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

Seguir leyendo “KPIs que una estrategia de contenidos debería medir – Gracias a @ignaciosantiago”

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? >>>>>  Seguir leyendo “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. Seguir leyendo “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 Seguir leyendo “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. Seguir leyendo “Lead Gen Form Optimization: Why a lower conversion rate can be a good thing”

How to Budget for Marketing | by Sookie Shuen


Whatever it is, the budget you put in place for your marketing for the year ahead will shape the results you achieve.How to Budget for Marketing

Now is the ideal time to define your marketing approach and the budget that will support it. In a recent Toluna survey of businesses, 40% of businesses surveyed stated that they did not feel that their marketing budget met all their marketing needs.

In tougher times, the marketing budget is often the first thing that is cut. Yet it is commonly known that companies which consistently market themselves in a recession perform better than those that don’t. So:

  • How can companies budget better to create the results they want?
  • What can companies do to budget effectively for the year ahead?

Fit your strategy around your target market Seguir leyendo “How to Budget for Marketing | by Sookie Shuen”

6 Mistakes That Will Kill Your Product Launch

Over the past 10 years I’ve created many businesses. If you looked at my business life on a timeline you would see that my first few businesses didn’t do too well, however, as the years went on I slowly became more successful.

Why? Because I’ve learned from my mistakes.

One mistake I learned to avoid is that you have to move fast when it comes to a product launch. Dragging your feet will kill your launch. Here are six common mistakes that lead to procrastination, and how to avoid them.

1. Not Working Fast Enough

Not meeting your product launch deadline can be deadly. A lot of people are anticipating the launch, including the press and your investors, and if you fail to meet it and don’t have a really good reason, people may doubt your ability in the future.

Even if you and your team think that six months or nine months or whatever time you’ve promised seems like a long time…don’t waste it! Get to work right away as soon as you can. It’s much better to finish before your deadline than it is to finish after.

I think we are all probably guilty of wasting time when we think we have a lot of it. Here’s my recommendation to avoid doing that:

  • Give your team an internal goal – this is the goal that you are not sharing with the public. The purpose of this goal is to keep your team motivated early on.
  • Give yourself time to re-evaluate – Your internal goal should be far enough from the real deadline to give you time to evaluate. As things may not go well.
  • Give yourself meaningful landmarks to hit – Your internal goal should be made up of five or six landmark goals that gauge your progress in a meaningful way. For example, you could set a goal for prototypes, user testing round one, etc.

Also, try to avoid one of the most common mistakes that new entrepreneurs make: never make promises you can’t keep. Seguir leyendo “6 Mistakes That Will Kill Your Product Launch”

Selling Digital Goods Online: E-Commerce Services Compared | Smashing Magazine

Via Scoop.ithuman being in – perfección

There’s a realization that every freelance designer must go through at some point: client work isn’t enough to ensure your long-term financial security. What if you get sick? What if you can’t find clients? What if you want to take a vacation?

One possible answer to this problem is earning passive income — i.e. selling products or services instead of selling your own time. A common way to do this is to sell digital goods such as eBooks, PSD templates, WordPress themes, icons, and so on. But how exactly should you sell them?

Although there are lots of marketplaces for selling digital goods, they often take a big cut of the profits. What’s more, they don’t let you customize the sales page, or let you use your own brand. This is where digital goods services come in. These services only take care of the payment, file storage, and download, and let you do the rest. This means you can easily sell your products from your own website, or through social networks.

I recently wrote an eBook about UI design and needed to find a way to sell it, so I compared five such services: Quixly, FetchApp, Pulley, E-junkie, and Gumroad. I’ll tell you which one I picked at the end… but in the meantime, here are the results of my research.

[Note: Have you already pre-ordered your copy of our Printed Smashing Book #3? The book is a professional guide on how to redesign websites and it also introduces a whole new mindset for progressive Web design, written by experts for you.] Seguir leyendo “Selling Digital Goods Online: E-Commerce Services Compared | Smashing Magazine”

Social Rabbit here with your guide to the world of social media.

You may have noticed a theme this week in the blog posts…. they are all on the theme of posting. The reason? Today is the launch of my new ebook – 365 ways to grow your Facebook page. And you have guessed it, it is all about the posting.

Then today I found this awesome chart….
content marketing problems

content marketing problems
Proving to me that yes producing the right content that engages is a challenge for 41% of people, and then producing enough content is a challenge for 20% of people.

So for 61% of you guys reading this my new ebook will help you 🙂 Seguir leyendo “Social Rabbit here with your guide to the world of social media.”

Name Your Price

by Tamsen McMahon

I have a question for you:

What are you trying to get?

A break?
A job?
A book deal?
A feeling of control?
Of power?
Of peace?
More money?
More love?
More fame?

Okay. Another one: Seguir leyendo “Name Your Price”

Desktop Wallpaper Calendar: November 2010

Desktop wallpapers can serve as an excellent source of inspiration. However, if you use a specific wallpaper for a longer period of time, it becomes harder to draw inspiration out of it. That’s why we have decided to supply you with smashing wallpapers for over 12 months. To make them a little more distinctive than the usual crowd, we’ve decided to embed calendars for the upcoming month. So if you happen to be searching for a specific day of the month, isn’t it better to show off a nice wallpaper with a nice calendar instead of launching some default time application?

This post features 50 free desktop wallpapers, created by designers across the globe for November 2010. Both versions with a calendar and without a calendar can be downloaded for free.

Please notice:

  • all images can be clicked on and lead to the preview of the wallpaper;
  • you can feature your work in our magazine by taking part in our desktop wallpaper calendar series. We are regularly looking for creative designers and artists to be featured on Smashing Magazine. Are you one of them?

So what wallpapers have we received for November 2010?

Rose Petal

“Don’t underestimate the true beauty of a single dried rose petal….” Designed by Thuy Truong.

Rose Petal 44 in Desktop Wallpaper Calendar: November 2010

Infinite Space

“Infinite Space… Inspired by the infinite beauty of our universe” Designed by Natanael Fernandez from Santo Domingo, Rep. Dominicana.

Infinite Space 85 in Desktop Wallpaper Calendar: November 2010

Organization Tips For Web Designers

As a web designer, you’re often forced to wear many different hats every day. You’re the CEO, creative director, office manager, coffee fetcher and sometimes even janitor. That’s a lot for anyone, and it certainly makes it difficult to find any time for quality creative thinking. Organization in any operation is important, and for our work as web designers it is important, too. The good news? You don’t have to have been born an organizational machine. Let’s look at what being organized means and a few strategies and tips to help you clean up that messy desk and get your work ducks in a nice neat row.

1. Organization 101

What it means to be an organized person or run an organized business is commonly misunderstood. Many people equate being organized with being fussy, which is not the case. Little labeled folders and neatly itemized lists are one way to stay organized, but they are merely tactics. The heart of organization is having a strategy. Being organized is simply a matter of using clearly defined and consistently implemented systems to get things done.

But how do you go about finding and implementing a strategy if you’re starting from square one? It begins with where you want to end up. Think about where you waste the most time or what frustrates you the most on a daily or weekly basis, and start there. Formulate simple clear goals and treat these overarching goals as the finish line in your strategy.

For example, if you have trouble paying all (and I mean every single one) of your bills on time because they are perpetually lost in the mess on your desk, make it a goal to pay every bill before it is due for the entire year. With this broad goal in mind, you can work on cleaning your desk and setting up a routine for paying each of your bills. Seguir leyendo “Organization Tips For Web Designers”

“Top 20 Most Powerful Celebrities in the World 2010″ | By Jeremy Waite

Posted on October 7, 2010

  • By Jeremy Waite

    Welcome to my mash-up of marketing stories and celebrity gossip. If you love marketing or want to be inspired at work, everything here is written for you. Enjoy!

Is Lady Gaga the World’s Most Powerful Celebrity? 

In advance of my book “Sex, Brands & Rock’n’Roll” coming out next month, I’ve put together a cheeky little eBook which will hopefully inform and inspire you.  It lists the top 20 most powerful celebrities in the world this year, how much $ they’ve made and inspirational quotes that show ‘why they are, who they are’.  But who’s number 1? Enjoy!

Click here for my FREE eBook to find out who are the “Top 20 Most Powerful Celebrities in the World”