{"id":3382,"date":"2011-01-10T23:58:33","date_gmt":"2011-01-10T22:58:33","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=3382"},"modified":"2015-03-02T12:49:46","modified_gmt":"2015-03-02T11:49:46","slug":"contenidos-el-titulo-en-un-white-paper","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2011\/01\/10\/contenidos-el-titulo-en-un-white-paper\/","title":{"rendered":"[Contenidos] El t\u00edtulo en un white paper"},"content":{"rendered":"

Desde la semana pasada, los lunes repaso un art\u00edculo publicado en la newsletter semanal sobre marketing de contenidos.<\/p>\n

El grupo Mequoda<\/a> ofrece white papers a sus miembros (descarga gratuita a cambio de una cuenta de correo). Hoy comentaremos el que han dedicado a c\u00f3mo escribir un white paper que venda<\/a>.<\/p>\n

Un white paper es un informe tem\u00e1tico<\/strong>, no necesariamente t\u00e9cnico pero s\u00ed sobre temas que requieren explicaciones amplias. Su base puede ser una ponencia, por ejemplo. Son \u00fatiles para empresas que tengan que educar a sus clientes y no merece la pena dedicarlos a productos de compra por impulso.<\/p>\n

Don Nicholas, el autor del white paper que nos ocupa, no se ha esmerado mucho en el contenido: s\u00f3lo 2 de sus 6 p\u00e1ginas contienen informaci\u00f3n \u00fatil y la respuesta al t\u00edtulo ocupa una m\u00edsera media p\u00e1gina. Eso s\u00ed, la portada es la standard de la colecci\u00f3n de Mequoda y repiten al pie de p\u00e1gina que puedes descargarte m\u00e1s material gratuito en su web, adem\u00e1s de una in\u00fatil \u00faltima p\u00e1gina solo para esa misma frase.<\/p>\n

A\u00fan as\u00ed, no te recomiendo su descarga. Despu\u00e9s de leer su material, hay dos consejos que me han dejado claros sin que los hayan escrito: la elecci\u00f3n del t\u00edtulo y dejar clara tu marca<\/strong> es lo m\u00e1s importante antes y despu\u00e9s de la descarga respectivamente.<\/p><\/blockquote>\n

Originalmente publicado en la newsletter Marketing de contenidos, n\u00famero 2 (23 de agosto de 2010)<\/strong>. \u00bfQuieres leer el resto<\/a>?<\/p>\n","protected":false},"excerpt":{"rendered":"

Desde la semana pasada, los lunes repaso un art\u00edculo publicado en la newsletter semanal sobre marketing de contenidos. El grupo Mequoda ofrece white papers a sus miembros (descarga gratuita a cambio de una cuenta de correo). Hoy comentaremos el que han dedicado a c\u00f3mo escribir un white paper que venda. Un white paper es un […]<\/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":[412],"tags":[511,503],"class_list":["post-3382","post","type-post","status-publish","format-standard","hentry","category-redaccion-de-contenidos","tag-redaccion-de-documentos","tag-titulares"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3382","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=3382"}],"version-history":[{"count":6,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3382\/revisions"}],"predecessor-version":[{"id":3387,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3382\/revisions\/3387"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=3382"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=3382"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=3382"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}