El creciente volumen de contenido a nuestro alcance, y nuestra capacidad limitada para consumirlo cuestionan la eficiencia de las campañas de contenidos. Estrategia, foco y creatividad para desarrollar campañas son la única vía de garantizar el éxito.
Cualquier campaña de contenidos sin estrategia, creatividad y calidad, es una pérdida de tiempo y dinero. Cualquier campaña de contenidos bien pensada, planificada, ejecutada y sostenida en el tiempo es un éxito seguro. Al 100%.
Una buena estrategia de contenidos atrae a una audiencia fiel, una audiencia relevante. Posiciona a la marca en posiciones de liderazgo y relevancia. Aporta reputación. Evita acusaciones de incomunicación. Supone un activo para la organización susceptible de ser activado en cualquier momento. Genera negocio. Te permite contactar, conversar, debatir, con todos tus públicos…
En la medida que una organización entiende que puede convertirse en un medio de comunicación y comienza a generar su propio contenido, si lo hace bien, comprueba cómo va generando una pequeña comunidad de seguidores fieles -audiencia- y su autoridad dentro del mercado es cada vez mayor.
[tweetshare tweet=»Una buena estrategia de contenidos atrae a una audiencia fiel, posiciona a la marca en posiciones de liderazgo y relevancia, genera negocio…» username=»aibarrondo»]
Según los últimos datos, hay más de 4 mil millones de usuarios de Internet en todo el mundo. Más de 3.200 millones de estas personas son usuarios activos de redes sociales. Una audiencia potencial interesante, ¿verdad?
Content Sock
Pero no nos engañemos, ni seamos ilusos. La rentabilidad de las estrategias de contenidos está bajando. Como baja la rentabilidad de toda acción según pasa el tiempo y va madurando (¿acaso las campañas de adwords de Google tienen ahora la efectividad de antes?).
¿Por qué? Porque la sociedad madura, y las empresas descubren que es cierto que los contenidos reportan reputación, marca y beneficios. Y se suman a crear estrategias de contenidos. No hay empresa del IBEX sin canales propios de contenidos. Significativo, ¿no?
Mark Schaefer, ha acuñado el término Content Sock para definir un fenómeno que se basa en dos cosas: el creciente volumen de contenido online que tenemos a nuestra disposición y la capacidad limitada del público para consumirlo.
Cuando sólo estaba el periódico, el consumo diario de contenidos por persona era limitado (¿10 minutos día de media?), después llegó la radio, y este tiempo creció. Y después la tele, y después Internet… Y cada vez pasamos más tiempo consumiendo contenidos.
Pero por mucho que la tecnología y nuestro actual estilo de vida aumenten nuestra capacidad y predisposición para consumir contenidos, nuestrotiempo es finito. Por ello, toca hilar fino y ganar la batalla por la atención.
Cuando existe un exceso de oferta, en contra de la demanda, los que hacemos estrategias de contenido debemos poner el foco en la elaboración de contenido de calidad. Dar valor al usuario, destacar y provocar en nuestras audiencias el terrible deseo de interactuar con nosotros.
Ser creativos, pulcros, impecables. Explorar el consumo orgánico de nuestros contenidos y activar todas las herramientas a nuestro alcance para saber clarísimamente qué desean nuestros diferentes públicos, con el único objetivo de ofrecer respuestas pertinentes y convertinos en relevantes para ellos.
Es el usuario el que decide qué contenido consume (como antes decidía qué periódico leer). Por ello, tenemos que producir materiales atractivos que los hagan querer invertir su tiempo y atención.
Volvemos al primer párrafo: «Cualquier campaña de contenidos sin estrategia, creatividad y calidad, es una pérdida de tiempo y dinero. Hablar sin pensar, hablar por hablar. Cualquier campaña de contenidos bien pensada, planificada, ejecutada y sostenida en el tiempo es un éxito seguro. Al 100%».
Foto de portada: Pexels
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