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

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Formatos

Planning narrative formats that do not disappoint

Analysis of a infographic piece of the Chicago Tribune that serves to study the criteria of choice of communication formats. Selecting a format depends on the logic of the narrative, available resources, the expectations generated by the website, the existing expectations in the economic sector and the alternatives available.

Post in Spanish: Planificación de formatos narrativos que no defrauden

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Indications for use of heat maps in real time for local content

The geographical position data of mobile phones can become useful content for show information of local character. The generation of a heat map in real time converts this data into useful and practical content, gregarious, funny, persuasive and analytical. In this post different indications for using heat map for these purposes are proposed.

Post in Spanish: Indicaciones de uso de mapas de calor en tiempo real para contenido local

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The urgent need for structured content for restaurants

The IO app that is able to understand, comprehend and interpret a user that looking for a restaurant involves an urgent change in the construction of the contents of the websites of the restaurants. Just create structured content using HTML5 resources efficiently and snippets in Microdata.

Post in Spanish: La imperiosa necesidad del contenido estructurado para restaurantes

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Content of contact: effective corporate email signature

Corporate email signatures are highly ineffective because they are based on erroneous informative notions and because they use obsolete techniques. The development of new communication protocols by content strategists allows organizations to be much more effective in email communication.

Post in Spanish: Contenido de contacto: firma de correo corporativo eficaz

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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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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.

Post in Spanish: Táctica de soleras para un contenido más eficaz y económico

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Video Content: The Pennsylvania Decision Model

The decision to produce a video with corporate content is not always easy. Throughout the year, there are opportunities to choose this format, but their communicative ability or economic impact are not suitable for the organization. The Pennsylvania State University graduate school has created a publishing model that serves to make the right decision when it comes to producing a video.

Post in Spanish: Contenido en vídeo: el Modelo Pensilvania de decisión

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