The Big Power Of Content Positioning

Content for the sake of content is useless.

Great content that works is positioned.

Now, the question.

What is content positioning?

Content positioning refers to the strategic process of placing and presenting your content in a way that resonates with your target audience

Think of it this way.

The world of today is a lousy place.

There is a vast sea of information.

Countless competitors vying for attention.

How can you - an average creator / entrepreneur - ensure that your content stands out and captures the interest of your audience?

That’s where content positioning comes into play.

Content positioning is about the context in which the content is published.

This understanding is precisely why I created this newsletter.

Let me explain.

I would define myself as 50% Music and 50% Business.

Which means that I spend half of my time working on music and the other half working on business stuff.

Cool.

But when it comes to creating content, building a brand and generating awareness…

This creates a problem.

For example…

I know that while I’m spinning records at a club, the audience expects a fun and energetic atmosphere where they can dance and enjoy themselves.

It would be out of place to start discussing marketing in that context.

Imagine if instead of playing music…I started talking about marketing.

Cringe. Weird. Uncomfortable.

They would probably start booing me from the dance-floor.

Right?

Here’s the lesson:

No matter how exceptional your marketing content may be, it needs to align with the expectations and desires of your audience in a given context.

That’s the essence of content positioning.

It’s about the context.

It’s about the messenger, not the message.

It’s about the who. The where, not the what.

I didn’t invent this.

Content positioning is a thing since…

Well, a lot.

Let’s quickly get back to how marketers promoted stuff in the past.

People used to read specific magazines that catered to their interests and provided relevant content.

Today, people follow pages, creators, and influencers.

But the principle stays the same.

Positioning plays a significant role in how content is perceived and received by the audience.

The same message or information can be positioned differently depending on the context and the messenger.

Let’s take a practical example now.

Let’s say both a fitness expert and a dating guru are suggesting doing pushups.

The fitness expert, with their expertise in physical fitness and training, positions the message of doing pushups as part of an exercise routine to improve strength.

He might emphasize the correct form, different variations, and the specific benefits of incorporating pushups into a workout regimen.

On the other hand…

The dating guru might position the same message of doing pushups as a means to enhance confidence and attractiveness in the dating world.

He could relate pushups to building an hotter physique, boosting self-confidence, and creating a positive impression when meeting potential partners.

The core message of doing pushups remains the same.

The positioning differs based on the target audience and the desired outcome.

The content is tailored to align with the interests, aspirations, and needs of each respective audience.

By understanding the preferences, motivations, and characteristics of your target audience…

You can strategically position your content to resonate with them.

This involves adapting your messaging, tone, and presentation to match the expectations of your audience within a particular context or platform.

Let’s explore another example that further underscores the importance of this concept.

Consider an article titled:

‘How To Reach Your Most Ambitious Goals.’

Now, imagine this article appearing on two different platforms.

Playboy and Forbes.

The same exact article.

The context in which it is presented drastically influences people’s perceptions.

If published on Playboy, known for its focus on lifestyle and entertainment, readers would likely expect a more playful take on achieving goals, perhaps with an emphasis on enjoyment.

Conversely, if the same article appeared on Forbes, a renowned business and finance publication, readers would anticipate a much more serious approach, with an emphasis on strategic planning, professional development, and financial success.

This contrast exemplifies how the context or the messenger can significantly shape audience interpretation, often holding equal, if not greater, importance than the message itself.

Do you get it?

I think that’s powerful stuff.

Alright, one last example.

Think about doctors.

People TRUST doctors.

Let’s say a doctor gives you some advice.

If the same advice is given in a casual conversation among friends…

My bet is that you take it differently.

It might be the EXACT same advice.

But it lacks positioning.

Context matters.

Content needs to be positioned.

That’s why I created this show.

Marketing For The Tribe.

It’s about marketing. It makes sense if I talk about that.

Picture this: if I were to say,

“Hey, I’m a DJ, and I think this funnel could be improved if we did…”

What would be the response?

“You’re just a DJ. What do you know?”

But hold on, here’s where it gets interesting.

If I introduce myself differently, like this:

“Hey, I’m Nick Tribe. I’ve sold products, services, and more. Plus, I’m the host of ‘Marketing For The Tribe’ show. I believe this funnel could be improved if we did…”

Suddenly, everything changes. It’s a whole different ball game.

Different stuff.

Right?

That’s why content positioning is so important.

When your content is positioned effectively, it not only attracts your target audience but also compels them to take action.

It establishes you as a thought leader, builds credibility, and fosters long-term relationships with your customers.

Think about it before creating your next piece of content or marketing collateral.

Sounds cool?

Hope you got value from it.

Talk soon,