From Research to Positioning

    Stefan Kalpachev

    Stefan Kalpachev

    Founder & CEO, Content RevOps

    •
    April 13, 2026
    •
    2 min read

    At this point, we’ve done the research.
    Now we decide what we stand for and how we want to be understood.

    How we do it

    1. Pull out what actually matters

    We go back through the research and isolate the few things that keep coming up:

    • recurring pains

    • phrases that carry weight

    • patterns in the category we disagree with

    • real differentiators the business can stand behind

    • shifts we want the buyer to make in how they think

    This becomes the raw material. No copy yet, just signal.

    2. Push past the surface problem

    For each key pain or job, we force it deeper.

    Not just:

    • what is the problem

    But:

    • what is it really about underneath

    • what changes if that’s true

    This is where most positioning either becomes obvious or sharp.

    The goal is to move away from category language and into something that reflects how the buyer actually experiences the problem.

    3. Define how we’re different

    We then write this out in plain terms:

    • what the market typically does

    • what we do differently

    • why that difference matters

    First at the overall level, then across a few key problem areas. This constitutes your differentiated point of view.

    If this part is vague or generic, everything downstream will be too.

    4. Decide what content is there to do

    Next, we get clear on the role of content in the business.

    Not “we should create content”, but:

    • what part of the buying process it improves

    • what it helps the buyer understand sooner

    • what friction it removes

    • what it makes easier for sales

    This becomes a simple statement of purpose.

    5. Create a clear narrative to hold it together

    Finally, we give the whole thing a centre.

    Instead of naming a “blog” or “resource hub”, we define a platform around:

    • an outcome

    • a way of working

    • or a state the buyer wants to reach

    Something that feels native to their world and can hold multiple types of content without feeling scattered.

    What we end up with

    • a clear statement of how the business is different

    • a small set of positioning angles tied to real buyer problems

    • a defined role for content in the buying journey

    • a single narrative or platform that holds the strategy together

    • a simple explanation of how this moves someone from early interest to real consideration