Most companies are looking for ways to better connect and engage with their target audiences. One way to do that is to increase the frequency and quality of published content on your website, via social media and in the magazines, newspapers and journals read by people who buy your products and services.

To accomplish that goal, it’s important to develop an editorial mission statement. An editorial mission statement embodies your brand, demonstrates a deep understanding of your target audience and maximizes the effectiveness of every piece of content your organization produces. One of the easiest ways to ensure marketing results is to have a documented strategy. Yet only 28% of B2B marketers say they have a written editorial mission statement.

Developing the Editorial Mission Statement

An editorial mission statement involves answering four key questions:

1. Who you are as a company.
2. Who you want to reach.
3. How you want to reach your target audience.
4. What you want them to do.

It involves the articulation of ideas, opinions, positions and other forms of thought leadership. In most cases, the intended outcome of your editorial mission statement is to impact audiences through content that informs, advises, provides insights, resources, inspiration, knowledge and relevance. It is this direction that keeps branded content from being self-serving. Remember, editorial content is not about selling products. It is about influencing readers in meaningful and industry-relevant ways. It represents the expertise that positions you and your company as a leader in the marketplace without ever making a sales pitch.

Editorial Mission Statement Examples

Editorial mission statements are as varied as the companies they serve. They may be broad or extremely granular. Here are a few examples:

• Private equity firm: We provide clients, prospects, investors and partners with industry, market and economic insights, proprietary research and financing strategies. This is achieved through bylined articles, case studies, daily social media posts, weekly blogs and monthly newsletters.
• Digital marketing agency: We provide real estate agents with useful how-to content, insights, statistics and tips on social media and digital marketing to help them grow their businesses online. We accomplish this through interactive webinars, user-friendly templates, e-books, daily social media posts, weekly blogs and monthly newsletters.
• Data analysis firm: We deliver useful information, thought-provoking insights and valuable resources to manufacturing firms. Through our editorial content, we show manufacturers how to address technology and business challenges, identify industry trends, reduce expenses and improve customer experiences.

In Practice

Your editorial mission statement helps you determine the messaging you want to communicate and how to use it and where. Here are tips for helping you create an editorial outreach plan:

1. Identify the known pain points, challenges, interests of your target audiences and the solutions you offer.
2. Make sure the information you provide is timely and relevant. It is important for content to educate readers and help them see things in a different way.
3. Use multiple marketing channels to publish your editorial content. Mediums include blogs, news and press releases, case studies, bylined articles, white papers, social media posts and more.
4. Look at publications’ editorial calendars. See what topics are of interest to them and what they plan to write about during the year. In addition, look at their submission guidelines to see the length, type and writing style they use for their articles.
5. Include a call to action. What do you want readers, social media followers or website visitors to do as a result of reading your editorial content?

Marketing Strategy Foundation

It is clear that an editorial mission statement provides a foundation for a strong content marketing strategy. Editorial mission statements boost internal alignment, help marketers focus their messaging and provide a basis against which all potential content can be tested. Now that you have the tools necessary to create your own editorial mission statement, join the minority of firms who have a documented content mission and gain a marketing edge.