Post on 15-May-2015
description
transcript
Blog Positioning Statement @garybembridge
Who am I?
!psfortravellers.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 an/-‐aging”
“What is it about?” Used to ensure product & content focus & consistency
Drama!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”
Important
Consistency
S Consistency is key to building a loyal audience
S Audience knows what get every !me use your blog / content
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
Consistency Consistency
Is the blog about: Collec!ng, managing & redeeming frequent traveler points
• Collec/ng: United Airlines Elite: 50% bonus on some routes
• Managing: What is the best app for tracking Miles & Points?
• Redeeming: Discounted awards on Virgin Atlan!c – 25,000 miles round-‐trip to London
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 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
Important Use it to find your story angle
S Many have wriaen about it
S Understanding who you wri!ng = helps find your angle
S Look at world through their eyes
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 awards. • Elite status. • Gold & Pla!num Credit Cards. • Interna!onal Ci!es, focus business des!na!ons. • Premium Hotel chains programs.
Content hook
What exactly is your blog providing?
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
Important
• Surveys • Meet & engage with them • Analytics • Social Media insights
Understand exactly what your target audience wants and needs
Is specifically providing: Advice & !ps on how to explore ci!es on your doorstep in a weekend (48 hours)
Tips & advice
1. Must see and do 2. Food/ drink 3. How to get there 4. Where to stay 5. Gejng around 6. Budget
Is the blog providing: Advice & !ps on the best USA programs and deals for collec!ng and redeeming points
1. How-‐To (collec!ng, managing, redeeming) 2. Current best collec!ng deals 3. Redemp!on offers 4. Credit Card Points
Tips & advice
What makes your blog different?
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
Important 2 essential words in differentiating your blog
S Only… S Unlike…
Unlike others: Shows how to have amazing travel experiences when !me is not on your side – and without having to quit your job
e.g. Weekend breaks from London base: • Luxembourg • Stuagart • 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
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”
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?
How should it be used? 1. Reference for EVERYTHING 2. Filter for every decision 3. Ensure consistency 4. Provide your unique story
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 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 “hoaest”, “must see” and sought aoer 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
Have a Positioning Statement
Key message?
Tools Tipsfortravellers.com/TBEX TBEX Blog
• twitter.com/garybembridge • facebook.com/tipsfortravellers
• tipsfortravellers.com • travelbloggerspodcast.com