Case 1

A decade of content

One of my clients has no problem producing content. Between her blog posts, website and workshops, she has produced enough material to maintain a constant flow of updated information on her digital channels, presentations and interviews. 

Her need was to categorize this content based on her key messages and recurring themes.  

Where to start? A content strategy to identify thematic clusters, followed by an editorial calendar to facilitate the selection of pieces to use in her blog, newsletter and social media. 

For the strategy, we worked intensively on the review of her content and the screening of the most frequent topics. With this information, we built an excel file that allowed us to put names and labels to each piece, until all of them had been categorized.  

In addition, we added the alternative formats that could work for each text (short videos, Instagram reels or a summarized version for email marketing), images related to the topic, even support for her client sessions. 

Then, we decided to build the editorial calendar by season: vibrant topics for summer, inspirational for spring, reflexive for fall, and comforting for winter. Each season was composed of weekly content, which evolved according to its key messages and took the form of stories, loose reflections, shareable quotes and accompanying images.  

It was very exciting to perceive my client’s satisfaction, seeing a decade of content organized in a clear and simple way: each text had its place, its identity. And, even better, to complete the process with the certainty that our connection made this project a journey of discovery for both of us. 


Caso 1

Una década de contenidos

Una de mis clientes no tiene problema para producir contenido. Entre sus blog posts, su sitio web y sus workshops, ha producido suficiente material para mantener un flujo constante de información actualizada en sus canales digitales, presentaciones y entrevistas.

Su necesidad era categorizar este contenido en función de sus mensajes clave y temáticas recurrentes. 

¿Por dónde empezar? Una estrategia de contenidos para identificar los grupos temáticos, seguido de un calendario editorial para facilitar la selección de las piezas a utilizar en su blog, newsletter y redes sociales.

Para la estrategia, trabajamos de forma intensiva en la revisión de sus materiales y la detección de los tópicos más frecuentes. Con esta información, construimos una base en excel que nos permitió poner nombres y etiquetas a cada pieza, hasta que todas tuvieron su lugar. 

Además, agregamos los formatos alternativos que podían funcionar para cada texto (videos cortos, reels en Instagram o una versión reducida para email marketing), imágenes relacionadas con el tema, incluso apoyo para sus sesiones con clientes.

Cuando llegamos al calendario editorial, decidimos construirlo en función de las estaciones: tópicos vibrantes para el verano, inspiradores para la primavera, reflexivos para el otoño y reconfortantes para el invierno. Cada temporada estaba compuesta por contenidos semanales, que evolucionaban en función de sus mensajes clave y se presentaban como historias, reflexiones sueltas, citas textuales para compartir e imágenes complementarias. 

Fue muy emocionante percibir la satisfacción de mi cliente, al ver una década de contenido organizada de forma clara y sencilla: cada texto tenía su lugar, su identidad. Y, mejor aún, completar el proceso con la certeza de que nuestra conexión hizo de este proyecto un viaje de descubrimiento para ambas. 


Case 2

Knowing what to say is important. Knowing how to say it is fundamental

When the Argentine chapter of a well-known international foundation found itself in a reactive position in the face of frequent negative mentions in the media, they recognized the need to organize a communications training to prepare their team. 

Their need was to identify the key messages to use in order to, instead of countering the information and appearing defensive, clarify the role of the foundation, separate themselves from the controversy and draw attention to the educational work they carry out in local communities. 

Where to start? At the request of their press officer, I prepared a three-part training: identity and key messages, how to redirect media attention, and individual sessions to simulate interviews. 

Our first meeting focused on how familiar the team was with the foundation, its objectives and actions. Also on how to own the Foundation’s key messages, to move from repeating corporate words to expressing a purpose in an inspiring way, involving personal emotions. 

The second session served to review examples of interviews where attention was redirected from a negative message to information that was accurate, reliable and valuable to the audience. We also discussed the importance of being transparent and emphasizing their educational role. 

Finally, in the mock interviews, I had the opportunity to observe their strengths and evaluate each team member’s readiness for potential media appearances.  

The experience was positive for everyone. Providing them with solutions and supporting them in the process of self-knowledge implicit in the task of presenting themselves to the media helped me understand that communication can be perceived either as a daunting responsibility or a golden opportunity.


Case 3

Goodbye obligation, hello purpose! 

We often find that our identity is tied to the profession we have. And this moment of clarity occurs when we feel the need to step aside and dedicate ourselves to something completely new.  

For this client, that moment came along with a major physical injury, which forced her to take a break from practice for a considerable period of time. It was during this break that she connected with something more valuable and exciting: helping others to organize their time as a tool to live a fuller and more satisfying life. 

Her need was clear: to communicate this initiative on her new website and, consequently, on her social platforms. 

Where to start? After spending weeks writing and describing their story, their motivations, their purpose and their services, there was more than enough information to fill the website. But often times, quantity of information can overshadow quality, and that’s where our collaboration began. 

Reading everything she had prepared and understanding the most important points to condense the story was the first part. Making it easy to follow and attractive to potential clients, always keeping the emotional and human aspect, was the next part. 

We closed with the narrative improvements, because in any website, as well as in social networks, it is essential to publish texts free of grammatical errors, typos, and other details that threaten the quality of what we communicate. 

By the time the website was ready, it was clear that purpose and inspiration were present in every color, design and word. Positive feedback began to come in and her enthusiasm grew. She regained her identity and turned her passion to helping others, including me.


«The key is to align ourselves with the message to be communicated. In this way we convey the idea and emotion and connect with our audience»

Diana Silva Franco

Case 4

I have a voice and I’m going to use it

Shortly after finishing the LevelUp executive program, one of my colleagues asked me to help her improve her presence on LinkedIn. Her goal was to convey her knowledge, experience and values on the platform. 

Her need, however, was more complex. The starting point was to define her identity and interests. After many years in the corporate world, she needed to reconnect with her as a person to then build her professional persona, beyond the company she works with. 

Where to start? We scheduled 5 sessions, in which we would cover her assets, her goals, her needs and how to express all of that. 

The most intense work was to achieve an objective description of herself. As we had already learned during the LevelUp classes, we women tend to minimize our talents and achievements. This was precisely what we tried to reverse in the first session and the two weeks of individual work after that.  

In the following sessions, we made progress in identifying her interests and how to reflect them on LinkedIn, determining her audience and where to find them. We also brainstormed networking strategies on the platform and, finally, built an improved profile, more aligned with her current identity and the topics that are relevant to her and her network. 

The result was a woman with greater self-confidence, with clarity on the topics and causes to which she wants to contribute her voice, who was encouraged to interact with the highest levels of the company she has worked for many years. She wanted to be seen and heard and, progressively, she has been achieving this with authenticity and consistency


Case 5

I know what I do, even if I can’t tell you

This client was my teacher in a self-compassion training. She taught me and accompanied me during the hardest part of the pandemic – which coincided with the most demanding and complex inner work I have done. 

When she told me about the difficulties she had gone through to build a website that accurately reflected their work with self-compassion and mindfulness, I felt the desire to work with her and her partner to ensure that the invaluable learning I had gained could reach more people. 

Their need was to develop the content of the website in such a way that the audience could know what they do, understand the differences between the different trainings and find stories and testimonies that facilitate the identification of their problems and the tools to overcome them. 

Where to start? Between the three of us, we held a meeting where they expressed the voice of their brand, the emotions that converge in their work and their own stories of approaching these practices of self-knowledge and evolution. 

With this information, I prepared a simple, easy-to-follow editorial structure for the website that could contain all the necessary information without overwhelming the visitor. The emphasis was on the human side, and how these tools can change people’s lives in a progressive way, impacting their personal and professional environment.  

They reviewed the drafts, made changes and suggestions to better reflect their joint voice, and added images and some testimonials. We worked on a blog that will be regularly fed with their own texts, and we generated the testimonials section, in which I happily participated. 

By the time we finished the editorial process of the website, it was clear that we reflected the purpose of both partners. It was easy, because when our objective is to help other people, when there is a vocation of service, the words I choose are those that I know will appeal to those who share the same ideal.