{"id":35412,"date":"2023-09-18T08:08:00","date_gmt":"2023-09-18T06:08:00","guid":{"rendered":"https:\/\/www.evasanagustin.com\/workaholic\/?p=35412"},"modified":"2023-09-10T12:02:08","modified_gmt":"2023-09-10T10:02:08","slug":"contenidos-que-motiva-a-mi-audiencia","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2023\/09\/18\/contenidos-que-motiva-a-mi-audiencia\/","title":{"rendered":"[Contenidos] \u00bfQu\u00e9 motiva a mi audiencia?"},"content":{"rendered":"\n<p>Si quieres hacer marketing de contenidos, has de <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2016\/11\/07\/contenidos-si-no-das-a-tu-audiencia-lo-que-quiere-no-haces-marketing-de-contenidos\/\">darle a tu audiencia lo que quiere<\/a>, saber qu\u00e9 motiva a las personas con las que quieres conectar. Lo ideal es que sea <strong>la misma motivaci\u00f3n que la corporativa<\/strong> (o <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2017\/12\/18\/contenidos-tu-estrategia-de-contenidos-provoca-algun-cambio-en-tu-audiencia\/\">provocarles el cambio<\/a>). As\u00ed es m\u00e1s f\u00e1cil que les ayude, pero hay que reconocer que no siempre es as\u00ed (ni siquiera cuando se trata de p\u00fablicos internos).<\/p>\n\n\n\n<p>Hace unos meses, en <a href=\"https:\/\/www.thetilt.com\/newsletter\/stop-the-guess\">The Tilt<\/a> plantearon c\u00f3mo dejar de especular. Lo adapto y complemento un poquit\u00edn:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>C\u00e9ntrate en quien importa<\/strong>: hoy en d\u00eda es posible testearlo casi todo, pero mejor centrarse en lo que tendr\u00e1 un impacto en los resultados. La clave es mostrar el mensaje correcto en el momento correcto&#8230; \u00a1a la audiencia correcta! As\u00ed que puedes hacer variaciones de colores de botones para ver si una CTA va mejor o peor, pero m\u00e1s importante es tener claro antes qui\u00e9nes lo va a ver y en qu\u00e9 contexto: empieza preparando un perfil y un viaje (todos los pasos en \u00ab<a href=\"https:\/\/www.evasanagustin.com\/pilaresdelcontenido\/\">Pilares del contenido<\/a>\u00ab). Uno, s\u00ed, y despu\u00e9s ya tendr\u00e1s tiempo de a\u00f1adir m\u00e1s si lo necesitas.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/buyer-persona-en-10-pasos\/\"><img loading=\"lazy\" decoding=\"async\" width=\"543\" height=\"383\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2017\/09\/buyerpersona10pasos.png\" alt=\"\" class=\"wp-image-8660\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2017\/09\/buyerpersona10pasos.png 543w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2017\/09\/buyerpersona10pasos-300x212.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2017\/09\/buyerpersona10pasos-496x350.png 496w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2017\/09\/buyerpersona10pasos-150x106.png 150w\" sizes=\"auto, (max-width: 543px) 100vw, 543px\" \/><\/a><\/figure>\n\n\n\n<p> <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Hazte la pregunta correcta<\/strong>: motivaci\u00f3n es otra forma de decir inspiraci\u00f3n, aquello que te anima a moverte. Puede ser lo b\u00e1sico para ti, como suscribirse o comprar algo, aunque m\u00e1s interesante es el beneficio para la audiencia, como ahorro de tiempo para informarse o gesti\u00f3n m\u00e1s eficiente de la empresa. As\u00ed que la pregunta \u00abqu\u00e9 motiva a mi audiencia\u00bb tiene que terminarse con un \u00aba&#8230;\u00bb, sea algo relacionado con <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2016\/05\/27\/contenidos-declaracion-de-objetivos-de-tu-marketing-de-contenidos\/\">el objetivo de contenidos<\/a> o con los de empresa.<\/li>\n<\/ul>\n\n\n\n<p> <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Deja que las ideas fluyan<\/strong>: busca datos que te ayuden a empezar a identificar qu\u00e9 quiere la audiencia <a href=\"https:\/\/www.evasanagustin.com\/workaholic\/2021\/02\/15\/contenidos-customer-journey-datos-y-plantilla-para-mapearlo\/\" data-type=\"post\" data-id=\"32196\">en cada momento de su viaje<\/a>. A partir de ah\u00ed, prop\u00f3n c\u00f3mo aplicarlo a sus contenidos. La propuesta de Karen Hopper es agrupar las ideas y crear hip\u00f3tesis sobre qu\u00e9 pasar\u00eda si se implementasen para as\u00ed centrarse en las que podr\u00edan tener mayor impacto. Un ejemplo suyo ser\u00eda \u00abincluir reviews en la landing incrementar\u00eda conversiones porque los clientes potenciales sentir\u00edan su decisi\u00f3n validada por otros\u00bb.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/mapa-de-contenidos-en-10-pasos\/\"><img loading=\"lazy\" decoding=\"async\" width=\"550\" height=\"380\" src=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/mapacontenidos10p.png\" alt=\"\" class=\"wp-image-17295\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/mapacontenidos10p.png 550w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/mapacontenidos10p-300x207.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/mapacontenidos10p-507x350.png 507w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2020\/09\/mapacontenidos10p-150x104.png 150w\" sizes=\"auto, (max-width: 550px) 100vw, 550px\" \/><\/a><\/figure>\n\n\n\n<p> <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Testea y eval\u00faa<\/strong>: prepara un sistema de medici\u00f3n que incluya una m\u00e9trica clave, un ejemplo es <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1KonCNaQY6khxBLzCkYBuWVSiqCk_A0c9iE14HBEk8Pk\/edit#gid=0\">el suyo propio<\/a>, pero puedes adaptarlo a tus necesidades. El objetivo es que puedas tener claras las prioridades de qu\u00e9 deber\u00edas hacer, testear los cambios o novedades y entonces valorar si la hip\u00f3tesis era v\u00e1lida o no&#8230; y actuar en consecuencia. Esto puede ser volver a empezar con otra hip\u00f3tesis para seguir mejorando, ajustar algo o descartarlo por completo.<\/li>\n<\/ul>\n\n\n\n<p> <\/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%2F2023%2F09%2F18%2Fcontenidos-que-motiva-a-mi-audiencia%2F&#038;text=El%20%23marketingdecontenidos%20no%20es%20pensar%20solo%20en%20ti%20y%20tus%20objetivos%3A%20es%20alinearlos%20con%20las%20motivaciones%20de%20tu%20audiencia.&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank'rel=\"noopener noreferrer\">El #marketingdecontenidos no es pensar solo en ti y tus objetivos: es alinearlos con las motivaciones de tu audiencia. <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2023%2F09%2F18%2Fcontenidos-que-motiva-a-mi-audiencia%2F&#038;text=El%20%23marketingdecontenidos%20no%20es%20pensar%20solo%20en%20ti%20y%20tus%20objetivos%3A%20es%20alinearlos%20con%20las%20motivaciones%20de%20tu%20audiencia.&#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>Si quieres hacer marketing de contenidos, has de darle a tu audiencia lo que quiere, saber qu\u00e9 motiva a las personas con las que quieres conectar. Lo ideal es que sea la misma motivaci\u00f3n que la corporativa (o provocarles el cambio). As\u00ed es m\u00e1s f\u00e1cil que les ayude, pero hay que reconocer que no siempre [&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":[413],"tags":[518],"class_list":["post-35412","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos","tag-objetivos-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/35412","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=35412"}],"version-history":[{"count":9,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/35412\/revisions"}],"predecessor-version":[{"id":35422,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/35412\/revisions\/35422"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=35412"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=35412"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=35412"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}