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

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Message recipients, another difference between marketing and content strategy

Analysis of the way in which the recipients of the messages are focused by content strategy and content marketing. From an economic perspective, the focus of broad spectrum of content strategy is more profitable than targeting that makes content marketing. This post summarizes other differences between the two disciplines.

Post in Spanish: Destinatarios, otra diferencia entre marketing y estrategia de contenidos

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When to use ROT and KCR audits in content strategy

Although the ROT and KCR audits are similar, their procedures, purposes and indications are distinct. The first one is used for the periodic maintenance of the communicative capacity of the content. The second one is used for the hierarchy, reorganization and cleaning of the pieces of content that will be transferred to a new technological platform.

Post in Spanish: Cuándo usar las auditorías ROT y KCR en Estrategia de Contenidos

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Strategic use of content in the new mandatory CSR

The transposition of a European directive into Spanish law obliges most companies to publish a mandatory report on Corporate Social Responsibility (CSR) that can be converted into strategic content. The law establishes the informative sections that companies should address in this report: anti-corruption measures, labor relations, gender equality, sustainability, etc. 

Post in Spanish: Uso estratégico del contenido de la nueva RSC obligatoria

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Strategic scrutiny milestones in experimental content

Criteria for the determination of the moment in which some experimental content is to be scrutinized by the organization. The scrutiny will sought opinions on the decisions that have been made in the process of developing the message. The test serves to continue the project or to go back and reconsider some of the decisions taken. This assay is useful when there is no previous experience.

Post in Spanish: Hitos estratégicos de escrutinio en contenido experimental

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Differential ethnography in content strategy

Differential ethnography is a method of audience research that is used in content strategy to analyze the context of content consumption. It is based on the existence of patterns of apprehension of information that, in turn, obey internal routines. The researcher tries to determine what is a priority, what is more comfortable and what is culturally acceptable to the subject.

Post in Spanish: Etnografía diferencial en estrategia de contenidos

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