Wow! What a great article on content marketing.

I never thought really thought about creating a “Content Marketing mission statement” before creating content. Using the format of a ‘mission statement’ allowed me to get outside the box of using a bulleted list of objectives and strategies and view a client’s content goals more broadly and succinctly.

In a traditional ‘MBA’ sense, a ‘Mission Statement’ for your business is about expressing why your company exists and/or your business values. When I applied this line of thought to some client’s content marketing projects, it forced me to step back and rethink, as Joe Pulizzi notes, the ‘Why’ of content marketing rather than the ‘How’. Frankly, the ‘Why’ is so much harder to process for me than simply creating a content calendar and deploying the content tactically.

Joe talks about including elements like the following in your content marketing mission statement:

• The core audience target (e.g. entrepreneurs and business owners)
• What will be delivered to the audience (e.g. useful information, advice, insights, resources, and inspiration)
• The outcome for the audience (e.g. growing prospect list)