You know a great article, when choosing a paragraph to Passle and comment on becomes harder than writing a full length blog post.
This one from Contently is exactly that. Largely because it boils down to one of the points which I have often written about on here - making sure that you aren't writing for the sake of it.
Content cannot be solely motivated by revenue. In fact, if you're writing just because your competitors are, or because you see it as a way of pushing your product into the faces of as many people as possible, in various different ways, you're doing it wrong.
There's no point me going over the importance of a mission statement when the article below does it so well, but I can certainly give a few quick tips on how I would start.
1. Get your personas sorted.
I may sound like a stuck record sometimes but quite frankly, it's so crucial to the foundations of your content strategy that I don't mind repeating myself. You can read my tips on this here.
2. Take time to question yourself
What do you want your persona to take away from your content? What problems do you want to help them with and how would you like them to describe you when mentioning you to others?
This will help you to start pulling together a common theme to your content and working towards that first draft of the mission statement. By focussing on the problems you're solving, and what sort of relationship you want to build from it, you will be stepping more towards what sets you apart as a business.
3. Distribute it company-wide
There's no point having a strong brand voice and mission statement for your content marketing if it completely disappears once they get to sales or the customer service team. How you choose to present yourself needs to reflect across the whole company and become part of your every day interactions.
One you've considered this, and have a clear statement, get it on the wall. Make it clear for everyone on your team so that it becomes a question they ask every time they are about to click publish. Does this make sense in relation to our overall mission?
As you identify your brand voice and craft your mission statement, keep all of that in mind. You have to put your readers first and give them what they’re not getting elsewhere. Your mission statement will be your guiding light, the document that keeps you in check, inspires you, and protects your content from marketing’s shadow. It’s crucial. I don’t know where we’d be without it.