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

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Persona, message and substance in content strategy

The strategic content consumer has a dual behavior. First, consumers value the message produced by the content strategist. Second, consumers value ​​the essence of the message. To discern differences between the two types, creating an Empathy Map lets know what experience and what emotions are generated in the profile of the persona.

Post in Spanish: Persona, mensaje y sustancia en la estrategia de contenidos

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Content strategy to cure the corporate bloghorrea

The bloghorrea is a symptom of serious corporate communication problems. This post analyze the characteristics of this disease, delves into its causes and recommends the development of professional content strategies that is started with a thorough audit of the blog. The analysis will help to decide what is preserved and what is removed.

Post in Spanish: Estrategia de contenidos para curar la blogorrea corporativa

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Defining the schema of links in the Guide of Publication

One of the documents that are delivered in a consulting of content strategy is the Guide of Publication. This delivery includes scheme of links indicating to authors how and when to use links to other content. The scheme analyzes the profits of links and their characteristics to authorize or recommend their use.

Post in Spanish: Definiendo el esquema de enlaces en la guía de publicación

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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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Content Outsourcing Models

Comparison of the different models for the outsourcing of content production: the hiring of the expert or the specialist, the free lance, the free lance chain, the content agency, the parallel newsroom, the free lance technician, the technical agency, the marketplace and the external supervisor. This post discusses the advantages and disadvantages of each model.

Post in Spanish: Modelos de externalización de contenidos

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Communicative challenges for the content 4.0 strategy

The Industrial Revolution 4.0 implies substantial changes in corporate communication through content. CCOs need the advice of a content strategist before adopting technologies to cope with change. Broadly speaking, today's challenges are voice search, intelligent chatbots, Customer Digital Assitants, Content-as-a-Service, PIM platforms and PCG, the volatile contexts and the continuous delivery.

Post in Spanish: Retos comunicativos 4.0 para la estrategia de contenidos

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