Marcus Sheridan started his company, River Pools and Spas, fresh out of college with two friends back in 2001.
His company remarkably made it through the housing crisis unscathed and went on to thrive. His website is now the world’s most visited swimming pool website in the entire world.
This all happened because of Marcus’s innovative strategy and content marketing.
In 2009 after a string of success, Marcus founded The Sales Lion: a sales marketing and development blog. The New York Times has referred to Marcus as the “web marketing guru” due to his marketing excellence and versatility.
Today, Marcus explains the importance of team-driven content marketing and how to craft your content marketing mission statement.
How to Develop your Content Marketing Mission Statement
Most companies already know to consider the “who” and “what” before they start crafting their mission statement.
However, most companies also don’t think of the “why” or devote enough attention to it.
By thoroughly outlining why your company does what it does, you can develop a successful content marketing mission statement.
1. Think of Yourself as a Teacher
Marcus says content marketing is your company’s ability to be the best and most helpful teachers in the world at what you do both online and off.
Decide who you want to teach or help and how you plan to teach or help them.
2. Get the Entire Team Involved
Once you understand the “why,” get the whole team united around a common goal.
Make sure your entire team consistently learns content marketing strategy. Marcus says it’s actually more important for your sales team and leadership to attend marketing workshops than your marketing department.
3. Workshops and Exercises
Everyone wants more buy-ins. It’s an issue every company struggles with.
By educating your sales team on content marketing, you can help close this gap. Since the sales department contacts the customer, doesn’t it make sense to have them understand marketing?
Those in leadership will be more likely to listen to an outside source about marketing concerns.
Workshops and exercises can help different departments understand content marketing and eventually convert into more buy-ins.
What does Marcus say is the most common mistake he sees with companies content marketing mission statements?
They aren’t specific enough.
Marcus recommends being as specific as possible, possibly even mentioning your city or neighborhood in the statement.
Marcus’s book They Ask, You Answer is available on Amazon and at Barnes and Noble.