What is the current state of your content marketing strategy?
There have never been so many options for packing up your ideas and sharing them across the social web. This is otherwise known today as content marketing.
You may be wondering what the best type of content is to create. Should you be writing blog posts articles, recording podcasts, or making videos? Or, what about all three of these options?
You're also going to need a content calendar to help you stay on track with your publishing.
But wait a second. Before you do all of this there is something way more important to consider first, and that is your content mission statement.
What is the goal of your content creation? Who are you trying to reach? What information and inspiration do you want to convey? How will your target audience benefit from your content?
The answers to these questions make up your content mission statement.
Develop Your Content Mission Statement
I first heard about the concept of a content mission statement from Joe Pulizzi of the Content Marketing Institute. He actually refers to it as an ‘editorial' mission statement.
A content mission statement provides a clear direction for your content strategy.A content mission statement provides a clear direction for your content strategy.Click To Tweet
According to Joe, your content mission statement should consist of these 3 things:
- Who is the core audience (target one persona here, not multiple)
- What will be delivered to the audience? (information, insights, inspiration, advice)
- What is the outcome for your audience? (what do you want them to achieve)
Who is your Ideal Client or Customer?
The first component in developing a content mission statement is critical. Who are you speaking to? Who are you trying to resonate with?
It's impossible to be all things to all people. Instead, define your ideal client or customer. Write down who they are, what they struggle with, and what they want to achieve. Where are they in their journey, and what do they need to get from point A to point B?
Dig into the demographics and psychographics (attitudes, aspirations, beliefs, likes, dislikes) of your ideal clients and customers!
The more you can paint an exact picture of who you want to reach, the better focused your content will be.
How You Say it Matters
Let's say I wanted to start developing content about personal branding. Aren't there already thousands of people out there creating content on this theme?
It is likely that in today's world of information overload, what you want to talk about has been covered. But the good news is, that's ok. It doesn't matter. It is your unique voice that makes your content different. No one is going to approach personal branding and communicate about it exactly the way I would.
As you develop your content mission statement, give some thought to your voice. Also do your research on what is already out there. Can improve upon existing content in your subject matter area and share your own unique perspective?
A Content Mission Statement to Follow
Below is Inc.com's content mission statement. I think it's a good example to follow when creating your own statement:
Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
Notice that Inc.com isn't trying to sell anything through their content mission statement. That is not the goal of content marketing. The goal of content marketing is to help your ideal client or customer improve, solve their problems, and achieve their objectives.The goal of content marketing is to help your ideal client or customer improve, solve problems, and achieve more.Click To Tweet
Write Down and Review Your Content Mission Statement
You may be carrying your content mission statement around in your head. Get it out of your head and write it down where you can view it everyday.
Once you have your content mission statement in place, you can build a more effective content strategy. Choose content themes and topics that will fit into your mission. Utilize content formats that are most likely to reach your target audience.
Do you have a well-defined content mission statement? What questions do you have about creating a content mission statement.