Differences between content strategy and editorial strategy
While sharing features, content strategy and editorial strategy are different. This post discusses some factors: the concept of content as a product or as a communication vehicle; the governance of production and control; and the quality standards.
Message recipients, another difference between marketing and content strategy
Analysis of the way in which the recipients of the messages are focused by content strategy and content marketing. From an economic perspective, the focus of broad spectrum of content strategy is more profitable than targeting that makes content marketing. This post summarizes other differences between the two disciplines.
Study of factors that determine the adoption of an organizational structure for the governance of content strategy. Analysis of the characteristics for centralized, filtering, collegial, delegate, decentralized and outsourced models.
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.
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.
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.
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.