Content Marketing
bit.ly/1qEBa7g
Author: María Jesús Bengoechea. Translation Federico Dilla
Content marketing is a key part of the communication strategies of all employers, entrepreneurs or just bloggers and web authors to contact, as accurate and helpful as possible, with your customers and readers.
In addition, this type of marketing has helped to position correctly in Google's online site so that, if followed a particular style guide and were met with patterns marked by the Internet giant, you could get the portal appeared as high as possible when searching.
Therefore, for many years and is an indispensable tool of online marketing, if it is true that today, you need other tools that complement to be fully effective.
What is content marketing
But let's start from the beginning, which we need to define exactly what is the concept we are talking about. For many, this strategy is the perfect answer to that question that haunts most sites online managers: how to position web.
Content marketing is the art of capturing, in a text, everything they need to know our customers and readers and post so that they are able to report and, if necessary, convince. Or, what is the same, creating relevant and quality content and distribute those potential subjects that interest us to attract them to our website so we can establish a contact with them.
Therefore, this definition dissociates such content marketing advertising and promotion, in the way we understand it as usual.
Benefits of Content Marketing
The benefits of using content marketing for our website are obvious.
On the one hand, using quality content we can create a brand image related to forward the quality and utility and allowing, in this way, apart from the competition values.
In addition, the users transmit true, accurate and consistent is able to generate a sense of trust and loyalty that will lead the customer to buy our products or simply be aware of new updates to our site.
Likewise, the bond created between the two parties through content marketing can lead to the receiver provide us with personal data, for example, your email address or phone number, enabling us to maintain the contact sending text messages or newsletters.
But, as we said in the opening paragraphs, because of the circumstances affecting the outlook seo marketing, creating pure and content is no longer valid for our website to be successful it needs merging with other techniques art to enhance the effectiveness.
And, due to the emergence of social networks and the increase in the implementation of systems and broadband facilities, the text itself might happen to the background in favor of video, audio or ultimately the multimedia content.
Therefore, the more complete and make greater use of all tools available that can be found in a single content, the greater the potential to increase the visibility and positioning of our website.
This is the perfect time to talk socialmedia known as marketing.
This concept is defined as a combination of traditional techniques such as content creation, with new media such as social networks, forums and blogs.
By using these platforms is achieved fuel the process of feed back between the transmitter and receiver, so that potential customers can, on one hand, increase the visibility of our website to share the address with other Internet through Facebook messages or Twitter, for example, or throw their views and make their analysis post published in other blogs.
Taking perform this marketing strategy requires a thorough and specific preparation because of good or bad work done depends the reputation of our brand, the flow of comments and finally elposicionamiento search engine.
Note that between marketing and seo marketing socialmedia there is a direct relationship may not seem obvious at first sight and is also related to content creation.
And is that Google, the search engine used by most Internet users worldwide, has an algorithm for positioning websites in their search results which takes into account many factors. This algorithm, which can be considered as a kind of filter is referred to as Panda and, at present, particularly appreciates the quality of the texts, the duration of the visits we received in our site and the number of times that our content is disseminated through social networks when giving us a better or worse place.
Proprietary content
Third slightly changing now time to talk about the Copyright Act of the Government of Spain expected to be approved in the coming months.
In fact, last February, has already approved the draft to the Council of Ministers, so the basics of this new legislation are already known. And, to some extent, affects those who engage in online marketing and content creation as it seeks to punish severely, to all those who copy, plagiarize or use material created by others and possessing copyrights.
In our country only if there have been complaints over the years about this type of crime, which is not common in other states of the European Union. For example, in France and Germany manage thousands of such lawsuits each year and is a very lucrative business for many lawyers. And how could it be otherwise, this legal reform is designed to match our legislation with that of our European neighbors.
To some extent, the implementation of the new Copyright Act need not affect those managers who publish on their websites unique content and quality. In fact, the algorithm used by Google to elposicionamiento web of which we have spoken before severely penalizes those subject to copy content from other online sites, relegating them to the last positions to search your platform.
Even if there is much talk about the party gravel links to content that is not their own, and not talking about copying, binding them alone.
Therefore, all people that already have years of marketing content that will know full well that duplicate content is not the answer to the question about how to position web in the future.
In short, professionals who make a living with online marketing and content marketing do not have to worry as develop original and quality content and make use of all the tools at his disposal, something that is necessary constantly adapt to the inexorable advance of new technologies.
The key to successful content marketing is not a text to be short or long, but the work and dedication that is used in its preparation and that these serve to help users to find useful and accurate information to help them resolve all doubts and questions to feel satisfied and share it with other surfers.
In addition, this type of marketing has helped to position correctly in Google's online site so that, if followed a particular style guide and were met with patterns marked by the Internet giant, you could get the portal appeared as high as possible when searching.
Therefore, for many years and is an indispensable tool of online marketing, if it is true that today, you need other tools that complement to be fully effective.
What is content marketing
But let's start from the beginning, which we need to define exactly what is the concept we are talking about. For many, this strategy is the perfect answer to that question that haunts most sites online managers: how to position web.
Content marketing is the art of capturing, in a text, everything they need to know our customers and readers and post so that they are able to report and, if necessary, convince. Or, what is the same, creating relevant and quality content and distribute those potential subjects that interest us to attract them to our website so we can establish a contact with them.
Therefore, this definition dissociates such content marketing advertising and promotion, in the way we understand it as usual.
Benefits of Content Marketing
The benefits of using content marketing for our website are obvious.
On the one hand, using quality content we can create a brand image related to forward the quality and utility and allowing, in this way, apart from the competition values.
In addition, the users transmit true, accurate and consistent is able to generate a sense of trust and loyalty that will lead the customer to buy our products or simply be aware of new updates to our site.
Likewise, the bond created between the two parties through content marketing can lead to the receiver provide us with personal data, for example, your email address or phone number, enabling us to maintain the contact sending text messages or newsletters.
But, as we said in the opening paragraphs, because of the circumstances affecting the outlook seo marketing, creating pure and content is no longer valid for our website to be successful it needs merging with other techniques art to enhance the effectiveness.
And, due to the emergence of social networks and the increase in the implementation of systems and broadband facilities, the text itself might happen to the background in favor of video, audio or ultimately the multimedia content.
Therefore, the more complete and make greater use of all tools available that can be found in a single content, the greater the potential to increase the visibility and positioning of our website.
This is the perfect time to talk socialmedia known as marketing.
This concept is defined as a combination of traditional techniques such as content creation, with new media such as social networks, forums and blogs.
By using these platforms is achieved fuel the process of feed back between the transmitter and receiver, so that potential customers can, on one hand, increase the visibility of our website to share the address with other Internet through Facebook messages or Twitter, for example, or throw their views and make their analysis post published in other blogs.
Taking perform this marketing strategy requires a thorough and specific preparation because of good or bad work done depends the reputation of our brand, the flow of comments and finally elposicionamiento search engine.
Note that between marketing and seo marketing socialmedia there is a direct relationship may not seem obvious at first sight and is also related to content creation.
And is that Google, the search engine used by most Internet users worldwide, has an algorithm for positioning websites in their search results which takes into account many factors. This algorithm, which can be considered as a kind of filter is referred to as Panda and, at present, particularly appreciates the quality of the texts, the duration of the visits we received in our site and the number of times that our content is disseminated through social networks when giving us a better or worse place.
Proprietary content
Third slightly changing now time to talk about the Copyright Act of the Government of Spain expected to be approved in the coming months.
In fact, last February, has already approved the draft to the Council of Ministers, so the basics of this new legislation are already known. And, to some extent, affects those who engage in online marketing and content creation as it seeks to punish severely, to all those who copy, plagiarize or use material created by others and possessing copyrights.
In our country only if there have been complaints over the years about this type of crime, which is not common in other states of the European Union. For example, in France and Germany manage thousands of such lawsuits each year and is a very lucrative business for many lawyers. And how could it be otherwise, this legal reform is designed to match our legislation with that of our European neighbors.
To some extent, the implementation of the new Copyright Act need not affect those managers who publish on their websites unique content and quality. In fact, the algorithm used by Google to elposicionamiento web of which we have spoken before severely penalizes those subject to copy content from other online sites, relegating them to the last positions to search your platform.
Even if there is much talk about the party gravel links to content that is not their own, and not talking about copying, binding them alone.
Therefore, all people that already have years of marketing content that will know full well that duplicate content is not the answer to the question about how to position web in the future.
In short, professionals who make a living with online marketing and content marketing do not have to worry as develop original and quality content and make use of all the tools at his disposal, something that is necessary constantly adapt to the inexorable advance of new technologies.
The key to successful content marketing is not a text to be short or long, but the work and dedication that is used in its preparation and that these serve to help users to find useful and accurate information to help them resolve all doubts and questions to feel satisfied and share it with other surfers.
Marketing de contenidos
Autor:María Jesús
Bengoechea. Traductor Federico Dilla
bit.ly/1qEBa7g
El marketing de contenidos es una pieza clave dentro de las estrategias de comunicación de todos aquellos empresarios, emprendedores o, simplemente, blogueros y autores de páginas web para ponerse en contacto, de la forma más precisa y útil posible, con sus clientes y lectores.
Además, este tipo de marketing ha servido para posicionar correctamente en Google el sitio online de forma que, si se seguía una determinada guía de estilo y se cumplían con unos patrones marcados por este gigante de Internet, se podía conseguir que el portal apareciera lo más arriba posible al realizar una búsqueda.
Por ello, desde hace ya muchos años es una herramienta indispensable del marketing online, si bien es cierto que, hoy en día, necesita de otros instrumentos que lo complementen para ser totalmente eficaz.
Qué es el marketing de contenidos
Pero vamos a comenzar desde el principio, para lo cual necesitamos definir con exactitud qué es el concepto del que estamos hablando. Para muchos, esta estrategia es la respuesta perfecta a esa pregunta que atormenta a la mayoría de gestores de sitios online: como posicionar web.
El marketing de contenidos es el arte de plasmar, en un texto, todo aquello que necesitan saber nuestros clientes y lectores y publicarlo para que estos se puedan informar y, llegado el caso, convencer. O, lo que es lo mismo, crear contenidos relevantes y de calidad y distribuirlos entre aquellos sujetos potenciales que nos interesan para atraerlos hacia nuestra web y poder así entablar un contacto con ellos.
Por tanto, esta definición desvincula este tipo de marketing de contenidos de la publicidad y la promoción, en la forma en que la entendemos de forma habitual.
Beneficios del marketing de contenidos
Los beneficios de utilizar el marketing de contenidos para nuestra página web son muy evidentes.
Por un lado, haciendo uso de los contenidos de calidad podemos crear una imagen de marca que transmita valores relacionados con la calidad y la utilidad y que permitan, de esta forma, diferenciarnos de la competencia.
Además, al transmitir a los usuarios información veraz, precisa y consistente se consigue generar una sensación de confianza y lealtad que llevará al cliente a comprar nuestros productos o, simplemente, estar pendientes de las nuevas actualizaciones de nuestro site.
De la misma forma, este lazo creado entre ambas partes a través del marketing de contenidos, puede llevar a que el receptor nos facilite datos personales como, por ejemplo, su cuenta de correo electrónico o su número de teléfono, haciendo posible que podamos mantener el contacto con el envío de newsletters o mensajes de texto.
Pero, como ya hemos dicho en los primeros párrafos, debido a las circunstancias que afectan al panorama del seo marketing, la creación de contenidos pura y dura ya no es válida para que nuestra web tenga éxito sino que se necesita de la fusión con otras técnicas más modernas para aumentar la efectividad.
Y es que, debido a la irrupción de las redes sociales y al aumento en la implantación de sistemas e instalaciones de banda ancha, el texto en sí mismo puede llegar a pasar a un segundo plano en beneficio del vídeo, el audio o, en definitiva, los contenidos multimedia.
Por tanto, cuanto más completo y mayor uso hagamos de todas las herramientas que se pueden encontrar disponibles en un solo contenido, mayores son las posibilidades de aumentar la visibilidad y el posicionamiento de nuestra web.
Este es el momento perfecto para hablar del conocido como socialmedia marketing.
Este concepto se define como la combinación de las técnicas tradicionales, como la creación de contenidos, con los nuevos medios de comunicación social como son las redes sociales, los foros y los blogs.
Al usar estas plataformas se consigue alimentar el proceso de feed back entre el emisor y el receptor, de forma que los potenciales clientes pueden, por un lado, aumentar la visibilidad de nuestra web al compartir la dirección con otros internautas a través de mensajes de Facebook o Twitter, por ejemplo, o lanzar sus opiniones y realizar sus análisis en post publicados en otros blogs especializados.
Lanzarse a realizar esta estrategia de mercado requiere de una preparación concienzuda y específica ya que del buen o mal trabajo efectuado dependerá la reputación de nuestra marca, el flujo de comentarios y, finalmente, elposicionamiento en buscadores.
Hay que decir que entre el seo marketing y el socialmedia marketing existe una relación directa que puede no parecer evidente a primera vista y que también está relacionada con la creación de contenidos.
Y es que Google, el buscador más utilizado por los usuarios de Internet en todo el mundo, dispone de un algoritmo para posicionar webs dentro de sus resultados de búsqueda que tiene en cuenta multitud de factores. Dicho algoritmo, que puede ser considerado como una especie de filtro, es denominado como Panda y, en la actualidad, valora especialmente la calidad de los textos, la duración de las visitas que recibimos en nuestro site y el número de veces que nuestros contenidos son difundidos por las redes sociales a la hora de otorgarnos un mejor o peor lugar.
Propiedad intelectual de contenidos
Cambiando ligeramente de tercio ahora toca hablar de la Ley de Propiedad Intelectual que el Gobierno de España prevé aprobar en los próximos meses.
De hecho, el pasado mes de febrero, ya fue aprobado el borrador en el Consejo de Ministros, por lo que los puntos básicos de esta nueva legislación ya se conocen. Y, en cierta medida, afecta a aquellos que se dedican al marketing online y a la creación de contenidos ya que pretende castigar, de forma severa, a todos aquellos que copien, plagien o utilicen material creado por terceros y que posea derechos de autor.
En nuestro país apenas si se han registrado denuncias durante los últimos años sobre este tipo de delitos, algo que no es habitual en otros estados de la Unión Europea. Por ejemplo, en Francia y Alemania gestionan miles de demandas de este tipo todos los años y es un negocio muy lucrativo para muchos abogados. Y, como no podía ser de otra forma, esta reforma legal va encaminada a igualar nuestra legislación a la de nuestros vecinos europeos.
En cierta medida, la aplicación de la nueva Ley de Propiedad Intelectual no tiene por qué afectar a aquellos gestores que publican en sus webs contenido único y de calidad. De hecho, el algoritmo utilizado por Google para elposicionamiento web del que ya hemos hablado con anterioridad penaliza severamente a aquellos sujetos que copien contenidos de otros sitios online, relegándolos a las últimas posiciones al realizar búsquedas en su plataforma.
Aunque si hay mucho que hablar sobre la parte que grava los enlaces hacia contenidos que no son propios, y no hablamos de copiarlos, solo de enlazarlos.
Por tanto, todas las personas que lleven ya años en esto del marketing de contenidos sabrán de sobra que el contenido duplicado no es la respuesta adecuada a la pregunta sobre como posicionar web en el futuro.
En definitiva, los profesionales que se ganan la vida con el marketing online y el marketing de contenidos no tienen de qué preocuparse mientras elaboren contenidos originales y de calidad y hagan uso de todas las herramientas que encuentren a su disposición, algo para lo que es necesario adaptarse constantemente al avance inexorable de las nuevas tecnologías.
La clave del éxito en el marketing de contenidos no es que un texto sea corto o largo, sino el trabajo y la dedicación que se emplee en su elaboración y que estos sirvan como ayuda para que los usuarios encuentren información útil y veraz que les ayude a resolver todas sus dudas y cuestiones para que se sientan satisfechos y lo compartan con otros internautas.