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

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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.

Post in Spanish: Sector ‘fashion’: evitar que el relato secuestre la marca

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The own media are survivors of universal loss of trust

An content strategy in the own media and the own channels under the control of the organization, with a spontaneous message, using the voice of technical and academic experts, based on experiences, and away from the institution of corporate communication, is more effective. Thus, following the conclusions of the Edelman Trust Barometer 2017, communication will gain credibility.

Post in Spanish: Los canales propios sobreviven a la pérdida universal de confianza

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The brand journalism in the ethical code of journalism

The revision of the code of ethics of the journalists of Catalonia invites to check the adjustment of the brand journalism to this precepts. This post revises the ethical and moral criteria of the profession and concludes that brand journalism, when exercised rigorously, meets the deontological standards.

Post in Spanish: Encaje del Brand Journalism en el código ético del Periodismo

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SEO manipulations of content that now penalizes positioning

Changes in the algorithm of Google are affecting maneuvers on the content to improve positioning. Techniques such as Article Spinning, Link Chaining, Stitching Content or the access restricted to content are discovered now by the search engine robot. All they behave penalties. The only viable solution is to build a solid and overall content strategy to change the communicative paradigm of brands.

Post in Spanish: Manipulaciones SEO del contenido que ahora penalizan

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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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Methods to move the cost of the contents to provider

The content creation of products in stores and online catalogs is a slow and expensive process. The strategy of moving production of this content to the provider of item for sale has many advantages. The content has more quality, is more reliable and useful, more timely and shifts the cost to the provider. This post explains 3 methods to outsource content production into providers.

Post in Spanish: Métodos para trasladar el coste de los contenidos al proveedor

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