Content and credibility: the two C´s of communication

Communication is all about transmitting a definite message to the right target (as we all studied in school). However, life is not always easy and we can find some troubles to achieve this purpose. These problems can appear in the form of strong competitors, dispersed targets, unattractive messages, inappropriate channels, etc.

So, what can we do to make our message successfully fulfil its objective? The key lies in betting on two points: appealing (for our audience, not only for us!) content and credibility.

Content: content is the factor that makes people choose your site over the rest. To get an interesting content, first we have to know who our target is, what they are like, where they are and which channels they use. Therefore, it is crucial to make some research about these areas. Once we give an answer to these questions we should always try to find the best way to combine the corporate or core message that we want to disperse with the interests of our audience. And not only that, we have to do it in a natural way, as if both depend on each other.

Credibility: not only a catchy content is needed to retain your public, having a trustworthy and reliable sources-based content will make your audience return to your place every time they need it. Furthermore, once you do this regularly, the influencers of the sector can start to use your content, share it, and promote or mention your site eventually. And this (at this point, I have to turn to my PR roots) will set the foundations of a long-term and close relationship with your community and the beginning of the creation of the well-known term “brand ambassadors”.

And now… do you miss any other important “C” in the fantastic world of the Communication?