It's more than just about getting your message across. It is also important to make sure the message your are sending is what the customer is looking for.
Creating buyer personas for your customers will help to design a content strategy to help them along the path to conversion, but each part of a buyer persona is an informed guess. This is why it is vital to take the time to communicate with your leads to make sure your content strategy is effective. It allows for a reality check on assumptions and allows us to make adjustments if our assumptions are not meeting expectations. It is also important sometimes to just provide a human interaction over a wealth of content and sterile social media interactions.
So, for proper communications, plan on being available to answer questions and provide the human interaction that some people need to make a decision to subscribe to or purchase your products or services.