What it is and what it is for
The communication strategy is the foundation of everything ōrbita produces for a company. Each month’s content proposals are written from it, and every proposal explains which section of the strategy it is working on. If the strategy is well tuned, the content is too.
You find it in Brand > Strategy.
What it contains
| Section | What it covers |
|---|---|
| Value proposition | How the company presents itself to a new customer in one clear sentence. |
| Ideal customer (buyer persona) | Who they are, their frustrations, the benefits they look for and their objections. |
| SWOT | Strengths, weaknesses, opportunities and threats. |
| Positioning | The place the brand holds against its alternatives. |
| Brand voice | Traits, example phrases and what to avoid when writing. |
| Main marketing goal | The goal that orders all the other decisions. |
| Content pillars | The topics that repeat month after month in the posts. |
| Recommended networks | Which networks to work for this business and why. |
| Signals to watch | Indicators that warn that something is going well or badly. |
| Seasonal calendar | The dates of the year that matter to this sector. It is written with the strategy and you see and edit it in Brand > Key dates. |
The language it is written in, and the form of address used with the audience (in Spanish, the informal “tú” or the formal “usted”), are company settings: they are chosen in onboarding and changed in Company settings > Company, Settings section. The language and formality guide explains it.
How to edit it
Each section is edited directly on the screen. There is no save button: changes are saved automatically and recorded in the Edit log, with who changed what and when. This matters when several people work on the same company.
Edit with your own judgment. The AI writes a solid starting point, but the one who knows the business is you or your client.
How to share it with a client
From the strategy you can generate a read-only public link. Whoever receives it sees the whole strategy without creating an account or signing in. You can copy the URL or send it by WhatsApp from the same button, and revoke the link whenever you want: it stops working instantly. Creating the public link is part of the Star plan.
If the client is going to take part in reviewing the content, it is better to invite them as a collaborator.
When ōrbita does not generate the strategy
If onboarding does not have enough data, ōrbita warns you before generating anything and asks you to complete the information. And if the AI engine fails because of a one-off problem, the screen says so and you can retry. AI generation, editing the brand voice and the public link to share it are part of the Star plan; see pricing.