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You can have a strong, well-developed corporate mission and vision that encapsulates your organization’s long-term plans and values. You can also have a brilliant content marketing strategy that can attract thousands of new people to your brand and keep your current customers engaged. But how well do these two areas of your branding fit together?
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My experience working with small and medium businesses is that content marketing strategies are often treated as separate entities, separate from a brand’s core mission and goals. Why? Because content marketing is seen as an external platform, an advertisement, when it should be seen as both an external display and a showcase of your company’s internal values.
In fact, you should use your content marketing strategy as a platform to support your brand’s mission and vision. Here’s how.
1. Recognize the importance of brand consistency.
Your first step should be to recognize the importance of brand consistency across all of your platforms. This is the only way to establish continuity with your customers.
Even if you have a personal brand, or display a logo to visibly demonstrate that this content was written by your brand, the content is not “you” if it deviates from your primary identity.
This is true no matter what medium you use, including social media marketing and paid advertising. Every time a reader encounters your brand, they should have the same “feel”, the same overall experience, which is directly tied to the identity you have created through your mission and goals.
2. Draw topics from your mission and goals.
Emulating the aesthetic and style that customers associate with your overall brand is a great way to bring your identity closer to your content campaign. But don’t be afraid to draw new topics directly from your mission and goals, to further your association with these causes.
For example, if you’ve explicitly expressed your desire to reduce carbon emissions through the use of green technologies, why not write an occasional article on how to be more environmentally friendly in business? If you want to improve the educational resources, why not highlight an interesting case study or a current development in the field of education?
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3. Keep in mind tone and demographics.
It’s also important to keep your demographics and tone in mind throughout your content campaign: let your mission and goals dictate your operations in this regard.
For example, suppose your mission is to help teams improve communication and bond with each other. Why not practice what you preach by writing in a more conversational and collaborative style, with plenty of opportunities for your readers to engage directly with you? It’s a way of demonstrating your mission through your writing style, targeting exactly the kinds of people you were looking to impress in the first place.
4. Advertise your efforts.
If your company’s mission or goals relate to corporate social responsibility, you will likely be involved in efforts related to those goals. For example, if you’re all about building the economy in your local community, you could be a speaker at an entrepreneurial summit, or your team could volunteer for rebuilding efforts in your area to help build the economy. further encourage business development.
When you engage in these opportunities, show them. Write a press release or, at the very least, develop an on-the-spot article covering your efforts. It has a big impact when you put your money where your mouth is, so to speak.
5. Use images and videos.
Throughout your content campaign, you should use images and videos to demonstrate your ability to achieve your mission and goals. This can be applied to almost all of the strategies listed above; for example, you can include photos of your team participating in your cleanup efforts or live stream your speech at the entrepreneurial event.
Visuals make content more engaging, which leads to higher rates of social visibility and sharing, ultimately producing a more substantial boost for your brand.
6. Assess your touchpoints and customer response.
As you work to further embed your mission and vision into your content campaign, carefully assess your impact, as you would any fit. Only post new mission-related materials periodically, never neglecting your core content campaign. And be sure to watch how potential and current customers react. You will definitely have to make adjustments along the way.
If your organization has a strong mission and vision at the center of its operations, there’s no reason your content marketing strategy shouldn’t be there to promote and support it. Let your customers know exactly what kind of business is behind the content they read and get your values across to your readership.
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As you’ve seen, all it takes is a few tweaks, including a few new content types and changes to your current lineup: the benefits can be huge for your brand visibility and reputation.