You've defined your brand positioning—now what? Positioning without execution is just a document. To make your positioning real, you need to bring it to life through content. But how do you turn abstract positioning into concrete content? This guide shows you how to bridge the gap between strategy and execution. You'll learn how to deconstruct your positioning into content themes, define content pillars, brainstorm topics, choose formats, and create a content calendar. Whether you're starting from scratch or refining your existing content, this guide will help you create content that reinforces your positioning and attracts your target audience.

How to Turn Your Brand Positioning into a Content Marketing Plan

Introduction: From Abstract Strategy to Tangible Content

Your positioning statement defines who you are, but content shows who you are. Every piece of content is an opportunity to reinforce your positioning—or undermine it. This guide shows you how to ensure your content consistently reinforces your position.

Step 1: Deconstruct Your Positioning Statement into Themes

Break down your positioning into key themes. If you're positioned as "the affordable, user-friendly alternative," your themes might be: affordability, ease of use, accessibility, value.

Step 2: Define Your Core Content Pillars

Content pillars are the main topics you'll consistently create content about. They should:

• Connect directly to your positioning
• Address your target audience's needs
• Differentiate you from competitors
• Be sustainable long-term

Typically, 3-5 pillars work best.

Step 3: Brainstorming Topics for Each Pillar

For each pillar, brainstorm topics using:

• Hero, Hub, Help model: Hero content (big campaigns), Hub content (regular series), Help content (practical guides)
• AI tools: Use AI to generate topic ideas based on your positioning and audience
• Customer questions: What questions does your audience ask?
• Competitor gaps: What topics are competitors missing?

Step 4: Choosing the Right Content Formats

Match formats to your positioning and audience:

• Blog posts for in-depth education
• Videos for demonstrations
• Podcasts for conversations
• Infographics for quick insights
• Webinars for deep dives

Step 5: Creating a Simple Content Calendar

Organize your content into a calendar:

• Map topics to dates
• Balance content types
• Align with business goals
• Plan for consistency

Conclusion: Your Content is Your Strategy in Action

Your content marketing plan is how your positioning becomes real. Every piece of content should reinforce your position, attract your target audience, and move them closer to choosing you.

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