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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 Adequacy Test of message in a content strategy

The Adequacy Test is used to determine the effectiveness of a communicative message. Done regularly, the test indicates whether the receiver feels message recipient, and if the receiver believes the message belong to the issuer characteristics. The Test is worth checking and correcting deviations in the content strategy.

Post in Spanish: El Test de Adecuación del mensaje en estrategia de contenidos

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New strategies in the use of corporate newsletters

Email has become a mature and universal communication channel. Users make your email accounts in a database in which stores information that is useful. Now we have to convert the information transmitted in newsletters into knowledge. This post analyzes tactics for use in a good strategy content.

Post in Spanish: Nuevas estrategias en el uso de newsletters corporativos

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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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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 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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Content Outsourcing Models

Comparison of the different models for the outsourcing of content production: the hiring of the expert or the specialist, the free lance, the free lance chain, the content agency, the parallel newsroom, the free lance technician, the technical agency, the marketplace and the external supervisor. This post discusses the advantages and disadvantages of each model.

Post in Spanish: Modelos de externalización de contenidos

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