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

Comunicación eficaz, competitiva y sostenible

Diseño de operaciones con contenido:
Análisis y ejecución de Estrategia de Contenidos
global y Periodismo de Marca

Ruta de la página y presencia en Redes sociales

Buscador interno

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Economic dimension of investment in content strategy

Theoretical model of attribution of economic value to generated messages from content strategy, compared to conventionally built content. The higher cost of strategic content is diluted over time by increasing the ROI, and requires less marketing activities and further apart to get the same result.

Post in Spanish: Dimensión económica de la inversión en estrategia de contenidos


How to build a Intelligent Content piece

Instructions, step by step, to construct a piece of intelligent content that adapts automatically to the parameters obtained during the navigation of the user. Each version of the content is a message addressed to a single recipient. Communication is much more effective and sustainable economically.

Post in Spanish: Cómo se construye una pieza de contenido inteligente


Tactical reuse pieces of content in narrative flows

The content matrix consists of paragraphs and sentences that are reused on different pages of the same website. The tactic adds agility to build content without harming the narrative flow, reducing translation costs and facilitating personalization message for the recipient. This post discusses the characteristics of tactics.

Post in Spanish: Reutilización de fragmentos de contenido en flujos narrativos


Bad content is a symptom of organizational problems

Repairing a bad, non-strategic and insubstantial content is a matter of time and money. It’s an activity that does not have too much difficulty. However, the repair only relieves the symptoms of some problems of non-government and control of the processes experienced by the corporation. Symptoms without proper content strategy, will recur.

Post in Spanish: El mal contenido como síntoma


Background Brand Journalism: the ‘Boccaccio’ magazine

Review of Barcelona magazine ‘Boccaccio’ (70s), from the perspective of Brand Journalism. The publication took the name of the brand that edited. Apparently banal and erotic, their content was addressing an audience who played social and political changes. Although its distribution was very limited, the government allocated a unique person to control.

Post in Spanish: Antecedentes del Periodismo de Marca: la revista ‘Bocaccio’