A Company Mission should drive content marketing.
How do you reach your clients? One of the most effective content marketing strategies is to refine and develop your company mission.
The top business schools tell us that we all need a mission statement before we can start our business. So, faithfully we sit down and write up a mission and a values statement, and then neatly file them both under some papers in our top desk drawer. Done!
Problem is that a company that barely remembers their company mission does not know why they do what they do. The most valuable purpose of a company’s mission is to be the core message that drives the content marketing.
How would your company’s mission affect your content marketing?
Many of our clients come to us with a lot of great ideas, but not all of them are helpful in marketing their businesses. We named ourselves Distillery Creative Marketing Group because we work with our customers to distill their company’s mission statement and various messages down to the clearest, most accessible, powerful, and profitable brand. Sometimes that means throwing out some ideas, too.
Consider your company mission and your current marketing goals. How do they work together to accomplish the end goal of reaching more clients?
Questions to “distill” your brand.
When thinking about the mindset of what is most beneficial and attractive to your customers, here are some questions to help you distill your brand down to its best message and best presentation:
- Tell us what you do in 2 sentences or less. (No run on sentences allowed! I MEAN IT!)
- What is the one product or service that is most attractive to my clients?
- Do you find that explaining your product or service takes too long or too many paragraphs and bullet points? Your business hasn’t been distilled.
- What is your logo/branding doing for you? Does that extra swoop really tell people about what you do? Is it helpful or does it distract?
- When was the last time your brand was updated? Was it before 2000? Time for a rebrand.
- Do the colors of your brand reflect what you do?
- Who is your target audience?
- Is your target audience different than you? Male? Female? Are they younger? Older? Tech savvy, tech illiterate? How do they use technology? Why would they use your product or service? More specifically, why would they use YOUR product or service?
- What about your product or service is different or better than your competitors? Is it worth highlighting as a part of your branding?
- And an overall question for distilling your brand: over every decision ask yourself, “Why is this a part of my brand?” If you don’t have a reason that is compelling for your customers, toss it out.
Why do you do what you do, and who do you do it for? (How’s that for a tongue twister? 😉 ) Does your brand reflect that in the most distilled and attractive way? We’d like to know. Tell us or a request a consult to get your branding started.