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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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Transforming The Way You Create Content:
Blog Positioning Statement
@garybembridge
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Who am I?
tipsfortravellers.com betterbloggerspodcast.comgarybembridge.com
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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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What is it?Critical in marketingTight definition ..and yet..Defines EVERYTHING
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What is in it?1. What are you about?2. Who are you for?3. What are you providing?4. How are you different?
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Benefits?1. Focused & Consistent 2. Easier Content Creation3. Specific & Loyal Audience4. Easier pitching
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What exactly is your blog about?
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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”
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Important
Consistency Consistency is key to building a loyal audience
Audience knows what get every time use your blog / content
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Is the blog about:
Short breaks
• 48 hours in Prague• Exploring Switzerland by train in 2 days• 48 hours in Istanbul• 48 hours in Brooklyn
Consistency Consistency
Is the blog about:
Non-Traditional Weddings
• 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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Who exactly is your blog for?
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“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
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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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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
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
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
Content hook
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What exactly is your blog providing?
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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
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Important
• Surveys• Meet & engage• Analytics• Social Media insights
Understand exactly what your target audience wants and needs
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Is specifically providing:Advice & tips on how to explore cities on your doorstep in a weekend (48 hours)
Tips & advice
1. Must see and do2. Food/ drink3. How to get there4. Where to stay5. Getting around6. Budget
Is the blog providing:Positive encouragement & practical advice to help couples through through the drama and pressure of wedding planning
1. Inspiration (trends, philosophy etc.)2. Advice (budgeting, ceremonies, fashion, etc.)3. Real Weddings Reviews4. “Wedding Porn” (decor, fashion, food, etc.)5. DIY (decor, invites, favors, food etc.)
Tips & advice
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What makes your blog different?
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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 Recommend It
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Important
2 essential words in differentiating your blog
Only…Unlike…
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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:Web’s most inclusive and diverse wedding blog - catering to all genders and identities
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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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?
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How should it be used?
1. Reference for EVERYTHING2. Filter for every decision3. Ensure consistency4. Provide your unique story
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Have a Positioning Statement
Key message?
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Tools & Giveaway
TipsForTravellers.com/NMX
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Thanks
tipsfortravellers.com betterbloggerspodcast.comgarybembridge.com
@garybembridge
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