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Blogging in the Age of Modern Marketing 12 If you've ever had the opportunity to watch a keynote presentation by Joe Pulizzi, he most likely spoke o f t h e i m p o r t a n c e o f c r e a t i n g a c o n t e n t m a r ke t i n g m i s s i o n statement. Joe explains that Especially if you're just starting out in content marketing, building a mission statement is a great way to narrow the scope of your strategy; it will help you understand who your target audience is, what you should deliver to that audience, and how it affects them. Ultimately, this mission statement will guide you to create and deliver the right content to your audience, and to eliminate ones that don't advance your end goals. In simple terms, the mission statement must answer the question, "Why do we exist?" Example : "The Uberflip Hub is a place where marketers can find useful information, advice, resources and inspiration to become a top-notch marketers that get results - whether that means increas- ing leads, brand awareness or your bottom line, we've got you covered." With your buyer personas and content marketing mis- sion statement defined, you now have a strong understanding of the exact audience you're writing for and the value you will provide them with your content. For every piece of content you create, always keep your buyer personas in mind and vet the content against your mission statement; the goal is to ensure that every piece of con- t e n t c o m m u n i c a t e s w e l l w i t h your target audience and that it's aligned with their needs and wants. Joe explains that a strong content marketing mission statement consists of 3 key components: Your core target audience (as defined by your audience personas) Content Marketing Mission Statement 2. What will be delivered to your audience through your content The outcome for your audience

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