Create a Content Marketing Mission Statement

October 23, 2012

Why You Need a Content Marketing Mission Statement

According to Wikipedia, a mission statement is a company’s reason for existence. It’s why the organisation does what it does.

The content marketing mission statement

Marketing professionals from so many small and large businesses get so fixated on channels such as blogs, Facebook or Pinterest that they honestly have no clue of the underlying content strategy. So, the why must come before the what. This seems obvious, but most marketers have no mission statement or core strategy behind the content they develop.

Think of it this way: What if you were the leading trade magazine for your niche area? What if your goal was not to first sell products and services but to impact your readers with amazing information that would change their lives and behaviors?

A mission statement includes:

  1. The core audience target: your customer, users or vistors.
  2. What will be delivered to the audience: your services, products or what you provide to customers/users.
  3. The outcome for the audience: what your visitors or customers will get in return.

Best practices for a content marketing mission statement

Remember, content marketing is not about “what you sell” it’s about “what you stand for.” The informational needs of your customers and prospects come first. Although there must be clear marketing objectives behind the mission statement, those should not be outlined here.  To work, your mission statement has to be all about the main points of your readers and followers or it simply won’t work.

Some other helpful tips:

  1. Post it: Include the mission statement where it can be found easily by your audience.
  2. Spread it: Make sure everyone involved in your content marketing process has the mission statement. Encourage them to print it out and pin it up on the wall.
  3. The litmus test: Use the mission statement to decide what content you will and won’t create. Often, a bad judgment in content creation can be fixed by running it by the mission statement.
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