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

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MIT monographic about multicultural content strategies

Innovations, a journal published by MIT, has released a special issue for the first time, the content strategy. The publication is dedicated to creation of appropriate messages to the culture and language of the receivers, and introduces the concepts of cultural refinement and social orientation for content.

Post in Spanish: Monográfico del MIT sobre estrategias de contenidos multiculturales

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Pros and cons for the use of emojis in content strategy

Emojis are a huge temptation for corporate content authors. Everyone uses them and they facilitate the communication of emotional issues. Faced with some advantages, such as the emulation of face-to-face conversation, emoticons also offer many drawbacks. Some reports have verified a disdain of the messages that include them and the technology does not always favor them. This post lists all the arguments.

Post in Spanish: Pros y contras para el uso de emojis en estrategia de contenidos

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Content quality criteria according to reading patterns

The inclusion of touch screen behavior on other devices is changing the reading patterns of web pages. Models that were only given on mobile devices are reaching laptops and desktops. The change involves modifying the criteria for developing the content so that communication is more effective. We must forget unquestionable and automated models and incorporate more effective content strategies.

Post in Spanish: Criterios de calidad del contenido según los patrones de lectura

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The wage invisibility of the content teams in Spain

The main Spanish salary guide does not include any professional profile about the preparation and management of content. The specialists who elaborate the guide ignore the existence of these professionals or the managers of companies undervalue the employees who produce content. However, in the US their salaries grow above average and the content strategist is the most valued professional profile.

Post in Spanish: La invisibilidad laboral del personal de contenidos

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Vital signs of a documented content strategy

The vast majority of companies and institutions lack a document about the content strategy of the organization. This document is vital for the present and future communication of the brand and should be preserved with the same zeal as the corporate identity manual or the crisis communication plan. The documented strategy is based on rigorous analysis and data.

Post in Spanish: Signos vitales de una estrategia de contenidos documentada

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The own media are survivors of universal loss of trust

An content strategy in the own media and the own channels under the control of the organization, with a spontaneous message, using the voice of technical and academic experts, based on experiences, and away from the institution of corporate communication, is more effective. Thus, following the conclusions of the Edelman Trust Barometer 2017, communication will gain credibility.

Post in Spanish: Los canales propios sobreviven a la pérdida universal de confianza

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Concepts in the excellence report on corporate content

A trend in corporate communication is the development of a report of content excellence. This report contains comparative ratios of content published during the year and quality criteria which focus in the future. These criteria are the anticipating change, the renewal of objectives, the review process, the review of authority, the training and the development of corporate behavior.

Post in Spanish: Conceptos del balance de excelencia del contenido corporativo

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