Looking to get started (or start fresh) in content marketing for your small business? You’re in luck – we picked up some great tips at Social Media Examiner’s recent Social Media Marketing World conference and we’re dying to share!
The first session we attended was with content marketing expert Joe Pulizzi. One of the takeaways we most wanted to share with you from the presentation is the idea of creating a content marketing mission statement.
Long before you create a blog, brainstorm topics, or write your first blog post, it’s critical to make sure that you (and anyone else who will contribute) know exactly what it is you’re setting out to do. If you aren’t sure, how can your audience be?
By crafting a clear mission statement for your blog (of whatever avenue you plan to use for content marketing), you communicate to your audience what they can expect from you. Even if visitors never get to your ‘about’ page to read your mission statement, they should be able to get a general sense of what your mission is by reading your content. Why? Because you also know the mission statement and are creating content that adheres to it!
So, how do you create a content marketing mission statement for your business? Follow the steps below from Joe Pulizzi:
- Define the core audience
- Determine what will be delivered
- State the expected outcomes
For an example of a content producer’s mission statement, let’s take a look at Social Media Examiner itself, the host of the SMMW conference. Below you will find the website’s mission statement, which I’ve diagrammed to show how they adhere to Pulizzi’s guidelines:
As you can see, Social Media Examiner clearly lays out who will benefit most from reading their content, what they hope to offer the audience, and what kinds of outcomes readers can expect.
Ready to craft your own statement? Here are a few tips:
- When defining your audience, think about whom you really want to reach with your content. The point of content marketing is to engage with the people who could potentially become your customers. Make sure the audience you choose to tailor your content to is the same one that your business would be best suited to serve.
- In determining what your content will deliver, make sure to keep it realistic. Think about your strengths, and your limitations. You want to find the right balance between asserting something enticing, and making sure you can actually deliver on your goals.
- When stating the outcomes, make sure not to go too broad. Saying something too superlative or generic will make your statement seem less credible. Instead of promising your audience success beyond their wildest dreams, tell them that your content will help them achieve a specific and attainable goal.
By following these steps for your own business, you can help create a brand for your content that will keep you focused and help you attract solid base. Once you have your content marketing mission statement ready to go, tell us about it in the comments below!
For more great content marketing tips and advice, visit Joe Pulizzi’s Content Marketing Institute.