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

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Rentabilidad, ROI

Economic dimension of investment in content strategy

Theoretical model of attribution of economic value to generated messages from content strategy, compared to conventionally built content. The higher cost of strategic content is diluted over time by increasing the ROI, and requires less marketing activities and further apart to get the same result.

Post in Spanish: Dimensión económica de la inversión en 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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The failure of content marketing without underlying content strategy

Several studies have warned in recent months that 80% of B2B content marketing will never query. They also state that 41% of sellers in this sector do not use the content in their operations because they do not find. The detected faults show that content marketing without underlying solid content strategy is doomed to failure.

Post in Spanish: El fracaso del content marketing sin una estrategia contenidos subyacente

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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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How to plan your content budget for 2017

Explanation, step by step, of the preparation of an annual budget of contents. The method is universal, both for large corporations with large amounts of content and important production teams, as well as for sole proprietorships. The methodology is based on the unification of production in terms of hourly investment.

Post in Spanish: Cómo planificar el presupuesto de contenidos para 2017

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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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Strategic actions to extract maximum performance to content

The expectation and curiosity aroused by our services page on Facebook has led us to classify, sort and deepen the extensive list containing this post. We have classified them into six sections: diagnosis and unified content strategy; governance; editorial intervention; assistance and production of content; audiences; and brand journalism.

Post in Spanish: Acciones para extraer el máximo rendimiento al contenido

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