Are you using your vision and mission to create marketing content that supports your business goals?

Unless you’re only getting started in business, you should have already created vision and mission statements for your business.

But the problem is often you do it for a business plan and then put it in the bottom drawer and never look at it again. But did you know you can actually use it as part of your marketing as inspiration for creating content? I want to show you a few different ways to do that.

Why Use Vision, Mission and Values Statements

Now, a bit of a recap first in case you’ve never done your vision, mission and values. Your:

• vision is your why,
• mission is the what and the how, and
• values are the characteristics you and your people can align with your actions.

They’re important parts of your business in general, but also great to look at with your content marketing strategy. There are three key reasons you want to create a Vision and Mission Statement to help you with your marketing specifically.

Decision making

You can use your Vision and Mission Statement to help you make smarter decisions within your marketing.

It’s like putting those decisions through a filter to determine whether you’re going to proceed with that idea or whether or not you need to drop it.

Giving you a purpose

Your vision and mission remind you of why you started your business and why you should keep going. Now, hook into that more deeply, by reminding yourself of the Simon Sinek quote, “people don’t buy what you do, they buy why you do it”. That is, you can create why stories.

There are lots of different why stories that you can package that in a different way. And package means use a different story for the same theme or the same marketing message you have. But I want you to be sharing your why story because it’s so important in business.

A stronger focus on the future

So these statements paint mental pictures that will connect you more deeply to your business and to give your staff, partners and yourself a greater focus as well.

The key part there is the “mental pictures”. When you create mental pictures, that’s what you’re doing with storytelling. Storytelling creates mental pictures in the minds of your ideal client to help them take action with you.

An Example Of A Mission and Vision

Before we get into using your vision and mission to create marketing content, here’s an example of a mission and a vision from a local business in the area that I live.

The mission is:

The Disability Trust partners with people in their communities to support life enhancing opportunities for everyone to live, work and belong in an inclusive world.

The vision is:

Creating an inclusive world built on trust, respect and equality, where people with a disability live the life they choose.

What are your vision and mission statements? Why are they important to your business and to understanding the type of clients you work with?

Using Your Vision and Mission To Create Marketing Content

Now, let’s take the line: “The opportunity for everyone to live, work and belong in an inclusive world.”

The Disability Trust creates content around that very theme.

So one of their posts is of Southern Highlands participants attending a weekly art program. They were then able to exhibit their work in an exhibition at an art gallery.

This is a great example of being able to live in an inclusive world.

Another example is a Disability Trust support worker taking Pete off to see Elton John at an Elton John concert. So it’s “living the life that you want to live”.

I think these are great examples.

How Can You Use Your Vision and Mission For Content Creation?

What are your vision, mission and values? And how can you create content around those three key areas?

Look particularly at the word choices within your vision and mission statements for clues on whether you’re demonstrating these on a daily basis within your business?

Are there certain values your people work by? Can you share examples of that?

Once you’ve determined the types of content and the marketing stories you can share, make sure to plan out your purposeful content.

If you have any questions around creating your vision, mission and values, or you’re stuck on using your vision and mission to create marketing content, please reach out. I would love to help you.

I am also accepting applications for the next intake of The Online Marketing Mastermind. This is designed for business owners who have been in business a couple of years, but want to

• master the foundational elements of business,
• create a clear marketing strategy,
• establish systems to help leverage their time and better serve their clients, and finally
• wrap their marketing in storytelling so they can attract rather than repel their most aligned clients.

Is that you? Learn more.