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Breves resúmenes esquemáticos y en inglés de los posts del blog corporativo de Estrategia del contenido

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Abstracts

Content of contact: effective corporate email signature

Corporate email signatures are highly ineffective because they are based on erroneous informative notions and because they use obsolete techniques. The development of new communication protocols by content strategists allows organizations to be much more effective in email communication.

Post in Spanish: Contenido de contacto: firma de correo corporativo eficaz

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Use of bodystorming in complex communicative processes

The bodystorming method allows the creation of content maps adjusted to the context of information consumption, within a content strategy. The technique is used in complex communicative processes, such as online financial information, the management of collaborations of different types or the creation of manuals instructions omnicanal. This post explains the characteristics of the method.

Post in Spanish: Empleo del bodystorming en procesos comunicativos complejos

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‘Airbnbmag’: questions and answers about their brand journalism

Airbnbmag is a travel magazine released by the Airbnb brand in collaboration with Hearst and is a paradigmatic example of brand journalism. This post analyzes the magazine and the aspects that define it as an operation of brand journalism, away from marketing and public relations.

Post in Spanish: ‘Airbnbmag’: preguntas y respuestas sobre su brand journalism

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Calendar for strategic content about corporate events

A corporate event is only valuable for a few months. However, the quality content that is generated from the event produces brand value indefinitely. The content strategy of the event depends on a calendar of reactions, the evolution of communicative objectives, a changing audience and the use of different channels at each stage. There never have to lose control of the production of the contents.

Post in Spanish: Calendario de contenidos para eventos corporativos

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The wage invisibility of the content teams in Spain

The main Spanish salary guide does not include any professional profile about the preparation and management of content. The specialists who elaborate the guide ignore the existence of these professionals or the managers of companies undervalue the employees who produce content. However, in the US their salaries grow above average and the content strategist is the most valued professional profile.

Post in Spanish: La invisibilidad laboral del personal de contenidos

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Classic errors in content strategy governance

Some corporate governance models create atomized committees that make crucial decisions for communication with contents. These commissions are often extraneous to the processes of the corporate content strategy. The distance of the managers to the communicative reality causes dysfunctions that are transferred to the result of the content. An excellent message could have a very poor result.

Post in Spanish: Errores clásicos en la gobernanza de la estrategia de contenidos

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