{"id":1886,"date":"2026-02-06T16:51:31","date_gmt":"2026-02-06T16:51:31","guid":{"rendered":"https:\/\/rita-pereira.com\/?p=1886"},"modified":"2026-03-04T15:29:16","modified_gmt":"2026-03-04T15:29:16","slug":"estrategia-de-conteudo-para-pme-por-onde-comecar","status":"publish","type":"post","link":"https:\/\/rita-pereira.com\/en\/estrategia-de-conteudo-para-pme-por-onde-comecar\/","title":{"rendered":"Content strategy for SMEs: where to start when everything seems confusing"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"1886\" class=\"elementor elementor-1886\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7676f492 e-con-full e-flex e-con e-parent\" data-id=\"7676f492\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c86fb64 elementor-widget elementor-widget-text-editor\" data-id=\"c86fb64\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The <\/span><b>content strategy for SMEs <\/b><span style=\"font-weight: 400;\">It begins by pausing, organizing, and deciding. When everything seems confusing, the first step is not to create more content, but to clarify objectives, target audience, and the real role of communication in the business.\u00a0<\/span><\/p><p class=\"translation-block\">If you work for a small or medium-sized business, it's likely that your digital communication has grown gradually, without a clear strategic plan. There are social media posts, a website, and sometimes even a closer look at SEO, but everything functions in a somewhat uncoordinated way.<\/p><p class=\"translation-block\">In practice, this is common in the SMEs I work with. There is effort and intention. What is missing is a strategic structure that connects content, business, website, and digital channels in a coherent system.<\/p><p class=\"translation-block\">Content strategy is not the creation of an editorial calendar. It is a decision-making process that answers questions such as:<\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To whom is the company specifically communicating?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\" class=\"translation-block\">What does the content need to do for the business?<\/li><li style=\"font-weight: 400;\" aria-level=\"1\" class=\"translation-block\">What role do the website, SEO, and social media play in this strategy?<\/li><\/ul><p class=\"translation-block\">When these answers are not clear, the content becomes an exercise in trial and error. This is where many companies fail, even when they follow best practices, as promoted by entities like Google Search Central.<\/p><p class=\"translation-block\">Throughout this article, I explain where to start when there is no content strategy, with real examples from small and medium-sized enterprises, common mistakes, and practical learnings.<\/p><p class=\"translation-block\">If you feel that your company's communication needs structure before more content, talk to me. The first step is to align a content and context strategy before executing.<\/p><p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-1639 size-medium\" src=\"https:\/\/rita-pereira.com\/wp-content\/uploads\/2025\/02\/Rita-Pereira_Jacinta-Arau\u0301jo-Photography-42-200x300.webp\" alt=\"Servi\u00e7os Rita Pereira\" width=\"200\" height=\"300\" srcset=\"https:\/\/rita-pereira.com\/wp-content\/uploads\/2025\/02\/Rita-Pereira_Jacinta-Arau\u0301jo-Photography-42-200x300.webp 200w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2025\/02\/Rita-Pereira_Jacinta-Arau\u0301jo-Photography-42-682x1024.webp 682w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2025\/02\/Rita-Pereira_Jacinta-Arau\u0301jo-Photography-42-768x1153.webp 768w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2025\/02\/Rita-Pereira_Jacinta-Arau\u0301jo-Photography-42-1023x1536.webp 1023w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2025\/02\/Rita-Pereira_Jacinta-Arau\u0301jo-Photography-42-1364x2048.webp 1364w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2025\/02\/Rita-Pereira_Jacinta-Arau\u0301jo-Photography-42-8x12.webp 8w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2025\/02\/Rita-Pereira_Jacinta-Arau\u0301jo-Photography-42-scaled.webp 1705w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/p><h2><span style=\"font-weight: 400;\">Why does SME communication become confusing?<\/span><\/h2><p><span style=\"font-weight: 400;\">The confusion in SME communication rarely arises from a lack of effort. It arises because decisions are made in isolation, at different times, without a global vision that unites them.<\/span><\/p><p><span style=\"font-weight: 400;\">I've seen this, for example, in a consulting firm that started by creating social media because \"everyone was there.\" Later, they launched a website, often thot of merely as a business card. Only at a later stage did the investment in SEO emerge, without reviewing messages, structure, or priorities. <\/span><b>SEO<\/b><span style=\"font-weight: 400;\">, sem rever mensagens, estrutura ou prioridades.<\/span><\/p><p><span style=\"font-weight: 400;\">In these cases, the result is usually this:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">content on social media that is not linked to the website<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">a site that doesn't answer the real questions of those who search<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\" class=\"translation-block\">SEO treated as technical optimization, not as part of the strategy<\/li><\/ul><p class=\"translation-block\">None of this is problematic in isolation. The problem arises when everything coexists without hierarchy.<\/p><p><span style=\"font-weight: 400;\">Communication becomes confusing when:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">each channel responds to a different objective<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">there is no central message<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the decisions are reactive and not strategic<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">When I see this scenario in an SME, the work does not start with new content. It starts by reorganizing what already exists and deciding what makes sense to keep, adjust, or abandon.<\/span><\/p><p><span style=\"font-weight: 400;\">This type of confusion is common in small and medium-sized enterprises and is not a sign of incompetence. It is a sign of growth without structure.<\/span><\/p><p><span style=\"font-weight: 400;\">If you recognize this scenario in your company's communication, talk to me. The first step is to structure before producing. <\/span><a href=\"https:\/\/rita-pereira.com\/en\/contactos\/\"><b>fale comigo<\/b><\/a><span style=\"font-weight: 400;\">. O primeiro passo \u00e9 estruturar antes de produzir.<\/span><\/p><h2><span style=\"font-weight: 400;\">What is a content strategy (and what it is not)<\/span><\/h2><p class=\"translation-block\">A content strategy exists to provide direction. It is not meant to speed up production, it is meant to guide decisions before any execution.<\/p><p><span style=\"font-weight: 400;\">Simply put, content strategy is the process that defines:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">what to communicate<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">to whom to communicate<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">with what purpose<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">and thru which channels<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><strong data-start=\"1580\" data-end=\"1599\">Por esse motivo<\/strong>That's why content strategy is not an editorial calendar. The calendar is a consequence. The strategy comes first.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In contrast, a content strategy is also not:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">publishing regularly<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">be present on all platforms<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">follow formats or trends without context<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">A well-defined strategy first answers the right questions and only then moves on to topics, formats, or frequency.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Por isso, do ponto de vista pedag\u00f3gico, podemos encarar a <\/span><b>estrat\u00e9gia<\/b><span style=\"font-weight: 400;\"> como decis\u00e3o, o <\/span><b>conte\u00fado<\/b><span style=\"font-weight: 400;\"> como execu\u00e7\u00e3o, o<\/span><b> SEO<\/b><span style=\"font-weight: 400;\"> como amplifica\u00e7\u00e3o e as <\/span><b>redes sociais<\/b><span style=\"font-weight: 400;\"> Therefore, from a pedagogical point of view, we can view strategy as decision-making, content as execution, SEO as amplification, and social media as distribution. If this hierarchy does not exist, the communication effort becomes scattered. When it exists, each piece of content begins to fulfill a clear role in the system.\u00a0<\/span><\/p><p class=\"translation-block\">It is also at this point that many companies get confused when approaching SEO for businesses. Without strategy, SEO becomes a set of technical optimizations disconnected from the business. With strategy, it is a tool to reinforce visibility, authority, and coherence over time.<\/p><p><img decoding=\"async\" class=\"aligncenter wp-image-1887 size-large\" src=\"https:\/\/rita-pereira.com\/wp-content\/uploads\/2026\/02\/pexels-photo-15635394-15635394-1024x683.webp\" alt=\"Estrat\u00e9gia de conte\u00fado SEO\" width=\"1024\" height=\"683\" srcset=\"https:\/\/rita-pereira.com\/wp-content\/uploads\/2026\/02\/pexels-photo-15635394-15635394-1024x683.webp 1024w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2026\/02\/pexels-photo-15635394-15635394-300x200.webp 300w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2026\/02\/pexels-photo-15635394-15635394-768x512.webp 768w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2026\/02\/pexels-photo-15635394-15635394-1536x1024.webp 1536w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2026\/02\/pexels-photo-15635394-15635394-2048x1365.webp 2048w, https:\/\/rita-pereira.com\/wp-content\/uploads\/2026\/02\/pexels-photo-15635394-15635394-18x12.webp 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p><h2><span style=\"font-weight: 400;\">Where to start when there is no content strategy<\/span><\/h2><p><span style=\"font-weight: 400;\">Quando n\u00e3o existe uma <\/span><b>content strategy,<\/b><span style=\"font-weight: 400;\">When there is no content strategy, the temptation is to start producing to \"not be idle\". In practice, this only accelerates the confusion. The right starting point is different.<\/span><\/p><p><span style=\"font-weight: 400;\">Before thinking about themes, formats, or frequency, it is necessary to create a minimum decision base. It is this foundation that separates strategic communication from reactive production.<\/span><\/p><h3><span style=\"font-weight: 400;\">Start with the business, not the content<\/span><\/h3><p><span style=\"font-weight: 400;\">The first step is to clarify what the company needs to achieve with communication. Not in vague terms, but in business terms.<\/span><\/p><p><span style=\"font-weight: 400;\">Some real examples:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">a healthcare company needs, above all, to build trust <\/span><a href=\"https:\/\/rita-pereira.com\/en\/seo-para-a-saude-o-segredo-para-construir-autoridade-online\/\" target=\"_blank\" rel=\"noopener\"><b>construir confian\u00e7a<\/b><\/a><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">a B2B service company needs to educate before selling <\/span><b>educar antes de vender<\/b><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">uma empresa local precisa de <\/span><b>atrair procura qualificada<\/b><span style=\"font-weight: 400;\">, n\u00e3o apenas <\/span><a href=\"https:\/\/rita-pereira.com\/en\/seo-para-empresas-como-garantir-visibilidade-online\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">visibilidade online<\/span><\/a><p>\u00a0<\/p><\/li><\/ul><h3><span style=\"font-weight: 400;\">Understand for whom you are communicating, in a concrete way<\/span><\/h3><p><span style=\"font-weight: 400;\">After the deal, comes the audience. Not the idealized audience, but the real audience. Many companies say they communicate \"to businesses\" or \"to everyone.\" In practice, this translates into generic and ineffective messages.<\/span><\/p><p><span style=\"font-weight: 400;\">When this definition is well made:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the tone adjusts<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the themes become clearer<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the content stops trying to please everyone<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">I often see technical companies communicating as if they were speaking to laypeople, or service companies using overly vague language to avoid excluding anyone. The effect is the opposite of what was intended.<\/span><\/p><h3><span style=\"font-weight: 400;\">Define the role of content in the digital strategy<\/span><\/h3><p><span style=\"font-weight: 400;\">Not all content has to sell, but all content must serve a purpose. The content can serve to:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">attract qualified traffic<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">strengthen authority<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">support contact decisions<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">sustain SEO over time<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">It is in it that the content is organized, gains context, and builds coherence, especially when there is a focus on improving the site's SEO. When this logic is absent, I see companies investing in SEO without clear returns. When it exists, the content begins to function as a strategic asset. <\/span><a href=\"https:\/\/rita-pereira.com\/en\/como-melhorar-o-seo-do-seu-site-4-dicas-praticas-para-pme\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">melhorar o SEO do site<\/span><\/a><span style=\"font-weight: 400;\">. Quando esta l\u00f3gica n\u00e3o existe, vejo empresas a investir em SEO sem retorno claro. Quando existe, o conte\u00fado passa a funcionar como ativo estrat\u00e9gico.<\/span><\/p><p><span style=\"font-weight: 400;\">When content, site, and SEO are not aligned, the investment loses impact. It is precisely in this alignment that I work.<\/span><\/p><h3><span style=\"font-weight: 400;\">Choose few channels and use them with intention<\/span><\/h3><p><span style=\"font-weight: 400;\">Finally, it is necessary to decide where to communicate. Not where \"everyone is,\" but where it makes sense to be. An effective content strategy prioritizes:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">few channels<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">consistent messages<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">conscious decisions<\/span><\/li><\/ul><h2><span style=\"font-weight: 400;\">4 common mistakes when trying to \"organize\" the content strategy<\/span><\/h2><p><span style=\"font-weight: 400;\">When a company realizes that its communication is confusing, the most common reaction is to try to \"fix\" it quickly. The problem is that, often, this organization happens in the wrong places. These are the mistakes I encounter most frequently when working with small and medium-sized enterprises.<\/span><\/p><p><b>1. Start with the editorial calendar<\/b><\/p><p><span style=\"font-weight: 400;\">Creating a calendar gives a false sense of control. Without strategy, the calendar merely organizes content that doesn't know its purpose. I see companies defining frequency, sections, and formats without ever having decided:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">what objective each piece of content should fulfill<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">what role it has on the site<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">how it connects to the rest of the communication<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">The calendar should be the last step, not the first.<\/span><b><\/b><\/p><p><b>2. Copy what other companies do<\/b><\/p><p><span style=\"font-weight: 400;\">This error is particularly common when communication is reactive. The company looks at competitors or references and tries to replicate formats, themes, or presence on channels.  The problem is simple:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the contexts are different<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the publics are different<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the goals are different<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">What works for another company may be irrelevant or even harmful to yours. Therefore, inspiration without adaptation is not strategy.\u00a0<\/span><b><\/b><\/p><p><b>3.Treating SEO as an isolated solution<\/b><\/p><p class=\"translation-block\">This mistake can be costly. Without a content strategy, SEO becomes a set of technical optimizations disconnected from the business. The site may even gain traffic, but it doesn't gain clarity, authority, or relevant contacts. That's why SEO works when there is a strategy, not when it replaces one.<\/p><p><span style=\"font-weight: 400;\">If you invested in SEO and don't see a real impact on the business, send me a message. Because here, the problem is rarely technical. <\/span><a href=\"https:\/\/rita-pereira.com\/en\/contactos\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">envie-me uma mensagem<\/span><\/a><span style=\"font-weight: 400;\">. Porque aqui, o problema raramente \u00e9 t\u00e9cnico.\u00a0<\/span><b><\/b><\/p><p><b>4. Produce more instead of thinking better<\/b><\/p><p><span style=\"font-weight: 400;\">When the results don't appear, the easiest response is usually to turn up the volume. More posts, more articles, more effort. In practice, this only amplifies the confusion that already exists. Clarity and impact are achieved thru coherence and content aligned with objectives.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">The true gain of a well-thought-out content strategy<\/span><\/h2><p class=\"translation-block\">The greatest benefit of a content strategy is not producing more or publishing more frequently. It's gaining clarity. When there is strategy, decisions become simpler:<\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">know what to communicate and what to ignore<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">each piece of content has a defined role<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the website, SEO, and social media stop competing with each other<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">I see companies completely changing the way they communicate when they stop reacting to external stimuli and start making decisions based on clear objectives. Content ceases to be a constant effort and becomes an asset that works over time.<\/span><\/p><p><span style=\"font-weight: 400;\">A well-thought-out strategy allows:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">consistent communication<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">better use of resources<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">building trust in the market<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">sustained growth, not episodic<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">This is a job that is not done once. It requires monitoring, review, and the ability to adapt, always without losing the strategic thread.<\/span><\/p><p><span style=\"font-weight: 400;\">If you want to structure your company's communication with a long-term vision and stop reacting without criteria, talk to me. The first step is to talk about strategy. <\/span><a href=\"https:\/\/rita-pereira.com\/en\/contactos\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">fale comigo<\/span><\/a><span style=\"font-weight: 400;\">. <strong>O primeiro passo \u00e9 conversarmos sobre estrat\u00e9gia.<\/strong><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Is your company's communication confusing? Discover where to start with a content strategy, with real-world examples and common mistakes.<\/p>","protected":false},"author":1,"featured_media":1892,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[10,7],"tags":[18,12,13,19,17],"class_list":["post-1886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-seo","tag-dicas-de-seo","tag-marketing-de-conteudo","tag-seo","tag-seo-para-empresas","tag-seo-para-pme"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Estrat\u00e9gia de conte\u00fado para PME: por onde come\u00e7ar<\/title>\n<meta name=\"description\" content=\"A comunica\u00e7\u00e3o da sua empresa est\u00e1 confusa? 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