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

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Who the hell cares your business website?

The CEO must find out who really care the website of the corporation. The leader may be different from in the organization chart. The leader may belong to the area of ​​technology, sales and marketing or corporate communications. Over time these areas have become impervious Taifa kingdoms.  And they wage war on their own. If it happens, put forward a content expert.

Post in Spanish: ¿Quién demonios manda en el tema web de su empresa?

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Web content model for physical stores with NFC

The arrival of NFC (Near Field Communications) will change the shopping experience in retail establishments. Also will change shopping in stores that do not sell on line. Structured content is needed to take full advantage of the new technology. In this post we propose a strategy to address commercial web content.

Post in Spanish: Modelo de contenido web para tiendas físicas con tecnología NFC

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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 use of content in the new mandatory CSR

The transposition of a European directive into Spanish law obliges most companies to publish a mandatory report on Corporate Social Responsibility (CSR) that can be converted into strategic content. The law establishes the informative sections that companies should address in this report: anti-corruption measures, labor relations, gender equality, sustainability, etc. 

Post in Spanish: Uso estratégico del contenido de la nueva RSC obligatoria

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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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Building a content culture in the organization

A company is more agile and effective when it is immersed in a content culture. Theirs employees are participants of all the messages that are emitted and they qualify them from their professional position and the contact with the surroundings of the organization. The company becomes more porous and able to develop its digital transformation. The content strategist must implement content culture.

Post in Spanish: Construcción de una cultura del contenido en la organización

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