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

Comunicación eficaz, competitiva y sostenible

Diseño de operaciones con contenido:
Análisis y ejecución de Estrategia de Contenidos
global y Periodismo de Marca

Ruta de la página y presencia en Redes sociales

Buscador interno

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Buscador
Organización

The book “Periodismo de marcas”, now on sale

“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.

Post in Spanish: El tratado «Periodismo de marcas», ya a la venta

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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.

Post in Spanish: El mal contenido como síntoma

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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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Phases of the annual review of the corporate content calendar

The year begins and you have to review the publication calendar. The election of the most suitable date for each piece allow the most effective communication, contributing more value and managing the resources better. A semiprofessional review contemplates seven aspects that affect the calendar. You will do it under principles of content strategy.

Post in Spanish: Fases de la revisión anual del calendario de contenidos

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Control of normative inflation in content strategy

The roadmap of the content strategy of an organization must include the planning of corrective measures of normative inflation in style guides and publication rules. Regulatory obesity occurs in complex communication departments and in companies that unify all their contents in a single area. The addenda to the norms are often incomprehensible, contradictory or confusing, damaging the efficiency.

Post in Spanish: Control de la inflación normativa en estrategia de contenidos

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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.

Post in Spanish: Guía de implantación de estilo corporativo singular en el contenido

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