A company is more agile and effective when it is immersed in a content culture. Theirs employees are participants of all the messages that are emitted and they qualify them from their professional position and the contact with the surroundings of the organization. The company becomes more porous and able to develop its digital transformation. The content strategist must implement content culture.
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.
Communicative challenges for the content 4.0 strategy
The Industrial Revolution 4.0 implies substantial changes in corporate communication through content. CCOs need the advice of a content strategist before adopting technologies to cope with change. Broadly speaking, today's challenges are voice search, intelligent chatbots, Customer Digital Assitants, Content-as-a-Service, PIM platforms and PCG, the volatile contexts and the continuous delivery.
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.
The strategic concept Content as a Service (CaaS) and the CCO
The adoption of the Content as a Service (CaaS) philosophy in the enterprise depends on the way in which it communicates through content. It is a decision that must be in the hands of the communication director (CCO), the content manager or the content strategist. These managers know all the processes of content production and all forms of delivery. This post explains what it is.
Sector fashion: strategy to avoid the brand abduction by the storytelling
The content used by the main brands in the sector has changed. A panel of experts has come to the conclusion that it produces more frequent, cheap and liquid content. The abuse of narrative arguments creates a communicative chaos. Brands attempt to coordinate three different strategies (emotional, inbred and commercial) when they should be have a single content strategy that agglutinates them.