“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.
The editor-in-chief becomes a Chief Content Officer (CCO). In GEN Summit 2014 held in Barcelona, was discussed this transformation. The new CCO concentrates power over all communication for all channels and in all formats, and control of content strategy.
Credibility of content: the ‘personal brand’ to ‘commercial brand’
The last Edelman Barometer shows a transition between the personal brand and the commercial brand. If relationship between the recipient of the content and the brand consolidates, the voice of personal brand matters less. The trend influences Content Strategy and Brand Journalism.
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.
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.
The Spanish Penal Code requires, practically, a Criminal Compliance program for companies. The objective is to circumvent or mitigate possible penalties for the benefit that organizations have obtained from crimes committed. The creation of a content strategy that communicates this program contributes to the detection of suspicious activities, provides legal protection and increases its brand value.
The vast majority of companies and institutions lack a document about the content strategy of the organization. This document is vital for the present and future communication of the brand and should be preserved with the same zeal as the corporate identity manual or the crisis communication plan. The documented strategy is based on rigorous analysis and data.