Guidance library · Communication / Marketing

Communication and marketing guidance

Strategy, audiences, content, campaigns and measurement for communication that stays coherent and manageable.

9practical guides·3subtopics

3 guides

Build a coherent communication strategy

Connect goals, audiences, messages and channels so effort stays focused on actions that serve a clear role in the audience journey.

Strategy & audiences

Define objectives, audiences, messages, channels, timing, ownership and indicators in an actionable communication plan.

Strategy & audiences

Create personas based on needs, barriers, behaviours and decision criteria rather than decorative details.

Strategy & audiences

Select channels according to audience, message, context and expected action so communication effort is not spread too thin.

3 guides

Frame the editorial line, briefs and calendar so communication stays consistent instead of relying on improvised actions.

Content & editorial

Plan topics, formats, channels, owners and deadlines in an editorial calendar that genuinely supports production.

Content & editorial

Frame a creative request with objectives, audience, message, deliverables, constraints, references and acceptance criteria.

Content & editorial

Define themes, tone, formats, frequency and editorial rules to produce consistent content over time.

3 guides

Select a few indicators, centralise results and extract actionable lessons instead of accumulating isolated metrics.

Measurement & campaigns

Select awareness, engagement, acquisition or conversion indicators according to the decision you need to make.

Measurement & campaigns

Analyse results, gaps, lessons and next actions so a completed campaign becomes reusable experience.

Measurement & campaigns

Group a few indicators linked to objectives to monitor reach, engagement, acquisition and conversion without overwhelming decisions.