How do you explain to your stakeholders the difference between messaging and content?

While messaging informs content, content brings messaging to life for the right users, at the right time, and in the right channel. 

Practically, this means that a content expert will choose the messages which will most resonate with the audience and determines how to best deliver those messages, taking into into account factors such as:

• The context in which the content lives — e.g. a post on socials versus a blog post on a website or a video on YouTube

• The unique audience of the content — e.g. you could have a large following on your social handle, but a small and passionate readership of your blog 

• How that audience likes to receive information — e.g. your Instagram audience might want small, bite-sized pieces of digestible content, whereas readership of your blog might want a detailed explanation of how your product works.