A strong mission statement is paramount. It is the singular animating idea from which all communications flow. Without a strong mission statement marketing content can be overly broad and muddled.
Similarly, to be on-point, content must also be relevant to the prospective client's position in the buying cycle. Is s/he for example,
• just beginning to sense a problem may exist?
• currently seeking information? Or,
• budget set and ready to go?
What is valuable (and welcome) can markedly differ based on the client profile, the buyer or influencer persona, and their stage in decision/buying process.
Client profiles and buyer personas are a narrative construct that allows us to posit who our prospective clients and key decision makers/influencers are (their priorities and concerns), and enable resonant and effective writing.
Write what matters.™