{"id":3153,"date":"2010-11-09T17:48:16","date_gmt":"2010-11-09T16:48:16","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=3153"},"modified":"2015-03-02T12:37:12","modified_gmt":"2015-03-02T11:37:12","slug":"contenidos-metricas-sobre-efectividad","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2010\/11\/09\/contenidos-metricas-sobre-efectividad\/","title":{"rendered":"[Contenidos] M\u00e9tricas sobre efectividad"},"content":{"rendered":"<p>Hace unos d\u00edas en el CMI publicaron una <a href=\"http:\/\/www.contentmarketinginstitute.com\/2010\/10\/content-marketing-metrics\/\">lista de 28 m\u00e9tricas<\/a> a considerar cuando se habla de <strong>efectividad del contenido<\/strong>. Destaco aqu\u00ed (y traduzco) algunas de preguntas que plantean.<\/p>\n<p>Relacionadas con la <strong>creaci\u00f3n de contenidos <\/strong>(en estas no salen n\u00fameros sino <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2010\/03\/15\/www-8-pasos-para-una-estrategia-de-contenidos\/\">la estrategia<\/a> a medir):<\/p>\n<ul> 1. \u00bfQu\u00e9 tipo de contenido necesitas?<br \/>\n2. \u00bfQui\u00e9n crear\u00e1 el contenido?<br \/>\n3. \u00bfCu\u00e1l ser\u00e1 la frecuencia de actualizaci\u00f3n?<br \/>\n4. \u00bfCu\u00e1l es el coste de la creaci\u00f3n de los contenidos?<br \/>\n5. \u00bfD\u00f3nde se publicar\u00e1 el contenido?<br \/>\n6. \u00bfHace falta promocionar el contenido?<\/ul>\n<p>Relacionadas con la <strong>gente<\/strong>:<\/p>\n<ul> 7. \u00bfCu\u00e1ntos visitantes o lectores tiene un contenido?<br \/>\n8. \u00bfCu\u00e1ntos fans, amigos, followers, suscriptores de email y\/o de RSS tiene la empresa?<br \/>\n9. \u00bfC\u00f3mo de extensa es su influencia (no de la empresa, sino de la de la pregunta anterior)?<\/ul>\n<p>Relacionadas con <strong>acciones<\/strong>:<\/p>\n<ul> 10. \u00bfCu\u00e1ntas veces se ha le\u00eddo o descargado el contenido?<br \/>\n11. \u00bfCu\u00e1nto tiempo ha estado el usuario leyendo el contenido?<br \/>\n12. \u00bfHacen algo m\u00e1s los usuarios adem\u00e1s de leer?<br \/>\n13. \u00bfCu\u00e1ntos lectores comparten el contenido en redes sociales?<\/ul>\n<p>Relacionadas con<strong> el contenido creado por los usuarios<\/strong>:<\/p>\n<ul> 16. \u00bfComentan o votan los art\u00edculos?<\/ul>\n<p>Relacionadas con la <strong>marca<\/strong>:<\/p>\n<ul> 19. \u00bfCu\u00e1ntas veces y de qu\u00e9 manera mecionan los usuarios la marca?<br \/>\n20. \u00bfQu\u00e9 dicen los consumidores de la competencia?<br \/>\n21. \u00bfHa cambiado la percepci\u00f3n de la marca?<\/ul>\n<p>Relacionadas con los <strong>ingresos<\/strong>:<\/p>\n<ul> 22. \u00bfCu\u00e1ntas compras han conseguido directamente los contenidos?<br \/>\n24. \u00bfCu\u00e1ntos son los ingresos por lector?<br \/>\n25. \u00bfCu\u00e1ntos de los usuarios que hicieron algo anteriormente (ver preguntas relacionadas con acciones) acabaron comprando?<\/ul>\n<p>Relacionadas con <strong>gastos<\/strong>:<\/p>\n<ul>28. \u00bfCu\u00e1l es el coste interno considerando todos los departamentos (no solo creaci\u00f3n)?<\/ul>\n<p>Muchas preguntas a tener en cuenta y por eso desde el CMI han preparado una <a href=\"http:\/\/www.contentmarketinginstitute.com\/wp-content\/uploads\/2010\/10\/CMI_ContentMarketingMetricsforNewbies.pdf\">checklist en pdf<\/a> para no olvidar ninguna.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hace unos d\u00edas en el CMI publicaron una lista de 28 m\u00e9tricas a considerar cuando se habla de efectividad del contenido. Destaco aqu\u00ed (y traduzco) algunas de preguntas que plantean. Relacionadas con la creaci\u00f3n de contenidos (en estas no salen n\u00fameros sino la estrategia a medir): 1. \u00bfQu\u00e9 tipo de contenido necesitas? 2. \u00bfQui\u00e9n crear\u00e1 [&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],"tags":[338,502],"class_list":["post-3153","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos","tag-analitica-web","tag-roi"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3153","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=3153"}],"version-history":[{"count":20,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3153\/revisions"}],"predecessor-version":[{"id":3185,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3153\/revisions\/3185"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=3153"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=3153"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=3153"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}