9 Lecciones implementando marketing de contenidos por primera vez

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Cuando hablamos con marketers que buscan implementar marketing de contenidos por primera vez, la mayoría se pregunta ¿por dónde empezar para convertir su empresa en una máquina de creación de contenido de valor?

Invitamos a Gal Rimon fundador y CEO de gameffective para que compartiera su experiencia implementando una estrategia de marketing de contenidos, esto fue lo que nos comenta:

Cuando el equipo de gameffective y yo decidimos tomarnos en serio el marketing de contenidos en junio de 2014, empezamos despacio y con mucho cuidado. En ese momento, el retorno de la inversión de la creatividad y la creación de contenidos aún era un misterio para nosotros. Era algo que las personas comentaban en las publicaciones de invitados, pero, como cualquier equipo que intenta adoptar un nuevo enfoque comercial, teníamos algunas dudas de implementarlo en nuestra empresa.

Nuestra industria es la ludificación empresarial, la cual es excepcionalmente problemática en términos de contenido superfluo de marketing. Debo admitir que no estaba totalmente convencida de que el marketing de contenidos iba la mejor solución a ese problema. Por otro lado, teníamos poca influencia de SEO y nuestro sitio no era muy grande, así que tenía mucho sentido darle una oportunidad al marketing de contenidos. Ya que generamos casi de inmediato oportunidades de venta calificadas por marketing (MQL) reales de nivel Fortune 500, nunca nos hemos arrepentido de esta decisión.

Hemos generado una buena cantidad de contenidos desde entonces (34 publicaciones propias y 5 o 6 publicaciones de invitados), y queremos compartir contigo lo que hemos aprendido.

9 lecciones de nuestros primeros 6 meses con el marketing de contenidos

1) Cuantas más veces lo hagas, más fácil será.

Puede que esto suene a tópico, pero es totalmente cierto. Debo ser honesta contigo: nuestras primeras publicaciones en el blog fueron una verdadera odisea. Una odisea por evitar el contenido superfluo del marketing, una odisea por encontrar algo novedoso para contar y una odisea por generar más ideas.

Sin embargo, en la actualidad, decidir que queremos redactar una publicación es muy simple y se convierte en una tarea cada vez más divertida. Todo lo que se necesita es un proceso de investigación, algunas ideas nuevas, un sentido de fluidez ¡y listo! Ya tenemos otra publicación del blog.

2) Evita la parálisis del análisis.

A pesar de que el marketing de contenidos nunca se realiza por su propio beneficio y controlábamos de forma constante nuestra cantidad de MQL (dos veces al día, aproximadamente), en un momento determinado, decidimos no analizar el marketing de contenidos en exceso. ¿Por qué? Queríamos evitar la parálisis del análisis.

Supongamos que una de las publicaciones de invitados que realizamos durante la transición genera una oportunidad de venta casi de inmediato. Una gran noticia, ¿no? Una semana más tarde, una publicación similar en nuestro blog no genera ninguna oportunidad de venta. La conclusión podría ser que no deberíamos usar esas publicaciones en nuestro sitio y usarlas solo en los blogs de invitados. Podría ser una opción. O, tal vez, el conjunto completo de datos que usamos (el tráfico a las publicaciones de invitados y el tráfico al blog en el sitio, junto con el porcentaje de conversión) no es estadísticamente relevante.

Además, queríamos realizar un análisis libre, para descubrir qué funcionaba y qué no. Decidimos abandonar el análisis por varios meses y solo después de ese tiempo analizar el contenido, los canales y demás.

Otra decisión que tomamos fue considerar todas las oportunidades de venta como oportunidades generadas por el marketing de contenidos. Es cierto que contábamos con anuncios de PPC (que representaban aproximadamente el 40% de nuestras MQL) y que algunas oportunidades de venta sí costaron dinero. Sin embargo, decidimos atribuir todas las oportunidades de venta al marketing de contenidos para no caer en el error de pensar: “¿para qué invertir X en una publicación del blog si una oportunidad de venta pagada cuesta menos de X?”.

3) Las llamadas a la acción (CTA) realmente funcionan.

Muchos redactores de marketing de contenidos cuyas publicaciones pude leer durante mi investigación online hablaban sobre los beneficios de colocar CTA en tu blog para aumentar la tasa de conversión. Aunque no sabíamos la eficacia que iban a tener, finalmente decidimos implementar algunas CTA en nuestro blog, y obtuvieron un gran rendimiento. De hecho, empezamos a atraer el doble de MQL después de incorporar CTA en el blog y ese ritmo sigue igual desde entonces. La implementación de CTA de suscripción al boletín informativo en nuestras publicaciones en el blog, por ejemplo, aumentó considerablemente el número de suscriptores.

4) Encuentra distintas maneras de destacar.

Debido a que ya hay mucho contenido relacionado con la ludificación, teníamos que descubrir alguna forma novedosa de diferenciarnos. Por eso, en vez de escribir un montón de publicaciones en el blog sobre la ludificación y la competencia, formulábamos preguntas como: “¿qué funciona mejor, la competencia o la realización?”. Comenzamos a desafiar la opinión generalizada. Escribimos sobre cómo puedes llevar a cabo ideas de ludificación gratis. Realizamos un esfuerzo colectivo para escribir sobre temas distintos, pero interesantes.

Sin embargo, al mismo tiempo, me preocupaba que lo que hacíamos tal vez era demasiado diferente al resto; pensaba que quizá nuestro punto de vista, por ser tan exclusivo, podía ser demasiado extraño y poco atractivo para las personas. Pero recuerdo un día cuando uno de nuestros representantes de venta me preguntó qué pasaba en el blog. Me contó que un cliente potencial le preguntó sobre el blog, expresando que le parecía diferente al resto y que le gustaba nuestro enfoque. Esta fue una excelente lección para mí sobre el gran valor que tiene ser auténtico.

5) Lee y aprende sobre tu sector.

En octubre, aproximadamente cuatro meses después de empezar a invertir en el marketing de contenidos, empecé a preocuparme y a creer que ya no tenía más ideas de contenido. Luego, vi un anuncio del libro de Walter Mischel, The Marshmallow Test. Es un libro excepcional sobre el comportamiento y la motivación de los seres humanos. Algo de ese libro inspiró esta publicación en el blog sobre por qué la confianza es tan importante, ¡y fue todo un éxito! Provocó un gran debate en LinkedIn, y ahí descubrí, para mi sorpresa, que me había convertido en una especie de líder intelectua l.

¿Cuál es la lección? Vale la pena leer buenos libros y artículos sobre tu sector, pero también sobre negocios, gestión y el comportamiento humano. Es muy probable que sean materiales de lectura excelentes e, incluso, pueden servirte de inspiración para crear publicaciones en el blog originales e interesantes.

6) Todas las publicaciones de invitados no generan los mismos resultados.

Algunos indican que la publicación en blogs de invitados es una excelente manera de crear una audiencia y generar más contenido en menos tiempo, mientras que otros afirman que este tipo de publicación no ofrece ningún beneficio real al SEO de tu sitio web. ¿Cuál de las dos posturas es cierta?

Si bien no voy a opinar sobre el SEO y la clasificación en los motores de búsqueda, sí diré lo siguiente: aun cuando publicas en blogs de invitados de sitios de alta calidad, los resultados que obtienes (según la cantidad de MQL) varían en gran medida.

En gameffective, aprendimos que, en términos de MQL (es decir, excluyendo las métricas como los números de las redes sociales), nuestras publicaciones de invitados externas más populares no tuvieron un buen resultado (o sea, rendimiento cero). En cambio, las tasas de conversión más altas (20%) se generaron a partir de publicaciones de invitados que redactamos para sitios de tráfico medio, que tenían buen contenido existente y un gran enfoque en nuestro mercado específico. Los sitios que generaron una gran cantidad de tráfico de referencia y un aluvión de retweets no terminaron generando ninguna MQL.

Sin embargo, además de esto, me gustaría contarte algo que aprendimos cuando decidimos evitar la parálisis del análisis. Estábamos muy contentos con las publicaciones de invitados en los sitios más grandes, ya que veíamos un gran tráfico de referencia en nuestras analíticas. Por otro lado, nos decepcionaban los resultados de nuestras publicaciones de alta calidad en los sitios más pequeños con el enfoque en el nicho específico. El tráfico de referencia era tan bajo que asumíamos que estas publicaciones no generaban ninguna MQL. Sin embargo, nos sorprendimos al descubrir que esas publicaciones de invitados produjeron una tasa de conversión del 20% (la más alta de todos nuestros canales). Por el contrario, el tráfico de referencia del sitio más grande no tuvo ningún resultado positivo en cuanto a MQL.

7) Deja de usar plataformas ineficaces de promoción de contenidos.

Crear una máquina de contenidos lleva mucho tiempo y, por eso, una de las claves para tener éxito es dejar de usar las plataformas que no funcionan para tus objetivos. Por ejemplo, en gameffective descubrimos que Twitter no funciona bien para nosotros (algo que nos costó bastante asumir). Pero la realidad es que no funciona para nuestra empresa: atrae un flujo de tráfico, pero ese tráfico rebota casi de inmediato y genera MQL que son entre 5 y 10 veces más costosas que nuestro tráfico de PPC. Este fue un descubrimiento importante para nosotros, ya que ahora podemos dedicar menos tiempo a Twitter y más tiempo a usar las plataformas que sí funcionan bien para nuestra empresa. Y ya que hablamos de esto…

8) Dedica más tiempo a lo que funciona bien para tus objetivos.

Descubre qué es lo que funciona bien para tu empresa y dedícale más tiempo (y menos tiempo a todo lo que no genera buenos resultados).

Si bien todas las empresas son diferentes, en nuestro caso, LinkedIn (en especial, los grupos de LinkedIn) genera más oportunidades de venta que el resto de las redes sociales, como Facebook o Twitter. Aprender a usar los grupos lleva su tiempo, pero ahora LinkedIn nos proporciona cerca del 20% del tráfico y es nuestro canal online de mayor conversión (sin incluir correos electrónicos).

El email marketing también es un canal de conversión excelente para nuestra empresa; de hecho, es definitivamente nuestro mejor canal de conversión con una tasa mayor al 20%. Un método excepcional y sin esfuerzo que usamos para aprovechar al máximo el email marketing es enviar los resúmenes de nuestras publicaciones en el blog con algunas CTA incluidas. Generar el consentimiento es la parte más difícil, pero una vez que lo logras, todo lo que queda por hacer es configurar el envío de los correos. Para nosotros, el correo electrónico es la cereza del pastel del marketing de contenidos.

9) La readaptación del contenido realmente funciona.

Una publicación en el blog puede presentarse como infografías, SlideShare, podcast, etc.; varias publicaciones en el blog sobre temas similares pueden convertirse en un ebook. Existen innumerables formas de readaptar el contenido para que tu audiencia pueda asimilar la misma información (o información parecida) de distintas maneras.

Este es mi consejo favorito: publica sobre un tema en particular durante un mes (por ejemplo, la ludificación de ventas), y luego reúne todas esas publicaciones en el blog y combínalas en un ebook. Aquí puedes obtener más información sobre cómo convertir publicaciones del blog en ebooks. Si el material es informativo y claro, verás cómo la interacción con las CTA marca una gran diferencia para tu empresa.

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