If you had to develop a mission statement, or creed, for your content, what would it be?

This would be separate from a “brand playbook” which dictates the aesthetic and, to an extent, messaging guidelines for consistency across all media. That’s tactics.

A content creed should be concerned with strategy.

It is also separate from, but subsidiary to, your organization’s mission statement. It lays out how the content your organization creates will support the overall mission statement.

The content creed should be a guiding principle that, when in doubt, would ultimately provide the answer and reason to the question “should this content be created in the first place?”