The professional profile of in-house content strategist
Massively, companies have started hiring strategists content. More and more jobs. However, depending on the type of organization, functions of strategist are different. Generally, this professional acts in governance and control of content, supported by external consultants. The post discusses their most common functions and organizational needs to hire a strategist.
Large investors in content marketing have started to notice the effect of blindness content. His messages are unnoticed by users, although they have in front. This post discusses a number of hypotheses about the characteristics of content marketing that produce blindness. Perhaps the solution is to begin from scratch with underlying content strategy and effective.
Uber: context of information consumption and content strategy
Study of a singular phenomenon in some companies of the digital economy. Uber and Airbnb publish print magazines with unique content for their users. The paper holder has more strategic advantages for content that the online communication. The key advantage is the context control for the consumption of the information.
Content strategy for planning the corporate intranet
The success of an intranet depends more on content strategy than on technology. When planning the intranet, it is necessary to analyze the jobs as audiences and determine what information each recipient needs. This way they will find faster the information and the useful content will always be up to date. Some classic intranet features can be replaced by other more effective platforms.
Differential ethnography is a method of audience research that is used in content strategy to analyze the context of content consumption. It is based on the existence of patterns of apprehension of information that, in turn, obey internal routines. The researcher tries to determine what is a priority, what is more comfortable and what is culturally acceptable to the subject.
Communicative challenges for the content 4.0 strategy
The Industrial Revolution 4.0 implies substantial changes in corporate communication through content. CCOs need the advice of a content strategist before adopting technologies to cope with change. Broadly speaking, today's challenges are voice search, intelligent chatbots, Customer Digital Assitants, Content-as-a-Service, PIM platforms and PCG, the volatile contexts and the continuous delivery.
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.