John Tackett

2 Tough Questions to Ask About Your Content Marketing Strategy

June 24th, 2014

At MarketingSherpa Lead Gen Summit 2013, Joe Pulizzi, Founder, Content Marketing Institute, shared some of the forgotten strategies for generating epic content.

One of those strategies revealed how creating a mission statement for your content can help you define the desired outcome for your content marketing efforts.

So in today’s MarketingSherpa Blog post, I wanted to share two questions every marketer should ask about their mission statement to help craft (or refine) the ultimate purpose for content creation.


Question #1. Is our purpose clear?



Here are two examples Joe shared of mission statements that are clear and concise in their purpose and intent. They also have one other unique similarity that’s worth mentioning.

Their focus is exclusively on helping customers instead of trying to sell to them, or as Joe explained:

“It’s not about trying to sell more,” Joe said, “It’s about what is the outcome for my persona.”


Question #2. Who does our content serve?



Joe also explained that creating a mission statement help fill in the strategy gaps is essential to give content a much needed targeted focus.

“This is part of the strategy that most of us don’t have,” Joe explained.

Here are three recommendations Joe had for crafting (or refining) your content marketing mission statement:

  • Core target audience – Who is your persona? What are you talking to?
  • What will be delivered? – Is this information useful?
  • The outcomes for the audience – What will your audience get out of consuming your content?

Focus is the fast track to relevance

Building a strategy will not solve all of the challenges that come with content marketing.

You still have to deliver fresh content on a consistent basis and find the Goldilocks zone with your audience.

But it’s in the focus of content where you often discover the relevance so many audiences appreciate – and crave.

To learn more forgotten strategies, check out Joe’s on-demand Summit session, “Content Marketing: 6 forgotten strategies to execute now.”


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