“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.
Bad content is a symptom of organizational problems
Repairing a bad, non-strategic and insubstantial content is a matter of time and money. It’s an activity that does not have too much difficulty. However, the repair only relieves the symptoms of some problems of non-government and control of the processes experienced by the corporation. Symptoms without proper content strategy, will recur.
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.
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.
Implementation guide of singular corporate style in the strategic content
In an omnichannel universe, the visual singularity of the design of the contents of the brands is irretrievably lost. For the messages to be recognizable and mentally associated with the organization that publish them, it is necessary to create a sofistied Publish Guide, coordinated by a external content strategist. This post describes the advantages and the implementation process.
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.
The RACI (Responsible, Accountable, Consulted and Informed) matrix is used in Content Strategy during the modeling content phase, with the workflow diagrams for each informative piece. The model serves complex content creation departments that are geographically disaggregated or have outsourced functions, to improve their processes and recognize responsibilities in each editorial function.