The Importance of Conveying Your Company’s Core Values Through Content Marketing

September 2017

convey core values

Image: Thinkstock

Tennis star Serena Williams and fiancé Alexis Ohanian recently announced the birth of their daughter, according to Huffpost. (OK … so I was indulging in Facebook posts before writing this blog … my attention span waned a tad due to a red-eye flight and little sleep.)

What struck me in the reporting was a quote by Reddit co-founder Ohanian as he described his first chance meeting with Williams. “I felt like a door had been opened to a person who made me want to be my best self,” he told Vanity Fair in June. “I find myself wanting to be better by simply being around her because of the standards she holds.”

Bingo! Aligning oneself with like-minded people or brands possessing the standards you may hold or aspire to is a key to happy relationships. The core standards that individuals or  companies embrace are what shapes the essence of their identities. These standards, or values, support a vision that create their principles and beliefs, and inspire others to take positive action to affiliate themselves with a brand.

Establishing and publishing a company’s core values is a way to differentiate them from competition and create an emotional connection that can attract, acquire and engage an audience. Customers, prospects, employees and strategic partners want to know what’s at the heart of a company and their products and services. Alignment with a company’s core values impacts the success or failure of a relationship, so it’s a message that needs to be articulated with clarity and impact.

Content marketing efforts can educate customers about a company’s core values and reinforce the identity and mission of a company. A company’s core values can be consistently woven into narratives for all to see in blog posts, online communities, articles, e-newsletters, e-books and more. Cleverly done, Starbucks’ mission and core values barely mention they serve customers by primarily selling coffee. Instead, their approach speaks to the relationships the company wishes to promote (see below).

Starbucks’ Mission

To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.

Starbucks’ Values

With our partners, our coffee and our customers at our core, we live these values:

  • Creating a culture of warmth and belonging, where everyone is welcome.
  • Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
  • Being present, connecting with transparency, dignity and respect.
  • Delivering our very best in all we do, holding ourselves accountable for results.

We are performance driven, through the lens of humanity.


At Twirling Tiger Media, our core values (see below) set the bar for the quality of the work we create and we align business decisions to them. Through content marketing, we promote our mission and values in our company’s blog, Twirling Tiger Tales, our e-newsletter, Reworde-books, case studies and more.

Twirling Tiger Media’s Core Focus


  • Content creation services for marketers.

Our Niche:

  • Create powerful narratives and imagery that draw people to your brand.

Core Values Expanded:

Fierce Excellence

  • Know the work culture of our clients and adapt.
  • Communicate effectively; repeat and check.
  • Be a team player and compromise.
  • Do more than expected and don’t be mediocre.

Fierce Creativity 

  • Think with innovation, creativity and flexibility.
  • Create work that sings.
  • Be passionate about the work you do.

Fierce Integrity

  • Work harder than everyone else.
  • Want success more than anyone else.
  • Be consistent and on time.
  • Be willing to learn.

In past positions, I’ve worked for well-established companies that failed to convey their mission and values to stakeholders. In today’s marketing environment, promoting a company’s purpose and culture through content marketing is an effective way to engage buyers and business partners, and increase loyalty and advocacy to help drive profitable consumer action. A compelling and cohesive narrative about your company based on authentic core values that your company lives and breathes creates structure and develops trust with your audience. Focus on your organization’s values, and less about your value proposition in your company’s narrative, and utilize an emotional appeal because customers engage with people, not brands.

—Maureen Joyce