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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

Consultoría / externalización:
Periodismo de Marca, Estrategia de Contenidos, Semantic SEO y Content Marketing

Ruta de la página y presencia en Redes sociales

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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

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Sector fashion: strategy to avoid the brand abduction by the storytelling

The content used by the main brands in the sector has changed. A panel of experts has come to the conclusion that it produces more frequent, cheap and liquid content. The abuse of narrative arguments creates a communicative chaos. Brands attempt to coordinate three different strategies (emotional, inbred and commercial) when they should be have a single content strategy that agglutinates them.

Post in Spanish: Sector ‘fashion’: evitar que el relato secuestre la marca

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Content benchmarking by tone-of-voice analysis

In very competitive economic sectors, with many operators and undifferentiated content, the fine tuning of the content creation processes can be decided from a Systematic Tonal Analysis. The study breaks down the four dimensions of corporate voice into quantifiable factors, eliminating subjectivity and allowing repetition of results. This post explains how we do it in Estrategia del Contenido.

Post in Spanish: Benchmarking del contenido mediante el análisis del tono

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Fine adjustment in cascade of strategic content for non-profit

Non-profit organizations often manage emotions that influence their way of communicating. Emotions are part of a persuasive content that alters the communication line of the organization in a serious way. In addition, these non-profit institutions often have few resources to address content. To avoid possible inappropriate content for your audience, the cascade tactic allows fine-tuning.

Post in Spanish: Ajuste fino y en cascada de contenido estratégico para ONG

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Solera tactics for more efficient and economical content

Tactics of a content strategy that takes advantage of old and quality content components (with solera) for the new message more efficient, faster production and cheaper cost. The tactics are inspired by the wine technique. In the cellars, the wine with solera is mixed with the young wine, transferring its properties. In content strategy the same was done with the information.

Post in Spanish: Táctica de soleras para un contenido más eficaz y económico

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