“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.
The editor-in-chief becomes a Chief Content Officer (CCO). In GEN Summit 2014 held in Barcelona, was discussed this transformation. The new CCO concentrates power over all communication for all channels and in all formats, and control of content strategy.
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.
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.
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.
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.
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.