Blog Positioning Statement- Gary Bembridge

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