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How can you ensure your digital communication strategy is consistent?

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A digital communication strategy is a plan that guides how you communicate with your internal and external stakeholders through various online channels, such as email, social media, websites, blogs, podcasts, and webinars. A consistent digital communication strategy can help you build trust, credibility, and engagement with your audience, as well as align your messages and actions with your corporate vision and values. However, ensuring consistency across multiple platforms and formats can be challenging, especially if you have a large or diverse team of communicators. Here are some tips on how you can ensure your digital communication strategy is consistent.

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Jas K

Recruiting Manager - USA & Canada (Direct Hires for Manufacturing, Engineering & IT)
Okango Arnold

Technical Lead Kenya Diaspora Alliance II SEO Expert II NPAS Producer Awardee 2020 II Top35Under35 Media Awards 2021 II…
Jamie Anne Vaughan, MBA

Founder @ Westwood Strategies | Leveraging business strategy & communication for client success | Undergraduate…

1 Define your goals and metrics

Before you start creating and distributing any digital content, you need to have a clear idea of what you want to achieve and how you will measure your success. What are the main objectives and outcomes of your digital communication strategy? How do they align with your overall corporate communication goals and metrics? How will you track and evaluate your performance and impact? Having a shared vision and a set of indicators can help you align your digital communication efforts with your strategic direction and priorities, as well as ensure you are delivering value to your stakeholders.

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Jas K

Recruiting Manager - USA & Canada (Direct Hires for Manufacturing, Engineering & IT)
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Define your target audience, goals, & key performance indicators (KPIs). Use a consistent style & tone across all platforms. This will help you convey your brand personality & values. You can use a style guide to set the standards for your written & visual communications. Segment your audience & tailor your message to their needs & preferences. You can use tools like surveys, analytics, & CRM to segment your audience based on their demographics, behaviors, & interests. Monitor & measure your strategy's performance & adjust it as needed. This will help you track your progress, identify & optimize your strategy accordingly. You can use tools like Google Analytics, social media insights & email marketing reports to monitor & measure your KPIs.

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Okango Arnold

Technical Lead Kenya Diaspora Alliance II SEO Expert II NPAS Producer Awardee 2020 II Top35Under35 Media Awards 2021 II Best Social Media Influencer 2019
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1. Clearly define key messages that align with your brand values and objectives. 2. Implement a content calendar to plan and schedule your digital communication in advance. I love using Zoho Social for Content Planning 3. Consistent visuals contribute to brand recognition. 4. Establish guidelines for social media usage, including tone of voice, response times, and types of content shared. 5. Stay updated with industry trends and evolving communication platforms. 6. Stay updated with industry trends and evolving communication platforms.

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2 Establish your tone and voice

Your tone and voice are the expressions of your brand personality and values through your digital communication. They reflect how you want to be perceived and how you want to relate to your audience. Your tone and voice should be consistent across all your digital channels and formats, as well as appropriate for the context and purpose of each communication. To establish your tone and voice, you need to define the key attributes and characteristics that describe your brand, such as friendly, professional, innovative, or authoritative. You also need to create guidelines and examples that illustrate how to apply your tone and voice in different situations and scenarios.

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Jamie Anne Vaughan, MBA

Founder @ Westwood Strategies | Leveraging business strategy & communication for client success | Undergraduate instructor
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Consistent tone and voice across all communications channels is key to ensuring that the essence of your brand rings true no matter where people engage with you. It can be especially jarring for someone if you speak one way on one channel, and another way on a different channel. This can lead to a lack of trust and can fracture all the hard work you put into building brand affinity.

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Dr. Anne-Kathrin Br?u (she/her)
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Always speak one voice, that does Not imply that it is always the same text, structure or format. Consistent messaging has diverse faces, use these faces wisely, even in the form of personae to reach your goals and tie them to a consistent brand appearance!

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Bandita Deb

Communications Specialist, APAC @ Lenovo ISG
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Coordinate messaging and visual elements across different digital platforms such as social media, email marketing, and the company website. This ensures that the brand's voice and visual identity remain consistent regardless of the platform.

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3 Create a content calendar

A content calendar is a tool that helps you plan, organize, and schedule your digital content across various platforms and formats. It helps you ensure that your content is relevant, timely, and aligned with your goals and metrics. A content calendar also helps you avoid duplication, inconsistency, or gaps in your digital communication. To create a content calendar, you need to identify the topics, themes, and messages that you want to communicate, as well as the target audience, channel, format, frequency, and duration of each content piece. You also need to assign roles and responsibilities for creating, reviewing, approving, and publishing your content.

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Amit Arora

Brand Communication Strategy Specialist | E4M Top 100 PR Professionals | Reputation Today's 40 Young Turks 2022 | Marathoner
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The content calendar has to have following things defined: - Bucketed and linked with the company's objectives - Content should be separately drafted as per the platform but synced all across platforms

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Bandita Deb

Communications Specialist, APAC @ Lenovo ISG
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Implement a centralized content calendar to plan and schedule digital communications in advance. This helps maintain a consistent posting frequency and ensures that content aligns with the overall strategy.

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4 Use a style guide

A style guide is a document that sets the standards and rules for your digital communication, such as grammar, spelling, punctuation, formatting, and terminology. It helps you ensure that your content is clear, accurate, and consistent across all your digital channels and formats. A style guide also helps you avoid confusion, errors, or misunderstandings in your digital communication. To use a style guide, you need to create or adopt one that suits your brand and industry, as well as update and revise it regularly. You also need to train and educate your team on how to follow and apply the style guide in their digital communication.

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Kelly Torres Betancurt

Te ayudo a contar e impulsar tus historias de impacto social y ambiental para conectar con tu audiencia ?? Tips para impulsar tu Programa de Voluntariado Corporativo
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This guide is a crucial resource for your brand identity. It will show you the right way to create your messages in the different channels you need to use to reach your audience. From the tone, to the words you shouldn't use, to the color that connects with your brand. This guide should always be the beginning and end in the development of your strategy.

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5 Review and update your strategy

Your digital communication strategy is not a static or fixed plan. It is a dynamic and flexible guide that needs to adapt to the changing needs and expectations of your stakeholders, as well as the evolving trends and opportunities in the digital landscape. Therefore, you need to review and update your strategy periodically, based on your goals and metrics, feedback and insights, and best practices and benchmarks. You also need to communicate and collaborate with your team and other stakeholders on how to improve and optimize your digital communication strategy.

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Lorrie Kinney

Strategic Marketing Communications Director | Social Media Marketing, Branding, Communications | Crafting messages and optimizing content to Inform, inspire and engage internal and external audiences online and in person
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Incorporate a content calendar to align your messaging across platforms. This ensures consistency in what you communicate, when, and where, making it easier to manage and measure effectiveness. Regularly auditing content and engagement helps maintain relevance and adapt to audience preferences. #DigitalStrategy #ContentCalendar

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you ensure your digital communication strategy is consistent?

1

2

3

4

5

6

1 Define your goals and metrics

2 Establish your tone and voice

3 Create a content calendar

4 Use a style guide

5 Review and update your strategy

6 Here’s what else to consider

Corporate Communications

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How can you ensure your digital communication strategy is consistent?

1

2

3

4

5

6

1 Define your goals and metrics

2 Establish your tone and voice

3 Create a content calendar

4 Use a style guide

5 Review and update your strategy

6 Here’s what else to consider

Corporate Communications

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