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Common mistakes in a content marketing strategy

Mistakes in a Marketing Strategy of Contents

errores en estrategia de marketing de contenidos

Marketing of contents have become a very important strategic tool for business in the last few years. It is efficient and it accomplishes to seduce consumers making them loyal to the brand. Moreover it awakes positive expectations, but not every company that is using marketing of contents reaches success as they expected.

Contents aren´t magic, they are not able to charm the consumer and seduce it instantly. It is a process that needs to be elaborated correctly as well as planned so as to obtain the expected results in the right time. It requires hard work and effort. To begin with, for contents to be effective the first thing to do is set the correct objective followed by a strategy. But the most important thing is to beware of not making typical mistakes.


Some of the basic mistakes in a marketing strategy of contents are the following:

1- Target is wrong defined.

It is extremely important to detect correctly the target of your business and especially the target of what are you about to communicate. Furthermore, you must be precautious defining it because each one has their preferences, environment, friends, favoritism, etc. These elements are the key to success, if you notice them by the time you define your target you will reach the correct one for sure.

2- Wrong use of communicational channels.

As said before, first of all you must detect your target and analyze it. After that segmentation you will be able to know witch communicational channels use to reach the leading objective. In other words: see where the target is, its main values, desires and preferences. It is essential to know how to manipulate those channels inasmuch as each one has its particular way of reaching consumers.

3- Contents do not have clear objectives.

The content is what helps the company to stay close to the consumer. Every content strategy must have a well-planned objective, if not it will fail. This should be related to the target so as to the channel selected. Precision and clarity are extremely important at the time of setting what they want to communicate in order to strengthen the relationship between the transmitter and the receiver, making it more dynamic and effective.

These contents need to have coherence and cohesion above all the communicational strategy. Setting a route, or a waybill, it’s an easy way to follow a line and avoid mistakes that will confuse the target. Being loyal to it will help to achieve better results.

4- Being repetitive.

Contents need to be innovative; it requires being in constant alert of new opportunities and not staying with the obvious things. Variety within the parameters of the strategy will help to accomplish this.

5- Using spam.

Sending promotions in a constant way as a unique form of communication it is not useful as a main strategy. On the other hand, searching for the company’s differential and the added value that the product or service offers it’s a great starting point. You must think as a mass media that is the key to attract your target: with well develop and highly narrated announcements.

How does a brand succeeds on Twitter


marca triunfe en twitter

Twitter has become one of the favorite tools to companies business by the way it reaches consumers. It´s quick, direct and it works in a perfect way that helps to establish long lasting real time relations by keeping the brand as a part of the daily news. Companies start to be a part of the conversation and the communications turns more personal with the consumers.

But Twitter, as every communicational tool, requires some basic elements at the time users create a digital strategy to reach success when relating with consumers. In other words: everything that can occur on Twitter matters, and not everything brands do is acceptable. Hubspot and SocialBro made a guide of what does and what does not make a brand succeed on Twitter.

Twitter as a perfect tool to build a brand

Social media has become an essential element to build a powerful brand. Twitter is vital for it but it needs to have a good role play. It is important to follow Twitter´s basic rules. According to Hubspot´s information, to acquire engagement within the relationship with consumers first of all it is needed to establish an equal bond with followers. In other words, the audience should be seen as a friend rather than the massive group of people it actually is. By having this on mind the communication turns more personal to each consumer; as an audience you prefer to feel there is a relationship with the brand you follow instead of reading institutional messages that were obviously thought for the mass. Of course, this also helps to embrace the personality of the company by reflecting it in every message they send, and as they publish messages that connect with the audience.

Twitter as a lead generator.

This social media tool does not only works to create powerful bonds within consumers and brands, it´s also useful to conclude several things brands are looking forward to concrete in short term conditions; such as generating leads. To achieve this, tweets must be short and concise: the reader should clearly notice what you are offering. Moreover it must be presented in an attractive way. The best technique to achieve this is by including only one link, by not using hash tags and by not mentioning other users.

Twitter has its own label

It is extremely important not to forget that Twitter has its own label which provides a specific format that needs to be strictly followed. Direct messages are useful when a personal communication is required if not it is considered spam communication. On behalf, something that must be kept on mind is to take care and keep followers. You ought to convince them that your account is worth to follow.  Most of companies twitter accounts loose a 15% of new followers after the 3rd week they get to know the brand because, the information that was posted wasn´t relevant.

How content is published helps to achieve better results.

Images are much more attractive than texts. Tweets that include images achieve a 34% of re-tweets rather than the ones which not. Furthermore, not every image will work, it needs a previous analysis and selection of what image it will be posted, why and when. First of all, as it is recommended on Hubspot´s guide: make sure you have the right to publish that image, check quality and definition, and be aware that there is a relation with the content.

Images are not the only way to create an attractive post. Playing with URLs it is also a good strategy to have on mind. According to SocialBro´s data base, corporate messages on Twitter that include an URL in the middle achieve in a 26% a superior number of re-tweets, than the ones that includes it at the beginning or at the end.

And, of course, hash tags are definitely an element that helps to motivate the company´s presence in conversations. Terms of use are based on common sense, although brands don´t always have this on mind. Hash tags must be used on appropriate situations. If a hash tag wants to be used to start a conversation it must be creative and clearly linked to the brand, so as to followers link it on their minds. And the most important part is not to use hash tags that have been used by others, especially by the competence.

To conclude, a tweet with numerous hash tags does not reach the objective. The ones with only one hash tag obtain a 69% more of probabilities to be re-tweeted.


Google approaches to measuring TV ads

Google se acerca a la medición de anuncios en televisión

Google approaches to measuring TV adsGoogle has excelled as an innovator since the advent of online advertising by measuring its results. Unlike traditional advertising, we can know through its results, if our advertising or content was effective or not and what to do in order to change it. It also allows us to access the key trends within each category to reach the user in a more effective way.

But today the company decided to go further. Google approaches to measuring TV ads, incorporating the online system to traditional advertising. A pilot project is being tested using Google Fiber in United States. This will provide the information about how many times the user has seen the ad and in what context. In addition, you can target audiences according to their interests or their geographic location. The number of ad impressions will also be measurable, ie, the brand may decide how often a specific address receives their message.

For more information about Google Fiber:

Building an Effective Sales Funnel

sales funnel

effective sales funnelAn effective Sales funnel is the key to increase the performance of our website, whether it’s an e-commerce or not. There are several factors to consider when Building an Effective Sales Funnel. It has to be designed in a certain way to make it work. Over time, we’ll have to go by measuring, adjusting and optimizing to improve its performance.

A series of steps must be taken into account when designing the effective sales funnel. First of all, we want to make the user visit our website. To do so, the brand or product needs to be noted, made public and thus drive traffic to the site. At this stage, we must consider which is the best way to achieve it. We can use the Google Adwords tool, which allows us to find out what words our potential buyers use to search our product or service. These are the “keywords” that we must consider and that provide websites a good positioning in search engines and other sites. Some of the techniques used in marketing online to attract traffic are: SEO, online advertising campaigns (sponsored links, display campaigns, banners and affiliate sites), Email marketing campaigns, content marketing using blogs and social media among other things.

Our second step is to make these visitors into subscribers, buyers or to any action we are looking to achieve through the site. We must ensure that users who enter our website perform this “conversion”. i.e. getting subscribers to our newsletter database or completing a contact form or directly buying our product or service.

Through these actions we can create a relationship with the user, measuring which are the incentives that are receiving greater response and taking into account what information you can provide the user in order to perform a conversion. Some elements to consider at this stage are: the design of the website (a clear and relevant website will be more attractive), navigation: we must ensure that our site is easy to navigate and loading times are short enough so that users do not leave the page before it is fully loaded) Something that is frequently used is the “Wish List”, i.e. lists where the user selects the products they want to buy and are registered until the next time they access the page. Using specific landing pages for certain promotional activities with relevant information and calls to action, are very helpful and are key in the conversion process.

To continue, we must persuade the user. Once we create a bond with him, we should aim to increase these conversions and generate one or more purchases. We must ask ourselves what we should do in order to make the purchase happen. An effective way to get these answers is surveying our customers or page visitors. You can offer a chat as a support to answer any queries immediately. Moreover, you can use digital newsletters or entries on social networks. In addition, through re-marketing campaigns you can reach those who ever entered your page and launch some specific promotional campaign to get them.

The next step will be to close the deal. Surprising the user is one of the ways of achieving the purchase. There are varied ways we can do this, such as offering some benefit and product promotions. Another way may be customizing the product, making it more personal and involving the user.

Ultimately, we aim to transform our customers into fans of our products and brand. Get them to evangelize about our brand is our biggest challenge. Word of mouth is one of the oldest and most efficient tactics in the world. Therefore, if we make our customers speak about our products or services in social networks or with their friends, our brand will grow faster. This will contribute to more visits to our website and to improve conversions.

How To Develop a Content Marketing Strategy

how to develop a content marketing strategy

estrategia de content marketing

The development of new technologies has changed the way companies interact with their audiences. Today content marketing is growing abysmally and allows user interaction that did not exist before. More and more companies are turning to this type of advertising due to its effectiveness.

Developing a Content Marketing strategy is not something to be taken lightly, it must be pre-defined in a strategical way. It should capture the attention of consumers, generating impact with the content created and not using exclusive advertising messages which can bore the user.

There are certain factors to consider in order to successfully develop a content marketing strategy:

– Generate impressive and entertaining contentº: While some products are already attractive in itself, i.e. an amusement park, it is important to be clear about what you want to tell and how to do it. In addition, you must adapt your message to the public that your brand is headed.

– Investigate what the consumer wants to read: Everybody has an expectation about the contents that a brand will provide. Therefore, it is important to define which is the content that our audience is interested in, and what is expected from us. The key according to Inc team, is to step into the consumer’s shoes.

– Avoid constant product information: Consumers look forward to find additional value in a content a brand offers. Therefore, we must go beyond constant offerings and specifications about the product. Otherwise, the audience will get bored.

– Add an emotional value: Storytelling will make the consumer feel closer to the brand. You should not stay in the cold data of your company. The ideal is to connect with the user in a more emotional way.

– Constant updates and postings: The messages sent must have some continuity and consistency as to the publication time. If a company doesn’t communicate anything in six months through its social networks, public will believe that it no longer works or it’s abandoned.

– Set clear objectives: To develop a content marketing strategy, we must be sure about what our objectives are. i.e. how many followers we want to achieve or who we want to reach with our content.

To be successful on How to Develop a Content Marketing Strategy, you must consider all these factors. Therefore, you will be able to create a community with followers who participate and engage with your content. The more interesting and relevant the content we generate is, the greater the affinity of the public with our brand.

Improving Engagement on YouTube

improve engagement on youtube

engagement on youtube

It often happens that certain advertising campaigns are highly visualized on the internet without having a positive effect on their viralization and ROI, meaning a poor engagement on YouTube. This is because not only we have to get the user to watch the video, but should get him to generate a conversion, i.e. a purchase or a specific response expected by the company or any desired interaction (Like or sharing). This is what we mean by improving engagement on YouTube.

One of the most appropriate channels to communicate and improve our customers engagement is Youtube, which is the second largest searching platform after Google. We want to make the user respond to our specific objective “call to action”, besides watching our video.

According to the info graphic made by the QuickSprout Research Team, there are certain technical aspects to consider in addition to the content we generate when we think of a video. We can establish some tips to improve engagement on youtube such as:

Complete Metadata: Describe in detail your video titles according to its content and use strategic tags through which the video will be well-positioned in future searches.
Choose an attractive image as thumbnail: This usually increases engagement by 154%. It is a way to attract more users to our brand.
Be consistent: Your video uploading should be constant in both the content and the time between each publication.
Be strategic: We must be aware of trends or special dates for our video to be in sync with the time that is posted. (For example, Valentine’s Day)
Duration: Increasing engagement is generally easier with short videos. But there are exceptions.
Create a relationship with your followers: It is important to answer questions and generate an interaction with your audience.
Getting our followers to engage with the content we post every day is a difficult task. For this to happen, we must use a platform that allows us to interact with our customers, and YouTube allows us to do it dynamically. If we are strategic when uploading videos, the chances of their viralization will be greater.


Branding in the digital era

branding in the digital era

branding en la era digitalThe English terms that suit our daily conversations are increasing, especially in the marketing area- and their true meaning is not clear for everybody. This is the case of ” Branding ” . Phrases like “The importance of branding in your company … ” are heard.

However, there is a simple way to define it. It means the development of a brand, from its name, logo, corporate colors and all items that are part of its visual and sensory identity. All these elements will make your public identify your company. 

It is important to note that the image of your company must be unified and clear. This means your brand should convey a sense of unity and the message must be clear. This may be achieved by creating a coherent and consistent visual identity according to the objective of your business. Furthermore, caring individual communication channels and elements that make up the brand, from business cards and brochures to their website.

For example, given the case of a company that defines itself as innovative and dynamic, would be inconsistent if its service didn’t adapt to the digital age and stay only with the traditional methods of communication.  

Today, with the development of technology and the increasingly strong presence of consumers on social networks, we can not neglect our brand online. Developing brand communication in digital media is almost indispensable, more and more companies are investing in online strategies.

Branding in the digital era is approached in a different way. We have at our disposal a range of new elements that help reinforce our brand building, such as applications, websites, social networks and SEO. It should be noted that the same brand strength achieved online is needed in offline media as well.

Without a digital communication strategy, it will be difficult to maintain a consistent line between what the company conveys offline and what may happen on the internet.


To sell you have to invest in marketing and communication

marketing y comunicacion

marketing y comunicacionAs responsible for consulting and strategic planning, I constantly receive inquiries from potential customers who decided to start with their business or trade and want to attract more customers and have an online presence.

But, the first problem they find is that they have no budget left for marketing and communication as they already spent all the money in setting up their business.

Premise no. 1: To sell you must communicate! In the early days of opening the business or start-up, the network of friends, acquaintances and relatives accompany us and we generate first income thanks to that. In addition to this, it is a novelty in the area, if it is a street trade, then visitors are welcomed to “come and see”. But this is only an initial period of, hopefully, about 3 months.

Premisa nro. 2: Si se decide hacer un negocio: Hay que considerar y reservar un presupuesto para marketing y comunicacion. No importa si es mucho o poco el presupuesto, pero si o si hay que ponerlo en la lista de tareas. Cuando una persona decide comenzar un negocio, ya sea una empresa, comercio o un emprendimiento personal suele destinarle mucho tiempo y esfuerzo a armar todo y luego se queda agotado y expectante. No olvidar que la decisión de comenzar algo, tiene que tener proyección, intención de crecimiento, perspectiva a futuro. Así como se hace la cuenta de almacenero de cuanto se gasta por mes para existir como negocio, y se decide que eso es lo mínimo que hay que facturar + al menos un 20% más para tener ganancias. También hay que incorporar a los costos, un porcentaje destinado a marketing y comunicacion. Por lo general se estila que sea entre un 3% un 5% de lo que se quiere facturar.

Premisa nro. 3: Planificar – Planificar – Planificar Cada mes se debe estar pensando que se va a hacer el mes siguiente. Y para planificar hay que haber medido, que de lo que se hizo nos trajo clientes, que no, y que nuevo puedo hacer.

Hoy en día hay cosas básicas que hay que tener en cuenta al realizar un emprendimiento en la web: Una idea – Un sitio web – Una campaña base de publicidad en Buscadores y Redes Sociales. Nada de esto, sucede sin un presupuesto de marketing. Así que a ponerlo en la lista!

Mercedes Cordeyro

Real Time Marketing

marketing en tiempo real

marketing en tiempo realThe digital marketing, faithful exponent of real time marketing or marketing in real time, can immediately know the response of consumers and users for various promotional and communication campaigns.
Esta ventaja, además de permitir maximizar y controlar el impacto de nuestras acciones, nos permite responder y actuar en tiempo real justo cuando el cliente o consumidor lo necesitan o requiere de nuestra atención, mejorando asi notablemente la tasa de conversión (+25%).

Sin embargo, estas ventajas son hoy aprovechadas por muy pocas empresas, y la interacción y tiempos de respuesta en este sentido están muy alejados de las expectativas que tienen hoy los clientes.

Para los clientes o usuarios de internet, el medio online es sinónimo de inmediatez. Como muestra la infografía de Monetate, la mayoría de los clientes (+80%) espera una respuesta por parte de la empresa en el plazo máximo de 2 minutos, practicamente en tiempo real. Solo un 20%, está dispuesto a esperar un plazo de 24 horas para recibir una respuesta y considerarlo razonable.


¿Conocen muchas empresas que puedan cumplir con estas expectativas? La respuesta obvia es que no

Las principales dificultades que enfrentan las empresas para responder en tiempo real, según esta infografía serían:
–    41% de las empresas tiene problemas en la unificación de sus bases de datos de los clientes
–    37% alude problemas de falta de cultura organizacional al respecto
–    35% tiene barreras tecnológicas en la implementación de sus estrategia de marketing
–    31% a falta de conocimiento y capacitación
–    24% a falta de presupuesto

¿Cuál es el premio para las empresas que logran responder en tiempo real?
–    84% mejorar la experiencia de los clientes
–    72% mejorar la tasa de conversión
–    47% mejora la relación entre empresa y cliente

Estar presente en tiempo real, cuando el cliente nos necesita, tiene un premio muy importante y al mismo tiempo es un desafío muy grande para la mayoría de las empresas.

Digital Strategy tips

estrategia digital

digital strategyDigital Strategy for Companies and Professionals

Thinking in digital strategy is imposed increasingly. This trend has been consolidating in recent years and the number digital marketing actions, communications and thinking and defining a digital strategy is increasing its acceptance and use in the SMB segment and professionals, in addition to large companies.

It is clear that customers or potential customers of a product or service, are increasingly seeking on the internet to analyze, search and compare before making a decision. For businesses, having and maintaining an online presence is a necessity today to maintain growth, reach new markets and avoid loosing ground against its competitors.

Some digital strategy tips you may consider:

  • Analize what you have previously done in digital marketing, actions and resulsts.
  • Web Site, updated, modern, responsive (well visible in all mobile devices) and dynamic. What do you use it for? It is SEO optimmized?? Is it responsive? It seems obvious, but many companies still do not give importance to what could be one of its major sales channels.
  • Internet positioning (SEO / SEM): Natural positioning work and payment positioning (PPC campaigns) to appear in the top positions of search results in major search engines like Google, Bing and Yahoo, by the time when someone searches for your product or service.
  • Online Advertising: On the Internet, search engines and most popular websites are like to advertise in large billboards on public roads and in major newspapers. And they have an advantage: You can measure, analyze and adjust permanently the campaign to optimize investment, depending on the results.
  • Social Media: It is important to understand their approach, benefits, uses and consistency to suit the communication needs of the company and its target audiences.
    • Facebook, what to do? Shall we have a fanpage? Invest increasing fans? Is the right platform for my company?.
    • Linkedin: Just for looking for a new job? Can we found a linkedin strategy to make it useful to my business
    • Google+ is like another Facebook? Is it important for SEO positioning?
  • Contents: Develop a content marketing strategy, with information, notes and actions related to your company, products and services, helps improve web positioning for your company and at the same time provides excuses to interact with your customers and target audience. It is necessary to generate content?
  • e-commerce: Shall I consider this for my products or services? It is the right time now to walk this path, what is needed? Are we selling online today?

Define a digital strategy covering the points mentioned above should be a clear objective for any company this year.

Digital or traditional advertising? How it impacts the generation Y?

Publicidad digital en generacion Y

Publicidad digital en generacion YLa generación “Y” ó tambien denominada “la generación del milenio” (millennials) muestra estar más influenciada por los anuncios publicitarios digitales, aunque le presta mayor atención a la publicidad tradicional.

Los de la generación Y son conocidos por ser un grupo consumidor de preferencia digital, pero esto no significa que la publicidad tradicional les parezca menos efectiva. Un estudio realizado por Adroit digital en enero del 2014 en Estados Unidos a usuarios de smartphones, acerca de la efectividad de la publicidad digital frente a la publicidad tradicional, arrojó el resultado de que el 36% dijo que los anuncios digitales fueron más efectivos, pero seguido muy de cerca por el porcentaje (28%) de los que dijeron que eran igualmente efectivos.

Mientras que el estudio de Adroit Digital mostró que los anuncios de TV son los que ganan en mayor percepción y valoración de una marca, con un 70% de share en los encuestados de generación Y, los formatos de anuncios digitales siguen después ganándole al resto de las categorías.

Publicidad digital ignorada por jovenesSin embargo, más allá de que la generación del milenio muestra estar más influenciada por la publicidad digital en su conjunto, otro estudio, realizado por Goo Technologies también en enero de este año, encontró que la generación que va entre los 18-34 años en Estados Unidos tiene una tendencia mayor a ignorar los anuncios online que la que tiene por los avisos publicitarios tradicionales en TV, radio y gráfica.

Toda Agencia Marketing Digital debe tomar en cuenta estas consideraciones al plantear una estrategia de marketing  y comunicación a sus clientes.

Ver la nota completa en emarketer

Customer Service through Social Media

social media strategy

atencion-cliente-redes-socialesSocial Media Strategy.

Según un estudio realizado por la Universidad de Social Media Marketing (SMMU), menos de la mitad de las empresas cuentan con una estrategia definida para llevar adelante la gestión sobre las críticas o reclamos que reciben en sus redes sociales.

El mismo estudio establece además que el 58,2% de las marcas presentes registraron de forma ocasional algún tipo de queja o comentarios despectivo a través de sus redes sociales, mientras que un 10,9% recibió estas a menudo, y otro 4,9% con bastante frecuencia. El 26% de los encuestados acepta que su reputación online se ha visto afectada por la incidencia de estas quejas o reclamos que les llegan a través de las redes sociales.

Cuando hablamos de un plan estratégico adecuado para las redes sociales no hablamos únicamente de actualizar las noticias que surgen día a día, sino también de manejar la reputación online de las empresas y poder llevar adelante un espacio de comunicación y relación personalizada, donde se le pueda otorgar al cliente una respuesta satisfactoria en el menor tiempo posible.

Si bien muchas empresas confiesan no tener una estrategia definida, la gran mayoría al menos intenta dar una respuesta en el día y no opta por hacer silencio frente a estas críticas o sugerencias.

Los datos analizados anteriormente muestran a las claras la importancia que tiene para las empresas un buen funcionamiento y servicio prestado a través de las redes sociales hoy en día.

Los clientes pasan mucho tiempo en las redes y optan cada vez más por contactarse con las empresas a través de ellas, y exigen respuestas rápidas y efectivas, cuando mucho de ellas no están aún preparadas.

How companies uses Neuromarketing


Neuromarketing digital

Neuromarketing is used to determine and analyze how it affects advertising and other marketing strategies and communication to the human brain.

The goal of business is to predict the consumers behavior, and thus improve their sales techniques, marketing and advertising strategies.

Neuromarketing experts have succeeded in showing that 95% of the decisions that consumers are produced in an unconscious and irrational way. And also our brain uses only 2.5 seconds to make a purchase decision.

This is something very used for example in supermarkets. Since the placement of brands and products more expensive than ever they are positioned by hand and at the height of our eyes, and contrary most commodities are those we find most difficult to force you go into the aisles full of packed products and offers.

Perceptions through the decoration, lighting or ambient music and even the sense of smell stimulated with fragrances and odors, are used by companies and brands to arouse our interest and influence our purchasing decisions.

Neuromarketing techniques are also used in digital marketing, in this case in addition to using traditional factors that have to do with the order in which the products are displayed, price management with offers and feelings of scarcity, can also bring the consumer information or testimonions reviews of other users and elements of social validation, when making a decision about buying or not certain articles.

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