{"id":35486,"date":"2023-10-23T08:08:00","date_gmt":"2023-10-23T06:08:00","guid":{"rendered":"https:\/\/www.evasanagustin.com\/workaholic\/?p=35486"},"modified":"2023-10-22T20:27:52","modified_gmt":"2023-10-22T18:27:52","slug":"contenidos-datos-del-uso-de-la-ia-generativa-en-marketing-de-contenidos","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2023\/10\/23\/contenidos-datos-del-uso-de-la-ia-generativa-en-marketing-de-contenidos\/","title":{"rendered":"[Contenidos] Datos del uso de la IA generativa en marketing de contenidos"},"content":{"rendered":"\n<p>Llega esa \u00e9poca del a\u00f1o en que aparecen informes con tendencias y el del Content Marketing Institute es un cl\u00e1sico que siempre trae datos interesantes. Para el \u00ab<a href=\"https:\/\/contentmarketinginstitute.com\/articles\/b2b-content-marketing-trends-research\/\">B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024<\/a>\u00bb han a\u00f1adido preguntas sobre la inteligencia artificial generativa y resulta que el 72% dice utilizarlas. <\/p>\n\n\n\n<p>Apunto los datos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00bfPara qu\u00e9 se usa la IA?<\/strong> Para sacar ideas de nuevos temas, buscar titulares o keywords y escribir borradores.<\/li>\n\n\n\n<li><strong>El 91% utiliza herramientas gratuitas<\/strong>; el 38% las que est\u00e1n dentro de su sistema de creaci\u00f3n o gesti\u00f3n de contenidos; y el 27% paga por herramientas espec\u00edficas.<\/li>\n\n\n\n<li>El 31% tiene alguna gu\u00eda de uso para herramientas de IA generativa. <\/li>\n\n\n\n<li><strong>\u00bfPor qu\u00e9 no se usa la IA en contenidos?<\/strong> Al 36% le preocupa la precisi\u00f3n y al 22% problemas de copyright, aunque el 27% dice que es por no tener formaci\u00f3n.<\/li>\n<\/ul>\n\n\n\n<p>Muchos encuestados dijeron que la IA ser\u00eda tema de discusi\u00f3n en 2024&#8230; \u00bfalguien lo dudaba si ya est\u00e1 dominando el 2023? <\/p>\n\n\n\n<figure class=\"wp-block-gallery alignwide has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/contentmarketinginstitute.com\/articles\/b2b-content-marketing-trends-research\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"735\" data-id=\"35488\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2023\/10\/B2B24_Chart1_AI-1024x735.png\" alt=\"\" class=\"wp-image-35488\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2023\/10\/B2B24_Chart1_AI-1024x735.png 1024w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2023\/10\/B2B24_Chart1_AI-300x215.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2023\/10\/B2B24_Chart1_AI-768x551.png 768w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2023\/10\/B2B24_Chart1_AI.png 1474w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/contentmarketinginstitute.com\/articles\/b2b-content-marketing-trends-research\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"705\" data-id=\"35489\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2023\/10\/B2B24_Chart3_AI-1024x705.png\" alt=\"\" class=\"wp-image-35489\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2023\/10\/B2B24_Chart3_AI-1024x705.png 1024w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2023\/10\/B2B24_Chart3_AI-300x207.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2023\/10\/B2B24_Chart3_AI-768x529.png 768w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2023\/10\/B2B24_Chart3_AI.png 1301w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Datos sobre el uso de contenidos en B2B<\/h2>\n\n\n\n<p>El resto del informe de CMI tiene igualmente estad\u00edsticas interesantes. Apunto algunas pistas a tener en cuenta, siempre con la perspectiva de sea solo para B2B:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>El 51% de las empresas grandes tiene un <a href=\"https:\/\/evasanagustin.gumroad.com\/l\/bOKgA\">departamento de contenidos<\/a> centralizado.<\/li>\n\n\n\n<li>El 70% integra los contenidos en la estrategia de ventas, comunicaci\u00f3n o marketing.<\/li>\n\n\n\n<li>El 44% dice que el reto es <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2022\/01\/24\/contenidos-14-caracteristicas-para-definir-la-calidad-del-contenido\/\" data-type=\"post\" data-id=\"33663\">crear contenido de calidad<\/a>.<\/li>\n\n\n\n<li>El formato m\u00e1s usado son los posts cortos (94%), v\u00eddeos (84%) y casos de estudio (78%).<\/li>\n\n\n\n<li>El 79% usa blogs para distribuir su contenido, el 73% newsletters y el 30% podcasts.<\/li>\n\n\n\n<li>El 84% prefiere LinkedIn, muy encima de la segunda red social que es Facebook (29%) y de YouTube (22%). De hecho, el 72% dice haber aumentado el uso de LinkedIn este a\u00f1o.<\/li>\n\n\n\n<li>Las m\u00e9tricas m\u00e1s utilizadas son conversiones (73%), email engagement (71%) y tr\u00e1fico web (71%).<\/li>\n\n\n\n<li>El 48% dice que el <a href=\"https:\/\/www.evasanagustin.com\/marketingdecontenidos\/\">marketing de contenidos<\/a> se queda con menos del 10% del presupuesto total de marketing; el 29% dice que es entre el 10-24%; y el 24% dice que con una cuarta parte o m\u00e1s. <\/li>\n\n\n\n<li>El 42% dice que para 2024 no hay previsi\u00f3n de que suba su presupuesto, aunque, para cerrar en positivo, el 32% dice que aumentar\u00e1 entre el 1-9% y el 13% m\u00e1s del 9%.<\/li>\n<\/ul>\n\n\n\n<p>Interesante tambi\u00e9n, aunque negativa, la conclusi\u00f3n de que el contenido no tiene todav\u00eda una funci\u00f3n coordinada dentro de la empresa. \u00a1Sigue habiendo <a href=\"https:\/\/www.evasanagustin.com\/culturadelcontenido\/\">mucho trabajo por hacer<\/a>!<\/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%2F2023%2F10%2F23%2Fcontenidos-datos-del-uso-de-la-ia-generativa-en-marketing-de-contenidos%2F&#038;text=Datos%20de%20para%20qu%C3%A9%20%28y%20por%20qu%C3%A9%20no%29%20se%20est%C3%A1%20usando%20la%20%23IA%2C%20adem%C3%A1s%20de%20sobre%20el%20uso%20de%20los%20%23contenidos%2C%20por%20el%20%40cmicontent.&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank'rel=\"noopener noreferrer\">Datos de para qu\u00e9 (y por qu\u00e9 no) se est\u00e1 usando la #IA, adem\u00e1s de sobre el uso de los #contenidos, por el @cmicontent. <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2023%2F10%2F23%2Fcontenidos-datos-del-uso-de-la-ia-generativa-en-marketing-de-contenidos%2F&#038;text=Datos%20de%20para%20qu%C3%A9%20%28y%20por%20qu%C3%A9%20no%29%20se%20est%C3%A1%20usando%20la%20%23IA%2C%20adem%C3%A1s%20de%20sobre%20el%20uso%20de%20los%20%23contenidos%2C%20por%20el%20%40cmicontent.&#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>Llega esa \u00e9poca del a\u00f1o en que aparecen informes con tendencias y el del Content Marketing Institute es un cl\u00e1sico que siempre trae datos interesantes. Para el \u00abB2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024\u00bb han a\u00f1adido preguntas sobre la inteligencia artificial generativa y resulta que el 72% dice utilizarlas. Apunto los datos: [&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":[462],"tags":[509,539,74,579],"class_list":["post-35486","post","type-post","status-publish","format-standard","hentry","category-mercado-de-contenidos","tag-calidad-del-contenido","tag-departamento-de-contenidos","tag-encuesta","tag-inteligencia-artificial"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/35486","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=35486"}],"version-history":[{"count":2,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/35486\/revisions"}],"predecessor-version":[{"id":35492,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/35486\/revisions\/35492"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=35486"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=35486"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=35486"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}