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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

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Periodismo de Marca, Estrategia de Contenidos, Semantic SEO y Content Marketing

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Posicionamiento natural

The semantic content improves positioning 45% of the time

For a month we performed an experiment with content that brings semantic values ​​and with simple HTML5 content. 45% of the time, content with semantic values ​​created with the guide of the book «HTML5 para periodistas», improved search engine rankings. 225% of the time the outcome was neutral. The test shows that the semantic value of HTML5 positions better and faster.

Post in Spanish: El contenido semántico mejora el posicionamiento un 45% de las veces


The relevance of secondary content for positioning

Analysis of the criteria Google in the new version of the Google Quality Rater’s Guidelines on the assessment of secondary content. Examples of internal manual only provide usability to the site, but don’t exclude the use of other formats with more semantic value: illustrations (figure) and column features (aside, in HTML5 language).

Post in Spanish: La relevancia del contenido secundario en el posicionamiento


Comments: 2

The ‘attraction content’ do not inspire confidence, according to a study

The content created for SEO, as blogs, customer testimonials or certificates of quality, don’t generate confidence in online commerce to users in proximity companies. A Study by Local Bright, with 811 respondents in the U.S. and Canada, shows that users appreciate the list of products and prices, clarity contact details and actual physical proximity.

Post in Spanish: Un estudio revela que el contenido de atracción no genera confianza


Strategic use of content in the new mandatory CSR

The transposition of a European directive into Spanish law obliges most companies to publish a mandatory report on Corporate Social Responsibility (CSR) that can be converted into strategic content. The law establishes the informative sections that companies should address in this report: anti-corruption measures, labor relations, gender equality, sustainability, etc. 

Post in Spanish: Uso estratégico del contenido de la nueva RSC obligatoria


Content for the homepage in crisis communication

The crisis communication plan must always be integrated within the content strategy. The first response, in case of seriousness crisis, should be the modification of the corporate main page using informative elements of the damaging news but for its own benefit. All communication must be done from the corporate site, regardless of the dark sites.

Post in Spanish: Contenido para la Home Page en comunicación de crisis


Content strategy to save money on user manuals

The bulky instruction manuals that are delivered along with the products are obsolete. They are little effective communicatively and expensive for the manufacturer. Implementing a successful content strategy will improve the brand communication of the product guides and greatly reduce production costs.

Post in Spanish: Estrategia de contenidos para ahorrar en los manuales de usuario


‘title’, essential in the writing of semantic content

The 5.2 HTML update gives the title attribute a new role. The goal is for Assistive Technology (AT) to semantically identify the content. The AT devices will understand the content and will be able to summarize it or extract the data to answer user questions. Content that does not fit these features will be invisible on the Internet.

Post in Spanish: ‘title’, imprescindible en la redacción de contenido semántico