{"id":6044,"date":"2014-06-06T09:08:14","date_gmt":"2014-06-06T07:08:14","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=6044"},"modified":"2015-03-01T12:23:31","modified_gmt":"2015-03-01T11:23:31","slug":"del-branded-content-a-las-marcas-con-contenido-por-aleix-gabarre","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2014\/06\/06\/del-branded-content-a-las-marcas-con-contenido-por-aleix-gabarre\/","title":{"rendered":"\u00abDel Branded Content a las marcas con contenido\u00bb, por Aleix Gabarre"},"content":{"rendered":"

La 12\u00aa y \u00faltima <\/span>colaboraci\u00f3n para el ebook \u201cContenido eres t\u00fa\u201d<\/a> viene de la mano de Aleix Gabarre<\/a>, consultor de marca senior. As\u00ed que contenido eres t\u00fa, branded content<\/strong>.<\/p>\n

Puede parecer una perogrullada, pero te sorprender\u00eda saber la de profesionales con varios Masters que olvidan que significa la C cuando escriben \u201cestrategia de BC\u201d en sus powerpoints.<\/p>\n

Creo que en parte se debe a la inercia profesional. Muchos de los que hablamos de las virtudes del Branded Content venimos del mundo de la comunicaci\u00f3n y el marketing, gremios donde el peso de la conversaci\u00f3n ha reca\u00eddo en la marca (sus valores, su posicionamiento, su imagen, sus mensajes\u2026) y muy poco, tarde y mal en los dem\u00e1s factores (ya sabes, la gente, lo que le interesa, lo que piensa de esas marcas, c\u00f3mo las usa\u2026 vamos, lo irrelevante).<\/p>\n

Perdona el sarcasmo, pero es que ah\u00ed es justo donde el BC aporta valor real a una estrategia de marca. Frente otras formas de comunicaci\u00f3n mucho m\u00e1s unidireccionales y basadas en la presi\u00f3n que puede ejercer la marca (ya sabes, publicidad, marketing directo, etc), el contenido de marca no genera absolutamente ning\u00fan valor si ese contenido no es relevante, interesante y\/o \u00fatil para las personas que queremos como parte de nuestra audiencia. Si no entendemos qui\u00e9nes y c\u00f3mo son, qu\u00e9 les interesa o qu\u00e9 les preocupa, habremos gastado bastante tiempo y dinero en 0 retorno.<\/p>\n

As\u00ed que recuerda, sin contenidos que interesen no hay Branded Content.<\/p>\n

Vale, vamos a ponernos un poco serios. El Branded Content exige un dise\u00f1o, esto es, por muy experimental y arriesgado que quieras ser necesitas tener muy claras una serie de variables b\u00e1sicas, sin las cuales no podr\u00e1s crear contenidos que ayuden a tu marca. El resultado final, el tipo de contenidos en concreto y lo que lograr\u00e1s a trav\u00e9s de ellos, va a ser distinto en cada caso, pero los fundamentales no; sin ellos m\u00e1s vale que te encomiendes a San Viral, e incluso as\u00ed descubrir\u00e1s que tener muchas visitas no implica tener una marca mejor.<\/p><\/blockquote>\n

Actualizaci\u00f3n 9 de junio de 2014<\/strong><\/em>: ya puedes descargarte el ebook \u00abContenido eres t\u00fa\u00bb<\/a> con este cap\u00edtulo y muchos m\u00e1s.<\/p>\n","protected":false},"excerpt":{"rendered":"

La 12\u00aa y \u00faltima colaboraci\u00f3n para el ebook \u201cContenido eres t\u00fa\u201d viene de la mano de Aleix Gabarre, consultor de marca senior. As\u00ed que contenido eres t\u00fa, branded content. Puede parecer una perogrullada, pero te sorprender\u00eda saber la de profesionales con varios Masters que olvidan que significa la C cuando escriben \u201cestrategia de BC\u201d en […]<\/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":[499,412],"tags":[464,486],"class_list":["post-6044","post","type-post","status-publish","format-standard","hentry","category-branded-storytelling-transmedia","category-redaccion-de-contenidos","tag-branded-content","tag-contenido-eres-tu"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/6044","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=6044"}],"version-history":[{"count":3,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/6044\/revisions"}],"predecessor-version":[{"id":6079,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/6044\/revisions\/6079"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=6044"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=6044"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=6044"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}