While it's important to share your intent, your audience just not that interested in your plans, hopes and dreams. They want to know what you're doing and how it can make a difference. Share facts about yourself, what you make and how you do it. Let your actions speak for themselves.

Digigen & the TinMan: Five Indicators of the Visual Economy, 2011-Aug-2 by Matt Bamford-Bowes

From ads about company products to content showing the inner workings of the company. Tracing back to source has been a consumer desire for many products, but ads simply can’t convey this in the depth that many consumers want to see. Its enlightening to see many brands developing content strategies which are born out of opening up the heart of the brand, showing inside the inner workings and giving consumers an understanding not just of the products, but the place that they come from.