The professional profile of in-house content strategist
Massively, companies have started hiring strategists content. More and more jobs. However, depending on the type of organization, functions of strategist are different. Generally, this professional acts in governance and control of content, supported by external consultants. The post discusses their most common functions and organizational needs to hire a strategist.
Large investors in content marketing have started to notice the effect of blindness content. His messages are unnoticed by users, although they have in front. This post discusses a number of hypotheses about the characteristics of content marketing that produce blindness. Perhaps the solution is to begin from scratch with underlying content strategy and effective.
Uber: context of information consumption and content strategy
Study of a singular phenomenon in some companies of the digital economy. Uber and Airbnb publish print magazines with unique content for their users. The paper holder has more strategic advantages for content that the online communication. The key advantage is the context control for the consumption of the information.
The bulky instruction manuals that are delivered along with the products are obsolete. They are little effective communicatively and expensive for the manufacturer. Implementing a successful content strategy will improve the brand communication of the product guides and greatly reduce production costs.
The own media are survivors of universal loss of trust
An content strategy in the own media and the own channels under the control of the organization, with a spontaneous message, using the voice of technical and academic experts, based on experiences, and away from the institution of corporate communication, is more effective. Thus, following the conclusions of the Edelman Trust Barometer 2017, communication will gain credibility.
The propagation concept registers, by speed and intensity, the degree of receptivity on a piece of content. This is calculated on the experience in the publication. It serves to develop an editorial calendar that is communicatively more effective and economically more profitable. This post discusses the factors that affect the propagation.
Differences between User Journey, Content Flow, Task Flow and Sales Funnel
Description, utilities, perspectives and habitual use in content strategy of the User Journey, Content Flow Diagram, Task Flow and Sales Funnel diagrams. The four analyzes address the path of a user in a communicative process with contents.