Evergreen content is gaining importance in marketing strategies, given that unlike other types of content, it stays relevant for longer. But what is it exactly and what is its secret magic? In this article I will tell you more about it and I will give you some tips on how you can create it. What is ... Read more

A content marketing strategy is about understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way, with the goal of attracting them to your company. To be successful, you don't have to bombard with promotional content but rather with data that is useful and relevant to ... Read more

In an article published by Harvard University, teacher and marketer Raymond Corey addresses the five elements of a marketing strategy. To know: Product and market selection. It refers to what we commonly call segmentation, targeting and positioning. Price fixing. The price is what the customer is willing to pay for a good, product or service. ... Read more

Surely you have heard the phrase "it's pure marketing" referring to the fact that a product is not of quality even though it is being advertised. Contrary to popular belief, marketing and advertising are two different things. Marketing is not focused exclusively on sales, and what people mean by those types of phrases is "false ... Read more

Michael Porter is an American academic known for his economic theories. Specifically, for being the author of a famous article published in the Harvard Business Review: “The five competitive forces that shape strategy.” This article maintains that there are five key elements to analyze a business sector, for example, the tourism sector, the entertainment sector, ... Read more

To understand The Black Swan let's start with an imagination exercise. What would happen if one day, walking down the street, you came face to face with a pink elephant? The impact it would have on you would make you wonder if you are perceiving correctly and surely your previous conception of the world would ... Read more

The COVID-19 pandemic accelerated the digitalization of businesses and fostered the growth of e-commerce. For this reason, many entrepreneurs have created their own online stores using templates templates that Internet platforms offer. However, by not being a custom design, these templates exclude best practices that leading stores have already implemented. That’s why in this post … Read more

A content marketing plan helps companies with various issues, among others, to build a strong brand on the Internet, attract users through stories and speeches, increase conversions, and also build customer loyalty. Depending on the stage of the Customer Journey (CJ) we can use different types of content to guide the customer during their journey. ... Read more

Adequate communication in the channels of your company, such as social networks, blogs, among others, is essential for Internet users to know about your offer. A good strategy will help you differentiate yourself from the competition and without a doubt, if you came to this post it is because you have wondered how to make ... Read more

One of the criteria that search engines consider to show you in their first positions is the number of mentions and the quality of links that point to your content. Although other factors such as content per se influence SEO, in a highly competitive environment, in the jungle of the web, it is not enough … Read more

A specialist in SEO (Search Engine Optimization) or specialist in web positioning is in charge of designing strategies to increase the organic visibility of one or several websites, monitor the keywords that you have positioned and make reports with recommendations to continue growing traffic to the site. In this entry we will talk about: SEO Area ... Read more

Marketing 4.0 is a book by Philip Kotler co-authored with Hermawan Kartajaya and Iwan Setiawan. This work coins the concept of this new type of marketing, which is a combination of traditional marketing (which focuses on customer interaction) and digital (which focuses on driving action and promotion). Characteristics of marketing 4.0 Marketing to the n: … Read more

There are many free and paid SEO tools.. These help us in the different stages of the SEO process, that is to say: they serve to audit a web page, find new keywords, monitor the positioning of a site in different search engines, understand where the traffic that the pages receive comes from, know what terms people … Read more

Every day we use tools such as search engines to find information, we talk to artificial intelligences like Siri, Alexa or Google Home that serve as personal assistants; we use automatic translation systems to understand other languages; less frequently, we know of other applications such as those that perform automatic summarization of a document. Behind … Read more

Being a published author on the part of a prestigious publishing label gives you a certain status as a writer; that is something undeniable. However, the phenomenon of self-publishing books has spread: they do it from the most amateur people to writers and publishers of great stature. Today in her Bibliotherapy section, of the Inspiria radio … Read more

SEO and artificial intelligences such as ChatGPT are changing the landscape of the Internet search market. Due to the popularization of these intelligences, doing SEO or Search Engine Optimization; of a website is now easier, because among other useful functions, we have powerful tools to create texts automatically. According to Statista, in 2023, the Internet search market is … Read more

Exposing the benefits of what we sell in an appropriate and attractive way can be the difference between having prospects become customers or not. For this reason, in this post I will talk about how to make effective advertisements.. The case of a girl who sells courses I have an acquaintance who is dedicated, among other ... Read more

We share the interview that Roberto Ponce conducted with us for Proceso Magazine number 2417. The narrator Paulina de la Vega, 34, chose to adapt to the times and created her company focused on the new world of digital content. There, this entrepreneur published her first book of five stories: Espelustrófico, which she will present on ... Read more

The answer to this question is, do you have a budget to develop your own e-commerce? If so, then go ahead. otherwise, use the platforms that already exist and that give you the facility to create your store on them. Obviously, this has benefits and disadvantages that we will be pointing out throughout this post, ... Read more

Having an Internet presence is not enough, it is essential to have a website that really generates conversions and that Google and other engines appear when they search for you. When a user visits your site, it must be understandable and easy to use enough to execute the key action that you have marked within your marketing ... Read more

Many clients ask me how to appear at the top of search engines when a user makes a query related to their products or services; for this there are two complementary methods, one faster than the other: Search Engine Advertising (SEA) and Search Engine Optimization (SEO). Both SEO and SEA are part of what is … Read more

Making queries in search engines is a daily task to find products, services and even answers to all kinds of questions. They are used as if they were a kind of oracle with the solutions for the problems of every day. One of the most popular search engines is undoubtedly Google, however there are many more ... Read more

When working on the web it is necessary to store information on servers that allow us to easily retrieve it through, for example, web browsers and search engines. In this post we will focus on how to choose the best web hosting according to your project. For this, it will be necessary to define some ... Read more

To answer the question of what a publisher does, it is necessary to understand the changes that the publishing industry has undergone. We now know books and magazines as completely normal objects, but this was not always the case. In this article, I tell you about my experience as an editor of books and print ... Read more

What if Martin Luther King Jr. had arrived with his audience in Washington, D.C.? and instead of saying ‘I have a dream’, he would have said ‘I have… a Power Point presentation’? – Jon Steel I am going to start this post by telling an anecdote. Once I saw an excellent presentation. It was 9 … Read more

In our everyday language we use sentences that have different types of relationships between them. We use the word 'but', to express an opposition; 'for', to express a purpose; 'therefore', to express a consequence... this peculiar group of words is known as discourse markers.. In this post we will address the following topics: What are discourse ... Read more

In a universe full of information and content, storytelling helps brands connect with their audiences and communicate their offer in an entertaining way. A story can move us and lead to different actions, who has not cried with a romantic movie or has been angry because a series does not end as we wanted? When we ... Read more

More and more companies have realized the importance of web positioning and being correctly indexed in the internet search engines, so that current and potential customers find your offer on the web. Therefore, professionals of many fields needs to learn about web positioning or Search Engine Optimization. One of the most frequent doubts in this … Read more

Saying ‘strategy’ has become very common nowadays. We are talking about content marketing strategies, strategies for social networks, strategies for web positioning, etc. The abuse in the use of this word has caused it to be downplayed. It is currently used as a synonym for tactics, planning, among other terms, which would be more appropriate … Read more

Web positioning, also known as Search Engine Optimization (SEO) consists of a series of techniques to improve the visibility of content in web search engines. One of its objectives is to ensure that when Internet users make a query, they reach our destination page. To do this, they determine which are these relevant terms with ... Read more

Style correction or proofreading is the process of carefully reviewing a document and making sure it is written correctly. That is, make sure that grammatical issues such as spelling, punctuation, syntax, and agreement in a manuscript are adequate so that future readers can understand it. Style correctors are the people in charge of doing this … Read more

Has it happened to you that you enter a website and the font is too small? Are there backgrounds that do not allow you to read easily? Annoying pop-ups blocking important parts of the site? When we talk about web accessibility, we refer to issues that make it easier for the contents of a website … Read more

In the field of marketing, it is very common to find loans from English. Words such as brief, buyer persona, focus group, customer journey, awareness, engagement, influencers, are used daily. Its use is due to the fact that knowledge of this discipline is generated in English for the most part. It is not easy to find … Read more

There are more and more tools on the market that facilitate tasks related to communication. Currently it is the most common to use automatic translation vs. human translation systems. These are much faster and have a high level of accuracy. If these systems are so effective, it is valid to question whether they have definitively ... Read more

In Spanish, unlike other languages, we have words with accents in different parts of the words, so it is sometimes difficult to know when a word is accented by means of a tilde. If it has happened to you that you do not know why on some occasions the same word may or may not ... Read more

Contrary to what might be thought without much historical context, spelling is not something static and immovable.. Language is a living entity, constantly changing. New realities, such as the Internet, have generated the need to use words that effectively designate what we experience day by day. And in addition to the new words or neologisms, … Read more

Do you want to know what elephants have to do with your content strategy? In this post we tell you with a story (or if you prefer to skip the story and get to the heart of the matter, click here). Rudyard Kipling (1865-1936) was an English poet, author of The Jungle Book, a book ... Read more

In a globalized economy like the one we live in, it is increasingly necessary to translate a corporate website or a blog into more than one language. WordPress is one of the most popular content managers, as it allows you to upload new blog posts, products or static pages in a very simple way. There … Read more

If we review the differences between printed and digital content, we will realize that the way we write has changed along with technology. In the digital field, in addition to making attractive titles, we also consider the criteria that search engines consider relevant to award their first places. In this post we tell you more ... Read more