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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 connection between the extended content and the user affinity

A study by Chris Breaux, of Chartbeat, has shown a direct relationship between the time spent at site and the degree of adhesion of the user to the thesis defended by the author. Although Breaux warns that the study is not conclusive, suggests that a stay of more than one minute accomplished convincing more the reader.

Post in Spanish: La relación entre el contenido extenso y el convencimiento del usuario

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Defining the schema of links in the Guide of Publication

One of the documents that are delivered in a consulting of content strategy is the Guide of Publication. This delivery includes scheme of links indicating to authors how and when to use links to other content. The scheme analyzes the profits of links and their characteristics to authorize or recommend their use.

Post in Spanish: Definiendo el esquema de enlaces en la guía de publicación

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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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Calculation of the price of corporate content before a business absorption

The corporate content is an asset of the company that can obtain a fair price in the processes of purchase, merger or business absorption. This post explains a method for calculating the maximum price and the minimum trading price. The method is based on the quality and ability to create audiences and not on the audiences achieved. On the calculated cost price, a number of weightings are applied.

Post in Spanish: Fijar el precio del contenido ante una absorción empresarial

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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.

Post in Spanish: Retos comunicativos 4.0 para la estrategia de contenidos

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