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

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The book “Periodismo de marcas”, now on sale

“Periodismo de marcas” is a treatise on brand journalism for journalists and business executives who want to implement it in their organizations. The book argues that this discipline is genuine journalism, away from the metaphor of journalism or imposture. Its implementation involves setting new goals in brand communication and a profound transformation of the business organization.

Post in Spanish: El tratado «Periodismo de marcas», ya a la venta

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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

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Who the hell cares your business website?

The CEO must find out who really care the website of the corporation. The leader may be different from in the organization chart. The leader may belong to the area of ​​technology, sales and marketing or corporate communications. Over time these areas have become impervious Taifa kingdoms.  And they wage war on their own. If it happens, put forward a content expert.

Post in Spanish: ¿Quién demonios manda en el tema web de su empresa?

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Implementation guide of singular corporate style in the strategic content

In an omnichannel universe, the visual singularity of the design of the contents of the brands is irretrievably lost. For the messages to be recognizable and mentally associated with the organization that publish them, it is necessary to create a sofistied Publish Guide, coordinated by a external content strategist. This post describes the advantages and the implementation process.

Post in Spanish: Guía de implantación de estilo corporativo singular en el contenido

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Editorial calendar subtypes in content strategy

Description and indications of editorial calendar subtypes that are used in Content Strategy: indicative, countdown, forward count, review, and process. Calendar subtypes respond to operational needs of the content department. Instead, each type of calendar —permanent, mandatory, open, cadence or reactive— is based on strategic criteria.

Post in Spanish: Subtipos de calendario editorial en estrategia de contenidos

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Using RACI matrix in complex content departments

The RACI (Responsible, Accountable, Consulted and Informed) matrix is used in Content Strategy during the modeling content phase, with the workflow diagrams for each informative piece. The model serves complex content creation departments that are geographically disaggregated or have outsourced functions, to improve their processes and recognize responsibilities in each editorial function.

Post in Spanish: Uso de RACI en departamentos de contenido complejos

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