In the world of communication, it is not enough to produce content and publish it in search of an audience. It is essential to manage production strategically. This approach was developed by Professor Ernesto Martelli in his Open Class: “The Content Architect, a reflection and perspective on the role of professionals in the communication and narrative industry” organized by the School of Postgraduate Studies in Communication of the Universidad Austral and moderated by the Director of the Master's Degree in Content Management, Dr. Ethel Pis Diez.

Using examples from the film industry and his own editorial content from the newspaper La Nación, Martelli introduced the concept of experts versus professionals, Two distinct positions: on the one hand, that of someone trained to use tools effectively and, on the other hand, that of a person or team who can create content projects that clearly communicate ideas, concepts or values ​​that can be sustained over time thanks to key aspects such as consistency and narrative sequence.

The professionals They ask themselves the purpose of what they are going to create, with other purposes besides attracting attention. This perspective not only It involves taking care of the narrative., but also Consider the context in which it is generated, the objectives pursued, and the work environments where these ideas are developed.This is where the difference between producing and managing becomes essential. The quality of the content depends not only on creativity but also on the effectiveness of the teams and talent that support it—like an architect planning a building or an orchestra conductor coordinating each instrument.A content manager must design and direct every aspect of production, ensuring that all elements work in harmony to achieve a professional and high-impact result.

A multiplicity of channels, the evolution of social networks, the micro-narratives of memes, new models of artificial language, and increasingly adept humans trying to gain approval from algorithms. This is the current landscape, and against this backdrop, Martelli focuses his attention on It is important to emphasize the need to adopt a professional stance in the creation of content and messages because, at the same time, a professional is also an expert, and this division, which often becomes blurred, needs to be constantly clarified.

Today we are all experts in using social media and in basic content creation; our conversations circulate in these spaces, and the real professional challenge lies in add strategic and planned layers to that process. For this A difficult combination of rationality and instinct must be achieved. In a hybrid scenario where people behave like brands, brands behave like people, and the media, in this mix, often act as individuals or as individual creators seeking only rewards and incentives from the platforms, he proposes the idea of ​​the «content architecture", an analogy that suggests a complete journey in content creation; a planned and strategic process, similar to how an architect designs a building and works with space. A constant ideation exercise that establishes clear objectives, plans concrete actions, and tracks results to ensure that the proposed goals are met. How does AI operate in this task? For Martelli, AI facilitates production, but it also increases competition for the public's attention. The talk left an open invitation for all professionals to reflect on their approach and see Content creation as a complete creative process, where strategy, creativity, and narrative quality are essential to generating value in a scenario where production abounds and attention is scarce.

*Ernesto Martelli: Content architect with over 25 years of experience in media. He has been Director of Innovation and Manager at La Nación, Editor at Clarín, and Editorial Director of Rolling Stone. He currently runs his consulting firm MEDIA.ARQ and is a professor at the Universidad Austral.