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.
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.
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.
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.
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.
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.
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.