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.
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.
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.
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.
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.
The deceptive promise of engagement in content strategy
The best definitions of engagement with content are contradictory. Some explanations affect different stages of content consumption. However, they continue to be used for marketing. The analysis forgets that user engagement can be with the content, with the author or with the social correspondent. This disparity undermines any result.
The content of the web sites of hotels do not meet the information needs of the different audiences that may have. The corporate message has been hijacked by marketing, focusing it towards a single consumer profile. As a result, content can be interchangeable between different hotel brands. Audience research of content strategy can be a differentiating factor in the sector.