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

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The Adequacy Test of message in a content strategy

The Adequacy Test is used to determine the effectiveness of a communicative message. Done regularly, the test indicates whether the receiver feels message recipient, and if the receiver believes the message belong to the issuer characteristics. The Test is worth checking and correcting deviations in the content strategy.

Post in Spanish: El Test de Adecuación del mensaje en estrategia de contenidos

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New strategies in the use of corporate newsletters

Email has become a mature and universal communication channel. Users make your email accounts in a database in which stores information that is useful. Now we have to convert the information transmitted in newsletters into knowledge. This post analyzes tactics for use in a good strategy content.

Post in Spanish: Nuevas estrategias en el uso de newsletters corporativos

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The connection between the extended content and the user affinity

A study by Chris Breaux, of Chartbeat, has shown a direct relationship between the time spent at site and the degree of adhesion of the user to the thesis defended by the author. Although Breaux warns that the study is not conclusive, suggests that a stay of more than one minute accomplished convincing more the reader.

Post in Spanish: La relación entre el contenido extenso y el convencimiento del usuario

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Calendar for strategic content about corporate events

A corporate event is only valuable for a few months. However, the quality content that is generated from the event produces brand value indefinitely. The content strategy of the event depends on a calendar of reactions, the evolution of communicative objectives, a changing audience and the use of different channels at each stage. There never have to lose control of the production of the contents.

Post in Spanish: Calendario de contenidos para eventos corporativos

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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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