Messaging matters.

“Let’s just build the plane as we fly it.”

It’s never worked out for flying, so why would it work for creating content?

It doesn’t.

But we’ve heard it said about getting copy written in order to quickly launch a deliverable. We’ve seen it in sustainability content when someone wants to start with the report before aligning on messaging for the program.

Figuring it out as we go is never quick. And it’s certainly not strategic.

The merit is in the messaging.

Knowing what you want to say, how you want to say it, why it’ll resonate with your audience, and even trying some of those messages on for size is how you end up with strategically-aligned, compelling content.

So why don’t more people do it?
Because it takes (advanced) planning, (dedicated) budget, and (extra) time.

Yet without it, there are more meetings to realign/redirect, more money to cover added scope, and more time to figure out how to get an entire team on the same page.

Get the messaging straight first. You’ll realize the value of that investment when you publish content that connects with your audience—and gets results.