What Will Your Business Say in 2018?

What Will Your Business Say in 2018?

What Will Your Business Say in 2018?

With only 32% of B2B business marketers saying they have a documented content marketing stratedgy and only 28% have a documented editorial mission statement (Content Marketing Institute 2015) It’s not hard to see why 55% of marketers are unclear about what content market success or effectivenes looks like. 47% of buyers view 3-5 pieces of content before engaging with a sales rep (Demand Gen Report 2016) so it the lack of content marketing statement and stratedgy effecting your sales? when 96% of B2B buyers want more input from industry experts and leaders the answer has got to be Yes.

So how do you ensure that your company comes across as leading in their field, and trusted in terms of the products, services and knowledge they supply?

 

 

Editorial Mission Strategy

An editorial mission statement differs from the company mission statement, while a company mission statement speaks of the businesses aspirations, an editorial mission statement is about how the brand communicates with it’s audience.

There are certain things you want your editorial mission statement to define:

  1. Who you are as a company
  2. Who you are trying to reach
  3. How you’re going to reach them
  4. What you want to accomplish when you do

An Example or Two

The Wikimedia Foundation, Inc. is a nonprofit charitable organization dedicated to encouraging the growth, development and distribution of free, multilingual, educational content, and to providing the full content of these wiki-based projects to the public free of charge. The Wikimedia Foundation operates some of the largest collaboratively edited reference projects in the world, including Wikipedia, a top-ten internet property.

Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.

In example of the Wikimedia Foundation here are the answeres…

  1. Who you are as a company – The Wikimedia Foundation, Inc. is a nonprofit charitable organization dedicated to encouraging the growth, development and distribution of free, multilingual, educational content

  2. Who you are trying to reach – every single human being

  3. How you’re going to reach them – providing the full content of these wiki-based projects to the public free of charge.

  4. What you want to accomplish when you do freely share in the sum of all knowledge. That’s our commitment.

Or if we take a look at workingmomsonly.com

WorkingMomsOnly.com is the world’s leading website and newsletter for the empowerment of the working moms.

Our mission is to supply the tools that can give EVERY working mom the ability to lead a healthy, wealthy, and more blended lifestyle. To create a community where millions of working moms from all over the world come together in support and celebration of each other.”

  1. Who you are as a company – WorkingMomsOnly.com is the world’s leading website and newsletter for the empowerment of the working moms.

  2. Who you are trying to reach – Working Mum’s

  3. How you’re going to reach them – To create a community where millions of working moms from all over the world come together in support and celebration of each other.”

  4. What you want to accomplish when you do – Our mission is to supply the tools that can give EVERY working mom the ability to lead a healthy, wealthy, and more blended lifestyle

 

Let’s Give it A Try

Yellow Cherry Hall is a popular events venue it works with both corporate and private clients, to provide a trusted and reliable place for all kinds of events.

 

  1. Who you are as a company – Yellow Chery hall is a leading venue for both corporate and private events, we aim to be the most trusted event providers in the North of Scotland

  2. Who you are trying to reach – Corporate and Private Event Organisers (You may need multiple mission stratedgys but we will come to this later)

  3. How you’re going to reach them – Providing people with an online and offline presence that highlights Yellow Cherry Hall as the best events venue for their business or event

  4. What you want to accomplish when you do – Be the go to place for venue hire in the North of Scotland, ensure our clients return time after time

The primary function of this statement for Yellow Cherry Hall is to help the marketers say no to content ideas that may take them off focus from their audience of the business, in other words it get’s you to start thinking stratedgy first!

 The Black Cat Example

In Meghan Casey’s article on the Content Marketing Institutes website she presents the story of the “Black Cat”black cat seo no

Client: “Our SEO consultant recommends that we publish content in October to try to rank for the term ‘black cat’ because it’s something people Google a lot before Halloween.”
Me: “When those people get to your page, what’s your call to action?”
Client: “Buy our cat food.”
Me: “Can you put some spin on black-cat folklore that would motivate those people to buy cat food?”
Client: “No.”
Me: “So…”
Client: “We just want them to buy our cat food.”
Me: “People who search for ‘black cat’ at Halloween probably don’t care about cat food.”
Client: “I guess not.”

 

 

Editorial Content Planning

Now that you have your editorial mission statement in place, you can start planning your content marketing stratedgy

Step One – Brainstorm form your mission

Yellow Chery hall is a leading venue for both corporate and private events, we aim to be the most trusted event providers in the North of Scotland

FestivalsTrusted Supplier Write UpsSeasonal EventsWedding Planning TipsBuffet Menu ExamplesTeam Building
Fundraising EventsGig Reviews/Band ReviewsFood & Drink FestivalsMeeting layouts for different types of meetingWedding Breakfast Examples
Past WeddingsPast ConferencesEvent TechnologyCorporate Lunch/Dinner Menu ExamplesSuccessful Conference Planning

Step Two – Narrow the list based on the target audience

Think about the audience – in this instance Yellow Cherry are aiming to target their corporate audience as a venue to hold meetings and conferences, they are unlikely to be interested in information about music festivals and gigs, or wedding information but they will be interested in the technology available and meeting layouts among other things. You could also leave the seasonal events on their as the person who books the conferences and meeting spaces might also be in charge of the Christmas Party!

Trusted Supplier Write UpsSeasonal EventsBuffet Menu Examples
Meeting layouts for different types of meeting Team Building
Past ConferencesEvent TechnologyCorporate Lunch/Dinner Menu ExamplesSuccessful Conference Planning

Step Three – Can we narrow the list further based on business goals?

Lets say the goal for Yellow Cherry Hall is to ensure longer term contracts with new and existing corporate clients for use of meeting and conference facilities, we can further reduce the list down, in this case we could remove the seasonal events and  the trusted supplier write ups as they have little to do with the meetings or conferences themselves.

 Team BuildingBuffet Menu Examples
Meeting layouts for different types of meeting
Past ConferencesEvent TechnologyCorporate Lunch/Dinner Menu ExamplesSuccessful Conference Planning

 Step Four – Refine the list based on Content Objectives

This is where you think about what you want the content you are creating is supposed to accomplish, in this case Yellow Cherry Hall want to demonstrate that the venue has everything a company needs for businesses to hold their meetings and conferences, so we can take out the Team Building.

Buffet Menu Examples
Meeting layouts for different types of meeting
Past ConferencesEvent TechnologyCorporate Lunch/Dinner Menu ExamplesSuccessful Conference Planning

It may seem like at the end of the process you aren’t left with many ideas for your content but what it means is that your content ideas will be focused and targeted to the audience you want… If I was Yellow Cherry Hall I would work back through the process for private event audiences and also commercial event audiences.

Once you have your content stratedgy figured out, you can start plotting them into your content calendar – all set for a 2018 full of great business focused content for your website and social media platforms

and if you still aren’t sure how to plan, get in touch and we can help!

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