{"id":198,"date":"2015-02-17T22:15:47","date_gmt":"2015-02-18T04:15:47","guid":{"rendered":"http:\/\/www.prospekta.mx\/blog\/?p=198"},"modified":"2015-02-17T22:24:26","modified_gmt":"2015-02-18T04:24:26","slug":"content-marketing-b2b","status":"publish","type":"post","link":"http:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/","title":{"rendered":"Content Marketing B2B"},"content":{"rendered":"

\"Content<\/p>\n

El content marketing B2B<\/strong> business-to-business<\/em>, est\u00e1 evolucionando con el crecimiento en popularidad del marketing digital.<\/h2>\n

Aprovechando que m\u00e1s personas buscan informaci\u00f3n en la red<\/strong> y compran en l\u00ednea, las empresas pueden utilizar contenido relevante y segmentado<\/strong>, para generar leads<\/strong> y moverlos a lo largo del ciclo de compra.<\/p>\n

El content marketing B2B <\/strong>requiere que los esfuerzos de mercadotecnia est\u00e9n coordinados a trav\u00e9s de toda la organizaci\u00f3n<\/strong>, con todos los departamentos, estrat\u00e9gicamente alineados<\/strong> el target, los canales de comunicaci\u00f3n, el seguimiento y la segmentaci\u00f3n, la calificaci\u00f3n de prospectos y ventas.<\/p>\n

El objetivo del<\/strong> content marketing<\/strong> es atraer a los visitantes con contenido relevante<\/strong> y de inter\u00e9s para el target<\/strong>, con el fin de convertirlos a trav\u00e9s del ciclo de venta, de leads a clientes y, eventualmente, en entusiastas promovedores de la marca.<\/p>\n

Efectividad del Content Marketing<\/strong><\/span><\/h1>\n

De acuerdo a un reciente estudio publicado por el Content Marketing Institute<\/strong>, B2B Enterprise Marketing: 2014 Benchmarks, Budgets, and Trends \u2014 North America<\/strong><\/a>, en Estados Unidos s\u00f3lo el 32% de los encargados de la Mercadotecnia B2B en las empresas, se evaluaron a s\u00ed mismos tan efectivos en t\u00e1cticas de Inbound Marketing<\/strong> como en 2013. Es decir, no hubo mejor\u00eda.<\/p>\n

Para potenciar tus esfuerzos, te sugerimos hagas una prioridad el establecer y documentar una estrategia de content marketing para tu empresa.<\/strong><\/h2>\n

Debes contar con una estrategia detr\u00e1s de cada pieza<\/strong> de tu plan de content marketing<\/strong>, ya que tu objetivo deber\u00eda ser atraer la atenci\u00f3n<\/strong> de tu target y ser suficientemente valioso<\/strong> para ser le\u00eddo y compartido.<\/p>\n

Los retos del Content Marketing<\/span> <\/strong><\/h1>\n

El reporte revela que el 60% de los encargados de Mercadotecnia B2B en las empresas, ven a la integraci\u00f3n entre los departamentos de Mercadotecnia y Ventas como el reto m\u00e1s com\u00fan en el content marketing. <\/strong>Cerca del 15% menciona que esta integraci\u00f3n es de hecho el reto m\u00e1s grande<\/strong>.<\/p>\n

Aseg\u00farate que tus departamentos de mercadotecnia y ventas est\u00e9n alineados a la estrategia de content marketing.<\/strong><\/h2>\n

A medida que los prospectos se mueven<\/strong> a trav\u00e9s del ciclo de conversi\u00f3n<\/strong>, tus equipos de marketing<\/strong> y ventas<\/strong> deber\u00e1n trabajar juntos en la misma misi\u00f3n. Para sobrepasar esta dificultad muchas empresas optan por contactar a una agencia de marketing digital<\/strong> que ofrezca servicios de content marketing<\/strong><\/a>.<\/p>\n

Puedes probar tambi\u00e9n contratar servicios externos de expertos en la industria<\/strong>, o incluso de clientes actuales<\/strong>. Los expertos fuera de tu empresa, traer\u00e1n credibilidad a tu marca<\/strong>. El contenido generado por clientes traer\u00e1 autenticidad<\/strong>.<\/p>\n

T\u00e1cticas de Content Marketing<\/strong><\/span><\/h1>\n

El reporte tambi\u00e9n indica que los encargados de Mercadotecnia B2B en las empresas usaron en el 2014 m\u00e1s t\u00e1cticas de content marketing<\/strong> y canales de social media<\/strong> que en el 2013.<\/p>\n

En el 2014, 88% us\u00f3 contenido de social media<\/strong><\/a> (diferente a blogs) en sus campa\u00f1as de content marketing. Otras t\u00e1cticas B2B que m\u00e1s se utilizaron fueron eventos en persona<\/strong> (90%), videos <\/strong>(88%), art\u00edculos en su sitio web<\/strong> y boletines electr\u00f3nicos<\/strong> (86%), y casos de estudio<\/strong> (82%). Las t\u00e1cticas menos utilizadas incluyeron conferencias virtuales <\/strong>(39%), eBooks <\/strong>(38%), boletines impresos<\/strong> (35%) y juegos<\/strong> (19%)<\/p>\n

Identifica a tu target y crea los tipos correctos de contenido que est\u00e9n alineados con tus objetivos de negocio, as\u00ed como con las necesidades de tus clientes y potenciales clientes.<\/span><\/h2>\n

 <\/p>\n

Cont\u00e1ctanos y conoce nuestros servicios de Content Marketing para empresas. Somos la agencia de marketing digital que m\u00e1s valora tus objetivos de negocio.
\n<\/strong><\/span><\/h2>\n

 <\/p>\n

\"Boton<\/a><\/strong><\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

El content marketing B2B business-to-business, est\u00e1 evolucionando con el crecimiento en popularidad del marketing digital. Aprovechando que m\u00e1s personas buscan informaci\u00f3n en la red y […]<\/p>\n","protected":false},"author":1,"featured_media":201,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[30,27,9],"class_list":["post-198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","tag-content-marketing","tag-estrategia-digital","tag-generacion-de-leads-2"],"yoast_head":"\nContent Marketing B2B<\/title>\n<meta name=\"description\" content=\"El content marketing B2B business-to-business, est\u00e1 evolucionando con el crecimiento en popularidad del marketing digital. Las empresas pueden utilizar...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content Marketing B2B\" \/>\n<meta property=\"og:description\" content=\"El content marketing B2B business-to-business, est\u00e1 evolucionando con el crecimiento en popularidad del marketing digital. Las empresas pueden utilizar...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/\" \/>\n<meta property=\"og:site_name\" content=\"Prospekta Blog\" \/>\n<meta property=\"article:published_time\" content=\"2015-02-18T04:15:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-02-18T04:24:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.prospekta.mx\/blog\/wp-content\/uploads\/2015\/02\/content-marketing-b2b-ch.gif\" \/>\n\t<meta property=\"og:image:width\" content=\"390\" \/>\n\t<meta property=\"og:image:height\" content=\"206\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/gif\" \/>\n<meta name=\"author\" content=\"Prospekta\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Prospekta\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/\"},\"author\":{\"name\":\"Prospekta\",\"@id\":\"http:\/\/www.prospekta.mx\/blog\/#\/schema\/person\/bc4dcf8e4fb15f588f1df1ee155a5dd8\"},\"headline\":\"Content Marketing B2B\",\"datePublished\":\"2015-02-18T04:15:47+00:00\",\"dateModified\":\"2015-02-18T04:24:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/\"},\"wordCount\":594,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.prospekta.mx\/blog\/wp-content\/uploads\/2015\/02\/content-marketing-b2b-ch.gif\",\"keywords\":[\"Content Marketing\",\"Estrategia Digital\",\"Generacion de Leads\"],\"articleSection\":[\"Content Marketing\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/\",\"url\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/\",\"name\":\"Content Marketing B2B\",\"isPartOf\":{\"@id\":\"http:\/\/www.prospekta.mx\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.prospekta.mx\/blog\/wp-content\/uploads\/2015\/02\/content-marketing-b2b-ch.gif\",\"datePublished\":\"2015-02-18T04:15:47+00:00\",\"dateModified\":\"2015-02-18T04:24:26+00:00\",\"author\":{\"@id\":\"http:\/\/www.prospekta.mx\/blog\/#\/schema\/person\/bc4dcf8e4fb15f588f1df1ee155a5dd8\"},\"description\":\"El content marketing B2B business-to-business, est\u00e1 evolucionando con el crecimiento en popularidad del marketing digital. Las empresas pueden utilizar...\",\"breadcrumb\":{\"@id\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#primaryimage\",\"url\":\"http:\/\/www.prospekta.mx\/blog\/wp-content\/uploads\/2015\/02\/content-marketing-b2b-ch.gif\",\"contentUrl\":\"http:\/\/www.prospekta.mx\/blog\/wp-content\/uploads\/2015\/02\/content-marketing-b2b-ch.gif\",\"width\":390,\"height\":206},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"http:\/\/www.prospekta.mx\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Content Marketing B2B\"}]},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/www.prospekta.mx\/blog\/#website\",\"url\":\"http:\/\/www.prospekta.mx\/blog\/\",\"name\":\"Prospekta Blog\",\"description\":\"Agencia de Inbound Marketing y Marketing Digital\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/www.prospekta.mx\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"http:\/\/www.prospekta.mx\/blog\/#\/schema\/person\/bc4dcf8e4fb15f588f1df1ee155a5dd8\",\"name\":\"Prospekta\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"http:\/\/www.prospekta.mx\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/198f947f736539f08ccc805f248c67627f8fd3529204cc593a6936ce46e10af4?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/198f947f736539f08ccc805f248c67627f8fd3529204cc593a6936ce46e10af4?s=96&d=mm&r=g\",\"caption\":\"Prospekta\"},\"url\":\"http:\/\/www.prospekta.mx\/blog\/author\/admin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Content Marketing B2B","description":"El content marketing B2B business-to-business, est\u00e1 evolucionando con el crecimiento en popularidad del marketing digital. Las empresas pueden utilizar...","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/","og_locale":"es_ES","og_type":"article","og_title":"Content Marketing B2B","og_description":"El content marketing B2B business-to-business, est\u00e1 evolucionando con el crecimiento en popularidad del marketing digital. Las empresas pueden utilizar...","og_url":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/","og_site_name":"Prospekta Blog","article_published_time":"2015-02-18T04:15:47+00:00","article_modified_time":"2015-02-18T04:24:26+00:00","og_image":[{"width":390,"height":206,"url":"https:\/\/www.prospekta.mx\/blog\/wp-content\/uploads\/2015\/02\/content-marketing-b2b-ch.gif","type":"image\/gif"}],"author":"Prospekta","twitter_misc":{"Escrito por":"Prospekta","Tiempo de lectura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#article","isPartOf":{"@id":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/"},"author":{"name":"Prospekta","@id":"http:\/\/www.prospekta.mx\/blog\/#\/schema\/person\/bc4dcf8e4fb15f588f1df1ee155a5dd8"},"headline":"Content Marketing B2B","datePublished":"2015-02-18T04:15:47+00:00","dateModified":"2015-02-18T04:24:26+00:00","mainEntityOfPage":{"@id":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/"},"wordCount":594,"commentCount":0,"image":{"@id":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#primaryimage"},"thumbnailUrl":"http:\/\/www.prospekta.mx\/blog\/wp-content\/uploads\/2015\/02\/content-marketing-b2b-ch.gif","keywords":["Content Marketing","Estrategia Digital","Generacion de Leads"],"articleSection":["Content Marketing"],"inLanguage":"es","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/","url":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/","name":"Content Marketing B2B","isPartOf":{"@id":"http:\/\/www.prospekta.mx\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#primaryimage"},"image":{"@id":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#primaryimage"},"thumbnailUrl":"http:\/\/www.prospekta.mx\/blog\/wp-content\/uploads\/2015\/02\/content-marketing-b2b-ch.gif","datePublished":"2015-02-18T04:15:47+00:00","dateModified":"2015-02-18T04:24:26+00:00","author":{"@id":"http:\/\/www.prospekta.mx\/blog\/#\/schema\/person\/bc4dcf8e4fb15f588f1df1ee155a5dd8"},"description":"El content marketing B2B business-to-business, est\u00e1 evolucionando con el crecimiento en popularidad del marketing digital. Las empresas pueden utilizar...","breadcrumb":{"@id":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#primaryimage","url":"http:\/\/www.prospekta.mx\/blog\/wp-content\/uploads\/2015\/02\/content-marketing-b2b-ch.gif","contentUrl":"http:\/\/www.prospekta.mx\/blog\/wp-content\/uploads\/2015\/02\/content-marketing-b2b-ch.gif","width":390,"height":206},{"@type":"BreadcrumbList","@id":"https:\/\/www.prospekta.mx\/blog\/content-marketing-b2b\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"http:\/\/www.prospekta.mx\/blog\/"},{"@type":"ListItem","position":2,"name":"Content Marketing B2B"}]},{"@type":"WebSite","@id":"http:\/\/www.prospekta.mx\/blog\/#website","url":"http:\/\/www.prospekta.mx\/blog\/","name":"Prospekta Blog","description":"Agencia de Inbound Marketing y Marketing Digital","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"http:\/\/www.prospekta.mx\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"http:\/\/www.prospekta.mx\/blog\/#\/schema\/person\/bc4dcf8e4fb15f588f1df1ee155a5dd8","name":"Prospekta","image":{"@type":"ImageObject","inLanguage":"es","@id":"http:\/\/www.prospekta.mx\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/198f947f736539f08ccc805f248c67627f8fd3529204cc593a6936ce46e10af4?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/198f947f736539f08ccc805f248c67627f8fd3529204cc593a6936ce46e10af4?s=96&d=mm&r=g","caption":"Prospekta"},"url":"http:\/\/www.prospekta.mx\/blog\/author\/admin\/"}]}},"_links":{"self":[{"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/posts\/198","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/comments?post=198"}],"version-history":[{"count":8,"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/posts\/198\/revisions"}],"predecessor-version":[{"id":209,"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/posts\/198\/revisions\/209"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/media\/201"}],"wp:attachment":[{"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/media?parent=198"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/categories?post=198"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.prospekta.mx\/blog\/wp-json\/wp\/v2\/tags?post=198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}