In my last blog about aligning branding with content strategy, we talked about determining your organization’s WHO, WHAT, WHY and WHERE. Now, we’ll put it all together and write a content mission statement.
A content mission statement summarizes the WHO, WHAT, WHY and WHERE of your content strategy.
Much like a mission statement, it guides your content marketing efforts and helps you effectively engage with your audience.
First, go back to the WHO, WHAT, WHY and WHERE that we reviewed in my post about aligning branding with content strategy:
Then put it all together, using this framework:
[Your organization] is the place where [WHO] gets [WHAT] that offers [WHY] found [WHERE].
A content mission statement is generally not used publicly, but rather internally to guide your content marketing efforts.
Organizations with a social media strategy were more likely to see an increase in revenue, donor base, and average gift size in 2021.
Sometimes, it can help to start with an example. Here is a content mission statement I found that is well done—as well as an example I’ve created.
TreeHugger is the leading media outlet dedicated to driving sustainability mainstream [WHO/WHY]. Partial to a modern aesthetic, we strive to be a one-stop shop for green news, solutions, and product information [WHAT]. We publish an up to the minute blog, weekly and daily newsletters, and regularly updated Twitter, Facebook, YouTube and Instagram pages [WHERE].
This content mission statement clearly states the way the brand is expressed, the goals for the content, as well as the frequency and channels.
Nonprofit Association: [Organization] is the place for nonprofit leaders [WHO] to find education, advice, and resources.(1) With over 30 years in the nonprofit community and consultants with extensive experience, [WHY] (2) we publish monthly blogs [WHERE] (3) on topics that are timely and relevant to nonprofit professionals [WHAT].
This content mission statement also incorporates the organization’s strategic goals of (1) driving traffic to their member directory, (2) showing their point of difference for member recruitment and retention, and (3) increasing email conversions and website visits.
“Content exists to strengthen an organization’s brand, messaging, and image…and reinforces the mission of the organization.”
– Reflecting On Content Impact Report 2022 [Parsons | TKO]
Need extra help? I have a resource that can help get you started! Email me at firstname.lastname@example.org for a free copy of my Content Mission Statement Worksheet. You can be as creative or as professional as you like—remember, this doesn’t have to be a public document.
Once you have a content mission statement, you’ll be well-equipped to create content that will engage your audience—and keep them coming back.
To learn more about aligning branding with content marketing, see the other blogs in this series:
Want more branding and marketing tips and resources for your nonprofit, association, or other mission-focused organization? Join my monthly email list—plus get my free Nonprofit Branding Checklist.