Want Powerful Messaging? Cut The Content Creep.
With multiple platforms, a potential mixed bag of writers who take on content, and numerous initiatives, what’s keeping your messaging aligned?
Unless you have a content writer who has dedicated their life to fully knowing your messaging priorities, your communication is likely creeping away from your core content strategy. From packaging to blog posts to leave-behinds, messaging needs to be consistent and on-brand. But without a messaging tool to keep content on course, you’re vulnerable to misalignment and content creep. If you do manage to rope it back in, it will take more hours and budget than if you’d started with a clarifying framework at the outset.
Let’s try an example in a different context. Imagine you’re about to build a house. You want it to fit your needs. It must also express who you are and incorporate important elements that resonate with your style. The design-build team is ready to bust out some plans—but here’s what you’ve given them:
We value efficiency and minimalism. We are bold and cutting edge and appreciate craftmanship, while also appreciating elements of nature and the modern world. We want to make a statement on our block but also be respectful of our neighbors. Have fun, make us proud—and don’t go over budget!
First, I’m super glad I’m not your design-build team.
Second, this scattershot directive happens more often than companies realize when it comes to creating content.
Reduce content creep with a message architecture
So, what is your core messaging and what (and how) does it prioritize? Do you know? Does your agency know?
That’s where a message architecture—or message framework—comes in. Think of it as a compass against which all content is checked moving forward, across all platforms. With the message architecture, you can ask, are we on course? Did we hit the main points of interest? If we skipped any, did it make sense to do so based on the messaging priorities?
Your architecture is a set of select words (terms, phrases, statements) arranged to convey your messaging priorities and goals in a clear and direct way and cuts down on confusion for content creation—and confusion in business always equals inefficiency.
Let’s revisit our design-build guidelines to illustrate. But this time, with hierarchy applied to communicate priorities:
Modern design, natural elements like wood, lots of windows to let in light
Bold, innovative, make a statement
Environmentally efficient design, sustainable building materials, extra storage
You might notice that being respectful of neighbors didn’t even make it on to the list. When forced to hone our values and prioritize them, we find some don’t really make the cut because they weren’t that important after all. If the Jensen’s down the street don’t like your Pacific Blue house paint well…they’ve got their own house to play with.
With this framework in place, your team can now easily see your priorities and what takes precedence when two or more options come into conflict. (Will we be using that South-facing wall for windows or a built-in? According to our framework, it’s windows for the win.)
Notice we’re not telling them how to build your house. We’re informing their process and design. With content, it’s the same. The message architecture isn’t forcing words on your content writer—it’s guiding them to write content that aligns with your communication goals—every time. It also drastically reduces time spent trying to make content decisions when the answers aren’t clear and the writer can’t connect with those who hold the answers.
Use this tool as your organization’s guiding light for making content choices to deliver consistent messages across all platforms and departments. Because aligned messaging is powerful messaging.
Written by: Rebecca Collins
