Positioning a blog prevents you from posting tasteless articles, writing the same as your competitors or producing erratic content …
It is often through your blog content that people discover you. Also, you must express a resembling, engaging and rewarding image of your business. You must provide your target audience with a meaningful content experience.
Positioning is the keystone of your content strategy.
Before launching the creation of your corporate blog and the production of your first articles, define your positioning. Even if you are in a hurry (and you are in a hurry!), Take the time necessary for this strategic reflection.
Have you thought about working on positioning your business blog? If not yet, it’s time to get started!
The positioning of a professional blog, the markup of your publications
The positioning of a business blog represents the guideline of all your content. It will help you guide your production of blog articles and other publications.
What does it mean to define your positioning strategy? It consists of differentiate you, make you stand out and characterize you. In other words, you say who you are, that you are unique and different. So be authentic and sincere in your approach to producing content.
What is the point ? Find a a space of expression which is personal to you and which resembles you. The Hubspot blog quotes Clayton Reid from the marketing communications agency MMGY Global, who explains: “Positioning is for a company to find a space on the market that closely matches its way of doing business.”
Your positioning must be clear, readable and credible for your target. You need to design it so that it is correctly (and positively) perceived by your audience. It must create a memorable image and value in the minds of your readership.
Your positioning represents a pull factor for your target. Relevant, he must provide him with an answer to his expectations and needs. How does blog positioning become efficient and profitable? It must be able to permanently attract enough readers, leads and customers.
The positioning of a business blog is necessary before its creation to be able to define the framework of the subjects which you will treat, the way you will approach them as well as the tone and the style of your articles. It is fundamental to your content strategy which itself is essential and prior to the creation of your professional blog.
Why define the positioning of a business blog?
A positioning strategy represents a certain investment in time and reflection. Is it really necessary, you say? What are the benefits of a corporate blog positioning?
Harmonize your corporate blog posts
A positioning allows make all of your content consistent of your blog, but also of all your other communication media. So your speaking has a total homogeneity.
Being consistent also allows you to show a clear brand image for your targets. If they understand you quickly, they can more easily become attached to your brand.
Differentiate yourself from your competitors
It is quite possible that your competitors have a professional blog. If you tell the same thing in the same way, knowing that you have the same targets, it will not interest anyone. You will find it difficult to pierce and be spotted.
You will tell me that necessarily you will deal with the same subjects. Yes ! But there are many ways to approach the same subject. It’s up to you to think beforehand about how you will “be angler” to distinguish yourself.
Better convey the values of your business
Through the implementation of a corporate blog positioning, you assert your qualities distinctive intrinsic, as the blog of Swedish Ericsson specifies. By highlighting your foundations, you enhance your professionalism and your global approach.
For an effective pro blog, it is important to know how to relate and value yourself. Positioning is a powerful tool to successfully express your business philosophy and thus reach your target.
Make your business blog more efficient
An editorial positioning strategy for your blog avoids the publication of agreed, uninteresting and inconstant content. So your blog posts always hit the nail on the head. You mark your audience.
Having a clear and strong positioning therefore allows you to gain a loyal and addictive audience, and to generate engagement. In the end, you develop your traffic, your community, your leads and therefore your customers.
Promote your business
By proposing a real positioning strategy for your blog, you will ensure that you are better identified by Internet users. Well-positioned content is immediately recognized by your targets. It allows you to qualify in the eyes of your audience.
Your singularity thus exposed should make it easier for you to meet new qualified prospects. Positioning thus improves the visibility and reputation of your SME by allowing your audience to identify you instantly.
How to establish the positioning strategy of a corporate blog?
To define your corporate blog positioning, you must reflect on the following 5 central questions:
1 # What is the positioning of the blogs of your main competitors?
What do your competitors offer in their respective blogs? What subjects do they deal with and how? What place can you make yourself? Is there a market niche to exploit?
2 # What interests your target on the Net?
What are the difficulties, expectations and needs of your target? What is she looking for on the web? What is little or badly developed? What are the unmet needs of your targets? What type of information are your targets looking for? Do they want fun, serious, fun, daring, iconoclastic, trendy, in-depth information…?
3 # Why are you creating a business blog?
What is the main reason for your blog? Do you want to be identified as an expert in your sector? Do you aim to increase your clientele? Would you like to develop a social community? … Are you going to develop your blog to “reassure, inspire, advise, federate, encourage…”?
4 # What unique skills do you have?
Where is your added value? What do you do better than anyone? Do you have a detailed knowledge of a field of activity? Do you master a specific method? Do you offer a unique product or service?
5 # What values, specific to your SME, do you want to convey?
Which business philosophy is right for you? What passion drives your activity? How do you see the way of doing business? What are the foundations of your business?
Establishing the positioning of your business blog allows you to better integrate breads (pain points) of your targets, their needs and expectations. It also takes into account what you are, what you do and your goals, given your competition. So your content will be more efficient and effective.
Once your positioning is defined, you have to establish an editorial line, even a charter, to be fully operational in your content strategy.
On your side, do you have any tips to share to formalize the positioning of a professional blog?