Today, in 2026, that fascination with anticipating what is to come remains intact. But in digital communication, it is no longer just an exercise in curiosity; it is a strategic necessity. Platforms change, algorithms mutate, audiences fragment, and technology advances at a speed that forces us to constantly rethink what we communicate, how we do it, and, above all, for whom.

If 2024 was the year artificial intelligence finally took off, and 2025 was the year it became normalised (with ups and downs), 2026 looks set to be the year of maturity. A turning point at which digital communication will cease to be obsessed with scale and automation and refocus on something as old as it is essential: people, usefulness and trust.

These are the main trends in digital communication for 2026 that we are already beginning to detect and that will set the agenda for brands, institutions and creators of content.

Back to human: the value of what is not done with AI

After several years of technological euphoria, 2026 will consolidate a clear reaction: fatigue in the face of mass-produced, generic, and soulless content. So-called AI slop (mass-produced texts, images and videos with no real value or criteria, or even of poor quality that demonstrate a lack of care in their production) will begin to be penalised not only by audiences, but also by the platforms themselves.

Paradoxically, artificial intelligence will continue to be a key tool, but its use will become increasingly invisible. The brands that stand out will be those capable of demonstrating human sensitivity, editorial judgement and authenticity. The imperfect, the handcrafted and the clearly human will gain relevance over the artificially perfect.

It is no coincidence that we have already seen campaigns withdrawn for abusing AI-generated resources or for failing to pass a minimum creative and ethical filter. In 2026, communication will be, more than ever, a question of intention and not just efficiency.

GEO and algorithmic reputation: communicating for AI (without forgetting about people)

Traditional SEO is not disappearing, but evolving. In 2026, brands will compete on new ground: that of GEO (Generative Engine Optimisation), i.e. optimisation for AI-based response engines.

We will witness the rise of the so-called zero-click world: searches that will no longer drive traffic to a website, but will be resolved directly in the search engine or conversational assistant itself. This will force a complete rethink of digital visibility strategies.

In this context, a concept that is still in its infancy but decisive will come into play: algorithmic reputation. What does AI say about your brand, what sources does it use, what context it offers and what biases it reproduces. In 2026, this variable will begin (hopefully) to be integrated into plans for digital and reputational crisis management.

Brands that understand how to train their digital presence for these new environments (media, experts, quotable and consistent content) will have an advantage in a scenario where it is no longer enough to position oneself, but rather to be referenced.

Politics and geopolitics: from the margins to the centre of digital content

Far from being a passing fad, politics and geopolitics are establishing themselves as key topics in digital communication and social media. The reason is simple: the global media agenda spans all areas (including economics, technology, energy, defence and digital rights), and audiences, with increasingly specialised profiles and in many cases followers of current affairs, demand context.

Clear examples are the TikTok communication strategies of institutions such as Moncloa, the Prado Museum, and political figures such as the Mayor of New York, Zohran Mamdani, who have understood that social media is not only a space for entertainment, but also for education and storytelling.

To this we can add the rise of newsletters and personal analysis formats. We can give as an example the Monthly active management, the monthly newsletter by Iván Díez, Country Head of Iberia and Latam of La Financière de l’Échiquier, on current events in markets (and many other topics), which demonstrate that there is an appetite for complex content explained in a clear and accessible manner.

In 2026, brands will not be able to ignore this context. Even those that do not explicitly discuss politics will need to understand the geopolitical framework in which they operate and how it affects their narrative.

Fewer likes, fewer comments… more real value.

One of the great frustrations of communication teams in recent years has been the gradual decline in visible engagement. In 2026, this trend will become more pronounced: there will be fewer likes and fewer comments, even on high-quality content.

The difference will be made by usefulness. Metrics such as saves or shares, viewing time, and recurrence will become much more relevant indicators than superficial interaction.

The formats that will work best are those aimed at solving specific problems or providing practical knowledge: tips, explained trends, tutorials, step-by-step guides, recipes, or applicable analyses.

Effective communication in 2026 will not be synonymous with virality, but rather with sustained relevance.

No more masses: hyper-segmentation and hyper-personalisation

This trend is not new, but in 2026 it reaches full maturity. Mass communication ceases to make sense in an ecosystem where there is no longer a homogeneous audience. There is no mass; there are communities, niches and micro-interests.

Hyper-segmentation of audiences and hyper-personalisation of messages (two terms we were already using in 2025) become a strategic requirement. It is not just a question of adapting the channel, but also the language, approach, timing and value provided to each audience.

Communication becomes surgical. Fewer impacts, but better targeted. Less noise and more connection. The goal is no longer reach, but rather building solid, lasting bonds.

Deepfakes and fake news: a structural threat

Unfortunately, another trend that will become more prevalent in 2026 is the increase in deepfakes and fake news. Technology is advancing faster than regulation and digital literacy, creating a perfect breeding ground for misinformation.

Recent cases, such as certain media crises linked to generative AI tools (the most notorious being Grok), highlight the fragility of the current information ecosystem. And everything points to us seeing more similar episodes throughout the year.

For brands, this means taking on a new reputational risk. Monitoring, verification and responsiveness are no longer optional. Digital communication in 2026 will need to incorporate clear protocols for dealing with content manipulation and identity theft.

Conclusion: communicate less, but better

Digital communication trends for 2026 paint a demanding picture, but also one of a new world full of opportunities. This will be the year when technology ceases to be the focus of discussion and becomes a tool at the service of judgement and strategy but, above all, of trust.

In a way, we are returning to the fundamentals: understanding who we are talking to, providing real value, and protecting our reputation. We must accept the responsibility that comes with communicating in a hyperconnected environment.

In a world saturated with messages, winning will not be shouting louder, but saying something that really deserves to be heard.

La entrada 6 digital communication trends for 2026: less noise, more judgment se publicó primero en Agencia comma.

Not so long ago, many thought that LinkedIn was doomed to be a corporate corner, a showcase for resumes and congratulations on work anniversaries. But the platform has shown that it knows how to reinvent itself: today it is one of the most vibrant scenarios of digital communication, driving trends such as the rise of professional videos, the boom of interactive carousels or the surprising success of surveys to generate conversation and reach.

These insights are from Metricool’s LinkedIn 2025 Study, with data from 577,180 posts from 47,735 LinkedIn pages.

Moreover, everything points to the fact that LinkedIn in 2025 will not only consolidate this growth, but will continue to evolve to become an essential ally for those who understand that communicating well is more important than ever.

LinkedIn in 2025 gets stronger

Far from being relegated to more visual or fast consumption platforms, LinkedIn maintains its relevance and, in fact, consolidates itself as a strategic space for digital communication.

Its commitment to formats that encourage interaction and niche analysis, together with an increasingly active and specialized ecosystem, has reinforced its role as an indispensable network for brands and professionals. The possibility of generating valuable conversations and connecting directly with segmented audiences is today one of its main strengths.

The network has experienced a generalized growth in interactions (+206%), in clicks (+28%) and, especially, in video consumption (+53%). However, it is not all good news: the “shares” of small and medium-sized pages fell significantly (-13.63% and -13.85%).

LinkedIn not only remains relevant, but has transformed into an environment conducive to active professional conversation and consumption of specialized content.

LinkedIn is a golden opportunity for the financial sector

In finance, LinkedIn remains an indispensable platform. Financial services are among the sectors that generate the most clicks per post. This indicates that technical content, analysis reports and niche publications work particularly well. Audiences are looking for relevant and specialized information, shying away from generic messages and preferring proposals that provide real value.

This behavior consolidates LinkedIn as a natural space for brands that want to position themselves as knowledge leaders, a trend that is especially reflected in the growing consumption of reports, sector studies and market analysis within the platform.

Successful content

Video is the main protagonist. Publications in video format not only increase in quantity, but also in engagement and impressions (+73.39% increase in impressions).

Carousels (documents in “page turn” format) also stand out as the type of content with the highest engagement (45.85%) and capacity to generate interactions. As opposed to static content or pure text, formats that favor interactivity and dynamic consumption are capturing the attention of professional audiences.

Until recently, LinkedIn was dominated by long text posts and traditional corporate updates. Today, however, the content that works best relies on visual dynamics, interactivity and rapid consumption, adapting to an audience that demands more immediacy and authenticity in every interaction.

New best practices. Innovate without fear

Contrary to popular belief, LinkedIn is no longer dominated by text-only posts or simple images. While traditionally those formats were the most prevalent, today the landscape has changed dramatically. Here are some of the best practices that are making a difference in 2025:

• Carousels. This format, common on Instagram, has found its place on LinkedIn. It favors visual storytelling and encourages user interaction by encouraging “slideshows,” which increases viewing time and improves reach.
• Video. Video posts generate higher engagement and benefit from a boost in the platform’s algorithm. Telling stories in motion and in an authentic way is key to capturing the attention of increasingly visual audiences.
• Surveys. Although they represent a very small part of the publications, polls achieve an exceptional reach (+206.33%). They invite direct audience participation and are an excellent resource for energizing the conversation and increasing visibility.

These trends demonstrate that LinkedIn rewards content that encourages real interaction, active participation and dynamic consumption, increasingly moving away from the traditional static model.

Is it easy to grow on LinkedIn?

The answer is clear: no. LinkedIn continues to be the platform where it is most difficult to grow in terms of number of followers. Only 17.68% of accounts managed to climb the ranks (e.g., from less than 1,000 to more than 1,000 followers) in the last year. However, this slower growth also implies a more engaged and active community, where each new follower tends to have a much higher value than on other platforms.

Outlook for 2025 (and beyond)

Digital communication on LinkedIn is moving towards a greater sophistication of formats and a clear commitment to valuable content. Videos, carousels and polls will be essential to stand out. Likewise, the segmentation of content according to audiences and the capacity for personalization will be decisive for success. LinkedIn is emerging as a space where quality takes precedence over quantity, and where the ability to generate meaningful conversations will be the key to winning over an increasingly demanding audience.

La entrada LinkedIn in 2025: what the data tells us se publicó primero en Agencia comma.

From improving SEO and establishing industry authority to generating leads and increase sales, the benefits of having a corporate blog are plentiful and diverse. By investing in the creation and maintenance of a quality corporate blog, your company or brand can strengthen its presence online and can help you connect with your audience effectively gaining a very competitive advantage in an increasingly digitised business environment. But let’s start at the beginning.

What is a corporate blog?

A corporate blog is a communication tool used by a company or brand to share relevant information with its audience at a pre-set frequency. Articles, news, interviews, analysis or opinion pieces can be some of its contents. In short, everything that we consider relevant to the audience you want to address.

What aspects should I take into account before starting a corporate blog?

Nowadays, to ensure the success of a corporate blog, some fundamental aspects must be taken into account:

Think about what your objectives are

Before you start, you need to set clear objectives for your corporate blog. What do you hope to achieve? Looking to increase brand visibility, generate leads, educate your audience, sell your services? Or is it something else? Defining these objectives in advance will help guide your content strategy and the metrics to measure the outcome.

Know your audience

It is important to know and understand who the target audience of your blog will be. Conducting research, creating personas or audience profiles and collecting data about them will help you tailor your content to meet their needs or interests and build their loyalty.

Define your content strategy

Choose what is going to be the main topic of your corporate blog, always aligned with the interests of your audience and the objectives you have previously established. This is important to differentiate your blog from the competition. Develop a content strategy that includes the topics you will cover, the publishing formats you will use, how often you will publish and your brand voice. This will help you maintain consistency and relevance in your content.

Create Value Content

Content is what is really important for the blog. It must be relevant, useful and valuable to your audience. Delivering original, well-researched and well-written content, while maintaining a voice and style in keeping with your company’s brand, will help you stand out, strengthen your brand’s credibility and keep your audience engaged.

Set a schedule and be consistent

Consistency is key to keeping your audience engaged. You can’t let them down. Establishing a regular posting schedule will help you keep your blog fresh and relevant to your industry. And don’t forget that the important thing is to maintain quality over quantity and to adapt the frequency of publication according to the resources you really have available. Don’t be too ambitious and be realistic.

SEO always present

Search engine optimisation (SEO) is essential to increase the visibility of your blog in search results. This includes keyword research, title and description optimisation, proper content structure and image and link optimisation. Always keep it in mind, it is important to position your content correctly.

Plan the promotion of your blog

The promotion and distribution of blog content is as important as the creation of the blog. It is important to develop a promotion strategy that includes the use of social networks, or sending, for example, newsletters to promote your blog content. These actions will help you drive traffic to your blog and grow your audience little by little.

Encourage participation and engagement of your audience

Although this is becoming more and more complicated, you should try to involve your audience through comments, questions or polls to help you build a community around your blog. Responding to comments and questions in a timely and authentic way will demonstrate your brand’s engagement with your audience.

Always pay attention to the results

It is important to track the performance of the blog using analytical tools. It will help you identify what content works best and adjust your strategy to improve.

Open to change

The digital landscape is constantly changing, so it is important to be open to adapt and evolve. Monitoring market trends, listening to audience feedback and experimenting with new ideas and approaches will help you to sustain your corporate blog over time and achieve long-term success.

What are the main advantages of having a corporate blog?

Improve your authority and credibility in the sector

If you are able to offer with your blog valuable content with a good strategy, you will demonstrate experience and knowledge of the sector in which you move. Readers who find useful and reliable information on your blog will be more likely to trust your brand and your services or products, leading to greater credibility and increased brand loyalty.

You will increase your visibility in the sector

The corporate blog serves as a magnet for organic traffic. Through the creation of relevant and quality content, you can improve your visibility in search engines. With a well-designed SEO strategy, corporate blogs can rank higher in search results, which means more potential visitors to your company or brand’s website and more potential audience.

In addition, incorporating topical and valuable content helps to maintain audience interest and improve domain authority, which in turn contributes to better search engine rankings.

Diversification of content and formats

In 2024, content is still king, but the way it is presented is constantly evolving. A corporate blog offers the flexibility to diversify content into a variety of formats, such as articles, videos, infographics, podcasts and more. This variety not only keeps the audience engaged, but also allows the company to adapt to changing content consumption preferences.

Lead generation and sales increase

A strategically designed corporate blog not only attracts traffic, but also generates qualified leads. By offering relevant and valuable content, companies can capture the attention of potential customers interested in their products or services. In addition, by including calls-to-action (CTAs) in blog content – such as invitations to download guides, sign up for newsletters or request demos – companies can convert those leadsinto real customers, leading to increased sales and revenue.

Trend monitoring and the ability to adapt quickly to changes

Corporate blogs provide a platform to keep up to date with the latest trends, news and changes in the market. By monitoring reader interactions, analysing performance metrics and collecting feedback, companies can gain valuable insights into the needs and preferences of their audience. This information can help to adapt business strategies, develop new products or services and stay competitive in an ever-changing business environment.

Good profitability and return

Compared to other forms of marketing and advertising, such as paid advertisements, corporate blogs offer an excellent long-term return on investment. While it may take time and resources to create and maintain a quality blog, the long-term benefits far outweigh the initial costs. In addition, once the content is online, it continues to drive traffic and generate leads without an additional expense, making it a cost-effective strategy in the long run.

How to measure the success of your corporate blog?

Measuring the success of a blog is essential to evaluate its effectiveness. By monitoring your blog on a regular basis you will be able to make adjustments to your strategy as necessary to evaluate the success of your strategy and optimise, if necessary, to achieve your goals. But what are the key metrics that can be used to measure that success?

Traffic

Website traffic is a key metric that indicates how many people visit the blog. You can measure overall traffic as well as blog-specific traffic using analytics tools such as Google Analytics. A steady increase in traffic may indicate that the blog is gaining popularity and attracting more visitors.

Number of unique visitors

The number of unique visitors provides an insight into how many different people are accessing the blog in a given period of time. An increase in the number of unique visitors may indicate a growth in the blog’s audience.

Time spent and page views

Time on site and page views are metrics that indicate how much time visitors spend on the blog and how many pages they visit in a single session. More time on the site and a higher number of page views may indicate greater engagement with the blog’s content.

Bounce rate

The bounce rate measures the percentage of visitors who leave the blog after viewing only one page without clicking anywhere. The content is not what you were looking for or you did not find it interesting. A low bounce rate indicates that visitors are interested in the content and are exploring beyond the home page.

Leads generation

If one of your blog’s goals is to generate leads, you can track how many blog visitors convert by taking a specific action, such as subscribing to a newsletter or downloading a report.

Interactions in the RRSS

Social media interactions, such as ‘likes’, comments, shares and shares of blog posts, can also provide you with information about the relevance and interest of the content to your audience.

Positioning in search engines

Search engine optimisation is important to ensure that the blog is easily discovered by users. You can monitor the blog ranking by keywords and make adjustments to the SEO strategy if necessary.

Don’t forget the legal requirements

When creating and managing a corporate blog in Spain it is important to take into account certain legal and privacy regulations to avoid possible sanctions and protect the rights of users. It would be best to consult a legal expert to ensure full compliance with all applicable regulations on a case-by-case basis and depending on your industry, but here are the most relevant requirements:

General Data Protection Regulation

The RGPD is a European Union regulation that sets out rules on the protection of personal data of EU citizens. When setting up a corporate blog, you should ensure that you comply with the GDPR principles, which include obtaining explicit consent from users to collect and process their personal data, ensuring data security and providing transparency about how the data is used.

Law on Information Society Services and Electronic Commerce

The LSSICE regulates specific aspects related to information society services and electronic commerce in Spain. Among other things, this law establishes information requirements for online service providers, such as the obligation to include legal information on the website, legal notice, privacy policy and terms of use.

Cookie policy

Cookie regulations in Spain are mainly governed by the LSSICE and the RGPD. Corporate blogs are required to comply with cookie consent requirements, which include informing users about the use of cookies on the website and obtaining their consent before using non-essential cookies.

Right to be forgotten

The right to be forgotten is a right recognised by the GDPR that allows individuals to request the removal of personal information from search engines and other online services. Corporate blogs must be prepared to comply with users’ right to be forgotten requests.

Intellectual property and copyright

It is important to respect intellectual property rights and copyright when creating content for a corporate blog. This includes obtaining permission to use images, videos, music and other copyrighted materials, as well as properly attributing authorship and respecting usage licences.

Sector-specific regulations

Depending on the sector in which the company operates, there may be additional specific regulations that need to be complied with. For example, companies in the financial sector may be subject to additional data protection and information security regulations.

As you have seen, there are many advantages of this communication tool. Get down to work and launch your corporate blog. With a good strategy and few resources you can see how it will help you to improve the image of your company or your brand in a short time. And if you need help to get it going, you know where to find us

La entrada The importance of the corporate blog se publicó primero en Agencia comma.

In this article we explore in depth what evergreen content is, why it is essential in digital marketing and how we can use it effectively to strengthen our brand’s online presence.

¿What is Evergreencontent?

Evergreen content means online content that maintains its relevance and value over time. It is essential in content marketing strategies, since it attracts constant traffic over time and helps establish a brand or website’s niche authority.

Examples of this type of content include detailed guides, tutorials, how-to’s and in-depth analysis on topics that last over time, such as skin care tips, financial investment techniques or health and wellness advice. Their creation and promotion can generate a steady flow of organic traffic and keep visitors engaged for a long time.

Examples of evergreen content in different niches

It can be found in a large range of niches and sectors. Some concrete examples can help illustrate its versatility.

• Beginner’s guides: guides explaining fundamental concepts, from ‘How to start a blog’ to ‘Basic principles of equity investing’, are classic examples. The basics of these topics remain relevant to newcomers, no matter when the guide is published.
• Cooking recipes: cooking recipes are an excellent example of this type of content in the food industry. Classic recipes, such as ‘How to make homemade tomato sauce’, continue to be sought after and useful over time.
• Health and wellness tips: articles offering general health, wellness and fitness advice, such as ‘How to reduce stress’ or ‘Foods for healthy skin’.
• Product reviews: detailed product reviews, especially of durable and popular products such as mobile phones or household appliances, are valuable and relevant long after publication. Consumers look to these reviews to make informed decisions.
• History and culture: content that explores history, culture and historical events, such as ‘The Industrial Revolution’ or ‘The ancient civilisations of Mesopotamia’, remains relevant over time and attracts to students, enthusiasts and the curious.

Characteristics of evergreen content

It has several key features that make it valuable over time:

• Enduring relevance: this type of content addresses issues or questions that do not go out of fashion. The concerns and needs that evergreen content responds to remain relevant no matter when it is accessed.
• Informed information: it is based on solid and accurate information that provides reliable and basic information on the specific topic.
• Solutions and answers: solves problems or answers common questions. Practicality is one of the main reasons why this type of content is so valuable.
• Optional updates: although timeless, it can benefit from periodic updates to reflect changes or developments in a topic. However, the need for updates is much less frequent than in the case of trend-driven content.
• SEO optimisation: it is often optimised for search engines. This increases its visibility and ensures that it continues to attract organic traffic over time.

Benefits of evergreen content

Long-term SEO improvement

This type of content is a powerful ally in sustainable SEO improvement. There are several reasons for this:

• Continuous relevance: because this content addresses timeless questions and topics, it remains relevant and valuable to search engines over time. As searches are conducted around these queries, evergreen content has the ability to consistently rank in search results.
• Backlinkgeneration: evergreen content is often cited and linked to by other websites. As it becomes a trusted referral source, it increases the probability that other websites will link to it, which in turn improves your site’s authority in the online world.
• Low bounce rate: this type of content generally has lower bounce rates, as visitors find complete and valuable answers in it. This indicates to search engines that your content is relevant and satisfying to users, which can increase your rankings.
• Keywords over time: keywords used in evergreen content are often consistent over time. This means that your content can rank for multiple related queries, generating a steady flow of organic traffic.
• According to some studies, evergreen pontent can account for up to 90% of total organic traffic on a mature website. For example, a complete guide on ‘How to lose weight the healthy way’ published five years ago still attracts thousands of visitors every month, demonstrating the durability of this type of content.

Increased continuous traffic

Evergreen content is a consistent source of traffic over time because of its ability to address needs and questions of persistent audience. As people continue to search for answers to these questions, your content continues to attract visitors, which translates into:

• Audience loyalty: evergreen content can keep your audience engaged and loyal over time. As they return for updates or reinforcement, a long-term relationship is established.
• Increased visibility: the consistent traffic generated contributes to increased online visibility. As our site continues to attract visitors, it is more likely to be considered a trusted source by search engines.
• Niche authority: keeping this type of content up-to-date and relevant demonstrates knowledge and authority in a specific niche. This can attract even more traffic and strengthen our website’s reputation.

How to create it?

Creating evergreen content requires a careful strategy to ensure that the information is relevant and valuable. Below is a structure we can follow to create truly effective content:

• Timeless topic selection: identify topics that are in constant demand and not subject to rapid change. Research keywords and trends to understand what your audience is looking for.
• In-depth research: thoroughly research your chosen topic to gather data, statistics, examples and case studies The more information you have, the better your evergreen content will be.
• Organisation and structure: design a logical and easy-to-follow structure for your conten Use headings, sub-sections and bullets to make information accessible and digestible.
• Write quality content: create high-quality, informative and accurate content. Make sure it is relevant and answers your audience’s key questions.
• Regularly update: even if your content is timeless, it is important to review and update it regularly to maintain its accuracy and relevance.
• SEO optimisation: use relevant keywords and optimise your content for search engines. This will help your content to be discovered by a wider audience.
• Ongoing promotion: promote this type of content on social media, newsletters and other channels to ensure it reaches a wide audience and continues to generate traffic over time.
• Encourage audience participation: encourage readers to leave comments, ask questions and share their opinion. This can generate ongoing discussions and keep content fresh. This can generate ongoing discussions and keep the content fresh.

La entrada Evergreen content: all you need to know se publicó primero en Agencia comma.

Even so, product managers in companies of all industries and sizes are determined to reach media pages with this type of text. Very few, in fact, understand that in order to convert a marketing content, not only into an excellent journalistic article – as Seger would recommend – but into a decent journalistic article, the original text must go through an intense process of curation, rewriting and transformation.

Why we call it an article when we should say marketing content

How many times have we, as communication consultants, had to deal with content aimed at corporate blogs or company social channels, as the only raw material to achieve the longed-for press publication. And how often have we seen our partners in the organisations we work with become obsessed with “seeing their names in the papers”. The achievement of this objective, as if it were a sort of Grail of corporate reputation, is crucial for brands, aware that an appearance in a top-level media is an intangible asset that raises the notoriety of the company; Moreover, if used well, it can become a resource for sales channels;

In response to this demand, a process is set in motion which, unfortunately, does not always end with the appearance of the text or an adaptation of it in the main media to which the brands aspire; The first step is usually to manage expectations and deploy extra pedagogical effort in organisations. It is hard to make them understand that not everything is OK and that, in fact, only a few texts adapted to the guidelines, formats, language, structure and demand of journalistic production will end up being published;

This learning is based on being very clear about the main differences between a “news article” and a “journalistic article”. marketing text. It should be pointed out that it is not a matter of putting one format before the other; Each plays a role in corporate communications and both are often necessary to achieve strategic goals and engage with different stakeholders.

The importance of content marketing

Indeed, in a multi-channel world where brands can engage face-to-face with their potential consumers, the so-called content marketing has become an essential tool; in the arsenal of any firm seeking to create, foster and perpetuate a bond with its audiences through the digital world; And it is often the mainstay of communication relations for small and medium-sized companies, as it levels the playing field and allows them to compete on a level playing field with larger companies;

Another factor valued by brands is the cost-effectiveness, as compared to many other marketing strategies, it is often more cost-effective in the long run. While the creation of quality content may require upfront investment, once produced, it continues to generate value for a long time without requiring a significant increase in budget;

Typically, this technique is based on strategies based on the creation and distribution of relevant content, valuable in owned channels such as blogs, newsletters or social media, to attract, retain and convert a targeted audience. It helps brands to gain awareness and build long-term relationships with their audiences by developing a small-scale agenda of issues and focusing on those issues that are of interest to the company; It’s not only about meeting sales or lead generation goals, but also about position a company within an industry, drawing on its values, mission and impact, both situational and societal.

The leap into the media

But what happens when brands want to make the leap to media with such strategic content? Most often, no impact is achieved, generating enormous frustration in organisations; The same topics that had worked so well on their own channels hit an insurmountable wall when it came to attracting media interest;

This failure usually responds to more than one reason, but has its origin in transferring, point by point, the same plan that has led content marketing to success, hoping achieve an organic press presence immediately. However, this is an absolute utopia, as journalists tend to disdain any kind of content that has even the slightest promotional flavour; Thus, any writing that focuses on a product, values, or the impact of a company will be systematically ignored; This type of texts find their place in the media through theBranded Content o advertorial.

Companies also make another common mistake: they relate to the media without respecting thechannel codes. In other words, trying to achieve placements in the press, radio or television with texts that are not adapted to the formats, the level of the medium or its publication or broadcasting guidelines. This is why content curation plays a decisive role in adapting texts, elevating them and, going back to the beginning of this article, turning marketing content into journalistic content.

Finally, organisations tend to believe that their internal agenda is in the public interest; Nothing could be further from the truth. Companies must learn to include current affairs -understood as those conjunctural situations that affect all companies in their sector-, in their media content. The sectoral or even global agenda, as a Trojan horse when it comes to landing in the media, through texts covering broad topics, in order to gain authority and rise as an opinion leader, either as a company or through its speakers. The skill of the good content curator is to link these issues of general interest to the strategic issues of the organisation, incorporating the key messages through the storytelling.

The 5 W’s of content curation

While all of the above would be desirable, the day-to-day life of organisations is much more prosaic and, more often than not, marketing content is the only text available for deploying media relations; In such a case, as Seger said, we will have to rewrite, in order to adapt the original text to the needs of the media, the objective pursued and the desired impact;

Answering the following questions can help guide the healing process:

• What do we want to achieve with this text? We seek to disseminate an idea in as many media as possible, making pedagogy about a topic so that journalists can use this content in their daily work; Or we aspire to appear in the press as an opinion writer; Clarifying this question will help us to format the article, decide the narrative structure of the article and optimise the language;
• Who do we want to tell? We address either a generalist audience or a rather specialised audience; Do potential readers already have a context or do we need to set out the facts comprehensively? Knowing your target media audiences will determine to a large extent the depth of your content;
• Where do we want it to be published? Let’s define whether the article is addressed to a generalist or a specialised media; Is it print or broadcast media? Do we pursue a placement in a particular section, such as a column in the opinion section of a newspaper? Having these clear ideas will guide us in aspects such as the length of the article and will also mark the lexicon and the morphosyntax.
• When do we want it to appear? It is essential that we are clear about whether we are dealing with a timeless issue or whether it is linked to the present day; If our content satisfies a real need for information, either because it is related to the media agenda or because it is content linked to the seasonality of certain events (Christmas, summer, sales), it increases its chances of being placed;
• ¿Why we believe this text has newsworthiness? Does it transcend our particular or niche focus and affect our sector, other sectors or society? If the answer is that it does not, even if we have put the original text through all possible rewriting processes, perhaps we simply do not have a good journalistic article in our hands;

Media relations, a long-distance journey

In addition to all of the above, it only remains to underline some issues about the relationship between a company and the media that we consider fundamental, since there is little (or no) point in rewriting content and turning it into an excellent journalistic article if a proper and professional relationship with the media has not been cultivated beforehand.

1. Organic placement in the press, whether in the opinion section of a newspaper, or through a quotation in a piece of journalistic (or media) content, must be framed within a comprehensive global corporate communications strategy of the company sustained over time, which envisages the creation of a press office or, failing that, the figure of the media relations officer;
2. These professionals will be in charge of designing and overseeing the company media strategy and agenda. In the same way that audiences are segmented in marketing, the main and secondary target audiences in the media ecosystem (general, sectorial, niche…) must be delimited;
3. In addition, they will guard the company’s information story based on to the content map, an indispensable tool for positioning the firm across competency areas. In their hands, the organisation’s messages will move away from the traditional content marketing approach – with the company and its products at the centre – to a strategy of reputation and credibility of the firm as an opinion leader and benchmark in its sector.
4. Another of its missions will be to cultivate contacts with journalists and media. It is only through perseverance and professionalism that a relationship is perfected, which is not so different from the one a company establishes with other publics, and which is based on trust and commitment;
5. Finally, based on journalistic criteria, they will decide on the time and place of the company’s communications with the media; We have repeated it throughout the text, but tuning into current affairs or detecting and anticipating climates of opinion, to the point of creating them, leading them and being a trend, is the quintessence of corporate communication.

In short, the relationship between a company and its media audiences is cultivated over time, being constant, honest and consistent in all interactions; It is a strategic decision that a business organisation must make in the knowledge that capturing the attention of journalists, achieving impact and organic placements is a journey and not just a destination;

La entrada How to turn a marketing content into an excellent journalistic article se publicó primero en Agencia comma.

How reverse image search works

In a more technical way, we can define reverse image search as a content-based image retrieval (CBIR) query technique, which involves providing such a system with a sample image on which it will then base its search.

One of the advantages of reverse image search is the absence of the use of search terms, which avoids the possibility of errors when entering keywords and minimizes the possibility of obtaining erroneous results.

Tools for reverse image search

We can find on the Internet different tools that will allow us to do a reverse image search. Among them we can highlight:

Google Images

The Google image search engine is the best known tool to perform a reverse image search. These are the most common ways to do it:

• From a computer: we only need to access Google, and once inside the search engine, select the option “images”. Once we see the search results, we can use the contextual menu on the image we want and click on “search image in Google”. Right after that, a new screen will appear in which we will be offered the possibility to search for different sizes of that image, as well as the query or search associated to it.

• On the other hand, if we want to do a search that we have saved on our computer, we just need to click on the camera icon and upload the image we want to know more about. For these cases, a very quick option is to directly access the URL https://www.google.es/imghp or https://images.google.com/ In this space we will be invited to upload an image, drag it from our desktop or paste the URL of an image.
• From a mobile device: using Chrome, we must select the option “computer version”, with which we will be able to do the reverse image search in the same way as explained above. Similarly, we can use the context menu on a specific image to display the option “search image in Google”. This system works for both Android and iOS systems.

TinEye

TinEye is another well-known tool for reverse image search. It works in a very similar way to Google search engine, being able to upload a photo or paste the URL of the photo.

TinyEye also offers on its website other tools and functionalities related to reverse image search, such as an alert system or image detection systems for apps, and even specifically, a wine and beer recognition app.

Pixsy

Pisxy is not a typical reverse image search software, but a platform designed to help us protect image copyrights in an automated way.

Once we upload an image to its website, Pixsy creates a signature of each photograph and scours the internet looking for appearances of that same signature. If it finds a copy of our photograph somewhere where it is being exploited with commercial interest, it will notify us.

Small Seo Tools

This SEO toolset also includes a reverse image search functionality. Según la información que aparece en su web, la herramienta combina la tecnología de visión de ordenador, reconocimiento de patrones y búsqueda de foto para encontrar cualquier imagen en internet utilizando la imagen.

It is worth noting that the Small Seo Tools reverse image search tool offers a combined search across Google, Bing and Yandex search engines.

Digital Inspiration

The labnol.org platform allows us to upload images from our devices or from cloud platforms, even offering us, in a very simple way, to upload photos from WhatsApp or social networks such as Facebook.

On their website they assure that all uploaded images are hosted anonymously in Google’s cloud and cannot be discovered by other users, being automatically deleted from the cloud storage a few hours after uploading.

Mobile apps for reverse image search

In both Android and iOS stores we can find numerous mobile apps designed for reverse image search. But beyond that, we must return to Google as the main provider of this type of search:

• Google Lens: the Android app can also work very well as a reverse image search engine, as well as offering contextual information about the images, photos and objects we are searching for.
• In the case of iOS, these functionalities are integrated into the Google app.
• In terms of third-party apps, we can highlight Multireverse Image Search for Android and Reverse Image Search App for iOS.

Image: Steven Wright / Unsplash

La entrada What is reverse image search and how does it work? se publicó primero en Agencia comma.

UGC is a way for users to become content creators rather than just consumers; These people can share their opinions, experiences and perspectives, which can enrich the experience of other participants on the platform;

The relevance of UGC in marketing and advertising

UGC is especially relevant in the context of marketing and advertising, as user-generated content is seen as more authentic and trustworthy than content created by brands. Companies can use UGC to engage potential consumers with their brand and to create a community around their products or services;

However, it is important to note that UGC can also pose challenges in terms of moderation and content management; It is important to ensure that user-generated content complies with the platform’s policies and does not infringe the intellectual property rights or privacy of others;

What is the origin of UGC?

The origin of user-generated content dates back to the emergence of web 2.0 in the early 2000s. Web 2.0 allowed users to interact with online content in a more active and participatory way, in contrast to Web 1.0 where users were mainly passive recipients of information;

The popularisation of tools such as blogs, wikis and social networks allowed users to create and share content in a more accessible and widespread way;

As social networks such as Facebook, Twitter and Instagram became more popular in the 2010s, user-generated content became a fundamental part of the online. Users started sharing their photos, videos and thoughts in real time, and brands and businesses began to leverage this content to reach their audiences more effectively;

Advantages of UGC

UGC can be beneficial to brands and businesses in a variety of ways, from increasing trust and credibility to improving search engine visibility. By allowing users to participate and generate content, brands can encourage participation, create a community around the brand and build engagement and loyalty; Its main advantages are:

It increases confidence and credibility;

Consumers trust the opinions and experiences of other consumers more than they trust a brand’s advertising; UGC, such as reviews and ratings, can provide potential buyers with valuable and authentic information about a product or service, which can influence their purchasing decision;

It generates commitment and loyalty

users who interact with a website or application more actively, i.e. those who generate content, tend to feel a greater sense of ownership and engagement with the brand; In addition, by allowing users to share their opinions and experiences, participation is encouraged and a community can be created around the brand;

Improve SEO and search engine visibility

UGC can help improve visibility in the search results of Google and other search engines, as search engines value user-generated content; In addition, UGC can generate relevant and up-to-date content for the website or application, which can improve search engine rankings;

Save time and resources;

By allowing users to generate content, content production costs and the workload for the marketing and communication team can be reduced; In addition, UGC can be an effective way to generate fresh and authentic content on an ongoing basis;

Common examples of UGC

1. Product reviews and comments on e-commerce websites such as Amazon, eBay or Etsy;
2. Posts and photos on social networks such as Facebook, Instagram or Twitter;
3. Videos uploaded to platforms such as YouTube, Instagram orTikTok.
4. Blog posts and online discussion forums;
5. Answers to questions or comments on technical support websites and forums;
6. Opinions and reviews of films, books, music and other entertainment on websites such as Rotten Tomatoes or Goodreads;
7. User-generated content in online games, such as comments and feedback, customised avatars and player-created levels;
8. Photos and videos tagged with a specific hashtag on Instagram and Twitter, which can be shared in a gallery or live wall;

What are the differences between UGC and influencer marketing?

User-generated content (UGC) and marketing of influencers have in common that both are digital marketing strategies that seek to increase the reach and credibility of a brand or product through the use of online influencers.

Both UGC and influencersare based on the idea that recommendations from friends, family or influencers are more effective in attracting and keeping consumers’ attention than traditional advertising techniques.

In addition, both approaches also seek to encourage greater user interaction and engagement online, which can increase consumer loyalty and commitment to a brand or product;

• There are, however, some important differences between UGC and influencermarketing. While UGC focuses on creating user-generated content, influencers involves the use of online influencers to promote a specific product or brand.
• On the other hand, influencers often involves financial or in-kind retribution for influencers, while UGC can be created by users without receiving direct reward for it.

UGC strategies

To develop an effective user-generated content strategy, there are some key considerations to keep in mind; Here are some steps to follow in order to create a UGC strategy:

Define your objectives;

Before you start, you need to be clear about what you want to achieve with your UGC strategy; Are you looking to increase the visibility of your brand? Do you want to improve the interaction of your users on your website or application? do you want to increase the trust and credibility of your products or services? By having clear objectives, you will be able to develop a more effective strategy and measure the success of your campaign;

Identify your audience and platform

It is important to know your audience and which online platform they prefer to interact on; For example, if your audience is mainly young and active on social media, you may want to focus on Instagram or TikTok; If your audience is more professional, LinkedIn or a specialised forum platform may be more effective;

Create incentives;

One of the most effective ways to encourage user participation is to offer incentives; You can offer discounts, prizes or the opportunity to be featured on your website or social media; Make sure the incentives are relevant and attractive to your audience;

Encourages creativity;

To get the best user-generated content, it is important to encourage creativity and originality; Provide users with clear but flexible guidelines on the type of content you want, and make sure you give them enough freedom to express themselves;

Monitor and moderate content

It is important to monitor and moderate user-generated content to ensure that it complies with the platform’s policies and does not infringe the intellectual property rights or privacy of others; Also, be sure to respond to any comments or questions from users in a timely and professional manner;

Spread the content

Once you have user-generated content, it is important to disseminate it through your social media, website and other channels; This will help increase the visibility of your brand and encourage other users to generate content;

In short, an effective user-generated content strategy requires clear objectives, an understanding of your audience and platform, attractive incentives, creativity, moderation and promotion of content; By following these steps, you can develop an effective UGC strategy that encourages user engagement and increases the visibility of your brand;

How do brands use user-generated content?

Brands use User Generated Content (UGC) in a variety of ways to connect with their audience and create greater interaction with their customers. For example:

1. Coca-Cola: the beverage company has used UGC to create advertising campaigns with photos and videos of people enjoying its product. In its “Share a Coke” campaign, for example, it invited consumers to share photos with personalised Coke bottles bearing their name;
2. GoPro: action camera brand GoPro has built a large community around UGC, encouraging its users to share their videos and photos using its products. GoPro regularly shares content from its users on its social networks and website;
3. Starbucks: the famous coffee shop chain has used UGC to create a campaign called “White Cup Contest”, in which it encouraged customers to decorate their white coffee cups and submit their designs. The campaign generated over 4,000 entries and the winner had her design printed on a limited edition Starbucks cup;
4. Airbnb: the accommodation platform has used UGC to create a video series called “Airbnb Stories”, which recounts travellers’ experiences in accommodation on the platform. The videos include interviews with guests and shots of the accommodation and its surroundings;
5. Apple: the tech brand has used UGC in its “Shot on iPhone” campaign, in which it shared photos taken by iPhone users around the world. The campaign was a great success and helped position Apple as a quality brand in mobile photography;

Some recommended books on UGC

There are numerous publications that have dealt extensively with user-generated content; Among all of them, we highlight:

1. “User Generated Content and its Impact on Branding: How Users and Communities Create and Manage Brands in Social Media” de Raoul Kübler y Andreas Krämer (2014). This book explores the impact of UGC on branding and how users and communities create and manage brands on social media;
2. “The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers” de Ray Poynter y Neil Saunders (2010). This book provides a practical guide on how to use UGC and other online research techniques for the investigation of
3. “User-Generated Content and Its Impact on Branding: How Consumers and Communities Create and Manage Brands in Social Media”, de Raoul Kübler (2017). In this book, the author examines how consumers and communities create and manage brands in social networks;
4. “Content Marketing” by Eva Sanagustín (2016): This book addresses content marketing as a strategy to connect with consumers and build loyalty; It talks about user generated content as a fundamental tool to achieve this goal;
5. “Brandoffon: The New Age of Branding” by Andy Stalman (2016): In this book, Stalman reflects on the importance of building strong, authentic brands in the digital age; User generated content is one of the key elements addressed in the book to achieve this goal;
6. “Digital Marketing in the Age of Google” by Enrique Burgos (2018): This book provides an overview of digital marketing and how it has changed with the advent of Google. The author devotes an entire chapter to user generated content and its impact on digital marketing;

Recommended videos on user-generated content

On social media we can also find many video examples of the importance of user generated content today. We found them interesting:

“How is user-generated content treated in AdSense?

Published on the YouTube channel of Google AdSense. In it, Chris from Google AdSense talks about how AdSense policies for user-generated content are handled and how brands can ensure they comply with these policies to stay in good standing with AdSense;

“How to use user-generated content for business”;

Published on the YouTube channel of Hubspot. The video explores how UGC can be a powerful tool to drive business growth and revenue; The presenter begins by explaining what UGC is and why it is important, and then provides some successful examples of brands that have used it in their marketing campaigns;

“UGC: What is user generated content and why you should include it in your strategy”

Published by social media management and analysis platformMetricool. The video shows real examples of brands that have used UGC effectively and explains how to implement such a campaign;

La entrada UGC: the importance of user-generated content se publicó primero en Agencia comma.

One of the major challenges of localising content is ensure that the translation reflects the cultural context of the target language ensuring that the translation reflects the cultural context of the target language.. It is sometimes difficult to find a translator who not only knows the cultural nuances well, but is also fluent enough in the language to translate them into the text; At other times, the difficulty may lie in ensuring that the translation is appropriate to the cultural context in which it is to be used, avoiding expressions that are common in one culture but do not fit well in another; For example, I always remember when the Toyota MR2 was launched in France; Its French pronunciation resembles a swear word (although I leave it to French speakers to find out which one for themselves!); Naturally, they had to adapt the name and finally decided to leave it as MR, instead of MR2.

Content localisation must also ensure that the translation works in the target market, which is not without its difficulties; Often, it involves a change of focus in the text, rather than a mere literal translation; The translated text may need to be adapted to suit the target audience’s way of speaking, cultural preferences or local usage of the product; The format and presentation may also need to be adapted in such a way that the message reaches readers easily;

This is where transcreation comes in, but what exactly is it? but what exactly is it? Content transcreation is the process of adapting content from one language to another.. It can be considered a more extreme form of content localisation, as it goes a step beyond mere translation of words; Transcreators also need to take into account the cultural context in which the content will be used, and need to ensure that the output is appropriate for the intended audience;

While localisation is often used to adapt content to a specific geographic market, transcreation can be applied to any type of translation, be it commercial materials, websites or even software; The price is higher and more time-consuming than traditional translation, but the end product can be much more accurate and fit better with the target culture;

If you are just starting to get to know the particularities of this world, here you have my3 tips on content localisation:

1. Choose the right partner: content agencies with years of experience in your industry are best suited to translate and adapt your content to different markets; They will understand the importance of cultural sensitivity and will have a team of experienced translators and content writers who can guarantee an accurate and quality output; You can also adopt a centralised model by hiring a team of in-house translators; However, 1) it would take too long to set up, and 2) it does not give you the flexibility to test as you grow;
2. Develop a localisation style guide. At first, the process is tedious; after all, language is not innocent: the content is politically charged and there will be many different ways of saying something very similar; My recommendation (and I have learned this the hard way) is that you create a localisation style guide that allows the agency and the company to work in unison and calibrate how they want to approach situations or refer to specific organisations; Ensure that this document is always updated as the process becomes more complex;
3. Ensure that the localization guide remains true to the brand, i.e., that it is developed from the general copywriting style guide. When I talk to friends and colleagues living abroad, many tell me that speaking in a different language affects their personality; Some become more introverted, others more serious, others more humorous… It is exactly the same with companies. Don’t be afraid to do things your way: make sure that the drafting recommendations prevail and bear in mind that not every last word needs to be translated; Sometimes, locally, it makes more sense to leave in English the name of a product that will be used in all markets;

Localisation of content and collaboration with agencies is not usually cheap, but a bad translation can have a much higher price in the long run. This process is important to ensure that your brand message fully reaches customers around the world; Therefore, I encourage you to invest time and resources in finding the right translation service provider; With that, you are already part of the way to international expansion;

Good luck!

* Article byBruno Almeida, CMO inIOVLabs and author of the book Econtent Marketing

La entrada 3 tips on content localisation se publicó primero en Agencia comma.

This relationship of dependence has sustained a model that is perceived to be increasingly weakened, in a constant search for the formula that will keep an industry afloat, which, paradoxically, has a larger audience and is more necessary than ever.

Subscription for content seems to be the solution in the Netflix era, and yet a large part of the population in our country is reluctant to pay for something that, until recently, was free. The economic crisis facing the media bears a close resemblance to the Addpocalypse phenomenon, which in 2017 popularized live broadcasting to the detriment of audio-visual production.

During the confinement due to the health crisis, live broadcasting via streaming has consolidated as a content consumption habit for a large part of the population, whether at work or in leisure environments. During this time, we have learned to communicate better through screens, we have found new ways to interact with the audience and the consumption of concerts, seminars or talks has been normalized, becoming a business model with great potential.

Addpocalypse and the consolidation of live streaming

In 2017, a series of controversies associated with content creators on YouTube caused the exodus of large advertisers from the platform. As a mitigating measure, Google implemented an algorithm that categorizes, in a restrictive way, the channels in which advertisers can place their ads without worrying whether the content could affect their brand image.

This caused many creators, especially those targeting an adult audience, to see their income eroded to the point of making their activity economically unviable. As a result, numerous ways of monetizing content emerged. For example, direct brand sponsorship of videos aimed at their target audiences increased. Creators who were not able to attract sponsors (or did not want to count on them directly) began to make use of freemium alternatives for micro-patronage, hand in hand with intermediaries such as Patreon or through live streaming on Twitch (Amazon) or Mixer (Microsoft), which will become part of Facebook Gaming at the end of July.

These platforms began to swell their ranks with hundreds of creators who found a space where they could monetize their content without the restrictions imposed by Google’s algorithm. Today, many creators who have gained an audience on YouTube are making live broadcast compatible with video production to maximize their revenues.

Twitch, Amazon’s live streaming platform, was the first to implement a freemium model. Users can access any live streaming for free; however, the platform offers the possibility to support content creators through subscriptions and/or disinterested donations. Subscriptions offer certain advantages, such as skipping announcements during the broadcast or access to the exclusive chat for subscribers, although each creator is free to add other benefits such as participation in raffles or access to direct communication channels. In both cases, streamers receive the majority of the revenue derived from the contribution, at a much higher percentage than when monetizing a video on YouTube.

Under this premise, many creators from different fields began to broadcast their content live, causing Twitch to open up to a wider audience. Although the platform is known for its gamer content, nowadays it is possible to find channels with very diverse themes.  Similarly, it is common for the platforms themselves to reach agreements with creators with a greater volume of viewers to guarantee their permanence and the exclusivity of their broadcasts. This, in turn, has encouraged the creation of very loyal and lucrative communities, which support their favourite creators on a monthly basis with their subscription fee.

A new type of audience for the media

Why are the users of these platforms, usually young people, willing to pay for entertainment that they can access for free and yet resist paying for information offered by media? Why is not possible to create a “Netflix” of news – such as Apple’s attempt  from where media such as the New York Times are already exiting?

The simplest answer is that the audience does not pay for the content as such, but for the feeling of belonging to a community. The key to the success of these platforms lies in making monetization a way to interact. Users empathize with the creators, better understand their work, the difficulty of carrying it out and want to have a space where they can relate to them within that context.

A few days ago, Francisco Rouco de Xataca detailed in an article all the subscription models used by the Spanish press. In spite of the different proposals and prices, he highlights how most of them limit themselves to putting up a wall of payment for content that, until recently, would have been free under the advertising model. If the future of journalism is about subscription, we must think about what the new audience will demand and for what they are willing to pay. We are moving towards a more participatory model, where the subscriber wants a personalized experience and direct communication channels with the source of the information.

The value of journalism has historically been in the ability to convey information, to give relevance to facts, to provoke change and, at present, to do so immediately. It is our job to find out what value to bring to the audience in this new normality and to legitimize it with its economic support.

Image: Nicolas LB / Unsplash

La entrada The generation that pays for online content se publicó primero en Agencia comma.