Most organisations will have a mission statement which succinctly explains why you do what you do, and who you do it for – your raison d’être, if you like. Yet when it comes to planning their content marketing strategy, sadly too many recruitment businesses adopt a scattergun, all-encompassing approach.
So before your marketing director tells you that you ‘must have’ a blog, Pinterest page, Facebook profile, bespoke series of white papers, articles, blogs, etc., consider this one simple premise – the why you need a new content strategy must always precede the how your content strategy will be manifested.
In other words, what is the overriding goal that you are seeking to achieve with the content that you will be providing?
This is why you need a mission statement for your content marketing plan – one that is in sync with the broader aims of the organisation. Take the BBC as an example. Their content mission statement is:
To enrich people’s lives with programmes and services that inform, educate and entertain.
Similarly, US-based magazine Inc. goes with:
Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
Whilst Mashable, states:
Mashable is a leading source for news, information and resources for the Connected Generation. Mashable reports on the importance of digital innovation and how it empowers and inspires people around the world.
We have one for Recruiter imPRint too:
To provide knowledge, insights and real world practical solutions to help them better understand, manage and advance their promotional activities within their own agencies and search firms.
Each example focuses on its core audience (e.g. general public, entrepreneurs, business owners, connected generation), what it will do for that audience (inform, educate, inspire), and the reaction/desired outcome this content seeks to stimulate (empower, grow their businesses).
Regardless if you are a recruitment agency, job board or supplier to the industry you need to make sure that the content you provide is relevant to your audience.
If in doubt whether a piece of content should be included or not, simply benchmark it against your content marketing mission statement.