Tbex 2013 Toronto Blog Positioning Statement featuring Gary Bembridge

1. Blog Positioning Statement
@garybembridge

2. Who am I?
!psfortravellers.com
Travelbloggerspodcast.com

3. Session focus?
• What is it?
• Do I need one?
• How brands use it?
• How to develop one?

4. What is it?
• Critical in marketing
• Tight definition ..and yet..
• Defines EVERYTHING

5. What is in it?
• What are you about?
• Who are you for?
• What are you providing?
• How are you different?

6. Benefits?
• Focused & Consistent
• Easier Content Creation
• Specific & Loyal Audience
• Easier pitching

7. How brands use?
• Reference for EVERYTHING
• Filter for every decision
• Ensure consistency
• Provides unique story

8. How brands use?

9. 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”

10. “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

11. 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

12. 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

13. How develop?

14. What exactly is
your blog about?

15. Important
Consistency
S Consistency
is
key
to
building
a
loyal
audience
S Audience
knows
what
get
every
!me
use
your
blog
/
content

16. Is
the
blog
about:
Short
break
guides
and
advice
Is
the
blog
about:
Luxurious
travel
experiences
on
land
–
and
at
sea
• 48
hours
in
Prague
• Exploring
Switzerland
by
train
in
2
days
• 48
Hours
in
Istanbul
Consistency
Consistency
Is
the
blog
about:
Collec!ng,
managing
&
redeeming
frequent
traveler
points
• United
Airlines
Elite:
50%
bonus
on
some
routes
• Chase
Sapphire:
3x
points
on
1st
Friday
Dining
• Amex
35%
bonus
transfer
to
BA
Avios
this
month

17. Who exactly is
your blog for?

18. Important
Use it to find
your story
angle
S Many
have
wrieen
about
it
S Understanding
who
you
wri!ng
=
helps
find
your
angle
S Look
at
world
through
their
eyes

19. Is
the
blog
for:
People
who
are
looking
for
ideas,
advice
and
!ps
on
finding
the
“must
do”
luxury
travel
experiences
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.
High-­‐end
hotels.
Elite
status.
Gold
&
Pla!num
Credit
Cards.
Airline
Lounges.
Interna!onal
Ci!es.
Content
hook

20. What exactly is
your blog
providing?

21. Important
• Surveys
• Meet & engage with them
• Analytics
• Social Media insights
Understand exactly
what your target
audience wants and
needs

22. Is
specifically
providing:
Advice
&
!ps
on
how
to
explore
ci!es
on
your
doorstep
in
a
weekend
(48
hours)
Is
the
blog
providing:
Advice
&
!ps
on
the
hoeest,
must
see
and
sought
ajer
luxury
travel
experiences
Tips
&
advice
• Must
see
and
do
• Food/
drink
• How
to
get
there
• Where
to
stay
• Gekng
around
• Budget
Is
the
blog
providing:
Advice
&
!ps
on
the
best
USA
programs
and
deals
for
collec!ng
and
redeeming
points
• How-­‐To
(collec!ng,
managing,
redeeming)
• Current
best
collec!ng
deals
• Redemp!on
offers
• Credit
Card
Points
Tips
&
advice

23. What makes your
blog different?

24. Important
2 essential
words in
differentiating
your blog
S Only…
S Unlike…

25. Unlike
others:
Shows
how
to
have
amazing
travel
experiences
when
!me
is
not
on
your
side
–
and
without
having
to
quit
your
job
Unlike
others:
Draws
on
travelling
every
month
of
every
year
for
over
20
years,
visi!ng
and
staying
in
places
mul!ple
!mes
e.g.
Weekend
breaks
from
London
base:
• Luxembourg
• Stuegart
• 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
Recent
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”

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
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
“hoeest”,
“must
see”
and
sought
ajer
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

27. Have a Positioning
Statement
Key message?

28. Tools
Tipsfortravellers.com/TBEX
TBEX Blog

29. • twitter.com/garybembridge
• facebook.com/tipsfortravellers
• tipsfortravellers.com
• travelbloggerspodcast.com