences Providing advice & tips on the “hottest”, “must see” and sought after luxury travel experiences Unlike others draws on traveling every month of every year for over 20 years, visiting and staying in places multiple times
  27. 27. Have a Positioning Statement Key message?
  28. 28. Tools Tipsfortravellers.com/TBEX TBEX Blog
  29. 29. • twitter.com/garybembridge • facebook.com/tipsfortravellers • tipsfortravellers.com • travelbloggerspodcast.com

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