Building a Content Marketing Mission Statement
Building a content strategy can be an overwhelming process. There are a number of factors to consider when creating a successful content marketing plan.
Nevertheless, content marketing is critical for business growth. 77% of internet users read blogs and 82% feel more positive about a company after reading branded content. Content boosts traffic to your website by nearly 55%, generates 2x as many leads, and has 6x higher conversion rates than other marketing methods. Plus, it costs nearly 62% less than other forms of traditional outbound marketing.
If you want to grow in today’s market, you need a content marketing strategy. You especially need a plan that is formalized and documented: marketers who document their strategy are 33% more successful in reaching their goals than those without a formalized plan.
But what will a written content strategy do for your business?
In this post, we’ll bring you through the first step in building a content marketing plan. This will help you define the “why” of your content strategy.
What is the purpose of your content?
Before you start creating a strategy, you need to understand why you’re creating content in the first place. It determines the “why” before you can delve into the “what” of your content.
A content marketing strategy starts by looking at your business goals. What will content marketing do for your business? Why are you spending time, resources, and energy on content marketing?
Day two of our free Content Strategy Email Crash Course brings you through a strong content goal-setting exercise. This helps you define your content objectives based on your anticipated 2018 year-in-review analysis.
Not part of this free course? Sign up here now to get this exercise and more. We’ll help you build a complete content strategy in just 5 days.
What will your content marketing deliver over the next year?
First, think of the goals you hope will come as a result from your content marketing. Example objectives could include:
- Create a branded customer experience
- Increase brand awareness
- Launch new products
- Gain more customer leads
- Provide social proof
- Demonstrate our product’s differentiation
Choose one or two goals where you’ll focus your efforts. For example, “creating a branded customer experience” will have you focus on building a specific tone and aesthetic for your content, while “providing social proof” will focus on growing your following base and social shares.
When you know your goals, you can come up with a series of appropriate metrics. Metrics will help you evaluate whether or not your content is meeting these goals.
Learn more about measuring your content marketing ROI and goals here.
Second, consider how your content marketing is connected to your brand.
- How will content marketing grow your brand?
- How will the content you put out link to your brand persona?
- What ideas and messages do you want to communicate?
- How will your content place you within the competitive landscape?
When you have clear goals, your content can function as the cornerstone of your brand.
What is a content marketing mission statement?
A content mission statement defines the purpose of your content strategy in a concise, digestible way. This mission statement will set the tone for your content marketing.
Your content marketing mission statement should function like an elevator pitch. You want a statement that is simple and easy to remember. This helps ensure all content relates back to that single core purpose, which creates a cohesive, branded marketing presence.
How do you create a content marketing mission statement?
Now it’s time to build and document your content marketing mission statement. Below are the questions to consider when building this mission statement. Write the answers on a separate piece of paper for reference.
1. Who is your core audience?
Your ideal reader is often the same as your target consumer. For example, if you sell yoga bras, your target customer may be female yogis ages 15-65.
However, your reader audience may actually be more expansive than just your typical consumer. You may want to target peripheral readers as well. If you sell yoga bras, you may also want to target male yogis. They may not be direct consumers, but an awareness of your brand can help better position you in the market. With this increased awareness, these readers may later become purchasers for their female yogi friends.
Content allows you to reach a broader audience to boost brand awareness and visibility.
When considering your core reader audience, be as specific as possible. You don’t want to just say, “We serve people who like yoga.” You want to define demographics and psychographics as best as possible to ensure your content is always relevant.
2. What will your content deliver to your audience?
Now that you know who your audience is, you need to consider what kind of content that audience member wants to interact with.
You don’t need to get specific just yet. At some point, you’ll need to research the details of which social platforms and forms of content most apply to your audience. For now, reflect on how you can use a variety of content to engage your audience.
For example, maybe you want to provide videos with a new yoga pose every week. Maybe you want to provide healthy recipes to go along with your yoga.
What kinds of content does your audience most want to see? How can you use this content to position your brand within the industry?
3. What is the outcome for the audience?
The goal of content is to deliver value to your audience. The best way to deliver value is with a unique content differentiator.
This is an important moment to consider how your content will be differentiated from your competitors. If all of your competitors have videos on how to do yoga poses, you might want to instead focus on the lifestyle surrounding yoga—like meditation or diet. If all of your competitors have a calm and pensive tone, take a goofy and fun approach.
Your key differentiator becomes the heart of your brand.
4. What does your business hope to get from your content?
You’ve already considered the key metrics for your content marketing. This question isn’t about sales or numbers. Instead, the content marketing mission statement should think about your business’ goals of engagement and interaction. What will content do to grow your brand awareness, visibility, and engagement?
How will you provide value to your audience? How will providing this value bring a return for your business?
Moving forward with your mission
The content marketing mission statement focuses on the overall purpose and goals for your strategy so each piece of content shows an appropriate return on investment.
Keep your mission statement flexible. You might want to re-define your content marketing mission statement as you go through building your strategy, and that’s okay! You don’t need to get locked into one mission now.
If you aren’t already signed up for our 5-day email Content Strategy Builder course, now is the time to sign up! You get access to free exercises and tools, so you can have a comprehensive and documented content strategy in just five days. Best yet—it’s free!
Sign up for the free email course below.