Trust has become the categorical imperative of companies and institutions, the fundamental and unsurpassable foundation, the only one likely to make relationships, exchanges and value creation possible. But above all – and this is what is radically new – trust is no longer a presupposition: public opinion no longer gives any credit for honorability. Trust is inspired, built and earned around sensitive and exposed issues. It is the consequence of an ethic, an expertise, a vision, a fight and not the intrinsic attribute of an organization or a personality. Faced with these strategic relational issues, digital content strategies (social networks, SEO, inbound marketing…) are central.
EDITORIAL: FROM THE ECOLOGY OF ATTENTION TO THE NEW TRUST CHALLENGES
RELATIONAL REVOLUTIONS
I. ADVOCACY & EARNED MEDIA: ALLY STRATEGIES FOR STRONG BRANDS
II. END OF THE THIRD-PARTY COOKIES: A NEW ERA FOR CONTENT
III. ALLIES, EVIDENCE AND REASSURANCE: WHAT SBF 120 TWEETS TELL US
REVOLUTIONS IN USAGE
IV. BOFU CRISIS: TOO MUCH AUDIENCE, ZERO TRANSFORMATION
V. CUSTOMER ADVOCACY: CASE STUDIES, THE B2B KILLER CONTENT
EXPERTISES & TEAMS – AVISA PARTNERS