How to Make Your Content Work Harder for You—Not the Other Way Around


When it comes to content, a common misstep organizations make is failing to establish a robust content strategy and thoughtful processes for planning, creating and distributing that content.

As a result, many marketers struggle with:

  • Coordinating content marketing efforts among multiple departments
  • Working across too many department silos
  • Maintaining consistent messaging

All that leads to:

  • Conflicted messaging
  • Wasted budget
  • Lower marketing ROI

In other words, you’re working unnecessarily hard for your content—and not the other way around.

One of the ways to think more strategically when it comes to content is to build a strong, consistent content brand—separate from but supportive of your organizational brand (think Johnson & Johnson’s BabyCenter, for example). Once that brand is established, any content you produce for that particular audience should be published under it.

How to Find Your Content Brand

As you consider a new content brand, put it to the test:

  • Can it be owned?
  • Does it support your overall organizational brand, mission and vision?
  • Is it differentiated from competitors?
  • Does it tell your audience what to expect from the content?
  • Is the brand strong enough to support all of your content for this audience, no matter the channel?

In tandem with developing a content brand, craft a mission and vision statement for it. The mission and vision statement should summarize the core principles of your content and can guide both creative and strategic decisions. It should include:

  • Who your audience is for this content
  • The kinds of information or stories you will be delivering
  • The outcome or benefit of your content for your audience

A strong, cohesive content brand and mission and vision statements can provide dual benefits: They will help you align content efforts among multiple team members who often are separated by departments or other silos. They also will deliver a consistent voice and experience for your audience and build recognition of your overall organizational brand.