Francesco Olivo Book a consultation

Social Media & Content

Social media and content with a strategy behind it, not just posts

Posting is not enough. A social profile that helps the business has a defined audience, a recognisable message and content that moves people towards getting in touch.

Request a Consultation All services
A smartphone showing social content, a camera lens and cards with posts, video and performance figures

What is a content plan for?

A content plan sets topics, formats and publishing frequency in advance. It keeps your presence consistent without improvising, covers all the themes your audience cares about over time, and makes results comparable from one month to the next.

A useful plan starts from a few concrete questions: who should read it, with what objective, and which topics you can genuinely speak to. From there you set a frequency your resources can sustain. Twice a week for twelve months beats every day for one month followed by silence.

Who this is for

  • SMEs with no dedicated internal communications role.
  • Professionals building a reputation on their expertise.
  • Local businesses that rely on community relationships.
  • Companies publishing irregularly and without direction.

Content performs better when connected to the rest of the path: see how to promote it with Meta Ads or route the audience into an acquisition funnel.

Problems I solve

What usually gets in the way

  • Posting happens irregularly, whenever there is time.
  • Content has no direction and does not explain what the company does.
  • The tone of voice changes from one post to the next.
  • Enquiries arriving through social channels are handled chaotically.
  • It is unclear which content generates real contacts.
  • There is no internal time to produce copy and graphics.

The solution

How I approach it

It starts with strategy: who we are talking to, with what objective, around which recurring topics. From there comes a sustainable editorial plan, matched to the resources you actually have.

Then production: copy, graphics consistent with your visual identity, formats suited to each platform. Management includes publishing, comment monitoring and orderly collection of enquiries.

For professionals I also work on personal branding: positioning, areas of expertise and consistent presence on LinkedIn and the platforms that matter in your field.

What is included

Activities included in this service

  • Editorial strategy and audience definition
  • Monthly content plan
  • Day-to-day social profile management
  • Copywriting for posts, carousels and short video
  • Graphic content consistent with your visual identity
  • Personal branding for professionals and business owners
  • Structured handling of messages and enquiries
  • Performance analysis and plan revision
  • Campaigns integrated with paid advertising

Concrete benefits

What changes for your business

Consistent presence

A plan you can actually keep, without weeks of silence.

A recognisable message

Consistent tone of voice and visual identity across channels.

Useful content

Topics chosen from the questions your customers really ask.

Connected to everything else

Content feeds the website, campaigns and nurturing instead of living in isolation.

Comparison

Organic content and paid promotion

Organic content and paid promotion
Organic contentBoosted content
Audience reachedExisting followers plus a limited share of new people.An audience selected by interests, behaviour, location or similarity to current customers.
FunctionBuild recognition and trust over time.Rapidly extend the reach of one specific message.
LimitsOrganic reach is small and unpredictable.It stops when the budget stops.
TogetherOrganic content supplies the material worth boosting and the credibility that makes the campaign work.

How I work

Five phases, in this order

The same sequence applies to a website, a campaign and an automation project. It keeps decisions traceable and avoids work done for its own sake.

Analysis

I study your market, your competitors, the data you already have and how enquiries reach you today. Without analysis, every decision is guesswork.

Strategy

We define measurable goals, priorities and budget. We decide what comes first and what can wait, in a written plan you can actually read.

Design

Structure, content, interfaces and conversion paths are designed before a single line of code is written or a campaign goes live.

Implementation

I build the website, campaigns, automations and tracking, with quality checks on speed, accessibility and data accuracy.

Measurement and optimisation

We review results with real data and act where it matters. The work does not end at launch.

Frequently asked questions

Questions I am asked most often

Only the ones where your audience actually is and that you can sustain over time. For many SMEs and professionals that means Facebook, Instagram and LinkedIn, but the choice is made case by case.

A sustainable, steady frequency beats one intense month followed by silence. We set the volume based on goals, resources and available material.

I handle content direction and graphics. For specific shoots I work with external professionals or we use the material you already have.

It can bring contacts when it is connected to a path: content, destination page, form or message, and proper handling of the enquiry. Without that path it delivers visibility and little more.

Sources and references

Content on this page last reviewed: September 2026. The tools referenced above are changed by their own providers: where in doubt, the official documentation linked here takes precedence.

Related services

Services that work well with this one

Let’s turn your digital presence into a growth tool

Tell me about your project. We will look at your goals, obstacles and opportunities together and identify the most effective solution.

Let’s talk about your project