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

Comunicación eficaz, competitiva y sostenible

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Periodismo de Marca, Estrategia de Contenidos, Semantic SEO y Content Marketing

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Métricas y KPI

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.

Post in Spanish: El Minuto de Atención, valor métrico en alza para contenidos

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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.

Post in Spanish: Elementos de sostenibilidad económica de una estrategia de contenidos

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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.

Post in Spanish: Argumento contra el cálculo del ROI de la estrategia de contenidos

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Calculation of the price of corporate content before a business absorption

The corporate content is an asset of the company that can obtain a fair price in the processes of purchase, merger or business absorption. This post explains a method for calculating the maximum price and the minimum trading price. The method is based on the quality and ability to create audiences and not on the audiences achieved. On the calculated cost price, a number of weightings are applied.

Post in Spanish: Fijar el precio del contenido ante una absorción empresarial

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Factors of propagation in the editorial calendar

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.

Post in Spanish: Factores de propagación en el calendario editorial

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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.

Post in Spanish: Conceptos del balance de excelencia del contenido corporativo

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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.

Post in Spanish: El alcance artificial del periodismo de marcas de Coca-Cola

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