By: Christie Wolfe
The saying is old, but its meaning remains timeless: content is king, and it drives effective communication. But without a solid foundation, even the most polished piece can fall flat.
But First, Strategy
When rolling out something new or making a big announcement, organizations are often eager to jump straight into creating web pages, videos, blogs, or social posts. And while those tools are essential, they’re only effective when anchored to something deeper. Before you write a line of copy or record a single clip, you need clarity on the fundamentals.
That’s where a messaging platform comes in—a structured foundation for how your organization communicates, internally and externally. It ensures that, regardless of the channel, your brand’s story remains consistently clear and compelling. At a minimum, a strong platform includes:
- Unique Value Proposition – What sets you apart?
- Audience – Who are you trying to reach, and what do they care about?
- Key Messages – What do you want people to remember?
- Brand Voice – How should you sound to be authentic and consistent?
Think Hub and Spoke
Once those fundamentals are in place, you have the ingredients to create powerful content. The most effective campaigns start with a strategic piece of content that brings your key messages to life in detail—like a white paper, a news release, a thought leadership article, a long-form video, or a cornerstone web page.
From there, those big ideas can be broken down into smaller, more digestible, “quick-hit” formats: social media graphics, email campaigns, infographics, media pitches, or short videos. This approach maximizes the reach of your content and ensures each piece, no matter the size, scope, or channel in which it’s used, ties back to the same clear strategy.
We often refer to it as the “hub and spoke” model – where your key piece of content serves as the hub, the showcase piece of content that other content pieces point to.
Measure and Refine
Great content isn’t “one and done.” It works best as part of a cycle: learning, planning, execution, and measurement. With each campaign, we capture valuable insights, refine our approach, and make adjustments to achieve even greater influence the next time around. The story sharpens and the impact grows.
When you take the time to define your story first, you don’t just create marketing materials. You create meaningful connections, shape perception, and inspire action. Content may be the crown, but strategy is the throne it rests on. Together, they give your message the authority to truly resonate.
Ready to strengthen your story? Mueller can help you build the foundation for content that connects.
