{"id":4961,"date":"2020-07-20T15:04:32","date_gmt":"2020-07-20T15:04:32","guid":{"rendered":"https:\/\/prettylinks.com\/?p=4961"},"modified":"2020-07-22T17:14:05","modified_gmt":"2020-07-22T17:14:05","slug":"how-to-combine-your-content-marketing-and-ad-strategy","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/es\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/","title":{"rendered":"C\u00f3mo combinar el marketing de contenidos y la estrategia publicitaria"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenido<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a21de9fdf75c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a21de9fdf75c\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Why_Combine_Content_Marketing_and_Paid_Ads\" >\u00bfPor qu\u00e9 combinar el marketing de contenidos y los anuncios de pago?&nbsp;<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#SEO_as_a_Middleground_for_Content_and_Paid_Ads\" >El SEO como punto intermedio entre el contenido y los anuncios de pago<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Relevant_Keywords\" >Palabras clave relevantes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Data_and_Analytics\" >Datos y an\u00e1lisis<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#How_Do_You_Combine_the_Strategies_Effectively\" >\u00bfC\u00f3mo combinar eficazmente las estrategias?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Focus_on_the_Content_First\" >Conc\u00e9ntrese primero en el contenido<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Set_Up_Your_PPC_PPI_and_Display_Campaigns_Around_Your_Content\" >Configure sus campa\u00f1as de PPC, PPI y Display en torno a su contenido<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Promoted_Tweets_Facebook_Posts_and_Instagram_Posts\" >Tweets promocionados, publicaciones en Facebook y publicaciones en Instagram<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/prettylinks.com\/es\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#In_Conclusion\" >En conclusi\u00f3n<\/a><\/li><\/ul><\/nav><\/div>\n\n<p class=\"wp-block-paragraph\">\u00bfRecuerdas cuando el marketing de contenidos era un tema tab\u00fa?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Era un intruso en un mundo de publicidad de pago y \"marketing serio\". Nadie quer\u00eda arriesgarse con los blogs (una pr\u00e1ctica relegada a adolescentes quejicas y aficionados), ni con las infograf\u00edas, ni con las gu\u00edas. Y nadie quer\u00eda desprenderse de dinero duramente ganado para hacerlo. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hubo un tiempo en que incluso las empresas con enormes presupuestos se burlaban de los contenidos, las palabras clave y la optimizaci\u00f3n de los motores de b\u00fasqueda.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a1C\u00f3mo han cambiado los tiempos!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para ser justos, el marketing de contenidos <em>fue <\/em>bastante<em> <\/em>apuesta al principio. Cuesta dinero tener blogs escritos, v\u00eddeos hechos y otras formas de marketing org\u00e1nico creadas. No se puede culpar a la gente cuando se piensa en ello. El marketing de contenidos bien hecho es una inversi\u00f3n (tanto en tiempo como en dinero), y el retorno de la inversi\u00f3n no era f\u00e1cil de demostrar al principio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La publicidad de pago por clic (PPC) ha encontrado obst\u00e1culos similares. Las empresas evitaban el marketing en las redes sociales y Google como la peste, prefiriendo ce\u00f1irse a los anuncios en banners. Ahora existe una terminolog\u00eda que todos los profesionales del marketing conocen, como <em>pago por clic<\/em>, <em>pago por impresi\u00f3n<\/em>y <em>porcentaje de clics<\/em>. Los especialistas en SEO son ahora valiosos activos de la empresa, empresas multimillonarias utilizan el marketing de Facebook y todo el mundo ha impulsado una o dos publicaciones.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los desvalidos ganaron a lo grande, y ahora los necesitamos m\u00e1s que nunca. Con tantas dudas en com\u00fan a su alrededor, no es de extra\u00f1ar que el marketing de contenidos y la publicidad de pago formen una pareja tan pr\u00e1ctica. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No hay nada m\u00e1s poderoso que crear contenidos fant\u00e1sticos y luego distribuirlos y promocionarlos con publicidad de pago.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En esta entrada del blog, hablaremos de la combinaci\u00f3n de su estrategia publicitaria y de contenidos para ahorrar tiempo, gastar menos dinero y mejorar su distribuci\u00f3n.<\/p>\n\n\n\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Combine_Content_Marketing_and_Paid_Ads\"><\/span><strong>\u00bfPor qu\u00e9 combinar el marketing de contenidos y los anuncios de pago?&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Porque van de la mano.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ha elaborado todo el contenido perfecto, invirtiendo un buen presupuesto en todo, desde libros electr\u00f3nicos hasta gu\u00edas breves. Est\u00e1s sentado sobre una mina de oro de informaci\u00f3n que tus clientes potenciales quieren, no, NECESITAN saber.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfY ahora qu\u00e9?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La publicidad de pago apoya tus contenidos para que destaquen y lleguen a las personas adecuadas. Muchos m\u00e9todos de marketing org\u00e1nico (no de pago), incluido el marketing org\u00e1nico en redes sociales, se ven ahogados por el gran volumen de personas que participan. La raz\u00f3n principal para apoyar tus esfuerzos org\u00e1nicos con un gasto es que ver\u00e1s un mejor ROI en ambas \u00e1reas si alineas sus objetivos.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Establecer objetivos es importante para cualquier campa\u00f1a de marketing, pero lo es a\u00fan m\u00e1s para su estrategia combinada de marketing y anuncios de pago. Saber exactamente lo que quieres de tus esfuerzos te dar\u00e1 los mejores resultados (y m\u00e1s r\u00e1pido).&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"SEO_as_a_Middleground_for_Content_and_Paid_Ads\"><\/span><strong>El SEO como punto intermedio entre el contenido y los anuncios de pago<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Una de las coincidencias m\u00e1s significativas entre el marketing de contenidos y los anuncios de pago es el SEO. Los dos nichos de marketing deben aplicar a fondo el uso correcto de muchos conceptos relacionados con SEO para lograr el \u00e9xito. A continuaci\u00f3n se presentan dos de esos conceptos relacionados con el SEO.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Relevant_Keywords\"><\/span><strong>Palabras clave relevantes<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">El marketing de contenidos sin investigaci\u00f3n de palabras clave es gritar en la oscuridad, y la publicidad de pago sin ella es tirar el dinero a un pozo. Un estudio exhaustivo de las palabras clave te ayudar\u00e1 a saber qu\u00e9 quieren tus clientes potenciales, c\u00f3mo llegar a ellos y c\u00f3mo convertirlos.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Combinar su lista de palabras clave crea un marketing sin fisuras que se mantiene por debajo del presupuesto. Pi\u00e9nsalo as\u00ed: con las mismas palabras clave, tus recursos (gratuitos o no) pueden utilizarse como descargas y p\u00e1ginas de destino para tus anuncios PPC. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Data_and_Analytics\"><\/span><strong>Datos y an\u00e1lisis<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfQu\u00e9 le dicen las cifras y c\u00f3mo puede actuar en consecuencia?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si tiene \u00e9xito con determinadas piezas de contenido, lo m\u00e1s pr\u00e1ctico es a\u00f1adirlas a sus campa\u00f1as de anuncios de pago. Para obtener resultados m\u00e1s amplios, selecciona las piezas de contenido de mayor rendimiento y reutil\u00edzalas para descargas de p\u00e1ginas de destino, publicaciones en redes sociales, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De este modo, la combinaci\u00f3n de marketing de contenidos y anuncios de pago genera clientes potenciales mejores y m\u00e1s cualificados.<\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Do_You_Combine_the_Strategies_Effectively\"><\/span>\u00bfC\u00f3mo combinar eficazmente las estrategias?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">En el marketing de contenidos, la prueba est\u00e1 en el pud\u00edn, \u00a1y m\u00e1s vale que el pud\u00edn sea bueno! El \u00e9xito de los contenidos depende en gran medida de su utilidad, relevancia y disponibilidad para el p\u00fablico. Las estrategias de pago se basan en la b\u00fasqueda de palabras clave y la segmentaci\u00f3n de la audiencia.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Puede dise\u00f1ar el esfuerzo de marketing conjunto perfecto elaborando primero la estrategia de contenidos y, a continuaci\u00f3n, creando sus campa\u00f1as de marketing de pago para complementar los contenidos.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Focus_on_the_Content_First\"><\/span><strong>Conc\u00e9ntrese primero en el contenido<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Sin un contenido asombroso, sus anuncios pagados son d\u00e9biles. Si usted es un vendedor experimentado, probablemente ya tiene lo que necesita para empezar. Comienza tu viaje realizando una auditor\u00eda de blogs y contenidos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Revise todos los contenidos que ha creado su equipo y anote los datos: \u00bfqu\u00e9 ha funcionado? Tome las mejores piezas y res\u00e9rvelas para utilizarlas en su estrategia publicitaria. Si no encuentra ning\u00fan contenido que haya funcionado bien, tendr\u00e1 que crear alguno (y probarlo, si es posible) para generar los mejores resultados posibles. Recuerde que el contenido es el tir\u00f3n, y los anuncios de pago son la venta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Grandes ideas de contenido para empezar:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Gu\u00edas y gu\u00edas pr\u00e1cticas<\/li><li>Desglose detallado<\/li><li>Infograf\u00eda<\/li><li>Hojas de trucos<\/li><li>Blogs consistentes (los blogs regulares pueden ayudarle a ganar <a href=\"https:\/\/www.hubspot.com\/lead-generation-tips\">68% m\u00e1s cables<\/a>)<\/li><li>Podcasts<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Una vez que haya creado contenidos de alta calidad, es hora de desarrollar su estrategia de anuncios de pago.\u00a0<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Set_Up_Your_PPC_PPI_and_Display_Campaigns_Around_Your_Content\"><\/span><strong>Configure sus campa\u00f1as de PPC, PPI y Display en torno a su contenido<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">La publicidad de pago ofrece muchas posibilidades.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google Adwords ofrece una pl\u00e9tora de opciones para PPC y otras opciones de pago. La plataforma cuenta con una amplia herramienta de b\u00fasqueda de palabras clave, muchas opciones de seguimiento anal\u00edtico y mucho m\u00e1s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Otras plataformas como <a href=\"https:\/\/www.outbrain.com\/\" title=\"https:\/\/www.outbrain.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Outbrain <\/a>ofrecen anuncios de display y opciones de distribuci\u00f3n m\u00e1s r\u00e1pidas sin tanto trabajo por su parte. La plataforma publicitaria que elijas depender\u00e1 de tu presupuesto, del tiempo de que dispongas para dedicarte a la gesti\u00f3n de anuncios y de las opciones que prefieras.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Promoted_Tweets_Facebook_Posts_and_Instagram_Posts\"><\/span><strong>Tweets promocionados, publicaciones en Facebook y publicaciones en Instagram<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A la hora de compartir nuevos contenidos en las redes sociales, vencer a los algoritmos es una pesadilla. Utilizar las funciones de promoci\u00f3n de estas plataformas puede ayudarte a dar a conocer tu trabajo.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La publicidad en Facebook ofrece una amplia gama de opciones, incluidos los imanes de clientes potenciales integrados. Puedes comercializar tu contenido directamente en Facebook sin pedir a tu audiencia que abandone el sitio, lo que aumenta sustancialmente las conversiones.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Twitter e Instagram tienen servicios similares. Twitter ofrece tweets promocionados. Instagram te ofrece tanto publicaciones promocionadas como IG stories, que cubren una gran audiencia de scrollers y observadores. Utilizar publicidad de pago en las plataformas de redes sociales es una de las mejores formas de distribuir tus contenidos, y tus resultados crecen exponencialmente con el aumento de tus seguidores en las redes sociales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"In_Conclusion\"><\/span><strong>En conclusi\u00f3n<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Con tantos presupuestos ajustados e inciertos, el marketing de contenidos apoyado por la publicidad de pago es m\u00e1s importante que nunca. El marketing es un \u00e1rea en la que no querr\u00e1s fallar a la hora de hacer crecer tu negocio, o incluso de mantener el impulso actual. Si utiliza las estrategias anteriores, crear\u00e1 contenidos que conviertan y utilizar\u00e1 anuncios de pago para que m\u00e1s personas vean esos contenidos en muy poco tiempo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00bfUtiliza conjuntamente la publicidad de pago y el marketing de contenidos? \u00bfEres partidario de uno y no del otro? Cu\u00e9ntanos tu estrategia personal en la secci\u00f3n de comentarios.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>\u00bfRecuerdas cuando el marketing de contenidos era un tema tab\u00fa?  Era un intruso en un mundo de publicidad de pago y \"marketing serio\". Nadie quer\u00eda arriesgarse con los blogs (una pr\u00e1ctica relegada a adolescentes quejicas y aficionados), ni con las infograf\u00edas, ni con las gu\u00edas. Y nadie quer\u00eda desprenderse de dinero duramente ganado para hacerlo. Ah\u00ed...<\/p>","protected":false},"author":23642,"featured_media":4962,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[58,47,11],"tags":[320,96,319],"class_list":["post-4961","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-how-tos","category-marketing","tag-ad-strategy","tag-content-marketing","tag-paid-ads"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.7.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Get tips to help you combine your ad and content strategy to 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