{"id":8010,"date":"2024-01-26T13:17:51","date_gmt":"2024-01-26T12:17:51","guid":{"rendered":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/?p=8010"},"modified":"2024-01-26T13:18:37","modified_gmt":"2024-01-26T12:18:37","slug":"branded-content","status":"publish","type":"post","link":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/branded-content","title":{"rendered":"\u00a1Estrategias de branded content para tu empresa!"},"content":{"rendered":"\n<p>En la era digital, las estrategias de marketing han evolucionado para incorporar el contenido de marca, o <strong>branded content, como una t\u00e9cnica de marketing clave para conectar con el p\u00fablico objetivo<\/strong>. A diferencia de una campa\u00f1a publicitaria tradicional, que se centra directamente en un producto o servicio, el branded content busca <strong>integrar la marca dentro de un contenido<\/strong> que llama la atenci\u00f3n, es relevante y a\u00f1ade valor al estilo de vida o intereses del consumidor.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" 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: #999;color:#999\" 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><\/span><\/a><\/span><\/div>\n<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:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/branded-content\/#Estrategia_de_Branded_Content_mas_que_publicidad\" title=\"Estrategia de Branded Content: m\u00e1s que publicidad\">Estrategia de Branded Content: m\u00e1s que publicidad<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/branded-content\/#Ventajas_del_branded_content\" title=\"Ventajas del branded content\">Ventajas del branded content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/branded-content\/#Campanas_emblematicas_de_branded_content\" title=\"Campa\u00f1as emblem\u00e1ticas de branded content\">Campa\u00f1as emblem\u00e1ticas de branded content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/branded-content\/#Branded_content_en_redes_sociales\" title=\"Branded content en redes sociales\">Branded content en redes sociales<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/branded-content\/#Branded_Content_una_estrategia_dinamica_para_tu_empresa\" title=\"Branded Content: una estrategia din\u00e1mica para tu empresa\">Branded Content: una estrategia din\u00e1mica para tu empresa<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Estrategia_de_Branded_Content_mas_que_publicidad\"><\/span><strong>Estrategia de Branded Content: m\u00e1s que publicidad<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Las estrategias de marketing de contenidos se centran en la creaci\u00f3n de <strong>contenido<\/strong> que no solo promocione un producto, sino que tambi\u00e9n <strong>construya una narrativa atractiva <\/strong>alrededor de la marca. Esto puede tomar la forma de acciones de branded content como <strong>series de videos, art\u00edculos, podcasts<\/strong>, o incluso colaboraciones con directores de cine y productores.<\/p>\n<p>Un ejemplo de \u00e9xito en branded content, que adem\u00e1s demuestra la trayectoria de esta pr\u00e1ctica, es la asociaci\u00f3n de las marcas productoras de espinacas con los<a title=\"dibujos animados de Popeye\" href=\"https:\/\/www.befresh-studio.com\/blog\/popeye-primer-branded-content-la-historia.html#:~:text=El%20v%C3%ADnculo%20de%20Popeye%20con,inmersa%20en%20la%20Gran%20Depresi%C3%B3n.\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"> dibujos animados de Popeye<\/a>. Esta serie de televisi\u00f3n provoc\u00f3 un aumento significativo el consumo de espinacas, ya que asoci\u00f3 el producto con un personaje fuerte y querido, impactando as\u00ed en el estilo de vida y las elecciones alimentarias del p\u00fablico. En definitiva, se cre\u00f3 un relato alrededor del consumo de espinacas, convirti\u00e9ndolas en un producto m\u00e1s deseado.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Ventajas_del_branded_content\"><\/span>Ventajas del branded content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>La principal <strong>ventaja del branded content es su capacidad de generar una conexi\u00f3n emocional con los consumidores<\/strong>. Mediante contenido que entretiene, informa o inspira, las marcas pueden causar un impacto positivo en su p\u00fablico mientras <strong>fortalecen su posicionamiento y notoriedad de marca<\/strong>. Una vez se establece la conexi\u00f3n emocional con el p\u00fablico, el contenido pasa de ser casi-publicidad a ser algo buscado y deseado.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Campanas_emblematicas_de_branded_content\"><\/span>Campa\u00f1as emblem\u00e1ticas de branded content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Un <strong>caso de \u00e9xito de una campa\u00f1a de branded content<\/strong> fue el salto estratosf\u00e9rico de Felix Baumgartner, patrocinado por Red Bull. Esta haza\u00f1a no solo fue un logro impresionante, sino que tambi\u00e9n reforz\u00f3 la imagen de Red Bull como una marca asociada con las aventuras extrema y la superaci\u00f3n de los l\u00edmites conocidos. <strong>\u00bfVes todo lo que podemos asociar a una marca mediante contenido fascinante?<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Branded_content_en_redes_sociales\"><\/span><strong>Branded content en redes sociales<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En el \u00e1mbito digital, especialmente en redes sociales, el <strong>branded content permite a las marcas impactar directamente a su audiencia<\/strong> y clientes potenciales con nuevos contenidos y de forma gratuita. Un plan de contenidos para plataformas como Instagram, YouTube o TikTok puede ayudar a las marcas a alcanzar a su audiencia de una manera m\u00e1s org\u00e1nica y menos intrusiva que la publicidad tradicional. <strong>El branded content tiene muchas ramificaciones, entre ellas la gamificaci\u00f3n<\/strong>. Si te interesa saber m\u00e1s, no te pierdas nuestro art\u00edculo sobre <a title=\"Qu\u00e9 es el advergaming&nbsp;\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/advergaming\/\" target=\"_blank\" rel=\"noopener\">Qu\u00e9 es el advergaming&nbsp;<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Branded_Content_una_estrategia_dinamica_para_tu_empresa\"><\/span>Branded Content: una estrategia din\u00e1mica para tu empresa<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El <strong>branded content<\/strong> es una estrategia de marketing din\u00e1mica y efectiva que <strong>se adapta a los cambios constantes en los h\u00e1bitos de consumo y las preferencias de los usuarios<\/strong>. Su \u00e9xito radica en la capacidad de una marca para contar historias, dar visibilidad a sus clientes, y en definitiva, <strong>conectar con la audiencia de una forma m\u00e1s profunda<\/strong>, creando no solo reconocimiento de marca, sino tambi\u00e9n lealtad y un sentido de comunidad alrededor de la misma. \u00bfQuieres impulsar a las marcas mediante estrategias de contenidos? No te pierdas nuestro <strong><a title=\"Master de Formaci\u00f3n Permanente en Branded Content e Inbound Marketing + 60 Cr\u00e9ditos ECTS\" href=\"https:\/\/www.inesem.es\/Master-En-Branded-Content\" target=\"_blank\" rel=\"noopener\">M\u00e1ster de Formaci\u00f3n Permanente en Branded Content e Inbound Marketing + 60 Cr\u00e9ditos ECTS<\/a><\/strong>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El branded content supone una revoluci\u00f3n para las estrategias de publicidad en la actualidad. Aprende a sacarle el m\u00e1ximo partido.<\/p>\n","protected":false},"author":91944,"featured_media":8035,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"class_list":["post-8010","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-y-publicidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00a1Estrategias de branded content para tu empresa!<\/title>\n<meta name=\"description\" content=\"El branded content supone una revoluci\u00f3n para las estrategias de publicidad en la actualidad. 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