A communication strategy is the document that sets what a company wants to say, to whom, in what tone and on which channels, so every post answers a goal instead of going out at random. It is the step before producing content: without it you post to fill the space; with it you post for a reason.
What it contains
A useful communication strategy for a small business or for an agency’s clients usually covers:
- Value proposition: what the company offers and why choose it, in one sentence.
- Ideal customer or buyer persona: who you speak to, what worries them and what objections they have.
- Diagnosis (SWOT): strengths, weaknesses, opportunities and threats.
- Positioning: the place the brand holds against its alternatives.
- Brand voice: how it sounds in writing and what it avoids.
- Main goal: the aim that orders all the other decisions.
- Content pillars: the topics that keep coming back.
- Channels: which networks to work on and why.
- Seasonal calendar: the dates of the year that matter to the industry.
A communication strategy and a marketing plan are not the same thing
A marketing plan covers product, price, distribution and promotion, with a budget and forecasts. The communication strategy is one part of promotion: it decides the message and the channels. For a small business that wants to put its social media in order, the communication strategy is the working document you really use every week.
How ōrbita uses it
ōrbita writes each company’s communication strategy from a conversational onboarding and, every month, generates the content proposals from it. Each proposal says which part of the strategy it works on. User guide: the communication strategy in ōrbita.
Also known as: communication plan, content strategy, social media strategy.