[White Paper] (RE)GAINING TRUST – CONTENT STRATEGIES AT THE HEART OF THE NEW DIGITAL REVOLUTIONS

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