As a business, your mission statement defines who you are and what your purpose is. It should be able to answer the question, “Why are we here?”
A content marketing mission statement takes a traditional mission statement a little further. It focuses more clearly on your personal idea of how you produce content. You might notice content marketing mission statements during brand presentations, or in the “About” sections of blogs and publishing companies. Without this mission statement, it’s hard to understand the core of your content marketing goals, and it may lead to some misguided direction.
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According to the 2015 B2B Content Marketing Benchmarks, Budgets and Trends report, brands that publicly document their marketing mission reported that they were much more effective with their marketing execution. Yet, as of 2015, only 28% of marketers had a written mission statement. Here are some tips for writing your own:
Look At Mission Statement Examples
A good way to gain a better grasp of what a content mission statement actually is and how it works is to see how other companies are using them. Here are a few examples:
Inc. Magazine: “Welcome to Inc.com, where you can find everything you need to know to start and grow your business now.”
Working Moms Only: “Our mission is to supply the tools that can give EVERY working mom the ability to lead a healthy, wealthy, and more blended lifestyle.”
Furthermore by Equinox: “Furthermore is the authority on the high-performance life. We deliver definitive, expert-vetted science in beautiful and unexpected ways. Travel, taste, experience, achieve. Go Further. Want More.”
BankRate: “Bankrate is the leading personal finance destination for unparalleled tools, rates, products and advice.
Define Your Core Statement
It’s important to start brainstorming the core of your content marketing mission statement before you set anything in stone. This may take some reworking, but it helps to draft ideas with a pencil and paper. Focus on these key elements: audience, audience benefit, and audience outcome.
Ideally, you take some serious time to consider these questions. This is not only a statement that you’ll plaster on your website, but one you and your team will abide by. As you grow and continue to produce content, you’ll constantly refer back to this statement, asking yourself, “does this follow the guidelines set forth in my mission statement?”
If you already have a team, turn to them for brainstorming assistance. Sometimes, other people are able to better help you clarify ways of expressing the brand and its mission. The essence of the statement should be clear and concise, and no more than two-three sentences.
Use A Marketing Template To Guide You
As previously mentioned, it’s your job to define the who, what, and why of your mission statement. If you dissect some of the better mission statements, you can easily pull these core elements apart. For example, with Working Moms Only, the audience is “working mom”; the audience benefits by receivings “tools to achieve a healthier lifestyle”; and the outcome is ability to better your overall lifestyle.
Susan Silver recommends using the marketing positioning template to craft your statement. It’s a little more in-depth, but could be helpful when expanding on your statement beyond the first sentence. In involves gathering these five parts:
- Target audience
- Unmet need
- Competitive set
- Unique point of difference
- Evidence/ reasons to believe
Here’s how a real estate company like Square 1 would fill out these parts:
Target audience: Real estate buyers and sellers
Unmet need: Reliable, relevant information on Echo Park real estate market news, and buying and selling tips
Competitive set: Local online resource
Unique point of difference: Allows people to make better informed housing decisions
Evidence/ reasons to believe: Has helped hundreds of buyers connect with their ideal home, works with award-winning real estate agents
Stay Away From Selling
As you consider ideas for your mission statement, it’s important that you stay away from the hard sell. Your job isn’t to sell anything in your mission statement, but to assert your position to provide the best informational content to your visitors. This isn’t the place to try and sell your product or discuss why it’s better than the rest.
Now that we’ve taken a look at some of the best content marketing mission statements, we can also take a look at some of the worst. After all, you can gain insight to both terrible and wonderful mission statements and learn more about best practices and what not to do. Check out this article on worst content mission statements to see what doesn’t work.