How to Write a Content Mission Statement:
A content mission statement is one of the most important and long-lasting things that add to your company/ website. It shows what you’re promoting, who it’s for, and why they should care.
How to write a content mission statement:
This is a simple template from Content Chemistry by Andy Crestodina, 7th edition.
“Our company is where [audience X] finds [content Y] for [benefit Z]”
A content mission statement differs from your company’s mission statement. Your CMS( content mission statement) is specifically about your content and marketing.
XYZ breakdown:
Audience X: This audience is not just for the services provided by your company, but specifically for content marketing. This audience can be big, there are two types of target audiences and two types of visitors.
Some potential customers want help through products, and there’s anybody who can receive help through expert advice.
Content Y:
This is the section where you dive into topics, some that you are knowledgeable about and some that your audience wants. This brings the audience in and creates a connection and association with your content. This content also extends beyond just your knowledge; you can incorporate interviews. Opinion pieces, original research, etc.
Benefit Z:
Content must be helpful, it should be entertaining, and leave your audience with something to walk away with. Naming the specific benefits your content provides is essential to your CMS. Content is successful if it can answer these questions “Why do they are? How does this help them? What task can they complete when they are finished reading this?” (Content Chemistry by Andy Crestodina, 7th edition).
Content Mission statement optimization:
It will be extremely beneficial to publish your content mission statement in multiple areas of your website. One can be a shortened version placed at the front of your website and a larger one in its own link.
3 Examples that support this:
I will be using Nike as my Content mission statement example
“Our mission: Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete”
They back this up by
- Training tip videos: Short videos on TikTok or YouTube that teach viewers how to improve their running form, build endurance, and prevent injuries.
- Athlete success stories: Social media posts and videos featuring athletes overcoming challenges to inspire viewers and motivate them to pursue their goals.
- Beginner fitness guides: Blog posts or downloadable guides that help beginners create workout routines, set realistic goals, and stay consistent.
These work because they produce helpful and inspiring content for Nike’s audience instead of simply advertising the products.
Sources:
https://about.nike.com/en/mission
Content Chemistry by Andy Crestodina, 7th edition
