Every content strategy, in fact, every content writing or marketing project, should begin with core messaging priorities.
Your core messaging priorities help you and your writers, designers, and information architects determine what to say, and where, when, and how to say it.
In other words, it's the starting place to create your:
Without it, you may end up in revision hell, with no clear way to judge whether the creative is right for your brand.
Messaging priorities (or message architecture) are just that -- a hierarchy of messaging requirements that fulfill your business and audience goals. In order of importance. (I find that's always the most lively part of the discussion!)
Messaging priorities are NOT copy, but they often lead to fundamental branding content. Every brand includes different items in their message architecture, but they always start with:
You might also find this detailed Content Marketing Institute article on message architecture by Marcia Riefer Johnston useful. Luck!
Shelly Bowen, MFA, is a content writer, content strategist, and founder of Pybop.
Shelly writes for businesses on complex topics from disease prevention and medical devices to alternative energy and leveraging data for the greater good. In her spare time, she hikes, kayaks, and works on her T-Bird.
A wide variety of brands rely on Shelly as an essential freelance writer and content strategy resource.