Skip to main content
Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?

Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Liz Murphy

By Liz Murphy

Oct 20, 2020

Topics:

Content Marketing Executives and Leaders Content and Inbound Marketing 101
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Content Marketing  |   Executives and Leaders  |   Content and Inbound Marketing 101

What is a content marketing mission statement? (+ how to create one)

Liz Murphy

By Liz Murphy

Oct 20, 2020

What is a content marketing mission statement? (+ how to create one)

I'm an only child. So, yes, I've always erred a bit on the "willful" side — yeah, we'll say "willful" — when it comes to following directions that I have not set out for myself. This should have come as no surprise to my parents, as my first word was "No." (Sorry, mom.)

More specifically, my biggest beef as a child was being told to do something without understanding why I was being bossed around. 

"Brush your teeth, Elizabeth."

"Why?"

"Because you need to keep your teeth clean."

"Why?"

"You want sparkling white, strong, and healthy teeth, right?"

"Why?"

"You'll have a beautiful smile. Don't you want a beautiful smile?"

"Why?"

"Elizabeth, please just be good for mommy and brush your teeth."

"Why?"

For those of you who work with me in any sort of content coaching capacity, this should give you insight into where my insistent, insufferable "interviewing skills" come from. I'm sorry, but I'm also not sorry.

'Why' matters, particularly in business

Sadly, not much has changed as I've transitioned from footie pajamas to the black and neutral-toned athleisure-wear I cling to so desperately as an adult. If someone wants me to invest my time and energy into something, I need to understand why. 

Of course, I'm not unique in this way. Nor is this specific to our personal lives. Understanding "why" is at the core of almost everything we deal with in business.

🔎 Related: How to run a blended written and video content strategy

For example, just last week, I sat in on our quarterly management team meeting (as a member of our management team), where we emphasized the importance of agreeing upon and communicating the why to the rest of the company about upcoming shifts in strategy, technology platforms, and so on. 

The same holds true for anything marketing related. Whenever you make a big change as a business — a company rebrand, a major event change, etc. — you can't just communicate the change happened, you have to explain why. Whenever you're trying to make a strong argument for something, once more with feeling, you have to explain why.

Heck, we've done it ourselves:

That's what a content marketing mission statement does. It answers the question of why you're creating your content in the first place. 

What do bad content marketing mission statements look like?

When someone tosses out the question, "Why are you creating content?" that shouldn't be a surprise to you, and you should immediately understand that answers such as...

  • "Uh, because?"
  • "The internet told us to."
  • "We want to make more money."

...are not acceptable, no matter how true they may be. 

Seriously, imagine if you published this on your website as your content marketing mission statement:

"We are creating content for you because we want to make money."

Yes, the best content marketing strategies do drive remarkable revenue growth for companies, but how do you think your audience would react to such a self-focused statement?

Do you think it's something that would make them think:

"Gosh, with a money-focused mindset like that, they definitely will have my best interests, needs, goals, and challenges as their top priority in their content, our conversations, our business dealings, and so on."

To quote modern-day philosopher Jerry Seinfeld, "Not bloody likely."

Bottom line, bad content marketing mission statements are:

  • Thoughtless
  • Self-focused
  • Lacking specificity

They will inspire no one to take action — whether you're talking about a subject matter expert you want to create a blog article or an ideal buyer you're hoping who will read said article. 

When you create a great content marketing mission statement, it will be a rallying cry to your C-suite, your sales team, your ideal buyers, your house cat (basically everyone) that helps everyone understand why your content is so important and gets them excited to get on the content bus.

So, how do you create one?

1. First, you need to define the purpose of your company's content

Although content marketing is a digital sales and marketing strategy by which companies around the world have driven wild traffic, leads, and sales results, the act of creating content must be viewed as a selfless act of education.

Meaning, when you sit down to actually create those blog posts, videos, podcasts, and infographics that answer the most pressing questions of your ideal buyers, you can't be thinking about your bottom line. 

🔎 Related: What are the best business blog topics that get results?

Instead, you must adopt the mindset of a teacher who is obsessed with one thing only — delivering the most honest, through, and transparent answers possible to your audience, no matter how uncomfortable the question may be. 

As Marcus Sheridan talks about in They Ask, You Answer, when you decide to start creating content, you're stepping into the role of a teacher to your buyers. But not just any teacher — the best and most helpful teachers you can possibly be at what you do, both online and off.

"Why should we care about being teachers?"

Now, you might be saying to yourself, “I see the difference, but is how we think about content that big of a deal?”

Yes, it absolutely is.

For example, by a show of hands, how many of you struggle to get others in your company bought in and excited about creating content? And, whenever you say buzzwords and phrases like "inbound marketing," "content marketing," and "business blogging," suddenly everyone has a meeting or a tax appointment for their hamster they need to go to?

So, how likely is it that you can get someone on your team to say, “I want to be the best inbound marketer in the world”? Not very likely.

But, what if we changed that to:

“I want to be viewed as the best teacher and most trusted resource in our industry. I want people, when they have a problem, to think of our company first, before our competitors or anyone else. I want our ideal buyers, when they have a question, to immediately come to us for the answer.

We’d wager that’s a statement everyone in your company – from marketing to sales, and all the way up to the C-suite – can get behind.

Where most companies go wrong with content

The No. 1 mistake companies make with content marketing or inbound marketing (whatever you want to call it) is not understanding and adopting this subtle shift in mindset.

And it’s a costly one, too.

Those companies that fail to catch that vision of becoming those extraordinarily helpful teachers will see fewer members of their team saying, “Yes, I’m all in!” on inbound and creating content and, ultimately, will have fewer clients walk through their doors, as a result of those inbound efforts.

So, if you want your team not only to be bought-in on inbound but also wrap their arms fully around it, they’ve got to understand what it is that you’re doing and why.

And that’s where your content mission statement comes in.  

2. Understand the 3 key components of a content marketing mission statement

Now that you understand why a content marketing mission statement matters, as well as what your content marketing mission statement should never be, let's break down the anatomy of a content marketing mission statement.

🔎 Related: Ultimate blogging tips guide for digital marketers

A content marketing statement defines the purpose behind every single piece of content you will create for your audience as an organization. It is concise and easily understood by your audience, clearly defining the who, the what, and the where of your content's intended focus and influence.

Those are the three parts of your content marketing mission statement:

  • Who you’re trying to help
  • How you’re going to help them
  • Where you’re helping them

That may sound a little abstract to some, so let's unpack a few examples to show you what this looks like in practice. Let’s say you’re an accounting firm that generally services the Washington, D.C., area.

Your content marketing statement, in this case, might be:

We want to be the premier source of accounting information for small business owners throughout the Washington, D.C., area.

In this content mission statement example, you’ve explained the who (small business owners), the where (the Washington, D.C., area), and the what (being the premier source of accounting information).

🔎 Related: 24 world-class blog post examples for all industries

Or, let’s say you’re a water services and plumbing company that caters almost exclusively to locally-owned restaurants in and around San Francisco. Your content mission statement might be:

We want to be the foremost experts in water and plumbing for locally-owned San Francisco Bay Area restaurants.

Again, you’ve identified your who (local restaurants), the where (San Francisco), and the what (being the go-to experts for water and plumbing).

If you want a real-world example, we have a content marketing mission statement at IMPACT, which is:

We are the #1 teachers in the space of digital sales and marketing for growth-focused leaders and businesses around the world.

Although the industries, ideal buyers, and focus areas are wildly different in each example, they all follow that same blueprint by identifying:

  • The specific industry and/or subject matter area they own
  • Their target audience and/or ideal buyers
  • What their geographical footprint is as teachers

Most of all, they are written with a value-focused mindset instead of a self-focused mindset. They communicate that, as brands, we are here to serve the needs of our audience first. 

What you shouldn't include in your statement

Did you notice how we didn’t mention anything about marketing once in that example?That’s by design.

The most effective and powerful content mission statements -- the ones that get everyone will get everyone declaring, “Yes, I want to be that teacher! Yes, I want to solve our customers' problems!” are written in such a way that they are immediately understood and easy to remember.

🎓 Free course: Digital sales and marketing framework for today's buyer

Meaning, no matter what someone’s role is within the organization, they should be able to read your content mission statement and, without hesitation or any need for clarification, get what it is that you’re trying to do and be able to recite it from memory.

Additionally, your content mission statement should be clear, concise, and easy to remember. Which means it should not include any marketing buzzwords or be too long.

3. Finally, share your content marketing mission statement with everyone

That's right. Creating a content marketing mission statement isn't an insulated exercise, the results of which are to be banished to a folder in someone's Google Drive. Nor should it be printed out on a piece of paper and left somewhere in a drawer, never to be remembered again.

You must consider it a guiding principle and a state of mind. Socialize it, embrace it, reinforce it, and live it daily through the mindful creation of your digital sales and marketing content.

For example, you'll come across ours on our website in multiple places:

Screen Shot 2020-10-20 at 8.14.26 AM

Our Code of Ethics is one such place.

Add learning the content mission statement to your onboarding process. Print it out on a poster and hang it somewhere prominently. Remind your folks of it whenever you highlight content wins at company meetings.

No matter how you choose to keep your new content mission statement top-of-mind, your goal should empower your team to understand exactly what they are doing and why any time they create a blog article or video.

🎓 Online course: The subject matter expert's guide to creating content

Giving your content marketing a why that is pure, selfless, and focused on the needs of your ideal buyers is a win-win for everyone. Your buyers will trust you more, the quality of your content will be better, and your sales team will not go hungry. 

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Use AI for Your Content Creation (Without Losing Your Humanity)

February 21, 2024
Mandy York Mandy York

'The Big 5': Best Business Blog Topics to Drive Traffic and Sales (+ examples)

February 5, 2024
Marcus Sheridan Marcus Sheridan

The Story of 'They Ask, You Answer'

January 29, 2024
Marcus Sheridan Marcus Sheridan

20 Value Proposition Examples that Every Marketer Can Learn From in 2024

January 18, 2024
John Becker John Becker

How to Talk About Price on Your Website (+ examples)

January 17, 2024
Chris Duprey Chris Duprey

HubSpot vs WordPress: Which is Better for Your Business Website?

January 11, 2024
Vin Gaeta Vin Gaeta

Content Marketing Will Fail Without Help From The Sales Team

January 4, 2024
Anj Bourgeois Anj Bourgeois

TOFU Video: Reaching Early-Stage Customers with Your Video Content

November 13, 2023
Lindsey Schmidt Lindsey Schmidt

7 Marketing Trends You Can’t Ignore in 2024

November 2, 2023
John Becker John Becker

Content Managers: Use This Step-by-Step Guide to Create the Content Your Team Needs

October 12, 2023
John Becker John Becker

Is Content Marketing Dead in 2024?

October 11, 2023
Marcus Sheridan Marcus Sheridan

Authentic Video Marketing in The Age of Deepfake Technology

September 27, 2023
John Becker John Becker

What Should a 2024 Content Marketing Strategy Include?

September 21, 2023
Mandy York Mandy York

What Is a 'Learning Center' and Why Does My Website Need One?

September 14, 2023
John Becker John Becker

HubSpot Update September 2023: What’s New from INBOUND

September 13, 2023
Jessica Palmeri Jessica Palmeri

How To Create Sales Enablement Content Your Sales Team Will Love

August 17, 2023
John Becker John Becker

How to Create a Content Map To Solve Your Marketing Guesswork

July 6, 2023
Brian Casey Brian Casey

Marketing Without a Map: Why You Need A Content Mapping Strategy

July 5, 2023
Brian Casey Brian Casey

Content Manager Job Description for Marketing Teams (All Industries)

July 3, 2023
John Becker John Becker

Inbound Marketing vs. Content Marketing: What's the Difference? 

July 3, 2023
Brian Casey Brian Casey

DIY Marketing for Home Improvement: Building Trust and Bringing in New Customers

June 22, 2023
John Becker John Becker

LinkedIn Could Become Your Most Powerful Distribution Channel

June 22, 2023
John Becker John Becker

Your B2B Content Strategy Is Going to Need More Social

June 21, 2023
Nick Bennett Nick Bennett

How to Write a Persuasive Case Study That Converts (w/ free template)

June 1, 2023
John Becker John Becker

Top 10 Must-Have Qualities To Look For in a Content Manager

April 20, 2023
Marcus Sheridan Marcus Sheridan