By Joe Pulizzi published October 20, 2010

Your Content Strategy Mission Statement

In my presentations lately, I’ve been talking about developing content that stands for something.

Basically, content marketing is not about “what you sell” it’s “what you stand for”. This becomes the basis for your content marketing strategy. This is your content mission.  It’s based on the informational needs of your customers and prospects, and also inherently drives your business (interest in you as the expert in your industry).

Some examples perhaps:

How about Gary Vaynerchuk and Wine Library TV?: It’s not about selling wine.  It’s about the idea that everyone, everywhere deserves to understand the wine experience.  That’s what Gary talks about all day long and why he draws such an audience.

How about Southwest?: It’s not about selling plane rides (what they do), it’s about the idea that everyone deserves the freedom to fly…to travel.

How about Junta42?: It’s that all marketers need to think and act like publishers to attract and retain customers.

So what is your content strategy mission?

As you plan for 2011 and beyond, be sure you are aware of what your content really stands for and how you can make a difference in your customers’ lives.  That will set the tone for your entire content strategy.

Author: Joe Pulizzi

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s the author of five books, including his latest, Killing Marketing. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange. Follow him on Twitter @JoePulizzi.

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  • Robert Samuel

    Great content mission examples here. This makes me realize that I need to take a look at my mission statement and see if my content really expresses who we are as a business and a team. 🙂

  • Sarah Mitchell

    Hi Joe,
    I love the idea of a content strategy mission statement. I hadn’t thought about it in these terms before but as soon as I read your post I knew I had one.
    My content strategy mission is: Content should be asset to your business, not an expense.

  • Joe Pulizzi

    @Robert…thanks for the comment
    @Sarah…I really like that one. I may steal it. Good stuff.

  • Vijay

    I like these lines most because this inspires me to changes live with content strategy.
    “How you can make a difference in your customers’ lives. That will set the tone for your entire content strategy”

  • Dan Hutson

    We’re in the midst of a rebranding initiative, and I can tell you that content marketing will play a key role in our communication and marketing efforts. We’re a nonprofit provider of senior living communities and other supportive services. My unofficial (at this point) content marketing mission statement: We provide a platform for successful aging. Delivering useful information, products and services that help seniors and their families understand the key factors behind successful aging and assist them in making the right choices are all part of that platform.

  • Joe Pulizzi

    I love this Dan…you’ve always been a big supporter of content marketing and love to see this mission statement. It truly serves a purpose.

  • Tia Peterson

    Thanks for this examples. It seems much harder to do than it probably is; I’m preparing to get started on a project using content marketing for a specific e-course, and hadn’t even thought of coming up with a mission statement for the strategy. It makes total sense, though, and I can see how having one and using it as the cornerstone, developing content around that mission statement, makes complete sense.
    Thank you!

  • Nenad

    Thx, Joe. My mission this weekend: “What is our mission?” 🙂

  • Douglas (Watkins)

    A content strategy mission statement is a great idea.