Six Steps to Developing an Effective Content and Communication Strategy

The experience you offer your clients as well as the dialogue you have with them depends largely on an adequate communication and content strategy. These are one of the most effective elements to strengthen your brand, create community and grow your sales!

Some of the benefits that a person looks for when following a brand on social networks are: keep up to date with the news (of the brand), find out about promotions and discounts, learn about relevant information, see opinions of other users and communicate with the brand (dialogue).

This is why it is important that you dedicate time and, if possible, approach a specialist to help you build the communication and content strategy of your brand. Some points to consider are:

1. Define the objectives of your brand

Your goals can be diverse, whether you want brand awareness, lead generation, converting users, attracting past customers, improving your search ranking, or a combination of all.

Also consider the stage of the funnel in which each of your clients is. Content like blogs, infographics, and podcasts are great for building brand awareness. To close a sale, sharing success stories, making demos or making comparisons will probably be more effective. So we are using content to retain and attract, seeking to build relationships and facilitate the purchase decision.

2. Establish the 5Ws of your communication according to your niche

To develop your communication strategy, first define the following points:

a) Who is your audience? (QUIEN) – Identify everyone involved in a decision, their needs and tastes. Here it can be very useful to create different Buyer Persona. Maximize the value you place on your audience and you can stand out in the niche you focused on

b) What are they looking for? (QUE) – Find out what your audience wants and needs. Your niche has specific needs. The better you know them, the easier it will be to create valuable content and differentiate yourself!

c) When to publish? (WHEN) – Each audience is different, so I recommend you experiment to know their habits. Establish a frequency and schedule that allows you to share only quality content and that at the same time is relevant according to the selected channel. It’s not the same need for posting frequency on Twitter as it is on LinkedIn.

d) Where to publish? (WHERE) – Know what you read, how your audience is informed and entertained. Each social network offers a different experience. Make sure you have enough resources and knowledge to interact on the network that you select according to your audience.

e) Why will they do what you want? (WHY) – How are you going to inspire your audience to act? Show that you are someone experienced and reliable. The more value you bring to a certain niche, the greater your differentiation will be. Make sure that each step your customer takes is logical and incremental with a clear call to action (CTA), which moves the customer within the funnel and has an impact on sales.

3. Develop the personality of your brand (Brand Person)

Who represents you? Who would be the fictional character that best represents your brand and its values? Set the tone of communication (personal, direct, scientific, honest, etc.), the purpose of communicating with your audience (educate, inform, entertain, engage), as well as the personality (friendly, inspiring, authoritative, warm, etc. ).

4. Identify your topic cloud

The topics you discuss with your audience must communicate the identity of your brand. The topic feeds both on the information you share, and on the dialogue generated between people and your brand. Everything is part of communication. A topic should be broad so that it allows you to post frequently without hearing yourself redundant and that it has enough depth so that you can develop it from different perspectives.

5. Create a tactical plan and organize a content calendar

Organize your communication and content process identifying each stage and responsible. In the stages, it considers creation, editing, final approval, publication and monitoring, generation of graphics, multimedia, customer service management diagram as well as responding to the community (informative) and crisis management. Your content calendar is a great tool to plan (by channel) both the topic and the tools to use. Doing it early will help you maintain quality and not be redundant.

Whoever remains as community manager must pay special attention to the dialogue that is generated with the client and thus take advantage of that information to continue making adjustments and continuously improving both your product and service, as well as your communication and content.

6. Establish metrics to measure impact

You must continuously adapt your communication and content strategy according to the response of your audience as well as business needs. Some of the types of metrics that you can consider are:

Consumption: average time on your website, bounce rate, views, etc. Social Sharing: what content are they sharing, on which platforms and who shares it. Lead generation and quality of these Sales: if your ultimate goal is to increase sales, you must find a way to measure the impact on them. Some examples are: promotional codes, purchase links, post-sale registration for service, activation or guarantee, satisfaction survey, etc.

With the pandemic, digital interaction has become very strong. Seek to communicate relevant and quality content to your audience. The more value you contribute to your audience, the more time they spend on your brand, building a loyal and interactive community. What are you waiting for?!

For advice on business development and leadership write to me at or