{"id":19601,"date":"2017-02-03T00:00:00","date_gmt":"2017-02-03T00:00:00","guid":{"rendered":"https:\/\/www.isdi.education\/mx\/como-red-bull-cambio-su-estrategia-de-marketing\/"},"modified":"2017-02-03T00:00:00","modified_gmt":"2017-02-03T00:00:00","slug":"como-red-bull-cambio-su-estrategia-de-marketing","status":"publish","type":"post","link":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing","title":{"rendered":"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017"},"content":{"rendered":"<div id=\"07M-wysiwyg-1\" class=\"07M-wysiwyg anchor--link \" data-anchor-content>\n<section class=\"wysiwyg mb-xl\">\n<div class=\"wrapper wrapper--small\">\n<p class=\"t-small mb-xs\">\n<div class=\"wysiwyg__content\">\n<div>\n<p>Como hemos mencionado en art\u00edculos anteriores, <strong>el video se ha establecido como la tendencia principal para el marketing de contenidos<\/strong>. Se espera tal crecimiento que Facebook ha calculado que para el a\u00f1o 2020, 70% del tr\u00e1fico en este sitio sea dedicado a video.<\/p>\n<p>Muchas marcas ya llevan ejecutando <strong>estrategias de video<\/strong> desde hace tiempo; en el caso concreto de <strong>Red Bull<\/strong>, est\u00e1 trabajando una estrategia que replantea todo lo que la marca ha venido haciendo por los \u00faltimos 8 a\u00f1os.<\/p>\n<p>En octubre de 2012, la compa\u00f1\u00eda austriaca lanz\u00f3 un video en YouTube presentando la ca\u00edda libre desde 128 mil metros de altura de <strong>Felix Baumgartner<\/strong>. Titulado Red Bull Stratos, recibi\u00f3 m\u00e1s de<strong>9.5 millones de vistas<\/strong>, <strong>rompiendo el r\u00e9cord<\/strong> de mayor n\u00famero de vistas concurrentes en el canal.<\/p>\n<p>Actualmente el video tiene m\u00e1s de 41 millones de views y 240,000 interacciones, de acuerdo a Tubular Labs. Seg\u00fan esta misma firma, <strong>Red Bull encabez\u00f3 la lista de las marcas m\u00e1s vistas en YouTube durante 2016 por nueve meses<\/strong>. \u00bfCu\u00e1l es su secreto?<\/p>\n<p>La estrategia de la marca se centra en <strong>crear contenido de hub de forma mensual<\/strong>. Los resultados hablan solos: en 2016 obtuvieron m\u00e1s de 2.5 miles de millones de vistas y m\u00e1s de 50 millones de engagement en sus contenidos. En comparaci\u00f3n esto representa 60 \u2018saltos desde el espacio\u2019.<\/p>\n<p> La <strong>frecuencia, constancia y exclusividad de sus contenidos<\/strong> han ayudado a impulsar este impresionante crecimiento.\u00a0<\/p>\n<p>En esta nueva tendencia, encontramos tres tipos de contenido:<\/p>\n<p><strong>Hygiene Content<\/strong> &#8211; lo que la audiencia busca realmente en relaci\u00f3n a tu marca o industria. Este debe ser contenido relevante y peri\u00f3dico (tutoriales, how-to, servicio al cliente, etc).\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\n<p><strong>Hub Content &#8211;<\/strong> contenido regular para dar una nueva perspectiva a los \u2018passion points\u2019 de tu audiencia (integraci\u00f3n vertical de una l\u00ednea de productos, por ejemplo).<\/p>\n<p><strong>Hero Content &#8211;<\/strong> un contenido que impulsar\u00e1s a una enorme audiencia; una marca tiene pocos contenidos de este tipo al a\u00f1o (lanzamientos, promociones, etc).<\/p>\n<p>Para tener una distinci\u00f3n m\u00e1s sencilla, se puede entender que el contenido higi\u00e9nico deber\u00e1 presentarse cuando la audiencia busque por alg\u00fan resultado en espec\u00edfico, mientras que el contenido h\u00e9roe persigue entretener o apelar al lado emocional de la audiencia.<\/p>\n<p>Las marcas deben utilizar una combinaci\u00f3n de este tipo de contenidos, siguiendo una mezcla estrat\u00e9gica: <strong>el contenido h\u00e9roe aumenta el n\u00famero de visitantes<\/strong>, agrega subscriptores a tu canal y da un boost de corto plazo a tu canal; <strong>el contenido hub asegura que la audiencia regrese<\/strong> de forma constante a tu canal y as\u00ed relacionar a tu marca con el tema en cuesti\u00f3n.<\/p>\n<p>Finalmente, <strong>los posts de higiene te aseguran visibilidad en los motores de b\u00fasqueda<\/strong> que eventualmente encontrar\u00e1n tu contenido hub, volviendo a iniciar el ciclo y cautivando as\u00ed a m\u00e1s audiencia.<\/p>\n<p>\u00a0<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/section><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Red Bull est\u00e1 produciendo series de videos que en conjunto cuentan una historia m\u00e1s grande, en vez de publicar grandes \u201chits\u201d.<\/p>\n","protected":false},"author":1,"featured_media":19600,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[51],"tags":[],"class_list":["post-19601","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017<\/title>\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.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017\" \/>\n<meta property=\"og:description\" content=\"Red Bull est\u00e1 produciendo series de videos que en conjunto cuentan una historia m\u00e1s grande, en vez de publicar grandes \u201chits\u201d.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing\" \/>\n<meta property=\"og:site_name\" content=\"ISDI Mexico\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-03T00:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.isdi.education\/mx\/wp-content\/uploads\/sites\/5\/2024\/03\/521-caso-de-exito-red-bull.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017\",\"datePublished\":\"2017-02-03T00:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing\"},\"wordCount\":488,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2024\\\/03\\\/521-caso-de-exito-red-bull.png\",\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing\",\"url\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing\",\"name\":\"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2024\\\/03\\\/521-caso-de-exito-red-bull.png\",\"datePublished\":\"2017-02-03T00:00:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing#primaryimage\",\"url\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2024\\\/03\\\/521-caso-de-exito-red-bull.png\",\"contentUrl\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2024\\\/03\\\/521-caso-de-exito-red-bull.png\",\"width\":600,\"height\":400,\"caption\":\"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/blog\\\/como-red-bull-cambio-su-estrategia-de-marketing#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/#website\",\"url\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/\",\"name\":\"ISDI Mexico\",\"description\":\"Descubre la formaci\u00f3n que te abrir\u00e1 las puertas a la era digital. Entra a formar parte de la primera escuela de negocios y direcci\u00f3n nativa digital.\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/#organization\"},\"inLanguage\":\"es\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/#organization\",\"name\":\"ISDI Mexico\",\"url\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2023\\\/12\\\/logoISDI-blanco.svg\",\"contentUrl\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2023\\\/12\\\/logoISDI-blanco.svg\",\"width\":79,\"height\":100,\"caption\":\"ISDI Mexico\"},\"image\":{\"@id\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"\",\"url\":\"https:\\\/\\\/www.isdi.education\\\/mx\\\/author\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017","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.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing","og_locale":"es_MX","og_type":"article","og_title":"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017","og_description":"Red Bull est\u00e1 produciendo series de videos que en conjunto cuentan una historia m\u00e1s grande, en vez de publicar grandes \u201chits\u201d.","og_url":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing","og_site_name":"ISDI Mexico","article_published_time":"2017-02-03T00:00:00+00:00","og_image":[{"width":600,"height":400,"url":"https:\/\/www.isdi.education\/mx\/wp-content\/uploads\/sites\/5\/2024\/03\/521-caso-de-exito-red-bull.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing#article","isPartOf":{"@id":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing"},"author":{"name":"","@id":""},"headline":"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017","datePublished":"2017-02-03T00:00:00+00:00","mainEntityOfPage":{"@id":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing"},"wordCount":488,"commentCount":0,"publisher":{"@id":"https:\/\/www.isdi.education\/mx\/#organization"},"image":{"@id":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing#primaryimage"},"thumbnailUrl":"https:\/\/www.isdi.education\/mx\/wp-content\/uploads\/sites\/5\/2024\/03\/521-caso-de-exito-red-bull.png","inLanguage":"es","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing","url":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing","name":"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017","isPartOf":{"@id":"https:\/\/www.isdi.education\/mx\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing#primaryimage"},"image":{"@id":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing#primaryimage"},"thumbnailUrl":"https:\/\/www.isdi.education\/mx\/wp-content\/uploads\/sites\/5\/2024\/03\/521-caso-de-exito-red-bull.png","datePublished":"2017-02-03T00:00:00+00:00","breadcrumb":{"@id":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing#primaryimage","url":"https:\/\/www.isdi.education\/mx\/wp-content\/uploads\/sites\/5\/2024\/03\/521-caso-de-exito-red-bull.png","contentUrl":"https:\/\/www.isdi.education\/mx\/wp-content\/uploads\/sites\/5\/2024\/03\/521-caso-de-exito-red-bull.png","width":600,"height":400,"caption":"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017"},{"@type":"BreadcrumbList","@id":"https:\/\/www.isdi.education\/mx\/blog\/como-red-bull-cambio-su-estrategia-de-marketing#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/www.isdi.education\/mx\/"},{"@type":"ListItem","position":2,"name":"C\u00f3mo Red Bull cambi\u00f3 su estrategia de marketing para 2017"}]},{"@type":"WebSite","@id":"https:\/\/www.isdi.education\/mx\/#website","url":"https:\/\/www.isdi.education\/mx\/","name":"ISDI Mexico","description":"Descubre la formaci\u00f3n que te abrir\u00e1 las puertas a la era digital. Entra a formar parte de la primera escuela de negocios y direcci\u00f3n nativa digital.","publisher":{"@id":"https:\/\/www.isdi.education\/mx\/#organization"},"inLanguage":"es"},{"@type":"Organization","@id":"https:\/\/www.isdi.education\/mx\/#organization","name":"ISDI Mexico","url":"https:\/\/www.isdi.education\/mx\/","logo":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/www.isdi.education\/mx\/#\/schema\/logo\/image\/","url":"https:\/\/www.isdi.education\/mx\/wp-content\/uploads\/sites\/5\/2023\/12\/logoISDI-blanco.svg","contentUrl":"https:\/\/www.isdi.education\/mx\/wp-content\/uploads\/sites\/5\/2023\/12\/logoISDI-blanco.svg","width":79,"height":100,"caption":"ISDI Mexico"},"image":{"@id":"https:\/\/www.isdi.education\/mx\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"","url":"https:\/\/www.isdi.education\/mx\/author"}]}},"_links":{"self":[{"href":"https:\/\/www.isdi.education\/mx\/wp-json\/wp\/v2\/posts\/19601","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.isdi.education\/mx\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.isdi.education\/mx\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.isdi.education\/mx\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.isdi.education\/mx\/wp-json\/wp\/v2\/comments?post=19601"}],"version-history":[{"count":0,"href":"https:\/\/www.isdi.education\/mx\/wp-json\/wp\/v2\/posts\/19601\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.isdi.education\/mx\/wp-json\/wp\/v2\/media\/19600"}],"wp:attachment":[{"href":"https:\/\/www.isdi.education\/mx\/wp-json\/wp\/v2\/media?parent=19601"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.isdi.education\/mx\/wp-json\/wp\/v2\/categories?post=19601"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.isdi.education\/mx\/wp-json\/wp\/v2\/tags?post=19601"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}