Small set of words - terms, phrases, or statements - that are arranged hierarchically to convey an organization's message priorities. Job Function Email List its communication goals. This helps people across all departments deliver a consistent message across all types of content. Job Function Email List It's called architecture because it acts as a "scaffolding for your content, supporting and shaping the content you actually produce.
Says Erin Kissane in her book, The Job Function Email List Elements of Content Strategy. When marketers say "message" or "message," they're not talking about customer-facing content; they talk about the general impression they want customers to Job Function Email List take from the content. Messages are not copied; it's subtext. So even though the message architecture is made up of words, it doesn't tell the content creator.
What words to use. It tells them what message their words (and pictures, etc.) should convey and the order in which the messages are important. Job Function Email List While the message architecture should align with the Job Function Email List company's vision, mission, and brand values, it is not the same as those things. It has three distinguishing qualities (as noted in Margot's book Content Strategies at Work.