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

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Strategic change: making public the contents of internal communication

The forms of consumer information on the Internet allow a change in the use of internal communication. The proposal is to move much of the information from the intranet to corporate site. The benefits are: transparency, control, updated information, better use of hyperlinks, positioning in searchers, and multi-device capacity.

Post in Spanish: Giro estratégico: hacer públicos los contenidos de comunicación interna

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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.

Post in Spanish: El perfil profesional del estratega de contenidos residente en la empresa

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Communicative challenges for the content 4.0 strategy

The Industrial Revolution 4.0 implies substantial changes in corporate communication through content. CCOs need the advice of a content strategist before adopting technologies to cope with change. Broadly speaking, today's challenges are voice search, intelligent chatbots, Customer Digital Assitants, Content-as-a-Service, PIM platforms and PCG, the volatile contexts and the continuous delivery.

Post in Spanish: Retos comunicativos 4.0 para la estrategia de contenidos

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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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Pros and cons of content strategies about staff

Analysis of the advantages of content strategies on the workers of an organization. The content strategist will evaluate whether it’s in the interest of publishing new positions, removals, and the list of accountability jobs and their respective roles to facilitate contact with the organization’s public. Some actions will have legal repercussions. Others may generate internal conflicts.

Post in Spanish: Pros y contras de estrategias de contenidos acerca del personal

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Who’s who in the dept of corporate content (II)


The Hays labor market guide offers a disappointing image of professionals dedicated to building contents. Second and final part of this post about the professional profiles in the department of corporate content and organization of their work area. The situation of the economic sector and wages of professional profiles on content creation is also analyzed.


Post in Spanish: Quién es quién en el área de contenidos corporativos (y II)

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Who’s who in the dept of corporate content (I)

The Hays labor market guide offers a disappointing image of professionals dedicated to building contents. In this first part of the post is explained that companies do not know what content is or how is managed, surrendering to marketing. Also are reviewed the necessary professional profiles for a more sustainable organization that adding value to the brand.

Post in Spanish: Quién es quién en el área de contenidos corporativos (I)

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