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

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Organización

The book “Periodismo de marcas”, now on sale

“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.

Post in Spanish: El tratado «Periodismo de marcas», ya a la venta

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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.

Post in Spanish: El mal contenido como síntoma

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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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Fine adjustment in cascade of strategic content for non-profit

Non-profit organizations often manage emotions that influence their way of communicating. Emotions are part of a persuasive content that alters the communication line of the organization in a serious way. In addition, these non-profit institutions often have few resources to address content. To avoid possible inappropriate content for your audience, the cascade tactic allows fine-tuning.

Post in Spanish: Ajuste fino y en cascada de contenido estratégico para ONG

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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.

Post in Spanish: Táctica de soleras para un contenido más eficaz y económico

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Vital signs of a documented content strategy

The vast majority of companies and institutions lack a document about the content strategy of the organization. This document is vital for the present and future communication of the brand and should be preserved with the same zeal as the corporate identity manual or the crisis communication plan. The documented strategy is based on rigorous analysis and data.

Post in Spanish: Signos vitales de una estrategia de contenidos documentada

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