How to write a content marketing mission statement

You’ve heard of a enterprise mission assertion – however have you ever additionally heard of a content material advertising and marketing mission assertion?

This is a vital piece of textual content that ought to head up your content material technique.

Outlining your content material advertising and marketing mission assertion will give your content material efforts a larger function. It should drive you towards a particular course that aligns together with your objectives and the influence you wish to create.

Evidently, it’s actually vital to know learn how to create this particular mission assertion. Crafting it needs to be one of many first belongings you do while you build a content strategy.

Let’s dive into all the main points.

What’s a content material advertising and marketing mission assertion?

A content material advertising and marketing mission assertion is a brief assertion that describes the overarching function of your content material advertising and marketing efforts and actions.

This assertion solutions the query: What would you like your content material advertising and marketing to attain total for your small business and your viewers?

• What sort of content material (format + matters) will you turn out to be identified for?
• Why will you be creating this content material?
• How will it profit your viewers?

A content material advertising and marketing mission assertion can act because the banner or guiding gentle your crew follows to make sure each motion you’re taking within the identify of your content material stays true to your model values and your viewers.

And if you happen to’re confused in regards to the distinction between your small business mission assertion and your content material advertising and marketing mission assertion, consider it this manner:

What you are promoting mission assertion explains the rationale why your model exists. Your content material advertising and marketing mission assertion explains why you’re doing content material advertising and marketing.

Why do you have to create a content material advertising and marketing mission assertion?

Making a content material advertising and marketing mission assertion is vital to constructing a content material technique. And and not using a content material technique, your content material efforts are more likely to fall flat.

As much as 78% of entrepreneurs who reported their advertising and marketing was very profitable additionally reported having a documented content material technique, in keeping with a Semrush survey.

“Documented” simply means “written down someplace.” That distinction is vital. You’ll be able to discuss technique all day, however recording it makes it actual and current. 

With a document in hand, you’ve gotten one thing substantial to reference and observe, an agreed-upon set of tips versus the thought of that technique floating round with out type or perform.

To sum up, your content material advertising and marketing mission assertion units the aim of your content material advertising and marketing total. (With out that function, your technique shall be aimless.) It may well information:

• The forms of content material you create.
• The sorts of tales you inform.
• Your objectives for content material advertising and marketing.

And when you write that mission assertion down, it turns into a stable, shared, agreed-upon guideline your entire crew can observe and unite round.

Easy methods to write a content material advertising and marketing mission assertion in 3 steps

There are three main parts to writing a content material advertising and marketing mission assertion: audience, matter space and advantages.

1. Know your audience

Who are you creating content for? You need to know this earlier than crafting your content material advertising and marketing mission assertion.

In a nutshell, these are the individuals who will get probably the most worth and profit out of your content material. 

They’re not essentially individuals who know your services or products exists or have a urgent want. As an alternative, your content material audience contains individuals with data wants you possibly can meet. They’re the individuals your model might help with skilled data.

For a few of these individuals, sufficient nurturing and optimistic experiences together with your content material may finally result in them turning into your clients. That’s what content material advertising and marketing does – but it surely’s not the purpose of your content material advertising and marketing mission assertion.

So, while you think about your audience, preserve it centered on who wants your content material and who’s lacking the distinctive experience of your model.

2. Discover your matter areas and content material codecs of focus

Subsequent, decide what data you’ll share in your content material.

The intersection of the model experience (your distinctive combine of data + expertise) and what your viewers needs is the candy spot to search out:

• Model experience: What do you promote? Why are you certified to promote it? What data/expertise do you’ve gotten about what you promote that units you aside? What matters are tied to what you promote? Which of those matters are you most keen about as a model and align together with your values?
• What your viewers needs: What does your viewers wish to know inside your matter space(s)? What issues and questions are they involved with? What do they should study to satisfy their objectives? What data gaps have they got?

After you slender down your matter areas, you also needs to define the primary content material codecs you’ll deal with. This reveals the way you’ll ship the knowledge your viewers needs.

Blog posts are a given, however what type will these take? Ideas and recommendation? Useful guides? Step-by-step tutorials? Concepts and inspiration? Tales?

Take into account different codecs, too, past blogs. Videos. Podcasts. Authentic analysis. Interviews with consultants.

For instance, my model delivers worth by content material by weekly weblog posts, bi-weekly podcast episodes, and bi-weekly movies.

3. Clarify the way you assist your viewers utilizing content material

It’s time to mix objects 1 and a couple of to craft your content material advertising and marketing mission assertion.

How do you assist your distinctive viewers together with your distinctive content material? What advantages will your potential reader get from the knowledge you’ll present?

Clarify the largest profit(s) as merely as attainable. Take into account what is going to make your content material totally different from what’s already on the market and the way you’ll ship worth in a different way.

Right here’s a formulation for learn how to state your content material advertising and marketing mission:

• We assist [audience] by offering [type of content] to assist them [goal they want to achieve/benefit].

For instance, “We assist small enterprise entrepreneurs by offering insightful monetary suggestions and recommendation to assist them handle their companies higher and attain their profession goals.”

Want some real-life examples of how different manufacturers have crafted their content material mission statements? Listed below are seven of them.

Canva

• “Obtain your design objectives with Canva’s in-depth articles and assets.”

The Kitchn

• “Inspiring cooks and nourishing houses by every day recipes, suggestions, kitchen design, and procuring guides.”

OpenForum

• “Insights, inspiration, and connections to develop your small business.”

Harvard Enterprise Assessment

• “Discover new concepts and basic recommendation on technique, innovation and management, for international leaders from the world’s finest enterprise and administration consultants.”

WordStream

• “WordStream is your go-to useful resource for digital advertising and marketing suggestions and methods that will help you study, develop, and succeed.”

NerdWallet

• “Thousands and thousands of individuals flip to the Nerds to search out the perfect bank cards, up their credit score rating, land the right mortgage and a lot extra.”

House Remedy

• “Life-style and inside design group sharing design classes, DIY how-tos, procuring guides and skilled recommendation for creating a contented, stunning residence.”

Write your content material advertising and marketing mission assertion with confidence

Your content material advertising and marketing mission assertion is a guiding sentence that offers your content material efforts a deeper function. 

You are not simply creating content material to extend leads or get extra visitors – you are creating content material to assist a particular sort of individual attain a particular aim together with your model’s distinctive combine of data and experience.

And, while you write down your content material mission and share it together with your crew, that is a uniting issue that may give all the pieces you do extra function.

Rally round your content material mission, depend on it as you construct your content material technique, and return to it as you create content material and execute your plan. In flip, it should assist information you towards the outcomes you need.