CGM blog: Plan your blogs with vision and mission

Do you have a vision and mission for your business?

I mean, do you really know why you do what you do? And can you or do you communicate your passion for it?

Despite the mantra, people don’t buy people, they buy into people – capability is fine but that’s often a given. Most of us go on baser instincts – trust, ethics, reliability, respect and reputation – credible characteristics that matter most.

So when it comes to shaping a vision for our business the most important thing we need to build is trust and a positive reputation – and that means promoting our ‘why?’

Why we do what we do and how we do it – and, importantly, the direction we’re going (or can take you on – as a customer/client/supplier/staff member/investor etc).

People will share the mission if they can see the vision.

And that’s where opinion marketing really comes in.

Developing your own personal blog plan should be a calculated tactic to achieve much more than an occasional thought or rant. It should be part of a structured plan that adds something to the image and reputation of your business.

This is your story, it is your narrative – so do it in a consistent way and make it grow.

Your blogs should add up to an overall picture of the way you do business – the story you choose and seek to tell – and the characteristics that make it work.

Be tactical. Depending on the nature of your business, you can offer ‘how to’ guides, insights or expert opinion. Include search terms people frequently use to check out information related to your service. That way they’ll find you easier – and may buy into your advice, expertise and vision.

This isn’t always instant. Don’t expect immediate ROI – be in it for the long haul. The returns are often better. 

Video blogs (vlogs) should match up and also be creative – not wacky (and definitely not cheesy!) but more than a piece of dialogue to camera.

Break them down to bite-sized chunks – and be specific. That means being tightly focused on the message(s) you want to communicate (our online attention span is brief so keep it short and sweet – a couple of minutes maximum as a rule of thumb for each vlog).

Podcasts can be longer and are certainly more portable. Add them as a download to your website – and include a range of voices among your content, interviews maybe.

Be imaginative too. There are few absolute rules with blogs, vlogs and pods – but remember content is king.

ALWAYS make it relevant and interesting. A good rule of thumb? Would you read, watch or listen to it yourself? Be honest…

Remember it is about why you do what you do and building trust as your No 1 goal so your audience can relate to your mission and vision.

It’s all in the planning…

Developing your own personal blog plan is the theme of our Birmingham Business Media Club meeting on Friday, June 16 at Longbridge Innovation Centre.

Visit Business Media Clubs for further details. To book your seat call 01905 453908 or email

Chris Green is an award-winning author and broadcaster and managing partner of Chris Green Media – our aim is to inspire business people to communicate better.