Credibility of content: the ‘personal brand’ to ‘commercial brand’
The last Edelman Barometer shows a transition between the personal brand and the commercial brand. If relationship between the recipient of the content and the brand consolidates, the voice of personal brand matters less. The trend influences Content Strategy and Brand Journalism.
General Electric created a page for their innovation experts. Each expert gives his personal tweet to mosaic page. The user can consult easily and transparently. The specialists are the backbone of content strategy.
A company is more agile and effective when it is immersed in a content culture. Theirs employees are participants of all the messages that are emitted and they qualify them from their professional position and the contact with the surroundings of the organization. The company becomes more porous and able to develop its digital transformation. The content strategist must implement content culture.
Comparison of the different models for the outsourcing of content production: the hiring of the expert or the specialist, the free lance, the free lance chain, the content agency, the parallel newsroom, the free lance technician, the technical agency, the marketplace and the external supervisor. This post discusses the advantages and disadvantages of each model.
The own media are survivors of universal loss of trust
An content strategy in the own media and the own channels under the control of the organization, with a spontaneous message, using the voice of technical and academic experts, based on experiences, and away from the institution of corporate communication, is more effective. Thus, following the conclusions of the Edelman Trust Barometer 2017, communication will gain credibility.
The content subtexts as disease and how to diagnose
The invisible disease of content structured on false subtexts is very difficult to diagnose. The disease is caused by six cognitive behaviors that occur unconsciously in the planning, creation and revision of the content. This post explains the remedies that content strategist can apply when this disease is diagnostique.
Taking advantage of the last session of the Confab Central 2016 and the publication of a monograph on content strategy by the IEEE, it should make an historical review of discipline. The information sources are the self experience and contributions in the Content Strategy Forum.