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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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Credibility of content: the ‘personal brand’ to ‘commercial brand’

The last Edelman Barometer shows a transition between the personal brand and the commercial brand. If relationship between the recipient of the content and the brand consolidates, the voice of personal brand matters less. The trend influences Content Strategy and Brand Journalism.

Post in Spanish: Credibilidad del contenido: de la ‘marca personal’ a la ‘marca comercial’

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The professional profile of in-house content strategist

Massively, companies have started hiring strategists content. More and more jobs. However, depending on the type of organization, functions of strategist are different. Generally, this professional acts in governance and control of content, supported by external consultants. The post discusses their most common functions and organizational needs to hire a strategist.

Post in Spanish: El perfil profesional del estratega de contenidos residente en la empresa

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Phases of the annual review of the corporate content calendar

The year begins and you have to review the publication calendar. The election of the most suitable date for each piece allow the most effective communication, contributing more value and managing the resources better. A semiprofessional review contemplates seven aspects that affect the calendar. You will do it under principles of content strategy.

Post in Spanish: Fases de la revisión anual del calendario de contenidos

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Corporate security management in blogs lacking governance

Some managers put the corporate blog in the hands of their employees. They give them the company communication without establishing any control. At their discretion, workers can commit crimes of information, against the honor or privacy of individuals, against intellectual or industrial property, and against the consumer. In addition to damage to reputation, the company may be condemned.

Post in Spanish: Gestión de seguridad corporativa en blogs sin gobernanza

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Editorial calendar subtypes in content strategy

Description and indications of editorial calendar subtypes that are used in Content Strategy: indicative, countdown, forward count, review, and process. Calendar subtypes respond to operational needs of the content department. Instead, each type of calendar —permanent, mandatory, open, cadence or reactive— is based on strategic criteria.

Post in Spanish: Subtipos de calendario editorial en estrategia de contenidos

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