“Periodismo de marcas” is a treatise on brand journalism for journalists and business executives who want to implement it in their organizations. The book argues that this discipline is genuine journalism, away from the metaphor of journalism or imposture. Its implementation involves setting new goals in brand communication and a profound transformation of the business organization.
Bad content is a symptom of organizational problems
Repairing a bad, non-strategic and insubstantial content is a matter of time and money. It’s an activity that does not have too much difficulty. However, the repair only relieves the symptoms of some problems of non-government and control of the processes experienced by the corporation. Symptoms without proper content strategy, will recur.
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.
The editor-in-chief becomes a Chief Content Officer (CCO). In GEN Summit 2014 held in Barcelona, was discussed this transformation. The new CCO concentrates power over all communication for all channels and in all formats, and control of content strategy.
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.
The wage invisibility of the content teams in Spain
The main Spanish salary guide does not include any professional profile about the preparation and management of content. The specialists who elaborate the guide ignore the existence of these professionals or the managers of companies undervalue the employees who produce content. However, in the US their salaries grow above average and the content strategist is the most valued professional profile.
Some corporate governance models create atomized committees that make crucial decisions for communication with contents. These commissions are often extraneous to the processes of the corporate content strategy. The distance of the managers to the communicative reality causes dysfunctions that are transferred to the result of the content. An excellent message could have a very poor result.