Build your brand: Content strategy for your business

 In Blog, Tips customer service, Tips e-commerce

We’ve been saying for years that “content is king”. It may seem like an exaggeration, but it’s quite true. So, if you allow us, we’ll give you a piece of advice: build your brand with a content strategy for your business.

The changes that e-commerce has experienced are radical, profound and here to stay. This is because the first to be transformed is the customer in their relationship with business (and with the world in general).

As you will see throughout the article you are reading, we are not talking about the future: we are talking about the immediate present. Don’t waste a second.


The act of shopping, little by little, has been transformed into something very different. With the digitalization of society and the real globalization of markets, the classic retail experience of going to a store, talking to the shop assistant and buying a local product is becoming less and less important.

Right now, in a multichannel world, the number of impacts that users receive is much greater. They are diversified and, most importantly, not all of them are open or directly transactional.

The shopping experience has gone from a direct commercial action between two parties to something much more playful, more social and in which new ways have been created to “enter” through the eyes of a customer who, in addition, is becoming more and more informed.

This is where content becomes the vehicle to sell directly and indirectly, why?:

  • Because it generates authority and trust: users want to see how much you know about your product. That knowledge is a differential advantage.
  • Because it implies differentiation: one problem of globalization is that we see more and more similar (if not identical) products. In the end, there are not so many effective ways to differentiate from the competition, and content makes us unique.
  • Because it connects emotionally and positions the brand: thanks to resources such as storytelling, we can present our clients with a close approach, a narrative that positions our values, mission and vision, but in a way that is easier to assimilate.
  • Because it humanizes brands: the content involves a dialogue with the customer, the people behind it (video, a post like this one, a podcast or a network update made by an influencer) have names, surnames and, in many cases, they become the face of the brand.


The quick answer is: transversal to all channels that touch your customer. The more channels and formats you work with, the more your brand will grow. Keep in mind, though, that working is more than just having them open: you have to feed them for them to be effective.

What channels and tactics should I exploit? Here are a few ideas.

#1 – BLOG

I could give you hundreds of arguments that prove that blogs are more alive than ever, but the most effective one is that you, right now, are reading this article.

There is no channel as purely native of the Internet as blogs. They represent a very efficient way to disseminate information of all kinds (not only corporate) and, at the same time, they boost the rest of the channels:

  • Generating organic traffic and natural links for SEO.
  • Feeding social networks.
  • Providing content for newsletters.

As you can see, those of us who maintain a corporate blog don’t just do it for the sake of it.

#2 – VIDEO

The format par excellence, the one that seems to have no ceiling. In addition to everything, it has been mutating progressively, now it is necessary to work horizontal (YouTube) and vertical formats (TikTok, Reels…).

The themes and possibilities are practically endless. Video allows us to do:

  • Disclosure of general interest for our market niche.
  • Pure entertainment to build loyalty to our community.
  • Tutorials and demonstrations.
  • The famous unboxings.
  • Solve frequently asked questions.
  • Corporate videos about who we are.

Not to mention the video streaming that is a growing trend for direct sales as we can see in Twitch where real show rooms are made, or for customer service.

#3 – AUDIO

Another format that seems to have revived is audio. Podcasting has helped brands reach their customers with content that is inexpensive to produce and, most interestingly, allows interaction without the need for a screen.


Another of those old rockers that never die. In the case of content, email has the trump card of newsletters… and it is not a minor trump card.

Most content dissemination channels, such as social networks, are subject to the decisions of an algorithm. The issue is that, since advertising has entered the platforms, organic reach is decreasing. Today: a good mailing list guarantees you an effective, segmented and, proportionally, much greater reach.

We open more emails and SMS than you might expect.


Obviously, this is an important channel both for creating content natively (TikTok style) or for disseminating it. They also represent an opportunity to amplify our message thanks to the content generated by the community spontaneously and the famous influencers.

Moreover, if they are managed, they play an important role as firewalls for reputational crisis. It is important to monitor them and be efficient in the responses.

With all this on the table, you should already be preparing your editorial calendar and starting to work. Don’t think twice: your brand will grow at cruising speed.

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