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.

http://ignaciosantiago.com – 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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For Startups, Timing Trends Really Does Matter – Except When It Doesn’t


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Now is the best time in history to start your own business. But depending on what kind of company you’re building, you have to figure out if your idea is poised to capture a trend – or doomed to miss one and face a much tougher road to success.

To learn about the impact of properly timing a trend – or of missing one – we asked 8 successful young entrepreneurs from the Young Entrepreneur Council (YEC) for their experiences. And we also got their advice on how to perfectly time your business:

1. Missed Opportunities Open New Doors

It was 2011 when we started building a platform for social media. By then, Buddy Media had already raised over $90 million, Wildfire announced that they had over 10,000 customers, and companies like Vitrue and Involver were the industry titans. Some potential investors told us we were late to the party. However, in hindsight, and especially in light of all of the recent acquisitions of the aforementioned, I believe we had a core advantage to really plug into the “second wave” of social, which has the potential to be even more disruptive than the first. We were able to speak to people who were already using a social media platform and figure out what needs still weren’t being met. By staying small and nimble, we were able to quickly adapt to the rapidly changing landscape of social media.– Abby RossBlueye Creative

2. Revisit Past Failures

There’s no lack of ideas that were “before their time.” Many business models that failed in the early 2000s are now incredibly successful because now, the timing is right, the technology is here, and it’s easier than ever before to achieve scale. As an example, my company SitePoint tried selling eBooks back in 2000 and no one bought into it. It was a complete and utter disaster and forced us to print and ship physical books – which sold like hot cakes. The reason is simple, people were still getting used to the idea of shopping online, and paying for digital goods was still a foreign concept to many. Fast forward a few years, with the iTunes revolution, Kindle and iPad, and all of a sudden, eBook sales are trending sharply upward every year.– Matt Mickiewicz,Flippa and 99designs

3. Some Ideas Transcend Timing & Trends

Timing is everything – if your idea is reliant on time. If you want to create a flash valuation or raise a certain amount of money quickly, then it’s of utmost importance. And it’s important for tech in general. But I believe that there are other ideas – rooted in timeless truths – that are not restricted to a certain epoch or Zeitgeist. If your idea is rooted in one of these things, then timing is far less important. If you’re a social entrepreneur fighting for human dignity in a particular area, for example, then it’s less critical whether you start today or tomorrow. My personal view is that I want to be involved with an organization that I believe will be important a thousand years from now. If I find an idea worthy of that standard, then I know it’s rooted in something essential.– Luke BurgisActivPrayer

4. Timing Boosts Your Success Potential >>>    Leer más “For Startups, Timing Trends Really Does Matter – Except When It Doesn’t”

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

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.


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.] Leer más “Selling Digital Goods Online: E-Commerce Services Compared | Smashing Magazine”

The Art Of Content Marketing

Before creating content, you need to prepare. Think about your tone and style, where to find the best writers and how to organize your workflow.

TONE AND STYLE

Too many companies start writing content before their brand has a defined voice. This leads to inconsistency. It’s like using one logo in your brochure, another on your website and another on your blog.

When speaking with people, you see their expressions and you adjust your tone accordingly. In a meeting, when you see that someone is confused, you clarify meaning, simplify sentences and speak reassuringly. The Web offers no feedback until your content is published, and then it’s too late.

To get the right tone, think of the person who best represents your brand. The person could be fictional or real, and they may or may not work for you. Now think of adjectives that describe them. Once you know what you want, provide clear details and practical examples.


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A few months ago I went to collect a friend from hospital. Arriving early, I entered the waiting room and noticed in-house magazines stacked by the door. I picked one up, grabbed a coffee and took a seat.

The magazine read like a very long press release, blabbering on about patient-centric care and employee awards. I was quickly bored, so I read from my phone instead. The magazine failed in its purpose.

Effective content marketing holds people’s attention. It gives you a distinctive brand, loyal fans and increased sales. You don’t need a big budget to succeed, which is why good content marketing is the single best way to beat bigger competitors online.

Content marketing used to be about customer magazines and mailed newsletters. Now it covers blogs, email newsletters, eBooks, white papers, articles, videos and more. In this article, you will learn about content marketing techniques that you can apply to your business.

[Note: A must-have for professional Web designers and developers: The Printed Smashing Books Bundle is full of practical insight for your daily work. Get the bundle right away!]

Prepare >>> Leer más “The Art Of Content Marketing”