Why Every Blogger Needs a Blog Positioning Statement

writingI spoke at the TBEX Toronto event about the importance of travel bloggers having a blog positioning statement. The session resonated with a lot of bloggers, many of whom spoke to me afterwards asking for tips and have been in contact since the event. This article explores the topic further.

The tool and technique is something I have used for over 30 years for the brands that I have managed for various multi-nationals. If you Google “positioning statement” you will find that almost every article about them will starts by declaring that they are the most important tool in marketing. They are. I passionately believe that every travel blogger should have one for their blog if they want to succeed.

What are the benefits of having a blog positioning statement?

  1. It keeps you focused and consistent. Consistency is one of the most important things you need to do when building a clear and unique blog (and brand). People need to always know what you are about and offer. Think of your favorite brand. You will find it is always consistent in what they do, offer and say.
  2. You will find it much easier to create content and find your angle and story.
  3. You will talk to a specific audience only, and as you will always be doing that you will build more loyalty by ensuring that everything you do will talk to them. They will know what they get from you every time. Loyalty will build. You will also have an audience that is clear and defined – something travel brands are looking for. They want specific audience not general travel audiences.
  4. Pitching will be so much easier. It is your “elevator pitch” and gives partners the key things they need to know about your blog!

What exactly is a “positioning statement”?

It consists of answering 4 simple questions. They appear simple on the surface but they are actually quite hard to answer! They will take a lot of thinking and careful consideration. The 4 questions are:

  1. What is your blog about?
  2. Who exactly is your blog for?
  3. What exact and specific content are you providing on your blog?
  4. How is your blog and content different to the alternative your audience could read?


What are the most important elements of a positioning statement?

There are 2 areas that I recommend brands and bloggers to focus on most:

(1) Who exactly is your blog for?

    • This is about defining how your audience thinks, feels and acts in the world. It is not about how old they are, what sex they are or how much they earn. It is how they see the world around them.
    • For example, Olay Regenerist Anti-age products define their products as being for “women who want to see dramatic anti-age results but want to avoid procedures as they fear them worry about the cost and side effects”. Every piece of content they create uses this mindset. It helps them to ensure they talk to a specific audience and write about topics and products with this insight and view of the world.

Who exactly does your blog talk to? Is every article written with that view of the world?

(2) What makes you unique and different?

  • The most important words in marketing and branding I always say are “only” and “unlike”. What about your blog can you say ONLY you do or UNLIKE OTHERS you do? You need to have something that makes you different. Focus on answering those 2 questions and you will find how to create content for that audience you defined above with a unique spin.

If you want to develop your blog positioning, there is a work sheet I developed with examples from the world of travel blogs that you can use to refer to: download the worksheet pdf.



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The views in this post represent those of the author and not necessarily those of the PTBA or its Board of Directors.

4 Responses to Why Every Blogger Needs a Blog Positioning Statement

  1. July 31, 2013 at 10:07 am #

    Thanks for the opportunity to contribute. I hope it helps and look forward to contributing again.

  2. August 15, 2013 at 1:26 pm #

    Thanks so much Gary, this is just what I needed right now! THANK YOU.

  3. August 30, 2013 at 2:27 pm #

    Great post! These are fantastic tips for those getting started in the industry or looking to re-brand or develop a new brand or blog. It can be very challenging to clarify and focus in on exactly who you want your audience to be and in turn, specifically what content you should be publishing. Your article is a wonderful reference tool!


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