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

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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

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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

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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

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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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Creating corporate video content with a mobile phone

Tips for building a corporate video message using a simple mobile phone to film, montage, upload and publish the content. The use of the interview makes it possible to extract informative statements that illustrate and contribute greater veracity and credibility to the organization. The use of domestic tools such as the mobile phone brings immediacy and economic sustainability.

Post in Spanish: Cómo crear contenido corporativo en vídeo con un teléfono móvil

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