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

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“CEO, you need content strategy if…”

Recovering from a presentation by Hilary Marsh held a few days ago in Chicago. She collects circumstances of the companies and organizations that demonstrate the need for a content strategist. His proposal was to study the processes, the authority, the collaboration and make known what is the content.

Post in Spanish: “Señor CEO, usted necesita un estratega de contenidos si…”

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Rapid assessment of the possibilities of creating viral content

In a new project, we had to develop a rapid system assessment of performance produced by viral content. Our process has six outlets of information and allow conclusions on three parameters to define the profitability of building viral content. The joint consideration of the three parameters to decide whether viral content creation will be profitable.

Post in Spanish: Evaluación rápida de las posibilidades de creación de contenido viral

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The inadvisable strategic use of Facebook comments

The use of Facebook Comments plugin in corporate web pages can undermine content strategy and impair communication. The negligence in the review of approved sites, the lack of response in social networks and the bad governance in the contents aggravate the situation. In the post, we analyze the Dove case.

Post in Spanish: El desaconsejable uso estratégico de los comentarios de Facebook

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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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Features and contact points from the strategic content

When a user contacts the content, it goes into a deep spiral of benefits that the message offers. The benefits are structured in three levels deep conditioned by the initial intentions of the user and the type of channel that accesses the content. Only the corporate website ensures a complete cycle and the quality of content.

Post in Spanish: Prestaciones y puntos de contacto del contenido estratégico

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The contribution of an estonian museum in the institutional content strategy

An investigation of four years in a museum of Estonia led to a Decalogue on the institutional content strategy that has changed the way we communicate institutions. The Estonian model is based on audience research, extension of institutional territory to virtual spaces and content creation to facilitate participation.

Post in Spanish: La aportación de un museo estonio a la estrategia de contenidos institucional

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Who’s who in the dept of corporate content (II)


The Hays labor market guide offers a disappointing image of professionals dedicated to building contents. Second and final part of this post about the professional profiles in the department of corporate content and organization of their work area. The situation of the economic sector and wages of professional profiles on content creation is also analyzed.


Post in Spanish: Quién es quién en el área de contenidos corporativos (y II)

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