Marketing Your Business Using Your Purpose, Vision, and Mission & Never Run Out of Content Ideas (Jimmy Newson)

Jimmy Newson


Purposeful Marketing

Many companies face a daily struggle to devise new content for their website or blog. This is because they focus solely on their products or services, and there is a limit to how much you can say about a product or service without becoming repetitive. In the case of more attractive products and services, it is slightly easier. Still, the reality is products like paper clips, accounting software, and toilet tissue are not going to be particularly attractive if we just talk about the product.

One of the most challenging aspects of marketing is consistently creating new ideas. Where will we get the material for so many discussions? What are our options if our product is drab from the start? How can we produce content that entertains and educates while making the world a better place through inspiration?

First Option: Using your analytics is a great way to learn about your audience’s preferences (or what works for you).

As a second option, you might just pose a question to them. You might ask a question or conduct a poll on your social media accounts. An example would be, 'What material do you want us to share?"

The third way is to learn from your colleagues in the business. Review the most popular web destinations in your field to discover what they have in common. It’s possible that what worked for them will also work for you if your target demographic is comparable to theirs.

Fourth, when marketing your business, employ a content research tool like Agorapulse. Not only can Agorapulse help you discover trends and insights about your brand and your competitors, but it can also help you stay organized, publish content and collaborate with your team.

The creation of personas for marketing purposes is the fifth strategy. Your marketing personas will provide great blog and social media content ideas.

In the end, it is best to keep an eye out for and follow any emerging social media trends. This will give you an idea of the kinds of articles you should be posting.

While it may seem like product-based marketing has all the benefits, it actually limits your ability to create new content if you’re limited to talking about just one thing. Mission and purpose-based marketing enable you to become even more knowledgeable about a particular topic and expand your outreach potential!

What Is Mission-Driven and Purpose-Based Marketing?

More companies are beginning to understand the importance of going beyond traditional product-based marketing strategies and investing in mission-driven marketing. Purposeful Marketing focuses on creating content that helps further a company’s business goals instead of selling products alone.

It seems as though mission-based marketing has been around for decades. As Nike will tell you, large corporations often rely on this type of marketing approach to create customer loyalty and align their brand with something bigger than just sales. They want people to believe in who they are and what their products can do for them, giving them a sense of purpose without even knowing it. As the old saying goes, selling is no longer necessary when you can provide valuable information, and content creation lets companies present themselves authentically rather than being forced into being fake or cliché all the time–so that’s exactly what they’ve done!

What Influence Does Mission-Based Content Have?

Purpose-driven or mission-focused marketing attracts individuals who share your goals and want to make a difference. These people come with different needs, but many will find solutions in your products. To reach all of these people, you can create high-quality content that builds relationships between them and those around them.

Taking this broader approach, it’s much simpler to come up with content ideas.

Anything that helps you achieve your goal is now fair game. That implies there’s no limit to how many things you can address. This greatly increases the options for producing content.

Boring Products

A lot of businesses provide uninspiring goods and services: accounting software, razor blades, office furniture, etc. To be honest, most of what we sell isn’t inherently beautiful. But if we can go past the mundane objects and explain why we create the things we do–it’s an enchanting story.

Mission-Based Marketing?

Mission-based marketing is simple to implement. Here are some first steps you may take:

Outline Your Purpose, Vision & Mission

Why did you create your company (purpose)?
Where do you see your company in the future (vision)?
How do you go about fulfilling your purpose and vision (mission)?

Answering these questions will aid your content strategy and help your organization as a whole. Over time, you will discover that the most intriguing aspect of establishing a company purpose, vision, and mission is having goals more significant than yourself and the business that everyone can support.

Create an Idea Pipeline

What materials can you create to assist your audience in achieving their goals? If your goal is wide enough, this list could be extensive, but the concepts need to be targeted enough to influence the people who see them. There will always be things we cannot create because of how rapidly our idea pipeline grows and changes. This isn’t necessarily a bad thing because this means that there will always be new things for us to do next. Our team maintains an ever-changing Trello board with ideas.

Inquire about other issues your audience might have

It is impossible for your consumers to only have one issue. People will always need help with anything and everything. This is why it is essential for you to take a broad look at related topics when trying to write content that captures readers’ attention; this will make sure that they are interested in what you have to say, as well as eventually buy from you because of the information given.

Asking your audience for feedback is a great way to discover their problems. Send an email or make a phone call to potential customers and ask them what’s stopping them from becoming customers again. Get in touch with people online through forums or communities, distribute surveys, or go right ahead and listen–maintaining good communication links will pave the way for improvement opportunities.

It’s Much Easier When You Have an Objective

Excellent marketing does wonders for business, but you’ll never sell anything to someone who isn’t going to buy. A mission-driven approach will have a broader appeal and make more sense for potential buyers. It doesn’t matter what you’re selling; there are always parallels we can draw from our story to get people interested in buying. But if you don’t have any sort of goal or mission at all, then people will never care about your product or service, no matter how much you advertise it.


Jimmy Newson @jimmy
Jimmy Newson is the founder and CEO of Moving Forward Small Business, a membership-based digital publishing company on a mission to save a million small businesses from failure by 2050.

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