{"id":3482,"date":"2011-02-21T09:08:07","date_gmt":"2011-02-21T08:08:07","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=3482"},"modified":"2015-03-02T12:33:49","modified_gmt":"2015-03-02T11:33:49","slug":"contenidos-escribir-creativamente-para-la-web","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2011\/02\/21\/contenidos-escribir-creativamente-para-la-web\/","title":{"rendered":"[Contenidos] Escribir creativamente para la web"},"content":{"rendered":"<p>Cada lunes republico un art\u00edculo de la newsletter semanal sobre <a href=\"..\/..\/marketingdecontenidos\">marketing de contenidos<\/a> que tambi\u00e9n env\u00edo cada lunes.<\/p>\n<blockquote><p>Nadie pone en duda la creatividad e imaginaci\u00f3n de (la mayor\u00eda de) los  escritores de literatura pero la (ya no tan nueva) tecnolog\u00eda que rodea Internet  condiciona, adem\u00e1s del formato, <strong>las palabras<\/strong> que se utilizan al escribir  textos para ser le\u00eddos en pantalla.<\/p>\n<p>A un novelista no se le obliga a utilizar ciertas palabras para vender m\u00e1s  ejemplares. El editor, como mucho, har\u00e1 recomendaciones sobre el t\u00edtulo o la  trama general. El resto, c\u00f3mo llene sus p\u00e1ginas, depende solo de su propio  estilo. En cambio, a alguien que escribe contenidos para p\u00e1ginas web se le  acompa\u00f1a el encargo con deseos de posicionamiento en buscadores, con listas de  palabras en el \u00bfmejor o peor? de los casos.<\/p>\n<p>Estas limitaciones a la hora de componer frases pueden suponer un freno a la  inspiraci\u00f3n. Pero la <strong>efectividad de un texto en Internet<\/strong> no se juzga con  criterios creativos como pueden ser diferente, innovador o incluso impactante.  Los resultados <strong>se miden en conversiones, en posiciones ganadas a la  competencia<\/strong>. Escribir creativamente para la Web no es prioritario.<\/p>\n<p>Quiz\u00e1 simplemente es una cuesti\u00f3n de t\u00e9rminos: <strong>solemos utilizar escribir  como sin\u00f3nimo de redactar cuando en realidad no son lo mismo<\/strong>. Quiz\u00e1 no sea  s\u00f3lo un problema de nuestra profesi\u00f3n y los redactores de prensa se sienten  igual. Quiz\u00e1 el <strong>apellido del copy para web no es &#8216;creativo&#8217; como el  publicitario, sino &#8216;SEO&#8217;<\/strong>.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter Marketing de contenidos, n\u00famero 7 (27 de septiembre de 2010)<\/strong>. \u00bfQuieres <a href=\"..\/..\/marketingdecontenidos\">leer el resto<\/a>?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cada lunes republico un art\u00edculo de la newsletter semanal sobre marketing de contenidos que tambi\u00e9n env\u00edo cada lunes. Nadie pone en duda la creatividad e imaginaci\u00f3n de (la mayor\u00eda de) los escritores de literatura pero la (ya no tan nueva) tecnolog\u00eda que rodea Internet condiciona, adem\u00e1s del formato, las palabras que se utilizan al escribir [&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":[412],"tags":[],"class_list":["post-3482","post","type-post","status-publish","format-standard","hentry","category-redaccion-de-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3482","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=3482"}],"version-history":[{"count":6,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3482\/revisions"}],"predecessor-version":[{"id":3488,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3482\/revisions\/3488"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=3482"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=3482"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=3482"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}