MARKETING
How To Write an Inspiring Content Marketing Mission Statement [Examples]
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Why does your company create content? Who is it for? What will it do for them?
If you don’t know the answers, you need to figure them out. And you should do so before you create anything more for the company blog, website, newsletters, or any other content platform.
Why? Because if you don’t know what someone will gain from consuming your brand’s content, your audience won’t see a compelling reason to engage with it.
A lack of answers also makes it harder to choose relevant topics, formats, and delivery channels.
Fortunately, there’s a straightforward way to frame the answers to all of these questions so everyone involved with your content (planners, producers, and consumers) will know: Write a content mission statement.
What’s a content mission statement?
A content mission statement is one of the three key components of every brand’s content marketing strategy. A content mission statement is a centering principle of your brand’s content and it can govern your content team’s creative and strategic decision-making.
A content mission statement answers the why, who, and what of your #content, says @joderama via @CMIContent. #ContentMarketing Click To Tweet
A strong content mission statement reflects your business values and helps you distinguish your storytelling from other content competing for your audience’s attention.
It can also inform content decisions on the creative side, including:
- The kinds of stories your brand will tell (e.g., the topics to focus on)
- How those stories take shape (e.g., core content formats and platforms)
- How the content assets work collectively to create a desirable experience for your audience
Here’s a brief overview of what you need to build a content mission statement for your business:
3 pieces of the mission statement puzzle
A great content mission statement details three elements:
- Core audience – who you aim to help with your content
- What will be delivered – the kind of information you provide
- Outcome or benefit – things your audience could do because of your content
On the Orbit Media blog, Andy Crestodina lays out a simple formula: “Our company [or blog or site] is where [Audience X] finds [Content Y] for [Benefit Z] (with ‘our company’ referring to everything your business creates, publishes, and shares with its customers).”
Let’s look at how to fill the x, y, z:
Audience is your who
Your business likely has multiple audiences. Your mission statement should focus on the audience segment for whom your content can do the most good – i.e., where you can serve an unmet need, deliver value in areas that your competitors may have overlooked, or address a critical knowledge gap or other obstacle that may be preventing your audience from achieving its goals.
To narrow your focus, look at your most pressing marketing goal and ask which audience can best help you achieve it. For example, maybe the goal is loyalty and the audience is those who have purchased from your business. Or it could be an audience with whom your sales team has struggled to get traction.
Ask which audience can best help you achieve the most pressing #marketing goal, says @joderama via @CMIContent. Click To Tweet
You can also take your cues from your company’s corporate mission statement. For example, consider the mission statement that sits in the center of Autodesk’s About Us page:
Autodesk’s mission is to empower innovators with design and make technology so they can achieve the new possible. Our technology spans architecture, engineering and construction, product design and manufacturing, and media and entertainment, empowering innovators everywhere to solve challenges big and small.
While its software tools encompass dozens of applications that benefit companies across multiple industries, Autodesk chooses to target innovators and makers – designers, engineers, architects, manufacturers, and artists – not just the buying committees at the corporations where those things get made.
Though it’s not a dedicated “content mission,” per se, the statement highlights a focus that also flows through all of the content Autodesk produces, from its education-focused technology centers that empower the maker community to adopt the latest creation and testing techniques to the inspiring maker stories on its Autodesk University site. If your content program is new or hasn’t quite found it’s unique tilt yet, try adapting your corporate mission statement to speak to how the values described extend to the content you create.
Another great example comes from the media brand The Hustle, which has crafted a mission statement in the same irreverent, no-nonsense tone it uses to deliver need-to-know information in its daily newsletters:
We make it easy for you to make smart business decisions fast.
You see, there’s a massive amount of information that you, our dear reader, do not have access to. Whether you’re too busy, don’t know the right people, don’t know where to look – whatever. It’s our mission to unlock that information and give it to you in an easy to consume format.
While most publishers consider “keeping our audience informed” to be core to their mission, The Hustle speaks to a common source of frustration for that audience – their fear of missing out on the most powerful and provocative information available.
Remember: Lots of consumers might benefit from selecting your products or services over others, but they don’t all have the same needs, interests, or motivations for doing so. As CMI founder Joe Pulizzi pointed out, if you create catch-all content designed to target everybody, it likely won’t be valuable to anybody.
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Benefit is your audience’s why
Once you determine the audience, summarize the distinct benefits it will receive from engaging with your content.
Audience personas provide a clear picture of your target audience’s most pressing needs. (If you don’t have these on hand, we have a quick and easy guide to building audience personas.)
But you also must account for the reasons your business is suited to deliver on those audience needs and how your approach stands out from other brands your audience might engage with.
Detail why your business is suited to deliver and stand out with the #content your audience needs, says @joderama via @CMIContent. Click To Tweet
Take another look at The Hustle mission statement and notice two characteristics that speak to audience benefits:
- “highlighting a handful of topical stories”
- “adding perspective and color to make it easy to understand”
Selecting stories they feel subscribers will want to see (something time-crunched media consumers can certainly appreciate) and making those stories easy to understand are meaningful benefits for all audience members who have ever read a news story only to wonder what the deeper implications are or how it might affect them personally.
As you create your mission statement, think about what you can do for your audience that other content resources aren’t or what informational needs it has that your content competitors aren’t satisfying. Determining that will help you pinpoint opportunities to highlight your unique areas of expertise and distinct brand advantages without making your content all about you.
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Content is your how
Identifying your audience and content benefits are relatively straightforward decisions, as your marketing analytics and competitive research efforts can help inform those elements.
But your mission statement also needs to account for how your brand’s content provides a personally resonant and uniquely valuable experience to your audience. That’s not something you can base solely on logic and data since there’s a strong emotional component involved.
As a brand, what is it that you value most? What subjects do you have the most passion about, deepest experiences with, or more authority and insight on than any other content creator in your space? The answers are how you discover the stories your brand was meant to tell – and how you compel your audience to want to engage with them.
For example, take a look at this blog mission statement from Moz:
The industry’s top wizards, doctors, and other experts offer their best advice, research, how-tos, and insights – all in the name of helping you level up your SEO and online marketing skills.
Two things in this statement emphasize the audience benefits: (1) level-up your SEO and online marketing skills and (2) collaboration with top industry experts to deliver that assistance. Who doesn’t want to learn from the most experienced experts without having to gather those insights themselves?
As another example, consider the mission statement for Ikea Behind the Scenes, a story-driven, personal experience-centric blog that sits within the company’s Life at Home portfolio of content offerings:
Consider this page your backstage pass – come on inside and follow IKEA products on their journey from idea to prototype to finished product. You will meet product developers, designers, engineers, and suppliers and experience the Democratic Design process in action through snapshots of home visits and design work on factory floors. There will be surprises and failures as well as successes, but it will never be boring. Welcome behind the scenes at IKEA!
Ikea smartly emphasizes that before its home furnishing and decor products become daily fixtures in the lives of its customers, there’s an entire supply chain of people working behind the scenes to shape and build them. It’s all part of a journey, and that Ikea is willing to put every step of it on display on its digital content “show floor” (warts and all) illustrates the company’s commitment to thoughtful design.
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Who does your brand want to be?
Not only can creating a content mission statement help you determine what kinds of stories will fit your company’s vision of marketing success – and which ones won’t – it can also highlight the principles and priorities your business is most passionate about. For the audiences that share those passions, it’s a meaningful differentiator that will set the stage for increased engagement, greater trust, and deeper loyalty.
Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
Tinuiti Marketing Analytics Recognized by Forrester
Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance
Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Marketing Analytics Landscape, Q2 2024.” This report comprehensively overviews marketing analytics markets, use cases, and capabilities. B2C marketing leaders can use this research by Principal Analyst Tina Moffett to understand the intersection of marketing analytics capabilities and use cases to determine the vendor or service provider best positioned for their analytics and insights needs. Moffett describes the top marketing analytics markets as advertising agencies, marketing dashboards and business intelligence tools, marketing measurement and optimization platforms and service providers, and media analytics tools.
As an advertising agency, we believe Tinuiti is uniquely positioned to manage advertising campaigns for brands including buying, targeting, and measurement. Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure the optimal level of investment to maximize impact and efficiency. According to the Forrester report, “only 30% of B2C marketing decision-makers say their organization uses marketing or media mix modeling (MMM),” so having a partner that knows, embraces, and utilizes MMM is important. As Tina astutely explains, data-driven agencies have amplified their marketing analytics competencies with data science expertise; and proprietary tools; and tailored their marketing analytics techniques based on industry, business, and data challenges.
Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency. Our patented tech includes Rapid Media Mix Modeling, Always-on Incrementality, Brand Equity, Creative Insights, and Forecasting – it will get you to your Marketing Bliss Point in each channel, across your entire media mix, and your overall brand performance.
As a marketing leader you may ask yourself:
- How much of our marketing budget should we allocate to driving store traffic versus e-commerce traffic?
- How should we allocate our budget by channel to generate the most traffic and revenue possible?
- How many customers did we acquire in a specific region with our media spend?
- What is the impact of seasonality on our media mix?
- How should we adjust our budget accordingly?
- What is the optimal marketing channel mix to maximize brand awareness?
These are just a few of the questions that Bliss Point by Tinuiti can help you answer.
Learn more about our customer-obsessed, product-enabled, and fully integrated approach and how we’ve helped fuel full-funnel outcomes for the world’s most digital-forward brands like Poppi & Toms.
The Landscape report is available online to Forrester customers or for purchase here.
MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
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