{"id":33481,"date":"2021-12-20T09:58:00","date_gmt":"2021-12-20T08:58:00","guid":{"rendered":"https:\/\/www.evasanagustin.com\/workaholic\/?p=33481"},"modified":"2021-12-19T19:32:20","modified_gmt":"2021-12-19T18:32:20","slug":"estado-de-los-contenidos-en-espana-2021-una-decada-de-analisis","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2021\/12\/20\/estado-de-los-contenidos-en-espana-2021-una-decada-de-analisis\/","title":{"rendered":"Estado de los contenidos en Espa\u00f1a 2021, una d\u00e9cada de an\u00e1lisis"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"alignright size-full\"><a href=\"https:\/\/app.box.com\/s\/6n0nss5zh5vw0jxycu7k5jua22yc6wc6\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"374\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2021\/12\/estadocontenidos21.png\" alt=\"\" class=\"wp-image-33483\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2021\/12\/estadocontenidos21.png 600w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2021\/12\/estadocontenidos21-300x187.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2021\/12\/estadocontenidos21-561x350.png 561w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2021\/12\/estadocontenidos21-150x94.png 150w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/figure><\/div>\n\n\n\n<p>Este a\u00f1o ha costado conseguir participantes para la <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2021\/11\/01\/10a-encuesta-sobre-el-uso-de-los-contenidos-corporativos\/\" data-type=\"post\" data-id=\"33255\">10\u00aa encuesta sobre contenidos en Espa\u00f1a<\/a>, pero finalmente he podido sacar adelante el <a href=\"https:\/\/app.box.com\/s\/6n0nss5zh5vw0jxycu7k5jua22yc6wc6\">ebook con las conclusiones del <strong>estado de los contenidos en Espa\u00f1a 2021<\/strong><\/a>. <\/p>\n\n\n\n<p>Para celebrar su <strong>primera d\u00e9cada de vida<\/strong>, he a\u00f1adido algunas pantallas comparando datos con a\u00f1os anteriores, tambi\u00e9n un poco de informaci\u00f3n adicional y las declaraciones de algunos miembros de <a href=\"https:\/\/www.marketingdecontenidos.es\/blogosfera\/\">la Blogosfera de los Contenidos<\/a>. El resultado es el ebook m\u00e1s completo que he publicado desde que empec\u00e9 a preparar estos informes, en diciembre de 2012.<\/p>\n\n\n\n<p>Hay muchos datos en <a href=\"https:\/\/app.box.com\/s\/6n0nss5zh5vw0jxycu7k5jua22yc6wc6\">sus 53 p\u00e1ginas<\/a>, destaco algunos:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>El <a href=\"https:\/\/www.marketingdecontenidos.es\/faqs\/para-que-sirve-un-calendario-editorial\/\"><strong>calendario editorial<\/strong><\/a> es el documento m\u00e1s usado para documentar la estrategia de contenidos. <\/li><li>El corto plazo no entra en los planes para conseguir <a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/vademecum-de-contenidos-objetivos\/\">los objetivos de los contenidos<\/a>, se valora m\u00e1s pensar a <strong>un a\u00f1o vista<\/strong>.<\/li><li><a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/vademecum-de-contenidos-medicion-redes-sociales\/\">La medici\u00f3n<\/a> se realiza mayoritariamente cada mes, solo las interacciones se tienen en cuenta de forma diaria.<\/li><li>Casi todos los participantes publican <strong>art\u00edculos o posts <\/strong>y 1\/semana y 1\/mes empatan como frecuencia del <a href=\"https:\/\/www.evasanagustin.com\/manualdeblogging\/\">blog<\/a>.<\/li><li>La mitad de participantes ofrece suscripci\u00f3n por <strong>email <\/strong>como v\u00eda de promoci\u00f3n de sus contenidos y los env\u00edos suben a 1\/semana.<\/li><li>El perfil que destaca este a\u00f1o es el <strong>community manager<\/strong>, est\u00e1 presente en la mitad de las empresas.<\/li><li>Desde hace cinco a\u00f1os, se mantiene bastante estable el equilibrio entre creaci\u00f3n (69%) y <strong>content curation <\/strong>(31%). Este a\u00f1o, el 21% dijo tener <a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/6w-sobre-el-content-curator\/\">un curator<\/a> en la empresa.<\/li><li>30% es la media de los \u00faltimos nueve a\u00f1os para las personas que <strong>invierten 0% en contenidos<\/strong>.<\/li><li>El <a href=\"https:\/\/evasanagustin.gumroad.com\/l\/bOKgA\"><strong>departamento de contenidos<\/strong><\/a> existe en el 15% de las empresas, seg\u00fan la media de respuestas desde el 2017.<\/li><li><strong>La tarea m\u00e1s externalizada es la redacci\u00f3n<\/strong>, seguida muy de cerca de la traducci\u00f3n, y este a\u00f1o casi la mitad de empresas dicen tener <a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/6w-sobre-el-redactor-de-contenidos-o-copywriter\/\">un redactor\/copywriter<\/a>.<\/li><\/ul>\n\n\n\n<p>Tienes muchos m\u00e1s datos que te ayudar\u00e1n a enfocar tus contenidos en el ebook \u00ab<a href=\"https:\/\/app.box.com\/s\/6n0nss5zh5vw0jxycu7k5jua22yc6wc6\">Estado de los contenidos en Espa\u00f1a <\/a>2021&#8243;. Igual que <a href=\"https:\/\/www.marketingdecontenidos.es\/espana\/\">los de a\u00f1os anteriores<\/a>, se puede consultar libremente.<\/p>\n\n\n\n<p>Aprovecho como siempre para dar las <strong>gracias <\/strong>a las personas que me han dedicado su tiempo a contestar o a difundir la encuesta porque sin ellas no hubiese sido posible realizar este informe. Adem\u00e1s, tambi\u00e9n quiero agradecer a <a rel=\"noreferrer noopener\" href=\"https:\/\/cristinaaced.com\/\" target=\"_blank\">Cristina Aced<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/www.latirademarketing.com\/\" target=\"_blank\">Marisa Casasola<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/milacoco.com\/\" target=\"_blank\">Mila Coco<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/www.socialmediapymes.com\/\" target=\"_blank\">Carmen D\u00edaz Soloaga<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/www.rosermante.cat\/\" target=\"_blank\">Roser Mant\u00e9<\/a>, <a rel=\"noreferrer noopener\" href=\"www.redactora.net\" target=\"_blank\">Noelia Jim\u00e9nez<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/www.javierregueira.com\/\" target=\"_blank\">Javier Regueira<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/pepacartini.com\/\" target=\"_blank\">Pepa Cartini<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/joanmarco.com\/\" target=\"_blank\">Joan Marco<\/a> y <a rel=\"noreferrer noopener\" href=\"https:\/\/mariapolaina.com\/\" target=\"_blank\">Mar\u00eda Polaina<\/a> que atendiesen mi petici\u00f3n para participar con su opini\u00f3n en <a href=\"https:\/\/app.box.com\/s\/6n0nss5zh5vw0jxycu7k5jua22yc6wc6\">el ebook<\/a>.<\/p>\n\n\n\n<p>M\u00e1s adelante, preparar\u00e9 una infograf\u00eda y v\u00eddeo resumen de los datos (avisar\u00e9 por <a href=\"https:\/\/twitter.com\/evasanagustin\/\">Twitter<\/a>). Mientras, \u00a1feliz lectura!<\/p>\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%2F2021%2F12%2F20%2Festado-de-los-contenidos-en-espana-2021-una-decada-de-analisis%2F&#038;text=Leyendo%20el%20%22Estado%20de%20los%20contenidos%20en%20Espa%C3%B1a%202021%22%2C%20destaco%20que%20el%2015%25%20tiene%20un%20departamento%20de%20contenidos.%20%23estadocontenidos21&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank'rel=\"noopener noreferrer\">Leyendo el &quot;Estado de los contenidos en Espa\u00f1a 2021&quot;, destaco que el 15% tiene un departamento de contenidos. #estadocontenidos21 <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2021%2F12%2F20%2Festado-de-los-contenidos-en-espana-2021-una-decada-de-analisis%2F&#038;text=Leyendo%20el%20%22Estado%20de%20los%20contenidos%20en%20Espa%C3%B1a%202021%22%2C%20destaco%20que%20el%2015%25%20tiene%20un%20departamento%20de%20contenidos.%20%23estadocontenidos21&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Compartir en X<\/a><\/span>","protected":false},"excerpt":{"rendered":"<p>Este a\u00f1o ha costado conseguir participantes para la 10\u00aa encuesta sobre contenidos en Espa\u00f1a, pero finalmente he podido sacar adelante el ebook con las conclusiones del estado de los contenidos en Espa\u00f1a 2021. Para celebrar su primera d\u00e9cada de vida, he a\u00f1adido algunas pantallas comparando datos con a\u00f1os anteriores, tambi\u00e9n un poco de informaci\u00f3n adicional [&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":[7,462],"tags":[453,539,515,541,518],"class_list":["post-33481","post","type-post","status-publish","format-standard","hentry","category-dm","category-mercado-de-contenidos","tag-calendario-editorial","tag-departamento-de-contenidos","tag-entregables-de-contenidos","tag-estado-contenidos-espana","tag-objetivos-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/33481","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=33481"}],"version-history":[{"count":14,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/33481\/revisions"}],"predecessor-version":[{"id":33506,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/33481\/revisions\/33506"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=33481"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=33481"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=33481"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}