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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Social Media White Paper – Learn and Earn

Ever since Microsoft Advertising adCenter was launched into beta back in 2005, the team has been supporting advertisers all over the world through the Microsoft Advertising Community site by blogging, answering questions in our forums, and disseminating news, tips, tricks and best practices more recently on Twitter @Microsoft adCenter and @MSAdvertising, and through our Facebook page.

With so many digital marketers using social networks and online applications to gather information, it made a lot of sense for us to invest in providing the very best insight into our products and services via the web.

A driving force at many industry events, the team also spends many hours every year at conferences, bringing sessions alive through social media for our fans and followers who may not have been able to attend.


http://advertising.microsoft.com

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Social Media White Paper

Social Media White Paper

The Microsoft Advertising Community team has been engaging with our customers online through social media marketing for nearly five years.

Ever since Microsoft Advertising adCenter was launched into beta back in 2005, the team has been supporting advertisers all over the world through the Microsoft Advertising Community site by blogging, answering questions in our forums, and disseminating news, tips, tricks and best practices more recently on Twitter @Microsoft adCenter and @MSAdvertising, and through our Facebook page.

With so many digital marketers using social networks and online applications to gather information, it made a lot of sense for us to invest in providing the very best insight into our products and services via the web.

A driving force at many industry events, the team also spends many hours every year at conferences, bringing sessions alive through social media for our fans and followers who may not have been able to attend. Leer más “Social Media White Paper – Learn and Earn”

Thought Leadership Success Factor No. 5: Fueling Service Innovation, Not Just Marketing

Thought leadership programs serve one master in most professional services and other B2B firms: Marketing. Marketing generates content (commissioning studies, writing white papers, and so on). Marketing packages and distributes that content (producing academic-looking publications, seminars and webinars, educational PR campaigns, email newsletters, etc.). Marketing then turns over the resulting client inquiries to account executives. Thought leadership is a Marketing activity.

But that robs thought leadership programs of their greater potential value – as sources of service innovation, not just marketing content. When companies use thought leadership to fuel new services or rejuvenate existing ones, they not only codify expertise on how to solve some business problem; they turn it into capability that many (not just a handful) of their professionals can use with clients. They do this by taking a powerful concept described in a white paper or research study and turn it into a rigorous methodology. They then develop effective curriculum around that methodology and put their professionals through training programs so they can master it.

When that happens, thought leadership content fuels new services or new approaches to existing services – not just creates client interest in them through marketing. We have seen a number of professional firms that created strong client interest in a concept after conducting and marketing some innovative research – only to find that just a few people in their firm could actually deliver the service implied by their compelling concept. (It’s a page from the “Let’s Throw Something Against the Wall and See What Sticks” book on marketing and service development. The idea is not to develop a robust service until a firm has numerous clients who are willing to pay for it.)


Bob Buday’s blog
//bloomgroup.com/blogs/bob-buday

Thought leadership programs serve one master in most professional services and other B2B firms: Marketing.  Marketing generates content (commissioning studies, writing white papers, and so on).  Marketing packages and distributes that content (producing academic-looking publications, seminars and webinars, educational PR campaigns, email newsletters, etc.).  Marketing then turns over the resulting client inquiries to account executives. Thought leadership is a Marketing activity.

But that robs thought leadership programs of their greater potential value – as sources of service innovation, not just marketing content.  When companies use thought leadership to fuel new services or rejuvenate existing ones, they not only codify expertise on how to solve some business problem; they turn it into capability that many (not just a handful) of their professionals  can use with clients.  They do this by taking a powerful concept described in a white paper or research study and turn it into a rigorous methodology.  They then develop effective curriculum around that methodology and put their professionals through training programs so they can master it.

When that happens, thought leadership content fuels new services or new approaches to existing services – not just creates client interest in them through marketing.  We have seen a number of professional firms that created strong client interest in a concept after conducting and marketing some innovative research – only to find that just a few people in their firm could actually deliver the service implied by their compelling concept.  (It’s a page from the “Let’s Throw Something Against the Wall and See What Sticks” book on marketing and service development.  The idea is not to develop a robust service until a firm has numerous clients who are willing to pay for it.)

When you think about what would happen to other industries that followed this practice, you begin to see that it’s insane.  Imagine a pharmaceutical company that conducted drug research for marketing purposes only, telling the market it’s come up with a breakthrough compound but deciding not to manufacture it.  That’s just about the state of thought leadership programs in most of the B2B firms we know.  What they publish is often not something that most of their professionals practice.

I’m not sure why this is the case.  But I know it is the case.  Perhaps it’s because service innovation in professional services is in its infancy.  Few firms have created formal and highly productive processes for developing superior services.  In most professional firms I know, services are hand-crafted by individual artisans – practicing consultants, lawyers or accountants who often in their spare time document some approach to solving a recurring client problem.
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