“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.
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.
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.
Content of contact: effective corporate email signature
Corporate email signatures are highly ineffective because they are based on erroneous informative notions and because they use obsolete techniques. The development of new communication protocols by content strategists allows organizations to be much more effective in email communication.