A Writer's Core Strategy: 4 Steps to Brand Positioning
Business Savvy -
Writing + Blogging
Written by Kym Gordon Moore
What is your strategic approach when developing a competitive advantage over other writers in your category? How do you position and brand your writing? What is your experience curve and specialization? What areas are you focusing on and how is your audience finding value in what they read? Is there an obvious difference between your audience and that of your competitor's?
With broader and more diverse avenues of communication, people are writing anything on any subject imaginable. Quality of content and diversification separates the professionals from the amateurs. When writing for a living whether you are salaried or a freelancer, you want to look for strategic ways to present your information in a clear, relative and sometimes entertaining way.
When looking for alternatives to help you better position and broaden your brand of writing, here are four core-marketing steps to follow:
1. Objectives and brand identity.
As you examine the quality of your content, your objectives should be reasonable. What is the objective of the content you are writing? How do you increase your readership by identifying what you write to your audience? Are you producing quality content that is clear, measurable and verifiable? How will your objectives improve your performance as a writer? Focusing on these questions gives you a directive on how to take a slice of the market share from contemporaries writing about the same subject matter as you are.
2. Audience or Customer Targets.
The audience or customers you are trying to attract are already targeted. Your targeted audience has different personal values and responds differently to your market penetration strategy. How are you persuading your readership to believe that you are an expert in your subject matter, as well as attracting those who respond to the brand of writing from your competitors?
3. Market Development.
Does your writing have demographic appeal? Does your writing cater to a specific profession, economic, cultural or global infrastructure? Are there certain specifications or other elements that expand your writing in global proportions?
4. Value Proposition.
What is the value of what you write, in addition to having more people read and respond to your articles, books or blogs? What makes the characteristics of your writing clear and distinctive? What is your competitive advantage? Does customer service fit into the scheme of differentiating your writing?
Brand positioning of your writing (or product positioning) involves actual and perceived value. Communicate quality, which is the source of your brand of writing. Look at or examine your channels of distribution and make sure that what you are putting out is consistent with your desired image. To build brand loyalty, your strategy cannot be based solely on quantitative techniques, but on qualitative output. It is advisable to include both techniques for strategic brand positioning in your writing marketing mix.
Kym Gordon Moore is a marketing specialist, transformational speaker and professional content writer http://www.kymgmoore.com She is the author of Diversities of Gifts: Same Spirit, contributing author to Chicken Soup for the Soul: Thanks Mom and Co-Founder of Favorite Things for a CAUSE where you can download a FREE eBooklet, Clean Up Your ACT! http://www.favoritethingsforacause.com
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