{"id":3806,"date":"2018-01-30T14:58:54","date_gmt":"2018-01-30T14:58:54","guid":{"rendered":"https:\/\/limbic.cat\/se-utiliza-marketing-contenidos-empresas-b2b-industriales\/"},"modified":"2019-01-11T13:21:01","modified_gmt":"2019-01-11T13:21:01","slug":"marqueting-continguts-empreses-b2b-industrials","status":"publish","type":"post","link":"https:\/\/limbic.cat\/ca\/blog\/marqueting-continguts-empreses-b2b-industrials\/","title":{"rendered":"Com utilitzen el m\u00e0rqueting de continguts les empreses B2B industrials?"},"content":{"rendered":"<p>[vc_row][vc_column][vc_column_text]El m\u00e0rqueting de continguts est\u00e0 cada cop m\u00e9s present als plans de m\u00e0rqueting de les empreses B2B, especialment a sectors com l&#8217;industrial, on s&#8217;ha revelat com una estrat\u00e8gia molt efectiva.<\/p>\n<p>Si b\u00e9 \u00e9s cert que les empreses industrials han trigat for\u00e7a a comen\u00e7ar a utilitzar els continguts de forma regular a les seves estrat\u00e8gies de m\u00e0rqueting, aix\u00f2 ha passat sobretot perqu\u00e8 a l&#8217;inici s&#8217;hi intentaven aplicar els mateixos tipus de continguts i canals de difusi\u00f3 que ja funcionaven a B2C, les quals tenen processos de compra i de presa de decisions molt diferents. \u00c9s clar, alguna cosa fallava.<\/p>\n<h2>Quines difer\u00e8ncies hi ha en el m\u00e0rqueting per a B2B i B2C?<\/h2>\n<p>Per crear continguts que funcionin per a empreses B2B cal entendre el comportament dels seus consumidors. De forma molt resumida, aquests s\u00f3n els principals factors que diferencien el m\u00e0rqueting per a aquest tipus d&#8217;empreses.[\/vc_column_text]<style type=\"text\/css\" >#rand_igjuph9z5zenz3imbl3k {margin-top:0px; margin-bottom:0px; }<\/style><style type='text\/css'> @font-face{font-family: 'imf'; src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack03\/icons\/fonts\/imf.eot'); src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack03\/icons\/fonts\/imf.eot?#iefix') format('embedded-opentype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack03\/icons\/fonts\/imf.woff') format('woff'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack03\/icons\/fonts\/imf.ttf') format('truetype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack03\/icons\/fonts\/imf.svg#oi') format('svg'); font-weight: normal; font-style: normal;}#rand_igjuph9z5zenz3imbl3k .imf-meter-slow:before{font-family: 'imf'; font-weight: normal; font-style: normal;}#rand_igjuph9z5zenz3imbl3k .imf-meter-slow:before{content: \"\\e237\";}<\/style>\n<div id=\"rand_igjuph9z5zenz3imbl3k\" class=\"icon_box_si \"><i class=\"imf-meter-slow\" style=\"color:#7ee851;\"><\/i><h3 style=\"color:#2d3e50;\">Processos m\u00e9s lents<\/h3><p style=\"color:#425b76\">El proc\u00e9s de compra a B2B industrial sol ser m\u00e9s lent que el de B2C i implica diferents persones o departaments, mentre que el de B2C sol fer-ho un sol usuari.<\/p><\/div><style type=\"text\/css\" >#rand_bspsr7y9zivvb51tarm3 {margin-top:0px; margin-bottom:0px; }<\/style><style type='text\/css'> @font-face{font-family: 'imf'; src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack03\/icons\/fonts\/imf.eot'); src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack03\/icons\/fonts\/imf.eot?#iefix') format('embedded-opentype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack03\/icons\/fonts\/imf.woff') format('woff'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack03\/icons\/fonts\/imf.ttf') format('truetype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack03\/icons\/fonts\/imf.svg#oi') format('svg'); font-weight: normal; font-style: normal;}#rand_bspsr7y9zivvb51tarm3 .imf-heart-broken-2:before{font-family: 'imf'; font-weight: normal; font-style: normal;}#rand_bspsr7y9zivvb51tarm3 .imf-heart-broken-2:before{content: \"\\e309\";}<\/style>\n<div id=\"rand_bspsr7y9zivvb51tarm3\" class=\"icon_box_si \"><i class=\"imf-heart-broken-2\" style=\"color:#7ee851;\"><\/i><h3 style=\"color:#2d3e50;\">Sense implicaci\u00f3 emocional<\/h3><p style=\"color:#425b76\">Els compradors B2B no solen implicar-se emocionalment en la compra i s&#8217;enfoquen a beneficis l\u00f2gics. Les compres B2C solen tenir un fort component emocional.<\/p><\/div><style type=\"text\/css\" >#rand_6telrfrc4mzcovvxqbdr {margin-top:0px; margin-bottom:0px; }<\/style><style type='text\/css'> @font-face{font-family: 'zm'; src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack05\/icons\/fonts\/zm.eot'); src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack05\/icons\/fonts\/zm.eot?#iefix') format('embedded-opentype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack05\/icons\/fonts\/zm.woff') format('woff'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack05\/icons\/fonts\/zm.ttf') format('truetype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack05\/icons\/fonts\/zm.svg#oi') format('svg'); font-weight: normal; font-style: normal;}#rand_6telrfrc4mzcovvxqbdr .zm-star:before{font-family: 'zm'; font-weight: normal; font-style: normal;}#rand_6telrfrc4mzcovvxqbdr .zm-star:before{content: \"\\e075\";}<\/style>\n<div id=\"rand_6telrfrc4mzcovvxqbdr\" class=\"icon_box_si \"><i class=\"zm-star\" style=\"color:#7ee851;\"><\/i><h3 style=\"color:#2d3e50;\">M\u00e9s risc en les decisions<\/h3><p style=\"color:#425b76\">La persona que recomana un prove\u00efdor o un producte arrisca la seva reputaci\u00f3 a l&#8217;empresa, per la qual cosa necessita continguts que donin suporta a la seva decisi\u00f3 (case studies, refer\u00e8ncies, not\u00edcies, novetats&#8230;).<\/p><\/div><style type=\"text\/css\" >#rand_anz54kvmnunj9j3b7a9u {margin-top:0px; margin-bottom:0px; }<\/style><style type='text\/css'> @font-face{font-family: 'sw'; src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack04\/icons\/fonts\/sw.eot'); src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack04\/icons\/fonts\/sw.eot?#iefix') format('embedded-opentype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack04\/icons\/fonts\/sw.woff') format('woff'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack04\/icons\/fonts\/sw.ttf') format('truetype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack04\/icons\/fonts\/sw.svg#oi') format('svg'); font-weight: normal; font-style: normal;}#rand_anz54kvmnunj9j3b7a9u .sw-book:before{font-family: 'sw'; font-weight: normal; font-style: normal;}#rand_anz54kvmnunj9j3b7a9u .sw-book:before{content: \"\\e014\";}<\/style>\n<div id=\"rand_anz54kvmnunj9j3b7a9u\" class=\"icon_box_si \"><i class=\"sw-book\" style=\"color:#7ee851;\"><\/i><h3 style=\"color:#2d3e50;\">Contingut m\u00e9s especialitzat<\/h3><p style=\"color:#425b76\">El contingut cal que sigui ser m\u00e9s llarg i que estigui molt m\u00e9s enfocat a una audi\u00e8ncia espec\u00edfica, que ent\u00e9n el llenguatge de la ind\u00fastria i el sector. El to tamb\u00e9 ha de ser m\u00e9s professional, i els missatges s&#8217;han de basar en beneficis racionals.<\/p><\/div><style type=\"text\/css\" >#rand_wk30kl5uxcs7qmcu7wle {margin-top:0px; margin-bottom:0px; }<\/style><style type='text\/css'> @font-face{font-family: 'elg'; src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack02\/icons\/fonts\/elg.eot'); src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack02\/icons\/fonts\/elg.eot?#iefix') format('embedded-opentype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack02\/icons\/fonts\/elg.woff') format('woff'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack02\/icons\/fonts\/elg.ttf') format('truetype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack02\/icons\/fonts\/elg.svg#oi') format('svg'); font-weight: normal; font-style: normal;}#rand_wk30kl5uxcs7qmcu7wle .elg-icon_target:before{font-family: 'elg'; font-weight: normal; font-style: normal;}#rand_wk30kl5uxcs7qmcu7wle .elg-icon_target:before{content: \"\\e0f5\";}<\/style>\n<div id=\"rand_wk30kl5uxcs7qmcu7wle\" class=\"icon_box_si \"><i class=\"elg-icon_target\" style=\"color:#7ee851;\"><\/i><h3 style=\"color:#2d3e50;\">M\u00e9s enfocats a aconseguir leads<\/h3><p style=\"color:#425b76\">Els objectius de l&#8217;empresa B2B solen estar m\u00e9s centrats en generar leads, no venda directa (online), i per tant volen continguts que compilin informaci\u00f3 sobre aquests leads.<\/p><\/div><style type=\"text\/css\" >#rand_fvvm46bkl484atib81js {margin-top:0px; margin-bottom:0px; }<\/style><style type='text\/css'> @font-face{font-family: 'elg'; src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack02\/icons\/fonts\/elg.eot'); src:url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack02\/icons\/fonts\/elg.eot?#iefix') format('embedded-opentype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack02\/icons\/fonts\/elg.woff') format('woff'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack02\/icons\/fonts\/elg.ttf') format('truetype'), url('https:\/\/limbic.cat\/wp-content\/themes\/thefox\/includes\/4k-icons\/icons\/4k-icons-pack02\/icons\/fonts\/elg.svg#oi') format('svg'); font-weight: normal; font-style: normal;}#rand_fvvm46bkl484atib81js .elg-social_share:before{font-family: 'elg'; font-weight: normal; font-style: normal;}#rand_fvvm46bkl484atib81js .elg-social_share:before{content: \"\\e0a0\";}<\/style>\n<div id=\"rand_fvvm46bkl484atib81js\" class=\"icon_box_si \"><i class=\"elg-social_share\" style=\"color:#7ee851;\"><\/i><h3 style=\"color:#2d3e50;\">Necessiten canals professionals<\/h3><p style=\"color:#425b76\">Els canals que funcionen per a B2B solen ser diferents dels de B2C. Per exemple, LinkedIn \u00e9s molt m\u00e9s efectiu per a B2B, mentre que Facebook funciona molt b\u00e9 per a la majoria de sectors B2C.<\/p><\/div>[vc_column_text]<\/p>\n<h2>Quin \u00e9s l&#8217;estat del m\u00e0rqueting de continguts a les empreses B2B?<\/h2>\n<p>El Content Marketing Institute ha publicat fa poc l&#8217;estudi\u00a0<a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2017\/09\/2018_B2B_Research_FINAL.pdf\">B2B Content Marketing. 2018 Benchmarks, Budgets, and Trends\u2014North America<\/a>, que aporta dades molt interessants sobre el tema. Aquestes dades s&#8217;han extret d&#8217;empreses d&#8217;Estats Units, on el m\u00e0rqueting de continguts es troba en una fase m\u00e9s avan\u00e7ada i el 89% de responsables de m\u00e0rqueting el fa servir en les seves estrat\u00e8gies. Per aquest motiu, ens serveixen d&#8217;orientaci\u00f3 en estrat\u00e8gies menys madures.<\/p>\n<h3 style=\"text-align: center;\">Factors que contribueixen a millorar l&#8217;\u00e8xit del m\u00e0rqueting B2B<\/h3>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2533&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Crear contingut de m\u00e9s qualitat i m\u00e9s eficient<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2550&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Desenvolupar una estrat\u00e8gia o ajustar l&#8217;actual<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2549&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Orientar millor la distribuci\u00f3 al target, identificar qu\u00e8 funciona<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2548&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Fer que el content marketing sigui una prioritat a l&#8217;empresa<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2547&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Dedicar m\u00e9s temps al content marketing (creaci\u00f3, distribuci\u00f3&#8230;)<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2546&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Canvis en el personal de l&#8217;organitzaci\u00f3 o en la direcci\u00f3<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2545&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Mesurar l&#8217;efectivitat i els resultats dels continguts<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Com podem veure, les empreses <strong>consideren la creaci\u00f3 de contingut de qualitat com el principal factor d&#8217;\u00e8xit<\/strong>, fins i tot per sobre de l&#8217;estrat\u00e8gia.<\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: center;\">Quins tipus de continguts generen?<\/h3>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2561&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Posts a xarxes socials (excloent-hi v\u00eddeos)<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2562&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Casos d&#8217;estudi<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2550&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">V\u00eddeos<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2564&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Ebooks i white papers<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2565&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Infografies<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2566&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Il\u00b7lustracions i fotografies<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][\/vc_column][vc_column width=\u00bb1\/4&#8243;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]D&#8217;aquests continguts, les empreses consideren que <strong>els m\u00e9s efectius s\u00f3n els ebooks i white papers<\/strong> en un 50% dels casos, seguits dels casos d&#8217;estudi en un 47% i dels posts a xarxes socials en un 41%.<\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: center;\">Com es distribueixen els continguts B2B?<\/h3>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2571&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Emails (newsletters, email de benvinguda&#8230;)<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2572&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Social Media (LinkedIn, Twitter&#8230;)<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2573&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Blogs<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2566&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Esdeveniments presencials<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Dels cinc canals m\u00e9s utilitzats, el que consideren\u00a0<strong>m\u00e9s efectiu \u00e9s l&#8217;email<\/strong> en un 74% dels casos, seguit del blog en un 45% i de social media en un 40%.<\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: center;\">Xarxes socials m\u00e9s utilitzades a B2B<\/h3>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2578&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">LinkedIn<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2577&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Twitter<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2576&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">Facebook<\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=\u00bb1\/4&#8243;][vc_single_image image=\u00bb2575&#8243; img_size=\u00bb125&#215;61&#8243; alignment=\u00bbcenter\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: center;\">YouTube<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]De les xarxes m\u00e9s utilitzades, <strong>la que funciona millor \u00e9s LinkedIn en un 78%<\/strong> de casos, seguida de Twitter en un 48% i Facebook en un 42%. Hi ha una clara distinci\u00f3 entre l&#8217;efectivitat de la xarxa professional i les que s&#8217;orienten m\u00e9s a oci. Instagram i YouTube tenen un \u00fas residual, 30% i 28% respectivament.<\/p>\n<p>&nbsp;<\/p>\n<p>Les dades mostren que el m\u00e0rqueting de continguts \u00e9s molt efectiu per a empreses B2B sempre que l&#8217;estrat\u00e8gia estigui adaptada a l&#8217;empresa i el sector \u2014un dels principals errors del m\u00e0rqueting digital ha estat extrapolar estrat\u00e8gies B2C a B2B\u2014. Si els continguts s\u00f3n de qualitat, estan molt enfocats al usuari (tenen en compte el seu comportament, el proc\u00e9s de decisi\u00f3 de compra i les barreres a la decisi\u00f3) i es distribueixen pels canals adequats, esdev\u00e9 una estrat\u00e8gia amb molt bons resultats. Nom\u00e9s fa falta coneixement, dedicaci\u00f3 i const\u00e0ncia.<\/p>\n<p>&nbsp;<\/p>\n<p><em>Fonts:<\/em><\/p>\n<p><em>&#8211; Content Marketing Institute: <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2017\/09\/2018_B2B_Research_FINAL.pdf\">B2B Content Marketing. 2018 Benchmarks, Budgets, and Trends\u2014North America<\/a><\/em><\/p>\n<p><em>&#8211; Hubspot &amp; Buzzsumo: <a href=\"https:\/\/offers.hubspot.com\/b2b-vs-b2c-content-lessons\">B2B Content Marketing vs. B2C Content Marketing<\/a><\/em>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]El m\u00e0rqueting de continguts est\u00e0 cada cop m\u00e9s present als plans de m\u00e0rqueting de les empreses B2B, especialment a sectors com l&#8217;industrial, on s&#8217;ha revelat com una estrat\u00e8gia molt efectiva. Si b\u00e9 \u00e9s cert que les empreses industrials han trigat for\u00e7a a comen\u00e7ar a utilitzar els continguts de forma regular a les seves estrat\u00e8gies de<br \/><a href=\"https:\/\/limbic.cat\/ca\/blog\/marqueting-continguts-empreses-b2b-industrials\/\" class=\"more\">Llegir m\u00e9s<\/a><\/p>\n","protected":false},"author":3,"featured_media":3421,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1278,1349,1350],"tags":[1351,86,441,443,1355,1356],"yst_prominent_words":[691,687,684,692,187,688,693,686,683,689,685,627,690,1366,1364,1363,995,1362,1359,1365],"class_list":["post-3806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacados-ca","category-marqueting-digital-ca","category-redaccio-de-continguts","tag-blog-ca","tag-generacion-de-contenidos","tag-marketing-b2b","tag-marketing-industrial","tag-marqueting-b2b","tag-marqueting-industrial"],"_links":{"self":[{"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/posts\/3806","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/comments?post=3806"}],"version-history":[{"count":7,"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/posts\/3806\/revisions"}],"predecessor-version":[{"id":7299,"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/posts\/3806\/revisions\/7299"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/media\/3421"}],"wp:attachment":[{"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/media?parent=3806"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/categories?post=3806"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/tags?post=3806"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/limbic.cat\/ca\/wp-json\/wp\/v2\/yst_prominent_words?post=3806"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}