The Attention Minute, a upwards metric value for the contents
Eli Pariser, founder of Upworthy, said that his platform uses as a metric the ‘attention minute’ of their users, versus the number of unique visitors or page views. The incorporation of this temporal parameter into statistics can serve the content strategy for assessing the quality, satisfaction and importance of contents.
Elements of economic sustainability of a content strategy
Theoretical study of the calculation of Goldilocks Zone for the economic sustainability of a content strategy. The calculation determines that the enrichment of communication decreases its economic efficiency. Responsibility is not only the content strategist. Other factors also have professional profiles and their level of responsibility.
Argument against calculating the ROI of content strategy
The Content Strategy (CS) has a intangible value for the organization. The obsession with measuring results and translate them into ROI can be counterproductive, because the CS provides results permanently. We need to consider the invest in CS from the financial cost structure of the company. From this perspective, is a sunk fixed cost that can be associated with stepped fixed costs.
The propagation concept registers, by speed and intensity, the degree of receptivity on a piece of content. This is calculated on the experience in the publication. It serves to develop an editorial calendar that is communicatively more effective and economically more profitable. This post discusses the factors that affect the propagation.
Concepts in the excellence report on corporate content
A trend in corporate communication is the development of a report of content excellence. This report contains comparative ratios of content published during the year and quality criteria which focus in the future. These criteria are the anticipating change, the renewal of objectives, the review process, the review of authority, the training and the development of corporate behavior.
The artificial reach of brand journalism by Coca-Cola
Analysis of the known data on the use of Expression of Interest (EoI) rate Coca-Cola. The low score on the natural reach of the content activates automatically promotional action for this content. A priori, the index provides neither potential audiences data nor contribution of brand value of these audiences.
The deceptive promise of engagement in content strategy
The best definitions of engagement with content are contradictory. Some explanations affect different stages of content consumption. However, they continue to be used for marketing. The analysis forgets that user engagement can be with the content, with the author or with the social correspondent. This disparity undermines any result.