THE ELEMENTS OF

O R G A N I Z AT I O N A L C U LT U R E

HOW CULTURE

A F F E C T S C O N T E N T

BETTER CONTENT

M A K E S A B E T T E R W O R L D

HOW TO CREATE

B E T T E R C O N T E N T

C H

C H

C H

C H

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3 – 4

C O N T E N T S

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7 – 8

9 – 1 2

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EVERY COMPANY IS BUILT

BY HUMANS—GROUPS OF PEOPLE

WHO GATHER EVERY DAY

IN PURSUIT OF

A PARTICULAR GOAL.

OVER TIME, EACH COMPANY

DEVELOPS ITS OWN ORGANIZATIONAL

CULTURE, WHICH INFLUENCES

THE WAY EVERYONE FROM THE CEO

TO THE NEWEST INTERN THINKS,

ACTS, AND COMMUNICATES.

AS BRANDED CONTENT HAS BECOME

A POWERFUL CONDUIT FOR

COMMUNICATION, IT IS MORE CRUCIAL

THAN EVER TO HAVE

A SOLID UNDERSTANDING OF

YOUR COMPANY CULTURE.

T H E E L E M E N T S O F

O R G A N I Z AT I O N A L C U LT U R EC H 0 1

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WHY ARE YOU DOING

WHAT YOU’RE DOING?

THIS IS YOUR MOST POWERFUL

PURPOSE.

HOW ARE YOU GOING

TO FULFILL YOUR VISION?

THIS IS YOUR UNFAIR ADVANTAGE

AND DEEPEST EXPERTISE.

WHO ARE YOU BEING

AS YOU GO ABOUT THIS WORK?

THIS GUIDES YOUR BEHAVIOR AND

INTERACTIONS AS A TEAM.

V I S I O N M I S S I O N V A L U E S

YOUR CULTURE IS SHAPED BY YOUR FOUNDATIONAL THINKING,

WHICH INCLUDES YOUR VISION, MISSION, AND VALUES.

THESE THREE QUESTIONS HOLD THE KEY TO EACH:

T H E E L E M E N T S O F

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WHEN YOUR CONTENT COMES FROM A STRONG CORE,

YOU EXPRESS YOUR BRAND’S DEPTH IN WAYS NO ONE ELSE CAN.

YOUR VISION, MISSION, AND VALUES DON’T NEED TO BE EXPLICITY STATED

IN YOUR CONTENT MARKETING, BUT KEEPING THEM IN MIND AS YOU IDEATE

ENSURES YOUR CONTENT ALIGNS TO WHAT MATTERS

MOST TO YOUR TEAM.

H O W C U LT U R E

A F F E C T S C O N T E N TC H 0 3

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THERE ARE MANY WAYS

TO TELL YOUR ORGANIZATION’S STORY:

EACH CAN BE INFLUENCED

BY YOUR CULTURE.

ARTICLE/BLOGS

E- BOOKS

VIDEOS

DATA VISUALIZATIONS

INTERACTIVE INFOGRAPHICS

SLIDESHOWS

PHOTOS

MOTION GRAPHICS

INFOGRAPHICS

H O W C U LT U R E

A F F E C T S C O N T E N TC H 0 3

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TO HELP YOU EXPERIENCE THE POWER OF USING EVEN A PORTION

OF YOUR CULTURAL TREASURE CHEST IN YOUR CONTENT, HERE’S AN EXPERIMENT:

GATHER THE CURRENT ARTICULATION

OF YOUR BRAND’S VISION, MISSION, AND VALUES.

DO A QUICK ASSESSMENT:

WHAT RESONATES WITH YOU? WHAT NEEDS WORK

(OR IS MISSING ALTOGETHER)?

CHOOSE ONE OF THE STRONGEST PIECES

OF THIS FOUNDATION, EVEN IF IT IS JUST

ONE OF YOUR VALUES.

CHOOSE ONE OF YOUR IDEAL CUSTOMER PROFILES

AS YOUR INTENDED AUDIENCE.

WITHOUT EDITING YOURSELF, TAKE 10 MINUTES TO

WRITE DOWN AS MANY IDEAS AS POSSIBLE THAT USE EITHER

THAT VALUE STATEMENT EXPLICITLY, SYNONYMS OF THE VALUE,

OR RELATED CREATIVE IDEAS SURROUNDING THAT VALUE.

H O W C U LT U R E

A F F E C T S C O N T E N TCH 03

1 2

3 4

5

8

FOUNDATION AUDIENCE IDEASYOUR YOUR YOUR

S A M P L E I D E AT I O N

F R A M E W O R KCH 03

VISION Q&A WITH LEADERS

CLIENT GIFT

DECK

BLOG SERIES

E-BOOK, INFOGRAPHIC

INTERNAL

EXTERNAL

EXTERNAL

GENER AL

NICHE

EMPLOYEES

CONSUMERS

CLIENTS

INDUSTRY

SPECIFIC PARTNERS

MISSION

VALUES

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YO U C A N ’ T FA K E T H I S !

B E T T E R C O N T E N T

M A K E S A B E T T E R W O R L DC H 0 4

YOUR AUDIENCE SENSES WHEN THE STORIES YOU TELL THROUGH CONTENT AREN’T GENUINE.

TO THRIVE, YOU MUST CONNECT TO YOUR CUSTOMERS’ HEARTS WITH AUTHENTIC AND MEANINGFUL COMMUNICATION.

THIS MEANS MORE THAN JUST HAVING A CORPORATE SOCIAL RESPONSIBILITY TEAM.

IT MEANS THE CEO LISTENS TO THE CSR TEAM, AND THE DIGITAL-MARKETING EFFORT IS AT LEAST IN PART FUELED

BY STORIES ABOUT WHAT YOUR COMPANY IS COMMITTED TO CREATING IN THE WORLD.

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UNDERSTANDING YOUR CORE PURPOSE

HELPS YOU CREATE AUTHENTIC AND

MEANINGFUL CONTENT THAT SHOWCASES

YOUR BRAND’S HUMANITY.

THIS IS VITAL TO THE WORLD.

THE MORE HUMAN A COMPANY,

THE BETTER DECISIONS

IT’LL MAKE FOR HUMANITY.

B E T T E R C O N T E N T

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B R A N D C O N T E N T

I S F I R S T A N D F O R E M O S T

A B O U T

B U I L D I N G T R U S T .

S E T H G O D I N

H O W TO C R E AT E

B E T T E R C O N T E N TC H 0 4

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