La tabla periódica del márketing de contenidos

Leyendo el blog de econsultancy me he encontrado con un post muy útil donde Chris Lake desgrana el márketing de contenidos de manera muy gráfica mediante la famosa tabla periódica de los elementos.

Antes de encontrarme con este artículo, pensaba que el márketing de contenidos se limitaba al “tipo de contenido”. Sin embargo gracias a esta tabla he podido comprobar que el “tipo de contenido” es una parte más del márketing de contenidos.  Es decir, el márketing de contenidos está formado por una serie de elementos divididos en  8 categorías que voy a comentar a continuación.

1. Estrategias: Definir una estrategia de forma clara es algo fundamental para conseguir los objetivos del negocio a largo plazo.

  • Estrategia de contenidos

2. Formatos: El contenido puede ser comunicado a través de distintos medios, visuales, gráficos, sonoros, etc.  Una misma pieza de contenido puede adquirir distintos aspectos dependiendo del formato elegido para difundirla.

  • Artículos
  • Pase de diapositivas
  • Videos
  • Visualizaciones
  • Imágenes
  • Notas de prensa
  • Eventos
  • Webinars
  • Juegos
  • Apps
  • Herramientas
  • Ebooks
  • Material impreso
  • Redes Sociales
  • E-learning
  • Email

3. Tipo de contenido: La tabla muestra distintas tipologías de contenido que las empresas suelen utilizar para comunicar. Estoy seguro de que muchas de estas tipologías te servirán de inspiración a la hora de elaborar tus propias piezas de contenido.

  • Los “How-to” (Cómo hacer algo)
  • Entrevistas
  • Preguntas tipo juego
  • Reseñas
  • Preguntas a expertos
  • Experimentos
  • Definiciones
  • Recursos
  • Productividad
  • Glosarios
  • Galerías
  • Ahorro de tiempo
  • Contenido basado en preguntas
  • Linkbaiting (cebo para enlaces)
  • Diversión
  • Datos
  • Mindmaps
  • Mejores prácticas
  • Temas globales
  • Templates
  • Productos
  • Framework s
  • Recopilaciones
  • Eventos
  • Guías para principiantes
  • Encuestas
  • Testimonios
  • Casos de estudio
  • Investigación
  • Inspiración
  • Análisis
  • Demos
  • Estadísticas
  • Tendencias
  • Opiniones
  • Ficciones
  • Newsjacking (aprovechar una noticia)
  • Debates
  • Competiciones
  • Checklists
  • Gifs

4. Plataformas: Las distintas plataformas utilizadas para difundir tu contenido. Redes sociales, tu propia web, blog, etc.

  • Website
  • Blog
  • Medios offline
  • Microsite
  • Twitter
  • Facebook
  • Linkedin
  • Pinterest
  • Instagram
  • Youtube
  • Vimeo
  • Google+
  • Foros
  • Tumblr
  • Reddit
  • Imgur
  • Vine
  • Slideshare
  • Flickr
  • Publicidad
  • Webs colaboradoras
  • Hacker News

5. Métricas: Se utilizan para medir el alcance de tu contenido.

  • Páginas vistas
  • Visitantes únicos
  • Nuevos visitantes
  • Tasa de rebote
  • Nuevos leads
  • Descargas
  • Coste por lead
  • Páginas clave
  • Métricas de marca
  • Métricas de reputación
  • Métricas de relaciones públicas
  • Métricas demográficas
  • Métricas de adquisición
  • Métricas de retención
  • Métricas de búsqueda
  • Nuevos miembros
  • Métricas sociales
  • Métricas de interacción

6. Objetivos: Todo el contenido generado debe estar en sintonía con los objetivos principales del negocio.

  • Tráfico
  • Leads
  • Branding
  • Ventas
  • Búsqueda
  • Miembros
  • Compartir
  • Interacción

7. Emociones: Hace referencia al tono emocional del contenido.

  • Divertido
  • Sexy
  • Sorprendente
  • Increíble
  • Emotivo
  • Controvertido
  • Moderno
  • Revelador
  • Aleatorio
  • Zeitgeist
  • Bonito
  • Inspirador
  • Desagradable

8. Comprobaciones: Se trata de la revisión y actualización de tu contenido dentro de un marco temporal previamente definido.

  • Palabras de búsqueda
  • Optimización de búsqueda
  • Ediciones de texto
  • Formato
  • Optimización de headlines
  • Tono utilizado
  • Guías de marca
  • Lenguaje utilizado
  • Optimización para dispositivos
  • Llamadas a la acción
  • Solicitudes de feedback
  • Acreditar las fuentes

Espero que esta recopilación os haya resultado útil y os pueda servir como fuente de inspiración a la hora de elaborar vuestras propias piezas de contenido.

Para quien quiera ver el artículo original en inglés puede hacerlo aquí

Este post ha sido leído 1100 veces

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