What Do You Need To Know To Create Content and Products That People Love?
You created content that you thought was a great blog post and you can’t figure out why your blog traffic isn’t growing, or why you don’t get the social shares that other blogs get.
The truth is, popular bloggers and professional marketers know something crucial about creating content and products that people love.
It’s time you learned this crucial secret, from Rob Kornblum ,that all great bloggers know that evokes an emotional response in their readers just by simply positioning themselves for their readers.
What is Blog Positioning?
- Positioning is a marketing term used to describe the process of figuring out who your target customers are, what you offer them, how it makes them feel, and how it differs from other products.
- Successful companies and brands carefully position themselves with their customers so their products and messages resonate on an emotional level.
- Positioning narrows your audience to the smaller slices you want, determines how your offering differs from others, and describes what benefits you offer to your users, readers, and consumers.
Now that you realize how positioning helps you, how do you do it?
Geoffrey Moore, author of the best-selling marketing book Crossing the Chasm, suggest this format for positioning:
- For – target customers
- Who – have the following problem
- Our product is a – describe the product or solution
- That provides – cite the breakthrough capability
- Unlike – reference competition
- Our product/solution – describe the key point of competitive differentiation
Here’s how you can develop a great positioning statement for your business
- A good Positioning Statement starts with defining your target customers, or for you as a blogger, your audience.
- What are the issues that your audience faces?
- What problem do they want to address when they come to your blog?
- These types of questions help you determine your sub audience—the niche who truly care about what you have to offer.
- Beginners often worry the process of defining a niche means their blog won’t appeal to a large audience.
- However, you can be explicit about who you are serving without being exclusive.
- By serving your niche audience well and addressing their problems, you will almost certainly have other readers find you and like you, readers who share elements with your core.
Positioning Differentiates You From the Rest
- A good positioning statement describes how the product is different from other products.
- This is important because it establishes the value of a product.
- For a blog, this part of positioning highlights what your readers will get out of reading your blog
- Even in a world with tons of competition, you can stand out with your unique voice, your unique take, and your unique connection to the challenges that your readers face.
- Empathy establishes the connection.
- People will read and share your blog because you offer different information than other blogs, or because you offer it in a unique, more-consumable way.
Great Positioning Focuses on Benefits
- Spelling out the benefits of the product and appealing to the consumer desire for those benefits are what generate the emotion.
- Speak to your readers’ hopes and aspirations.
- How will they benefit from reading your blog?
- How will you help them act differently and help them solve their problem?
Now it’s time for you to try it for your blog
Focus on the personas of your readers and the benefits you provide them. If you get stuck think about “How do I want readers to feel after they read my posts?”
Are you ready to tap into your readers’ emotions? Ready to become like their daily Starbucks—something they can’t live without? Remember that Starbucks, Apple, Amazon and every successful blog aren’t just about taglines. They know how their users feel and how they want to feel.
It’s time to stop reading and start doing. Use positioning to generate the deep connection and the readers will come, become passionate fans, and even refer their friends.
“Don’t forget, no one else sees the world the way you do, so no one else can tell the stories that you have to tell.” – Charles de Lint
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To Your Success,