I think I get the gist of what you're asking:
Firstly, I would strongly type the master page, in your content page just below the @Page directive, by using the @MasterType directive:
<%@ MasterType TypeName="*fully qualified type of your master page*" %>
Next, place a public property on your master page, like so:
public string MyText
{
set { this.ViewState["TheText"]; }
}
In your content page (during the Page_Init, for instance) you can add:
this.Master.MyText = "Whatever you want to say!";
Then load your master pages control text property in the Page_Load event:
protected void Page_Load(object sender, EventArgs e)
{
this.myControl.Text = Convert.ToString(this.ViewState["TheText"]);
}
This won't persist from content page to content page because each content page instantiates a new instance of the master page. In that case, put whatever text you want to persist in Session, then read it in the mater pages Page_Load event.
Hope this answers your question.