Hey friend,

How’s it going? 🌻

Here's something I've been thinking about: two content marketers sit down to write about the same topic, let's say "remote team productivity."

Same keyword/query research. Same competitors. Same SEO targets. Yet they produce completely different articles.

Not slightly different. Significantly different.

Why?

Because they're operating inside different positioning constraints—and that positioning acts like a filter on every single content decision they make.

I recently wrote a LinkedIn post about it and thought of diving deeper in my newsletter. Let's go!

BTW....

Positioning at the content level isn't messaging. It's a constraint system.

Let me show you what I mean with two project management tools that look nearly identical from the outside.

• Tool A's positioning: "Maximize human productivity"
• Tool B's positioning: "Manage your teams and tasks in the same place"

Sounds close? Not really!

Here's how that difference creates completely different content:

#1 What qualifies as "long-form content-worthy"

Tool A writes about: Individual time waste

Their blogs:

• Context Switching is Killing Your Productivity
• How to Use AI to Automate Tasks
• The End of Work Sprawl

Stats they typically use:

• Save 2 hours daily
• 30% productivity boost
• 384% ROI

Language/phrases they frequently use:

• Toggle tax
• Work sprawl
• Recapture productivity

What they skip:

• Team communication breakdowns
• Change management
• Stakeholder alignment (not about individual efficiency)

Tool B writes about: Team coordination gaps

Their blogs:

• Why Work Management is Key for Remote Collaboration
• 3 Tips for Setting Achievable Goals

Stats they typically use:

• 2X as motivated with clarity
• 54% of IT leaders are increasing collaboration investment

Language/phrases they frequently use:

• Who's doing what by when
• Pyramid of clarity
• Work about work

What they skip:

• Individual time hacks
• Speed of execution alone
• Personal productivity methods (don't serve coordination)

To sum up:

• Tool A = problems that steal time
• Tool B = problems that create confusion

#2 How depth gets expressed

Tool A: Procedural depth

• Structure: Capabilities → Use cases → Setup steps → Integration walkthrough
• You get: Templates, step-by-step instructions, feature breakdowns
• Reader outcome: "I can implement this today."

Tool B: Contextual depth

• Structure: Why it fails → Framework introduction → Methodology discussion → Team practices
• You get: OKR frameworks, research citations (they cite "Anatomy of Work Index"), team dynamics
• Reader outcome: "I understand how to approach this differently."

Same topic, totally different expression of expertise.

#3 Who are the content rewards for?

Tool A creates: The Productivity Optimizer

• Identity: "I value my time and want personal leverage."
• Success = individual capability expansion

Tool B creates: The Team Coordinator

• Identity: "I'm responsible for collective outcomes and system design."
• Success = team effectiveness

• Problem selection (what gets written)
• Depth expression (how it gets written)
• Reader transformation (who it's for)

This is why your strongest positioning signals live not on landing pages—but in your blog archive.

When you write long-form articles, your positioning shows. You can't fake it. And readers can tell the difference.

🗃️ More resources for content marketers from SaaS Splash Bulletin Archive

• ​10 Invisible wins every content marketer MUST track​
• ​How to avoid being boxed into content-only roles​
• ​3 Use Cases + 3 ChatGPT Prompts to Investigate Organic Performance for Your Brand​

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P.S. Do you have any questions about the newsletter? Want to share your feedback? Feel free to reply to this email.

Onwards and upwards,

Sreyashi

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