How you can write a content material advertising mission assertion

How you can write a content material advertising mission assertion

You’ve heard of a enterprise mission assertion – however have you ever additionally heard of a content material advertising mission assertion?

This is a crucial piece of textual content that ought to head up your content material technique.

Outlining your content material advertising mission assertion will give your content material efforts a larger function. It would drive you towards a particular course that aligns together with your objectives and the affect you wish to create.

Evidently, it’s actually necessary to know the best way to create this particular mission assertion. Crafting it ought to be one of many first belongings you do whenever you construct a content material technique.

Let’s dive into all the main points.

What’s a content material advertising mission assertion?

A content material advertising mission assertion is a brief assertion that describes the overarching function of your content material advertising efforts and actions.

This assertion solutions the query: What would you like your content material advertising to attain general for your enterprise and your viewers?

  • What sort of content material (format + subjects) will you change into identified for?
  • Why will you be creating this content material?
  • How will it profit your viewers?

A content material advertising mission assertion can act because the banner or guiding gentle your crew follows to make sure each motion you’re taking within the identify of your content material stays true to your model values and your viewers.

And if you happen to’re confused concerning the distinction between your enterprise mission assertion and your content material advertising mission assertion, consider it this manner:

Your enterprise mission assertion explains the explanation why your model exists. Your content material advertising mission assertion explains why you’re doing content material advertising.

Why do you have to create a content material advertising mission assertion?

Making a content material advertising mission assertion is vital to constructing a content material technique. And and not using a content material technique, your content material efforts are more likely to fall flat.

As much as 78% of entrepreneurs who reported their advertising was very profitable additionally reported having a documented content material technique, in keeping with a Semrush survey.

Documented content marketing strategy

“Documented” simply means “written down someplace.” That distinction is necessary. You’ll be able to speak about technique all day, however recording it makes it actual and current. 

With a doc in hand, you’ve got one thing substantial to reference and observe, an agreed-upon set of pointers versus the thought of that technique floating round with out kind or operate.

To sum up, your content material advertising mission assertion units the aim of your content material advertising general. (With out that function, your technique will likely be aimless.) It might probably information:

  • The forms of content material you create.
  • The sorts of tales you inform.
  • Your objectives for content material advertising.

And when you write that mission assertion down, it turns into a stable, shared, agreed-upon guideline your complete crew can observe and unite round.

How you can write a content material advertising mission assertion in 3 steps

There are three main parts to writing a content material advertising mission assertion: target market, matter space and advantages.

1. Know your target market

Who’re you creating content material for? You have to know this earlier than crafting your content material advertising mission assertion.

In a nutshell, these are the individuals who will get essentially the most worth and profit out of your content material. 

They’re not essentially individuals who know your services or products exists or have a urgent want. As a substitute, your content material viewers consists of folks with info wants you possibly can meet. They’re the folks your model will help with knowledgeable data.

For a few of these folks, sufficient nurturing and constructive experiences together with your content material may ultimately result in them changing into your prospects. That’s what content material advertising does – but it surely’s not the purpose of your content material advertising mission assertion.

So, when you consider your viewers, preserve it targeted on who wants your content material and who’s lacking the distinctive experience of your model.

2. Discover your matter areas and content material codecs of focus

Subsequent, decide what info you’ll share in your content material.

The intersection of the model experience (your distinctive combine of data + expertise) and what your viewers desires is the candy spot to search out:

  • Model experience: What do you promote? Why are you certified to promote it? What data/expertise do you’ve got about what you promote that units you aside? What subjects are tied to what you promote? Which of those subjects are you most obsessed with as a model and align together with your values?
  • What your viewers desires: What does your viewers wish to know inside your matter space(s)? What issues and questions are they involved with? What do they should be taught to fulfill their objectives? What data gaps have they got?

After you slender down your matter areas, you must also define the primary content material codecs you’ll give attention to. This exhibits the way you’ll ship the knowledge your viewers desires.

Weblog posts are a given, however what kind will these take? Suggestions and recommendation? Useful guides? Step-by-step tutorials? Concepts and inspiration? Tales?

Think about different codecs, too, past blogs. Movies. Podcasts. Authentic analysis. Interviews with consultants.

For instance, my model delivers worth via content material via weekly weblog posts, bi-weekly podcast episodes, and bi-weekly movies.

3. Clarify the way you assist your viewers utilizing content material

It’s time to mix objects 1 and a pair of to craft your content material advertising mission assertion.

How do you assist your distinctive viewers together with your distinctive content material? What advantages will your potential reader get from the knowledge you’ll present?

Clarify the largest profit(s) as merely as attainable. Think about what’s going to make your content material completely different from what’s already on the market and the way you’ll ship worth in another way.

Right here’s a system for the best way to state your content material advertising mission:

  • We assist [audience] by offering [type of content] to assist them [goal they want to achieve/benefit].

For instance, “We assist small enterprise entrepreneurs by offering insightful monetary ideas and recommendation to assist them handle their companies higher and attain their profession desires.”

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Want some real-life examples of how different manufacturers have crafted their content material mission statements? Listed here are seven of them.


  • “Obtain your design objectives with Canva’s in-depth articles and sources.”

The Kitchn

  • “Inspiring cooks and nourishing houses via every day recipes, ideas, kitchen design, and buying guides.”


  • “Insights, inspiration, and connections to develop your enterprise.”

Harvard Enterprise Assessment

  • “Discover new concepts and basic recommendation on technique, innovation and management, for world leaders from the world’s greatest enterprise and administration consultants.”


  • “WordStream is your go-to useful resource for digital advertising ideas and methods that can assist you be taught, develop, and succeed.”


  • “Tens of millions of individuals flip to the Nerds to search out one of the best bank cards, up their credit score rating, land the proper mortgage and a lot extra.”

House Remedy

  • “Life-style and inside design neighborhood sharing design classes, DIY how-tos, buying guides and knowledgeable recommendation for creating a contented, lovely residence.”

Write your content material advertising mission assertion with confidence

Your content material advertising mission assertion is a guiding sentence that offers your content material efforts a deeper function. 

You are not simply creating content material to extend leads or get extra visitors – you are creating content material to assist a particular kind of particular person attain a particular aim together with your model’s distinctive combine of data and experience.

And, whenever you write down your content material mission and share it together with your crew, that is a uniting issue that can give all the pieces you do extra function.

Rally round your content material mission, depend on it as you construct your content material technique, and return to it as you create content material and execute your plan. In flip, it’s going to assist information you towards the outcomes you need.

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