How to Define Your Company’s Content Mission Statement

My biggest beef as a child was being told to do something without understanding why I was being bossed around.

“Go to bed, Desire, it’s past 8pm.”


“Because you need to wake up early tomorrow morning.”


“So you’d meet up with the school bus.”


“To get to school in time.”


“Desire, be a good girl and go to bed.”


well, not much has changed. If someone wants me to invest my time and energy into something, particularly at work, I need to understand why.

If your company has embraced inbound as a way of achieving digital sales and marketing success, you need to make sure you go out of your way to help your people understand the “why” behind your content marketing.

You do this with a content mission statement.

A Content Mission Statement Is a Mindset

Before we talk about what a content mission statement is, why you need one, and how you’re going to create one for your company,you first need to change your mindset, and how you think about inbound and, more specifically, the purpose of your content.

If you want to see remarkable results with inbound, you and your team need to come together in the understanding that what you do with content goes far beyond simply marketing your products and services online.

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.

Because think about it, 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.

That’s why the No. 1 mistake companies make with inbound 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.

What Is a Content Mission Statement?

Simply put, a content marketing statement is a single sentence that provides company-specific context to that idea of being the best teachers in a given area. In a way that is concise and easy to understand, it will tell someone the who, the what, and (often) the where.

Let’s say you’re an accounting firm offering services generally in South South Nigeria.

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

We want to be the premier source of accounting information for small business owners throughout southern Nigeria.

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

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

We want to be the foremost experts in water and plumbing for locally-owned Abia  restaurants.

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

What You Need to Know to Create Your Content Mission 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 are the ones that get everyone declaring, “ Yes, I want to solve our customers problems!” are written in such a way that they are immediately understood and easy to remember.

Meaning, no matter what someone’s role is within the organisation, 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.

So, to recap, your content mission statement needs to include:

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

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.

“OK, What Do We Do with Our Content Mission Statement Now That We Have One?”

The answer to this question is simple. Socialise it, embrace it, reinforce it, and live it daily through the mindful creation of your digital sales and marketing content.

Your content mission statement is not something that should 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.

Add learning the content mission statement to your on-boarding process. Print it out on a poster and hang it somewhere prominently. Remind your team 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.


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