How do you know what is best for your audience? How can you keep in mind what you should be doing with your content and who you are doing it for? Your leadership starts with a content marketing mission statement, which should highlight briefly and clearly just what it is you stand for.
By articulating your overall purpose, you are giving yourself a framework. Within this you can evaluate and prioritise new content requests or ideas. And you can unify the tone and voice of a range of writers who might be producing your content.
As discovered by the Content Marketing Institute last year, 28% of all B2B marketers surveyed have an editorial statement – and 48% of effective marketers have one. By paying the same level of attention to your content marketing as you do to your brand as a whole, you can increase your chances of success, clarity and focus by determining this one thing.
What should a content marketing mission statement include?
This statement should be a clear, concise declaration that ties your content marketing strategy in with the larger marketing and business strategy of your company.
A statement should cover the following areas and answer these questions:
- What does your company do and what do you stand for?
- How do you do this – what is unique about you?
- Who do you do it for – who is your audience?
- What do you want your audience to be able to do when they have read your content – what value are you bringing?
Keep it short and pithy, and be specific so that your customers will benefit and understand your purpose and how you provide value to them.
What do we do with a finished content marketing mission statement now?
A finished content marketing mission statement should offer clarity on your values and your passion, it should inspire action and good feeling when you see it.
Use it as a foundation for your content marketing efforts, as a guide to keep you on track as you go after your goals, and as a call to action for people working in your business or who support your business.
The underpinning values are the ones that drive your business personality, your customer service response, and your marketing messages, so keep your content marketing mission statement close to you and use it to improve your content marketing efforts.
If you would like help in defining your own content marketing mission statement, or with any other aspect of your content marketing or online activities, please get in touch for a no obligation discussion around how we can help you better achieve your content marketing goals – call us on 01491 614404, or email us at info@marketingondemand.co.uk.
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