The conclusions you have drawn when doing your Strategic Analysis , which is the first step that must be taken in any Communication Strategy.

The Communication Objectives you want to achieve;

Who is your Target Audience and Ideal Client , what interests them and through what channels and media can you connect with them.

What is your Brand Territory

2. Identify THEMES OF INTEREST

Identify which topics interest the public you want to attract according to the stage of the conversion funnel in which you are:

Funnel Conversion

That is to say:

1. Users in the "Top of the Funnel" (TOFU)

Users who are not looking to buy anything at the moment, but are only looking for information on a topic they like and are interested in, or information to solve a doubt, problem or need. Users located in this phase of the funnel must be offered content aimed at satisfying the information they seek. Do not bombard them with commercial content because they are not ready to buy from you yet. Your task should therefore be to help them: provide them with useful information. This is the first phase of the conversion strategy: first you have to make yourself known by offering value so that when the time of purchase / contracting comes, they will consider you as an option.

2. Users in the Middle Of the Funnel

This is the Ecuador phase of the purchasing / contracting process. Therefore, we are already talking about potential customers: they are users who surf the Internet evaluating what alternatives are on the market to satisfy their need or problem. At this point you can already introduce them to your products or services.

You must create content that transmits the functional benefits you offer. But never forget that you have to convince both the mind and the heart of your target audience . Therefore, you must also create content that highlights your value proposition from an emotional point of view in order to finish persuading them, making them connect with your brand and consider it as an option.

3. Bottom of the Funnel

In this phase, users are ready to buy. They only need one last incentive to decide for you or your competition. Therefore, your content should be aimed at building trust and you should use hook calls to action.