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

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Who the hell cares your business website?

The CEO must find out who really care the website of the corporation. The leader may be different from in the organization chart. The leader may belong to the area of ​​technology, sales and marketing or corporate communications. Over time these areas have become impervious Taifa kingdoms.  And they wage war on their own. If it happens, put forward a content expert.

Post in Spanish: ¿Quién demonios manda en el tema web de su empresa?

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Web content model for physical stores with NFC

The arrival of NFC (Near Field Communications) will change the shopping experience in retail establishments. Also will change shopping in stores that do not sell on line. Structured content is needed to take full advantage of the new technology. In this post we propose a strategy to address commercial web content.

Post in Spanish: Modelo de contenido web para tiendas físicas con tecnología NFC

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Building a content culture in the organization

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.

Post in Spanish: Construcción de una cultura del contenido en la organización

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Content Outsourcing Models

Comparison of the different models for the outsourcing of content production: the hiring of the expert or the specialist, the free lance, the free lance chain, the content agency, the parallel newsroom, the free lance technician, the technical agency, the marketplace and the external supervisor. This post discusses the advantages and disadvantages of each model.

Post in Spanish: Modelos de externalización de contenidos

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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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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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