The response to the Internet of Things as new content context
According to report “Digital Life in 2025”, the Internet of Things generate environmental information on the connection point from the person. As content strategists, we can use the data from wearable technology to use as a context of consumption of our messages. With zero cost, we achieve a high transmission efficiency useful content.
Trust management: blogs recovery, experts and semantic content
With the results of the 14th Trust Barometer by Edelman in Spain, can be drawn three conclusions from the perspective of content strategy: the recovery of corporate blog that is outside the domain of the Mark; the opening of the blog for the employee of the company and the expert in this area; and the construction of semantic content and structured information that to be searchable.
A company is more agile and effective when it is immersed in a content culture. Theirs employees are participants of all the messages that are emitted and they qualify them from their professional position and the contact with the surroundings of the organization. The company becomes more porous and able to develop its digital transformation. The content strategist must implement content culture.
‘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.
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.
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 own media are survivors of universal loss of trust
An content strategy in the own media and the own channels under the control of the organization, with a spontaneous message, using the voice of technical and academic experts, based on experiences, and away from the institution of corporate communication, is more effective. Thus, following the conclusions of the Edelman Trust Barometer 2017, communication will gain credibility.