KPIs que una estrategia de contenidos debería medir – Gracias a @ignaciosantiago

La analítica web y los Indicadores Claves de Desempeño (KPIs) ya no son lo que eran, han evolucionado mucho, y gracias a herramientas como Google Analytics, Omniture, etc, han facilitado enormemente la tarea del reporting en el marketing online y el trabajo diario de los profesionales del sector. En los tiempos que corren, “no sales por la puerta de tu casa“ sin saber los KPIs web básicos, incluyendo el engagement y el ratio de conversión. – Artículo completo >>> ! 🙂

Mientras el marketing de contenidos se ha posicionado como una de las estrategias claves en el marketing online a la hora de mejorar los resultados entre B2B y el posicionamiento SEO (con la ayuda de Google Penguin), los profesionales del marketing siguen en la edad de piedra en lo que se refiere a medir la efectividad y el impacto cuando tienen varios tipos de contenido. Por ejemplo, considerando los White Papers como una buena técnica de generación de leads, muchos profesionales del marketing simplemente se centrarán en el número de descargas, pero la pregunta sigue en el aire: ¿Qué puede hacer ese profesional para entender mejor la efectividad de este tipo de contenido?

Las tácticas que funcionan a la hora de medir una página web o un embudo de captación de clientes tradicional no siempre se convierten en nuevos tipos de medición del marketing de contenidos. Para white papers, eBooks, eNwsletters, o cualquiera que sea el formato que elijas, te presento una lista de los KPIs que deberías estar midiendo para tus estrategias de marketing de contenidos:

Los visitantes únicos (UVs) es la métrica estándar de cuántas personas únicas han visitado tu contenido dentro de un marco de tiempo determinado. Este KPI proporciona una base interesante para comparar qué tipo de contenido te trae mayor número de visitas.

8 KPIs que tu estrategia de Marketing de Contenidos debería medir visitantes unicos 

Sin embargo, es importante tener en cuenta que no todas las visitas únicas tienen el mismo valor. Por ejemplo, una visita única a un White Paper es más útil (en principio) que a nuestro blog, si hablamos de generación de leads, sobretodo si esa visita tiene una duración de la visita mayor (que ira en aumento con el tiempo).

Artículo completo >>> ! 🙂

Saber donde se lee tu contenido es importante para comprender donde puedes asignar más presupuesto y recursos en función de donde está tu audiencia. De esta manera tus campañas de publicidad pueden llegar a incluso usuarios que antes no tenías en cuenta.

8 KPIs que tu estrategia de Marketing de Contenidos debería medir geografia 2

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3 Ways Goofing Off at Work Can Make Your Company More Innovative
3 Ways Goofing Off at Work Can Make Your Company More Innovative

image credit: Windows

If you still think the best way to move your business forward is to be chained to your desk or smartphone, it’s time to loosen up. Innovative companies like Google have proven that you can let yourself and your employees have a good time at work and still be productive.

Ryan Tate, author of The 20% Doctrine: How Tinkering, Goofing Off and Breaking the Rules at Work Drive Success in Business (Harper Collins, 2012) and Matt Weinstein, author of Managing to Have Fun: How Fun at Work Can Motivate Your Employees, Inspire Your Coworkers and Boost Your Bottom Line (Simon & Schuster, 1997) have found that injecting fun into your office can result in not only a more innovative environment, but a more productive one.

Related: How to Develop a Culture of Innovation

Here are their tips for how incorporate more play your workday:


Captivating Mobile Landing Pages

Getting more visitors to your mobile landing pages is great. If they aren’t sticking around, though, that couldindicate something about your mobile page is causing them to abandon.

If you can’t keep their attention with a captivating experience, you can lose them easily.  But what does it take to keep a visitor’s attention and get them to convert?

Keeping Visitor’s Attention on Mobile Landing Pages

So does your blog, book or ebook have contagious attributes?

English: Logo of Academic Project publishers.

Typical communication in the age of mass media start with two steps

  1. Mass Media to Network Hubs
  2. Network Hubs to the rest of the population

But “Buzz” refuses to follow neat patterns. Cold Mountain’s buzz didn’t start from the traditional marketers text book .

So what made the book spread? What were the contagious attributes? >>>>>  Leer más “So does your blog, book or ebook have contagious attributes?”

Why Your Content Must Spring Legs and Walk Around The World

See on Scoop.itGabriel Catalano the name of the game

This piece is from Convince&Convert, I selected it because it addresses a challenge that those of us who create or curate content face on a daily basis – how do we make our content socialable?

Here’s an excerpt:

We know how difficult it can be to find balance between intrigue and usefulness. We understand that it is much easier to talk about or simply develop a tool than it is to create a talkable tool.

Meanwhile, there is a realization that we need to develop a hybrid content marketing solution – one that is social and has substance.

Socialable content has to invite discussion, create a call to action, while informing people.

Here are some highlights:

Give your content youtility:

**Answer common questions. Does your website have a FAQ section?
**Why not translate that into useful, shareable content?
**Ask your consumer base what they need. What better way to find out what appeals to your customers than simply asking them.

Make Your Content Talkable:

**Make your content human. Sometimes utilities can fall flat if we don’t offer a way to show how they can and have impacted others
**Provide testimonials and attach real stories to your utilities so your audience can identify with their purpose.
**Add bits of entertainment, humor, fun. Is your content just boring?
**Give it elements that people would actually want to share and talk about. Simply add the ability to share. Creating something useful is more than half the battle. Often times, we just forget to let our audience spread the word. Leer más “Why Your Content Must Spring Legs and Walk Around The World”

Create an eBook from Wikipedia Articles | via

The Wikipedia website  now includes tools to help you create formatted ebooks using content from one or more Wikipedia pages – here’s a sample ebook in the EPUB format.

Wikipedia eBook

Wikipedia has offered the PDF export functionality on their website for some time but with the recent change, you can export a selection of Wikipedia pages as EPUBs which is a much better format for reading articles offline on mobile phones, ebook readers and tablets. PDF is still a more suitable format for creating print-ready ebooks.

How to Create eBooks inside Wikipedia Leer más “Create an eBook from Wikipedia Articles | via”

Lead Gen Form Optimization: Why a lower conversion rate can be a good thing


Daniel Burstein

Friction on your lead generation landing pages is bad, because it reduces conversions.

Except that is not always a bad thing. Hear me out for a moment …

As we teach in the MarketingExperiments Landing Page Optimization Online Course, you’re certainly not looking to eliminate friction. When it comes to lead generation, you’re not even always looking to reduce friction … what you’re looking for is the right balance that ultimately makes your company more profitable.

This might seem counterintuitive at first, especially if you work in a marketing department that has a relentless focus on only one number – the amount of lead generated.

However, high-quality leads will likely result in less dead ends for the sales force. Thus, Sales will invest more of its time on leads more apt to close, which should make everyone happier at the end of the day.


Use the lead gen dials to flexibly optimize your page

But you don’t have to be locked into only one approach. The great thing about the lead gen dial approach (shown in the image above) is that it can help you flexibly adapt to your company’s needs:

  • If your sales force is simply starved for leads, you can reduce friction to increase the number of leads they receive.
  • If your sales force has a long list of leads they still haven’t contacted, you can dial up friction to reduce the overall number of leads, but acquire higher-quality leads that go straight to Sales with a clear priority attached in them.

Of course, if you work in the marketing department, these changes shouldn’t happen in a vacuum. You should create a flexible universal lead definition with Sales that can adapt and scale as the company’s needs change.


Friction in lead generation forms

One of the most impactful places to adjust friction is in the lead gen form itself. Here are three places you can adjust friction, and then test to see which combination is most profitable for your company:

  • Make some form fields optional. If you use this technique, very motivated leads can choose to give more information, but you hypothetically wouldn’t lose any less motivated leads, since they wouldn’t have to fill out those form fields.

A word of caution, though — a long form presents a large amount of perceived friction. Let’s face it, even with optional fields, a long form just looks time-consuming in the split second a prospect decides whether to act or not.

  • Use a two-step process. You can capture basic information, and then ask for more in-depth information in a second step. You can test offering an incentive for completion of the more time-consuming second step, or just clearly communicate the benefit to the prospect (for example, that they will receive more relevant information from your company).

For leads that don’t complete the second step, you can follow up and try to gain more information at a later date (when they might be further along in the buying cycle, and, therefore, more motivated to provide that information).

  • Simply remove form fields. Take a good hard look at your form and sit down with every person or department that has an interest in that form. For example, does Job Title or Budget really help Sales? If so, it might be worth keeping.

If not, it may be like the appendix, a vestigial form field that had a good purpose in a previous era, but no one currently at the company remembers why exactly they needed that information. Leer más “Lead Gen Form Optimization: Why a lower conversion rate can be a good thing”