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

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Brand Newsroom

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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What is an newsroom of brands and their criteria define

Explanation of how it is structured and works a newsroom of brand. Comparison with a modern drafting media. The reaction rate is not as important. Neither the UGC is so important in most cases. Instead, we must take into account the proximity of the components of the newsroom and the presence of authority that validates content publication.

Post in Spanish: Qué es una redacción de marcas y qué criterios la definen

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Newsroom of brand models

Analysis of four models brand newsroom organization in terms of its capacity, its internal management and its relationship with  external suppliers. Assessing their strengths and weaknesses. And shows what kind of companies or institutions benefit best from each. The models are theoretical and should be considered a starting point for each company’s suited to their needs.

Post in Spanish: Modelos de redacción de Marcas

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Brand journalism: ‘Airbnbmag’ succumbs to the hyperlink

Analysis of the brand journalism put into practice by Airbnbmag in its first number after the premiere issue of May. There is an excess of the presence of the Airbnb hosts in the content and, consequently, of the use of links to the platform that could damage the viability of the journalistic project.

Post in Spanish: Brand Journalism: ‘Airbnbmag’ sucumbe al hiperenlace

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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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‘Airbnbmag’: questions and answers about their brand journalism

Airbnbmag is a travel magazine released by the Airbnb brand in collaboration with Hearst and is a paradigmatic example of brand journalism. This post analyzes the magazine and the aspects that define it as an operation of brand journalism, away from marketing and public relations.

Post in Spanish: ‘Airbnbmag’: preguntas y respuestas sobre su brand journalism

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The brand journalism in the ethical code of journalism

The revision of the code of ethics of the journalists of Catalonia invites to check the adjustment of the brand journalism to this precepts. This post revises the ethical and moral criteria of the profession and concludes that brand journalism, when exercised rigorously, meets the deontological standards.

Post in Spanish: Encaje del Brand Journalism en el código ético del Periodismo

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