Why is Your Company Creating Content?
Seems like a pretty simple question, doesn’t it? Unfortunately, it’s not uncommon for marketers to have a hard time articulating their content mission or purpose of their various content initiatives. There are way too many shotguns and spam cannons in use today. And vague answers like “building brand awareness” or “to generate more leads” don’t count in our book. You need to dig deeper. You need to create a purpose that delivers a specific value for the targeted recipient of your content.
Defining Your Content Mission
- Content product: What content should we produce, procure, curate, and share?
- Audience: Who, specifically, is that content for? (More on this below)
- User needs: Why do those audiences need or expect that content from us?
- Business Goals: What outcomes does providing this content help us achieve?
Answering these questions is the first step. These answers help you craft a content mission statement that steers your focus as you make individual, content-related decisions. For example, let’s say you’re evaluating a few ideas/angles/messaging for upcoming articles. Does each content idea support our mission? Or are we just seeding a piece of fluff to appease our sales team?
Once you’ve crafted your mission statement, you’ll get extra brownie points for broadcasting it in a location easily located by your audience. Don’t forget to keep your content creators on track by continuing to reinforce it in meetings, on walls, or via internal company communication.
Want a Deeper Dive?
In our recent eBook, The Definitive Guide to Planning a New Content Initiative, we dive deeper into this topic, and break down (line-by-line) an example of a real company’s content mission statement. It’s a helpful exercise that every content marketer should consider.