Content Marketing: “There’s no one alive that’s Youer than You”
Dr. Seuss may have been the king of rhymes, but he spoke a lot of truth. When it comes to promoting your brand, the most important thing is to become a part of your audience’s everyday life. It’s not easy, but that’s where having a clear marketing strategy comes in handy.
Be exactly what your audience is looking for.
Your biggest fear should be that your brand blends in with the competition. Take a leap of faith and stand out: be different. That’s the easiest way to make sure you don’t get lost in the competition and the crossfire of promoting your brand to the wrong audience. You want to create a brand that is easily recognizable and clearly establishes your company as the leader in your industry. In order to do this, you need a Content Marketing Mission Statement.
Just how a personal mission statement can keep you focused on your own goals, your content marketing mission statement will do the same thing, but for your business. This mission statement will keep everyone at your company focused on achieving the same goal and give them a sense of unity. Your marketing efforts will be promoted with the same end goal in mind if everyone is on the same page. It may seem a tad daunting, but there are only a few simple steps before you’re creating personalized, engaging, and exciting content!
What Makes You Special?
Ever since we were little, we’ve been told that we have some unique quality about us that makes us special. Something that defines who we are. This same nugget of uniqueness is what will set your content apart from the competition. What factors define your brand?
Creating personalized content does require a little heavy lifting at first, but the results with prove its worth. Unique content that is created especially with your brand, your audience, and your mission statement in mind is how your company will be presented with the utmost clarity and consistency.
Being able to create content that has a clear tone of voice is how your content will remain consistent throughout your many different marketing platforms and tactics. Consistency will build your brand’s recognition.
The only way you’ll have consistently clear content is by following the strategic framework that is a content marketing mission statement.
Oscar Wilde surely wasn’t talking about content marketing, but let’s pretend he was:
“Be yourself; everyone else is already taken.”
Your customers don’t want boring, bland content that is comparable to reading a dictionary… they want personality. They want to read something that is infiltrated with wit, sass, humor, empathy, and most importantly, humanity - all while being informative about your product or company. This is how readers become customers. The key is to create content that your audience can connect to. Once that connection is forged, you’ve already sold them on your product.
Ann Handley, the Chief Content Officer at MarketingProfs, broke down the process of creating a content marketing mission statement into a very simple, step-by-step system.
Ask yourself some questions
Before you even start thinking about what makes your brand unique, start by identifying the answers to a few questions about your company and your brand strategy:
Who are you as a company?
Who is your target audience?
How are you going to reach them?
What do you want to achieve when you do?
Those are vital questions to ask yourself before you start defining yourself, your company, and your brand. Once all of these questions have been answered, you can start crafting your mission statement. While it can seem overwhelming, make it more fun and interactive by including members of your team to help brainstorm!
Start brainstorming words that define who you are, and who you want your company to be. Get creative, think outside of the box, don’t be afraid to be weird! Stay away from stock, non-descriptive words like “trustworthy” and “loyal,” even if you think you are. Words like that aren’t going to sell your brand to your audience. It might sell them on a box of girl scout cookies, but not your product.
Also, steer clear of catchphrases and industry buzzwords that will make your content seem very generic and sound like a late-night infomercial. Words like “revolutionary” and “cutting edge” should be avoided. All companies think they’re the next big thing, but you want your customers to believe that you really are the best-in-show.
Write down all of these words and save them as a reference. Now, narrow down that list to three words that you feel really encapsulate your company’s values and your brand’s personality.
You’ve Got Style
Words that stand-alone still don’t have much meaning. Give those words purpose. Use those three words in sentences and anecdote that give the words meaning relating to your business and the direction in which you see your business going!
Don’t worry about being professional – these sentences should be witty and sharp – reflect your personality and your own style. Make them fun.
If one of your words is “eccentric,” take that word and flesh out what that means for your company. What makes your company eccentric? How does your eccentricity make your brand different? Does that help you solve problems differently?
Those words and sentences will quickly become your brand’s tone of voice and the business’ character so it’s tremendously important that you really take the time to make them distinctive and unique to your brand.
Answering those questions can set your business up with a really strong mission statement.
Jot it Down
Document your marketing mission statement. Make it a point that everyone at your company has a copy of this and fully understands how it works, and how it clearly reflects your newly defined brand! Have your team memorize this mission statement and be dedicated to standing by its meaning.
The more connected your company is to your mission statement, the more effective it will be. And the more you showcase your branding on social media, your website, newsletters, and email blasts, the more familiar your brand will become!
Your employees aren’t the only ones that need to know and stand by this statement: have is easily accessible for all your customers so they become just as comfortable with your mission as your employees are.
Pay Attention to the Little Things
A lot of companies have branded content. But that doesn’t mean it works. The strength of your mission statement will determine your content’s success – if it’s not created to attract and maintain customers, you didn’t do it right. When your customers keep coming back for more, you know you hit the nail on the head.
What you’ve created isn’t just a content marketing mission statement. It’s so much more than that.
Every single little thing counts. The tone of voice that you define as your business’s voice of engagement is going to be reflected on every piece on marketing material: website, flyers, mailers… even your 404 pages.
Get creative with your mission statement. Having office “swag” that you can hand out to your employees will help them feel more connected to this mission statement and they will work harder to promote the brand in a way that aligns with your new goals. It’s a team effort – so plaster this mission statement on mugs, t-shirts, pennants, pint glasses… anything that will help your employees get excited and engaged with your new branding.
Other Businesses Are Doing It… Why Aren’t You?
You don’t want to find yourself a day late and a dollar short. Stay ahead of the trend by crafting a winning content marketing mission statement.
Once in a while, a company really nails it. They create a mission statement that reflects exactly what their audience is looking for. Their statement caters to the business’ personality and the values of the company. They are saying precisely what they want to: what their business is all about, why their product is the best, how they plan on winning over their customers, and who their target audience is. They hit the mother load!
When that happens, and it’s rare, you know you’ve stumbled across a company that truly cares about their content, their brand, and their customers.
If your content is created with distinctive purpose and direction, you will win customers, your conversion rates will go through the roof, and you will retain a loyal customer base. Even the toughest critic can’t deny the magic of good marketing.
Savor your content. As Stefanie Flaxman, Editor-in-Chief at Rainmaker Digital, likes to call it, taste the tomato. Be present in your content. Focus your efforts to producing the smartest and most enjoyable content you can.
Take chances, get your hands dirty, and create content that makes your brand shine.
Be the best you can be, and don’t settle for less!