Content Mission Statement

Content mission statement is a concise statement that answers the question ‘why’ someone should look at your content. It establishes a value proposition which is a promise of delivering content on whatever it’s supposed to be or anticipated to do; for instance, how relevant, engaging or informative etc. a piece of content is expected to be. As a consequence, coming up with a realistic content mission statement is the first step towards delivering positive and desirable customer experience.

Also, the content mission statement should be the first thing that the users should encounter when they look out for a brand or business in order to help them solve their problems.

Most marketers have a hard time figuring out what the most pressing needs of their customers are. It’s critical to identify your customer’s main problems before coming up with a realistic content mission statement.

Some of the salient features of an effective content mission statement are:

  • Concise and easy to understand.
  • Define what is the promise of your content
  • Identify the major pain point of the potential customer
  • Featured clearly and prominently on website as well as other potential customer touch points

Minimum Viable Audience (MVA)

Given that today there is no such thing as the mass market, an increasing number of businesses are constantly on the lookout for inventive ways to lower market risks.

The Minimum Viable Audience (MVA) concept originating from pioneer of Permission Marketing and a well known marketing guru Seth Godin, who suggested that to create a meaningful content value proposition one must be specific. If someone wants to make a difference to the audience, you must know them well.

minimum-viable-audience
Minimum Viable Audience (MVA)

It’s is about targeting the people who will particularly benefit from the content offering. So instead of starting with a product, they start with content. When business and brands focus on a smaller market, they can make sure that they serve them well. As a result , they can make a bigger impact on their lives, especially when they are just launching a new product or service.

Some the key ideas from Seth Godin on the Minimum Viable Audience (MVA) are quoted below.

When you seek to engage with everyone, you rarely delight anyone. And if you’re not the irreplaceable, essential, one-of-a-kind changemaker, you never get a chance to engage with the market.

The solution is simple but counterintuitive: Stake out the smallest market you can imagine. The smallest market that can sustain you, the smallest market you can adequately serve. This goes against everything you learned in capitalism school, but in fact, it’s the simplest way to matter.

Seth Godin

Two things happen when you delight your minimum viable audience:

You discover it’s a lot larger group than you expected
They tell the others

On the other hand, if you aim for mass (another word for average), you’ll probably create something average. Which gets you not very far.

Seth Godin

It’s easy to talk about in the abstract, but difficult to put into practice. Just about every brand you care about, just about every organization that matters to you–this is how they got there. By focusing on just a few and ignoring the non-believers, the uninvolved and the average.

Seth Godin

Let’s have a look a short video from Seth Godin on how to find the ‘Who’ of your business.

Finding your “Who” with Seth Godin

Kunal Choudhary

Hey there, this is Kunal Choudhary — I am passionate about writing and creative communication. I live and work in Bangalore, India.

I believe 'Content Marketing' is precisely what 'Marketing' is supposed to be. This blog is just a humble attempt to inform and educate industry professionals and interested folks on 'Content Marketing'.

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