Key message dilution is a big risk when you have too much content spread across too many platforms.
It’s not rocket science – the more content you have out there, there more you need to ensure that it’s all hitting the right mark.
A simple way to gain a ‘snapshot’ of how well your content is supporting your key messages it to develop a message matrix.
What’s a message matrix?
A message matrix is a basic chart (like the one below) that lists your key messages for each target audience down the side, and each online content asset you have across the top.
You then identify if your message is reflected in the content asset or not.
Example of a message matrix - click for larger view
When there are gaps in your content
It’s pretty obvious where you have gaps in your content when you can see a whole heap of ‘nos’ in your matrix.
Sometimes this is OK. Maybe your target audience is being hit with that message through a different channel like direct mail.
But most of the time it will show that you need to create content that delivers that key message to the audience.
When there are a LOT of gaps in your content
Take a really good look at why you have so much content that isn’t supporting your key messages. Have you been carried away generating content at a whim? Or, do you have a lot of old or out-of-date content that simply doesn’t match your business anymore. In either case – it’s time to cull. Delete it. Get it out of the way.
What do you do to keep your content focused on your key message?
Having troubles developing key messages in the first place? I can help, send me an email and we’ll discuss.
{ 3 comments… read them below or add one }
Would you please give some real-life examples of actual key messages? The numbered examples in the chart don’t make sense to me.
Hi Connie
Sure thing.
Key messages can be for an organisation as a whole (corporate key messages), or you may develop some specifically for a campaign. They are usually written as a statement, and are used to focus communication. You don’t have to repeat them verbatim in content – they are there as a guide to ensure cohesion between material.
Usually key messages are derived from goals in a strategy.
Here are some examples:
Goal: To promote exercise to busy professionals by highlighting the fact it only takes a short amount of exercise each day to improve your health.
Key messages:
1. It only takes 20 minutes a day of exercise to make a big difference to your health.
2. It’s easy to find ways to incorporate exercise into your day.
3. Take the stairs instead of the lift to fit in some exercise into your day.
Corporate key messages may be things like:
1. XYZ is the market leader in financial services.
2. XYZ is a carbon neutral company that values the environment.
3. XYZ promotes a happy and health workforce by supporting its staff.
Does that help?
Yes, that was very helpful! Thank you, Sally!