A good starting point for your content strategy plan is to set out a content marketing mission statement. This is a brief statement that makes it easier to focus on what’s important – and what’s not – in creating your content so your content marketing strategy stays on track.
A content marketing mission statement outlines:
- Your target audience
- The content you’ll use to reach them
- The benefit they’ll get
Here’s an example from CIO.com’s about page.
It defines the audience (CIOs and business technology executives). It highlights the benefit (insights on career development). And it gives examples of what its content covers (certification, digital transformation, skills development and hiring practices).
To create a mission for your own business, try this formula:
We provide [target audience] with [type of content] to help them [business goals].
While the mission statement covers what your audience will get from your content marketing strategy, you also need to think about what your business will get from it. That’s where your business goals come in.
Typical goals include:
- Improving revenue as a result of your content marketing strategy
- Making more sales and getting more high quality leads, which will help you meet your revenue goals.
- Getting more traffic to your site, as the more traffic there is, the greater the possibilities for meeting your other goals.
- Improving the perception of your business, so you gain influence and authority, and are seen as a thought leader.
- SEO success, which leads to more traffic.
- Reduced marketing costs, as your content becomes more effective.
- Social media engagement, which can help with both traffic and authority.
Once you know your goals, it’s time to move to the next step.