¿Nos autoriza a instalar cookies durante su navegación por Estrategia del Contenido?

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

Si le resulta más cómodo, puede utilizar también las opciones opensearch en este website

Buscador
Generación

Persona, message and substance in content strategy

The strategic content consumer has a dual behavior. First, consumers value the message produced by the content strategist. Second, consumers value ​​the essence of the message. To discern differences between the two types, creating an Empathy Map lets know what experience and what emotions are generated in the profile of the persona.

Post in Spanish: Persona, mensaje y sustancia en la estrategia de contenidos

Permalink

Comments: 1

Content strategy to cure the corporate bloghorrea

The bloghorrea is a symptom of serious corporate communication problems. This post analyze the characteristics of this disease, delves into its causes and recommends the development of professional content strategies that is started with a thorough audit of the blog. The analysis will help to decide what is preserved and what is removed.

Post in Spanish: Estrategia de contenidos para curar la blogorrea corporativa

Permalink

Defining the schema of links in the Guide of Publication

One of the documents that are delivered in a consulting of content strategy is the Guide of Publication. This delivery includes scheme of links indicating to authors how and when to use links to other content. The scheme analyzes the profits of links and their characteristics to authorize or recommend their use.

Post in Spanish: Definiendo el esquema de enlaces en la guía de publicación

Permalink

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

Permalink

Corporate security management in blogs lacking governance

Some managers put the corporate blog in the hands of their employees. They give them the company communication without establishing any control. At their discretion, workers can commit crimes of information, against the honor or privacy of individuals, against intellectual or industrial property, and against the consumer. In addition to damage to reputation, the company may be condemned.

Post in Spanish: Gestión de seguridad corporativa en blogs sin gobernanza

Permalink

Comments: 1

Content quality criteria according to reading patterns

The inclusion of touch screen behavior on other devices is changing the reading patterns of web pages. Models that were only given on mobile devices are reaching laptops and desktops. The change involves modifying the criteria for developing the content so that communication is more effective. We must forget unquestionable and automated models and incorporate more effective content strategies.

Post in Spanish: Criterios de calidad del contenido según los patrones de lectura

Permalink

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

Permalink