This document discusses the importance of developing a message-driven content strategy. It recommends that organizations first understand their core messages and goals through developing a message architecture. This will help ensure content supports the desired messaging. The document then discusses conducting a content audit to understand what content already exists and where gaps may be. Finally, it outlines subsequent steps in the content strategy process like creating a content matrix and style guidelines to align all communication. The overarching message is the importance of understanding an organization's core messaging before defining its content strategy.