{"id":17219,"date":"2020-09-14T08:08:00","date_gmt":"2020-09-14T06:08:00","guid":{"rendered":"https:\/\/www.evasanagustin.com\/workaholic\/?p=17219"},"modified":"2020-09-13T11:49:10","modified_gmt":"2020-09-13T09:49:10","slug":"contenidos-el-marketing-de-contenidos-se-encarga-a-agencias-de-publicidad","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2020\/09\/14\/contenidos-el-marketing-de-contenidos-se-encarga-a-agencias-de-publicidad\/","title":{"rendered":"[Contenidos] El marketing de contenidos se encarga a agencias de publicidad"},"content":{"rendered":"\n<p>Si <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2019\/09\/16\/contenidos-los-directores-de-marketing-no-dan-importancia-al-marketing-de-contenidos\/\">los de marketing no dan importancia al marketing de contenidos<\/a>, puede ser porque no le ven valor (<a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2020\/06\/29\/contenidos-por-que-defiendo-el-buen-uso-de-los-contenidos-en-las-empresas\/\" data-type=\"post\" data-id=\"16856\">incomprensible<\/a>) o porque <strong>el negocio se lo est\u00e1n llevando las agencias de publicidad<\/strong> (\u00a1sorpresa!).<\/p>\n\n\n\n<p>El estudio \u00ab<a href=\"https:\/\/www.ana.net\/miccontent\/show\/id\/rr-2020-content-marketing\">Growth and Opportunities in Content Marketing<\/a>\u00bb publicado por Association of National Advertisers (ANA) y The Content Council aporta datos para confirmar que <strong>las empresas prefieren contratar a agencias de publicidad que a una de contenidos para tareas relacionadas con los contenidos<\/strong>. Merece la pena analizar con calma el gr\u00e1fico.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.ana.net\/miccontent\/show\/id\/rr-2020-content-marketing\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"571\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/CM-ANA-CCouncil_20-1024x571.png\" alt=\"\" class=\"wp-image-17224\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/CM-ANA-CCouncil_20-1024x571.png 1024w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/CM-ANA-CCouncil_20-300x167.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/CM-ANA-CCouncil_20-768x428.png 768w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/CM-ANA-CCouncil_20-628x350.png 628w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/CM-ANA-CCouncil_20-150x84.png 150w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/CM-ANA-CCouncil_20.png 1049w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption>\u00ab<a href=\"https:\/\/www.ana.net\/miccontent\/show\/id\/rr-2020-content-marketing\">Growth and Opportunities in Content Marketing<\/a>\u00ab, ANA y The Content Council, julio 2020.<\/figcaption><\/figure><\/div>\n\n\n\n<p>Me llama la atenci\u00f3n:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Publicidad gana en la preparaci\u00f3n del contenido <\/strong>(estrategia, relato y creaci\u00f3n), pero medios y marketing en sacarle partido (distribuci\u00f3n, an\u00e1lisis y performance).<\/li><li>Los porcentajes tan bajos de las <strong>agencias de contenido<\/strong>: no son primeras en ninguna tarea y eso que son <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2019\/02\/04\/contenidos-especializacion-y-colaboracion-no-aislamiento\/\" data-type=\"post\" data-id=\"11999\">las expertas en todo ello<\/a>.<\/li><li>Ni las <strong>agencias de branding<\/strong> (se supone que m\u00e1s conocidas que las de contenido) se llevan la tarea de brand storytelling.<\/li><li>Las <strong>agencias de social media<\/strong> son la tercera elecci\u00f3n en distribuci\u00f3n de contenido.<\/li><li>Las <strong>agencias de relaciones p\u00fablicas<\/strong> con la tercera elecci\u00f3n para construir el relato de la marca.<\/li><\/ul>\n\n\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2020%2F09%2F14%2Fcontenidos-el-marketing-de-contenidos-se-encarga-a-agencias-de-publicidad%2F&#038;text=Las%20empresas%20prefieren%20contratar%20a%20agencias%20de%20publicidad%20que%20a%20una%20de%20contenidos...%20para%20tareas%20relacionadas%20%C2%A1con%20los%20contenidos%21&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank'rel=\"noopener noreferrer\">Las empresas prefieren contratar a agencias de publicidad que a una de contenidos&#8230; para tareas relacionadas \u00a1con los contenidos! <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2020%2F09%2F14%2Fcontenidos-el-marketing-de-contenidos-se-encarga-a-agencias-de-publicidad%2F&#038;text=Las%20empresas%20prefieren%20contratar%20a%20agencias%20de%20publicidad%20que%20a%20una%20de%20contenidos...%20para%20tareas%20relacionadas%20%C2%A1con%20los%20contenidos%21&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Compartir en X<\/a><\/span>\n\n\n<p>Otros datos interesantes del estudio son:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>El principal criterio (con el 51% de votos) para <strong>elegir agencia<\/strong> es la calidad de sus contenidos. Les toca ponerse las pilas para estar a la altura.<\/li><li>El 29% considera la <strong>innovaci\u00f3n <\/strong>como criterio. M\u00e1s adelante se considera innovaci\u00f3n la automatizaci\u00f3n o la personalizaci\u00f3n v\u00eda IA.<\/li><li>El 63% de las tareas relacionadas con contenidos se realizan <strong>internamente<\/strong>.<\/li><li>El 61% hace la estrategia de contenidos dentro de la empresa (aunque solo el 35% dice tenerla documentada); el 25% encarga a su agencia la creaci\u00f3n de contenidos; y el 38% considera un esfuerzo colectivo su distribuci\u00f3n.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Definici\u00f3n de content marketing<\/h2>\n\n\n\n<p>Seg\u00fan apuntan ANA y The Content Council en la introducci\u00f3n de su estudio, <strong><a href=\"https:\/\/www.marketingdecontenidos.es\/faqs\/que-es-el-marketing-de-contenidos\/\">el content marketing es<\/a> la disciplina de crear contenido dise\u00f1ado para influir en el p\u00fablico objetivo y obtener resultados rentables cuantificables<\/strong>. <a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/vademecum-de-contenidos-objetivos\/\">Los objetivos<\/a> cubren generaci\u00f3n de leads, afinidad a la marca, posicionarse como l\u00edder o aumentar el valor de un cliente (CLV). Se diferencia del contenido publicitario en que puede ser editorial o educativo, no siempre orientado a un producto o campa\u00f1a.<\/p>\n\n\n\n<p>Si te interesa <strong>aprender m\u00e1s sobre marketing de contenidos<\/strong>, echa un vistazo a <a href=\"http:\/\/www.evasanagustin.com\/marketingdecontenidos\">mi libro<\/a> donde explico c\u00f3mo hacer una estrategia de marketing de contenidos e implementarla. Y, si quieres que te ayude a incorporarlo en tu agencia (sea del tipo que sea), <a href=\"https:\/\/www.evasanagustin.com\/contacto\/\">av\u00edsame<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-embed-amazon-kindle aligncenter wp-block-embed is-type-rich is-provider-amazon\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Marketing de contenidos: Estrategias para atraer clientes a tu empresa\" type=\"text\/html\" width=\"500\" height=\"550\" frameborder=\"0\" allowfullscreen style=\"max-width:100%\" src=\"https:\/\/leer.amazon.es\/kp\/card?preview=inline&#038;linkCode=sl1&#038;ref_=k4w_oembed_g8lSVxxPRkh8uS&#038;asin=840918432X&#038;tag=evasanagustin-21\"><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Si los de marketing no dan importancia al marketing de contenidos, puede ser porque no le ven valor (incomprensible) o porque el negocio se lo est\u00e1n llevando las agencias de publicidad (\u00a1sorpresa!). El estudio \u00abGrowth and Opportunities in Content Marketing\u00bb publicado por Association of National Advertisers (ANA) y The Content Council aporta datos para confirmar [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[413,462],"tags":[539,564],"class_list":["post-17219","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos","category-mercado-de-contenidos","tag-departamento-de-contenidos","tag-externalizacion-de-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/17219","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=17219"}],"version-history":[{"count":9,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/17219\/revisions"}],"predecessor-version":[{"id":17233,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/17219\/revisions\/17233"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=17219"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=17219"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=17219"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}