How to Never Run Out of Content to Share

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Perhaps you’ve felt it; you just finish publishing your report, blog post, whatever, and as soon as you release it into the wild you get the feeling that perhaps you’ve just given away your last bit of useful content. The pressure continues to grow each time you sit down to write. How many ways can you spin your core product or service offering?

One of the bigger challenges marketers face is coming up with new content and original ideas consistently. And what do you do if your business is inherently boring? Here’s the good news; there is a way to keep exciting and valuable information flowing and your audience engaged.

Product or service-based marketing seems to be where most people start, but that can really box you in quickly. Alternatively, mission-based marketing gives you tremendous creative liberty. Whereas product-based marketing focuses on selling, mission-based marketing furthers your cause.

The concept really isn’t new. Think about some large, lifestyle, corporations. Companies such as Nike, Red Bull, and Patagonia have been using this approach for many years. They are not only selling clothing and beverages, they are selling a lifestyle, a mission, and building some great content along the way. Their commercials evoke a sense of belonging, and they speak to values held by their ideal customer.

Mission-based marketing engenders passionate content. That content will attract a wider audience with a host of problems that either your product or service, or your content may help solve. Here are a few ideas to get you started and why this will help you.


Ideas come with greater ease

Any content ( video, blog post, etc) that furthers your mission is workable. Have a bike and ski shop? Use that GoPro video of your last epic decent, or better yet, get your customers and readers to submit their best video and photos to your blog for a contest.

Boring stuff can now be made awesome

Think of some of the more stodgy and boring industries and things like payroll, accounting, and paper come to mind; no offense. Nobody would argue the value that these industries provide, and likewise nobody would argue that they are incredibly uninteresting as well. But, if those companies have a particularly great mission, then they can create great content around that goal.

Cast a wider net

With mission-based marketing you will inevitably attract a larger audience. Additionally your chances of connecting with other sources that can draw additional viewers increases.

Have more fun with your business

As you broaden the topics you cover, and you start exploring your company’s mission it will get a lot more fun to crank out content. That is part of our mission at Greeting Lab; to help you have more fun with your business because you have no business running a company you don’t enjoy.


Getting Started

Here are three quick ways you can get started with mission-based marketing today.

1. Figure out what you’re doing

What is your company mission? The best place to start is by defining how you want to help your audience. Be sure not to confuse this with company goals. Write down your company mission and share it with your team.  Don’t be afraid to think really big here. Then start figuring out ways you can fulfill that mission with content.

2. Make an idea calendar or list

How can you  help your audience achieve their goals through the content you publish? If your mission is broad enough, and big enough, you shouldn’t have a hard time coming up with ideas. Your topics should be focused enough to provide real value to the reader. If you’re an HVAC contractor your service or product might only be needed a that moment by a small percentage of your readers, but your content might be helpful to the vast majority. Keep a running list of ideas that you continually update as you read, attend conferences, have conversations, and more that sparks ideas.

3. Ask and you shall receive

One of the easiest ways to come up with good content is to ask your audience for input. You can collect this any number of ways; email, phone calls, in-person, surveys, and by reading the comments on your blog and social media posts.

Have questions or some suggestions of your own? Drop us a line or comment.


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