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

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The book “Periodismo de marcas”, now on sale

“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.

Post in Spanish: El tratado «Periodismo de marcas», ya a la venta

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Podcast on Content Shock and co-branding strategies

Podcast with the interview formulated by Jaime López-Amor to Carlos J. Campo, of Estrategia del Contenido®, on the theory Content Shock. The conversation can be heard from today on the channel Branded Content, on PR Noticias. For over half an hour the expert in branded content and the content strategist discuss economic theory and measures to avoid cataclysm.

Post in Spanish: Podcast sobre el Colapso del Contenido y estrategias de co-branding

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The Content Shock prophecy in 2017

The term Content Shock will become fashionable in 2017. The concept will be used both to justify the poor effectiveness of content marketing and to claim larger budgets with dwindling results. The shock occurs when the content supply curves and content demand diverge considerably. This situation will occur in 2017. This post collects effective and profitable alternatives from the content strategy.

Post in Spanish: La profecía del Colapso del Contenido en 2017

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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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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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Sources Journalism versus Brand Journalism

Historical review the theoretical concept of Sources Journalism. At first is theorized the news from a single source from the perspective of the media that published them. Subsequently was analyzed from the perspective of the production of information pieces for the media. This theoretical view is opposed to the discipline of Brand Journalism.

Post in Spanish: Periodismo de fuentes frente a periodismo de marcas

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