{"id":13960,"date":"2020-01-27T08:08:00","date_gmt":"2020-01-27T07:08:00","guid":{"rendered":"https:\/\/www.evasanagustin.com\/workaholic\/?p=13960"},"modified":"2022-07-06T20:35:00","modified_gmt":"2022-07-06T18:35:00","slug":"contenidos-10-tareas-que-explican-que-es-la-estrategia-de-contenidos","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2020\/01\/27\/contenidos-10-tareas-que-explican-que-es-la-estrategia-de-contenidos\/","title":{"rendered":"[Contenidos] 10 tareas que explican qu\u00e9 es la estrategia de contenidos"},"content":{"rendered":"\n<p>La confusi\u00f3n alrededor de la <a href=\"https:\/\/amzn.to\/2uuliin\">estrategia de contenidos<\/a> no ha disminuido en los \u00faltimos a\u00f1os, dir\u00eda que ha aumentado. Quiz\u00e1 el motivo sea que cada vez se usan los contenidos en <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2019\/11\/18\/contenidos-como-afecta-la-descentralizacion-del-marketing-al-departamento-de-contenidos\/\">m\u00e1s departamentos de las empresas<\/a>. As\u00ed que es imposible comprender lo que abarca la content strategy sin identificarla claramente. Lo importante es que se haga un buen uso de los contenidos, pero acaba siendo un l\u00edo para las empresas que quieren hacerlo bien y para los reci\u00e9n llegados que no saben qu\u00e9 hacer por los contenidos.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><a href=\"https:\/\/amzn.to\/2uuliin\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2017\/04\/estrategiadecontenidos.png\" alt=\"\" class=\"wp-image-8196\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2017\/04\/estrategiadecontenidos.png 600w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2017\/04\/estrategiadecontenidos-300x175.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2017\/04\/estrategiadecontenidos-150x88.png 150w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/figure><\/div>\n\n\n\n<p>Traduzco resumida y libremente <a href=\"https:\/\/www.writeraccess.com\/blog\/other-than-content-what-is-a-content-strategy\/\">un art\u00edculo de Writer Access<\/a> en el que explican <strong>de qu\u00e9 se encarga la estrategia de contenidos<\/strong> (tareas ordenadas seg\u00fan la importancia que yo creo que tienen): <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Establecer <a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/vademecum-de-contenidos-objetivos\/\">los objetivos<\/a><\/strong>: tan b\u00e1sico que debe ser lo primero, antes que cualquier otra tarea porque condiciona las decisiones. <\/li><li><a href=\"https:\/\/amzn.to\/36tYWux\"><strong>Planificar la estrategia<\/strong><\/a>: un punto de partida igualmente b\u00e1sico para que los contenidos sirvan para algo.<\/li><li><strong>Definir <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2018\/01\/29\/contenidos-encuentra-tu-voz-y-tono-para-conectar-tu-marca-con-tu-audiencia\/\">la voz y el tono de la marca<\/a><\/strong>: tarea poco reconocida en la teor\u00eda, pero que en la pr\u00e1ctica se aplica en cada palabra.<\/li><li><strong>Identificar a la audiencia<\/strong>: <a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/buyer-persona-en-10-pasos\/\">crear personas<\/a> y <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2019\/03\/11\/contenidos-customer-journey-2-errores-graves-al-aplicarlo-al-marketing-de-contenidos\/\">customer journeys<\/a> es algo que sirve a varias \u00e1reas de la empresa. <\/li><li><strong>Concretar el uso de los canales de distribuci\u00f3n<\/strong>: c\u00f3mo se repartir\u00e1n los contenidos en los diferentes canales corporativos.<\/li><li><strong>Crear el <a href=\"https:\/\/www.marketingdecontenidos.es\/faqs\/para-que-sirve-un-calendario-editorial\/\">calendario editorial<\/a><\/strong>: para saber la frecuencia de posteo de cada canal y el tipo de contenidos que se necesitan. <\/li><li><strong>Organizar el <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2019\/11\/18\/contenidos-como-afecta-la-descentralizacion-del-marketing-al-departamento-de-contenidos\/\">departamento de contenidos<\/a><\/strong>: si no est\u00e1, crearlo seg\u00fan los perfiles necesarios en el plan; si existe, optimizarlo.<\/li><li><strong>Gestionar a proveedores externos<\/strong>: buscar qui\u00e9n ayude a los perfiles internos, como <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2019\/04\/01\/contenidos-briefing-de-redaccion-que-ha-de-saber-un-redactor-freelance-antes-de-escribir-una-sola-palabra\/\">redactores freelance<\/a> o agencias de dise\u00f1o.<\/li><li><strong>Describir el flujo de trabajo<\/strong>: es una manera de organizarse para que todos sepan qu\u00e9 parte cubren del <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2014\/10\/20\/contenidos-conoce-el-ciclo-de-vida-de-tus-contenidos-para-no-matarlos-rapidamente\/\">ciclo de vida del contenido<\/a>. <\/li><li><strong><a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2019\/12\/02\/contenidos-como-decides-los-cambios-de-tu-plan-de-contenidos\/\">Medir los resultados<\/a><\/strong>: lo \u00faltimo de la lista porque cierra el c\u00edrculo de la estrategia, no porque sea poco importante.<\/li><\/ul>\n\n\n\n<p>El <strong><a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2019\/06\/17\/contenidos-no-disparen-al-content-strategist-es-un-perfil-necesario\/\">estratega de contenidos<\/a><\/strong> es el perfil que se encarga de todas estas tareas, pero hasta que se distinga la estrategia de contenidos de una estrategia de marketing de contenidos o de una para el contenido de las redes sociales, ser\u00e1 dif\u00edcil que le dejen hacer su trabajo. <\/p>\n\n\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2020%2F01%2F27%2Fcontenidos-10-tareas-que-explican-que-es-la-estrategia-de-contenidos%2F&#038;text=10%20cosas%20que%20no%20sab%C3%ADas%20sobre%20la%20%23estrategiadecontenidos.&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank'rel=\"noopener noreferrer\">10 cosas que no sab\u00edas sobre la #estrategiadecontenidos. <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2020%2F01%2F27%2Fcontenidos-10-tareas-que-explican-que-es-la-estrategia-de-contenidos%2F&#038;text=10%20cosas%20que%20no%20sab%C3%ADas%20sobre%20la%20%23estrategiadecontenidos.&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Compartir en X<\/a><\/span>","protected":false},"excerpt":{"rendered":"<p>La confusi\u00f3n alrededor de la estrategia de contenidos no ha disminuido en los \u00faltimos a\u00f1os, dir\u00eda que ha aumentado. Quiz\u00e1 el motivo sea que cada vez se usan los contenidos en m\u00e1s departamentos de las empresas. As\u00ed que es imposible comprender lo que abarca la content strategy sin identificarla claramente. Lo importante es que se [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[465],"tags":[539,515,518,552,538,577,559],"class_list":["post-13960","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","tag-departamento-de-contenidos","tag-entregables-de-contenidos","tag-objetivos-contenidos","tag-plan-de-contenidos","tag-estratega-de-contenidos","tag-ux-writing","tag-voz-y-tono"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/13960","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=13960"}],"version-history":[{"count":11,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/13960\/revisions"}],"predecessor-version":[{"id":13978,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/13960\/revisions\/13978"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=13960"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=13960"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=13960"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}