{"id":35937,"date":"2025-10-20T08:08:00","date_gmt":"2025-10-20T06:08:00","guid":{"rendered":"https:\/\/www.evasanagustin.com\/workaholic\/?p=35937"},"modified":"2025-10-17T19:20:53","modified_gmt":"2025-10-17T17:20:53","slug":"contenidos-la-ia-esta-en-el-top-de-inversion-para-2026","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2025\/10\/20\/contenidos-la-ia-esta-en-el-top-de-inversion-para-2026\/","title":{"rendered":"[Contenidos] La IA est\u00e1 en el top de inversi\u00f3n para 2026"},"content":{"rendered":"\n<p>Hace varios a\u00f1os que ya no hago <a href=\"https:\/\/www.marketingdecontenidos.es\/espana\/\">mi encuesta sobre el uso de contenidos en Espa\u00f1a<\/a>, pero siempre tengo un ojo puesto en los datos del sector. Un informe tradicional es el de MarketingProfs y el de este a\u00f1o <a href=\"https:\/\/contentmarketinginstitute.com\/b2b-research\/b2b-content-marketing-trends-research\">lo repasan en detalle en el CMI<\/a>, pero me parece interesante dejar apuntados algunos titulares sacados del \u00ab<a href=\"https:\/\/contentmarketinginstitute.com\/b2b-research\/b2b-content-marketing-trends-research\">B2B Content and Marketing Trends: Insights for 2026<\/a>\u00ab:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>El 89% utiliza la IA para la redacci\u00f3n de contenidos y el 53% para el contenido gr\u00e1fico.<\/strong> Lo curioso es que el 34% afirme que los resultados no han cambiado por usar la IA y que el 45% diga que la calidad ha mejorado un poco.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<figure class=\"wp-block-gallery 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\/b2b-research\/b2b-content-marketing-trends-research\"><img decoding=\"async\" src=\"https:\/\/eu-images.contentstack.com\/v3\/assets\/blt663d10211b43b0ca\/blt96288584941c8666\/68de835573f1692b081f80a5\/b2b26-active-ai-implement-07.png\" alt=\"\"\/><\/a><\/figure>\n<\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/contentmarketinginstitute.com\/b2b-research\/b2b-content-marketing-trends-research\"><img decoding=\"async\" src=\"https:\/\/eu-images.contentstack.com\/v3\/assets\/blt663d10211b43b0ca\/blt5c624b9b7fc2a4eb\/68de83cb73b1f59ea1434f38\/b2b26-ai-impact-aspects-08.png\" alt=\"\"\/><\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La inteligencia artificial est\u00e1 en el top de inversi\u00f3n para 2026 <\/strong>(45%) y los recursos humanos en lo m\u00e1s bajo de la lista (9%). Podr\u00edamos decir que la externalizaci\u00f3n ocupa un punto intermedio (19%), aunque los medios pagados (25%) y la tecnolog\u00eda (21%) la superan.<\/li>\n\n\n\n<li>Aun as\u00ed, <strong>la calidad del contenido (65%) y las habilidades del equipo (53%) <\/strong>es lo que marca la diferencia para que el marketing sea efectivo<strong>.<\/strong> Aunque est\u00e1 muy relacionado con estos dos aspectos, sobre todo si <a href=\"https:\/\/www.evasanagustin.com\/servicios\/\">se externaliza<\/a> para lograr lo primero o complementar lo segundo, solo el 20% dijo que el presupuesto era lo diferencial.<\/li>\n\n\n\n<li>En la lista de <strong>retos para el marketing de contenidos<\/strong>, me sorprende que el \u00faltimo sea la gobernanza (6%) y que en la parte central est\u00e9 <a href=\"https:\/\/evasanagustin.gumroad.com\/l\/bOKgA\">la colaboraci\u00f3n entre departamentos<\/a> porque mi percepci\u00f3n por lo que me encuentro es que est\u00e1 m\u00e1s bien en la parte superior de la tabla, aunque ahora est\u00e9 ah\u00ed la creaci\u00f3n de contenidos accionables (40%), a pesar de hacerlos por IA.<\/li>\n\n\n\n<li>El 68% usa los contenidos para <strong>recopilar datos de los usuarios <\/strong>(first-party data), lo que alegra a un 52% porque as\u00ed mejoran la personalizaci\u00f3n. No obstante, a la pregunta de c\u00f3mo aplican esa personalizaci\u00f3n, el 85% dice que en campa\u00f1as de email marketing y solo el 28% en marketing de contenidos. <\/li>\n\n\n\n<li><strong>LinkedIn <\/strong>(76%) y las newsletters (54%) son el lugar m\u00e1s eficaz donde los profesionales publican contenidos enfocados a ser l\u00edderes de opini\u00f3n y lo miden en engagement (80%), m\u00e1s que en impacto en el negocio (63%) o autoridad de la marca (38%). Si te animas a cotillear esta red social, <a href=\"https:\/\/www.linkedin.com\/in\/evasanagustin\/\">mi perfil<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>Puedes consultar otras respuestas de la 16\u00aa encuesta sobre marketing de contenidos y su metodolog\u00eda en <a href=\"https:\/\/contentmarketinginstitute.com\/b2b-research\/b2b-content-marketing-trends-research\">el post del CMI<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hace varios a\u00f1os que ya no hago mi encuesta sobre el uso de contenidos en Espa\u00f1a, pero siempre tengo un ojo puesto en los datos del sector. Un informe tradicional es el de MarketingProfs y el de este a\u00f1o lo repasan en detalle en el CMI, pero me parece interesante dejar apuntados algunos titulares sacados [&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":[509,539,74,564,579,557],"class_list":["post-35937","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos","tag-calidad-del-contenido","tag-departamento-de-contenidos","tag-encuesta","tag-externalizacion-de-contenidos","tag-inteligencia-artificial","tag-linkedin"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/35937","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=35937"}],"version-history":[{"count":6,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/35937\/revisions"}],"predecessor-version":[{"id":35943,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/35937\/revisions\/35943"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=35937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=35937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=35937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}