Las marcas ya no solo son vistas como proveedoras de productos o servicios, sino también como creadoras de un contenido que puede generar ‘engagement’. Para ello, lo primero es elaborar una buena estrategia.

Ya está. Tenemos claro que es necesario desarrollar marketing de contenidos en nuestra empresa. Pero… ¿cómo que ya está? ¡Queda lo más importante! Debemos decidir qué hacer, cómo y con qué objetivos. En definitiva: lo importante es la estrategia.

Es fundamental conectar con nuestra audiencia. Para ello, es imprescindible observar, analizar y planificar. No en vano, el marketing de contenidos, correctamente programado y ejecutado, es una herramienta poderosa con una alta efectividad. Es, por tanto, una oportunidad que debemos aprovechar.

Diseñar una buena estrategia de marketing de contenidos beneficiará en posicionamiento y hará posible el engagement. Pero lo cierto es que a día de hoy hay muchas empresas que no saben cómo hacerlo. Por eso, es importante aliarse con partners expertos, estudiar cada caso, con sus características y los objetivos buscados, para crear una estrategia personalizada y adecuada a la audiencia.


¿Qué incluye una estrategia de marketing de contenidos?

Una estrategia de marketing de contenidos debe dar respuesta a los procesos de creación, gestión y distribución del contenido. En numerosas ocasiones, los profesionales se concentran en la creación (conceptualización, confección, edición…), y en su gestión más inmediata (publicación), pero no debe quedarse en el olvido la distribución: ¿qué ciclo de vida tiene ese contenido?, ¿cuál es el rendimiento que podemos y pretendemos sacarle a la inversión?

Desde luego, es indudable que la estrategia del marketing de contenidos debe ser pensada y concebida a largo plazo. Ya que tenemos la oportunidad de posicionarnos como fuente en un determinado campo, ¡explotémosla!

A la hora de establecer objetivos, es imprescindible definir bien qué se quiere conseguir a largo plazo (notoriedad, posicionamiento como experto en un tema…) y cuál es la llamada a la acción concreta que queremos lanzar (que compren algo, que vuelvan a visitar el blog, que compartan algo en redes sociales…). Existen varias maneras de hacer marketing de contenidos, pero hay algo común a todas ellas: se trata de contar una historia que no deje indiferente al usuario, y que, de algún modo, le conecte con la marca.


Un marketing de contenidos para cada audiencia

Como cada target es distinto, antes de elaborar los contenidos, es necesario conocer bien algunos aspectos de nuestra audiencia:

Quiénes son: información demográfica.
Dónde están (online y offline) y dónde consultan y encuentran la información.
Qué redes sociales utilizan.
● Sus preferencias en formatos y en tipos de contenidos.
● El mejor momento para captar su atención.
● Qué tipo de lenguaje utilizan.


Ingredientes para una estrategia efectiva

Una vez compilados y analizados todos estos datos sobre la audiencia a la que nos dirigimos, una estrategia de marketing de contenidos debe establecer una hoja de ruta clara y precisa en los siguientes ámbitos:

Temáticas previstas.
Canales de distribución ideales.
● Qué profesional o equipo va a ser responsable de crear los contenidos.
Calendario de creación, distribución, periodicidad. De lo macro a lo micro.
● Oportunidades de vinculación a algún acontecimiento de contexto o hecho de la agenda informativa global.
● Método de evaluación del plan y de su contribución a los objetivos de marketing de la compañía.
● Establecimiento de objetivos concretos que nos ayude a dimensionar el plan y los recursos necesarios.

Como vemos, la estrategia de marketing de contenidos debe ser pensada y diseñada como un todo, de forma global. Es imprescindible tener perfectamente planeados todos los hitos y elementos que la componen. Y también es necesario dedicar recursos, tiempo y esfuerzo en llevarla a cabo, y confiar en sus beneficios a largo plazo. Para ello resulta crucial encontrar al partner pluridisciplinar ideal para trabajar conjuntamente y de forma unificada. Ford ya trabaja con nosotros. ¿Quieres que veamos qué estrategia de contenidos podemos crear para cumplir con tus objetivos?



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