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

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Investigación de audiencias

Extrinsic rewards in intentional content

Some content design methods use the extrinsic rewards to create the architecture of the messages. These factors are the advantages offered by what the content is about for the receiver that is invited to act (buy, download…). They are emotional and, often, morally unavowable. It is only understood in the context of the receiver and therefore requires the use of individualized communication tactics.

Post in Spanish: Las recompensas extrínsecas en el contenido intencional

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Differential ethnography in content strategy

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.

Post in Spanish: Etnografía diferencial en estrategia de contenidos

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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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The renewed technique of diaries in audience research

The diaries technique for audience research takes on a new role in content strategy. This method provides a profile of the audience, the description of the context of content consumption, the perception of quality of content and appropriateness of content map for the receiver. The results of the technique must be analyzed by methods of content research.

Post in Spanish: La renovada técnica del dietario en investigación de audiencias

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The contribution of an estonian museum in the institutional content strategy

An investigation of four years in a museum of Estonia led to a Decalogue on the institutional content strategy that has changed the way we communicate institutions. The Estonian model is based on audience research, extension of institutional territory to virtual spaces and content creation to facilitate participation.

Post in Spanish: La aportación de un museo estonio a la estrategia de contenidos institucional

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The enormous difficulties of creating content for children

There is a very noticeable difference between content created for an audience of kids and infantile content. Sometimes the child is not the audience that claims the content. Content strategists have to change the way they relate to things and concepts. Teams content strategists must equip itself with an expert in pedagogy able to review and correct output messages.

Post in Spanish: Las enormes dificultades de crear contenido para niños

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