{"id":3661,"date":"2011-05-16T08:58:30","date_gmt":"2011-05-16T06:58:30","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=3661"},"modified":"2011-05-15T20:31:45","modified_gmt":"2011-05-15T18:31:45","slug":"contenidos-escribir-pensando-en-quien-lo-leera","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2011\/05\/16\/contenidos-escribir-pensando-en-quien-lo-leera\/","title":{"rendered":"[Contenidos] Escribir pensando en qui\u00e9n lo leer\u00e1"},"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>Cualquier texto corporativo que escribamos lo leer\u00e1n dos tipos de personas:  por un lado, las de la propia empresa, de cualquier departamento y de cualquier  nivel jer\u00e1rquico; por otro, las <strong>ajenas a la empresa que incluyen tanto  clientes como potenciales clientes<\/strong> y, no hay que enga\u00f1arse, tambi\u00e9n la  competencia. A este segundo grupo es a quien debemos dirigir nuestras palabras y  en quien debemos estar pensando al escribir.<\/p>\n<p>Tenemos que ponernos en su piel, imaginar que somos ellos y contestar a dos  preguntas b\u00e1sicas: <strong>\u00bfqu\u00e9 queremos saber y c\u00f3mo queremos que nos lo digan?<\/strong> Las dos se complementan ya que aunque la primera es la que f\u00e1cilmente contestar\u00e1  cualquiera, la segunda es la que nos permite adaptar el mensaje al p\u00fablico  objetivo de nuestra web, blog o de cualquier contenido.<\/p>\n<p><strong>Enfoque, lenguaje y tono, en definitiva, el estilo de escritura deber\u00e1 ser  diferente seg\u00fan qui\u00e9n nos vaya a leer<\/strong>. No hay que caer en el error de dar  por hecho que los usuarios de nuestra web tienen los mismos conocimientos, por  ejemplo, que nuestro inmediato superior: lo que a \u00e9ste le parecer\u00e1 obvio,  seguramente a los primeros les puede suponer la diferencia entre nosotros y la  competencia.<\/p>\n<p>La propia empresa conoce bien (o deber\u00eda) sus productos o servicios, en qu\u00e9  aspectos destacan o cu\u00e1les son sus mejores argumentos de venta. Posiblemente  tambi\u00e9n lo sepa la competencia (o deber\u00eda) pero quienes no lo saben son <strong>los  clientes que queremos atraer<\/strong>. Todav\u00eda.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter Marketing de contenidos, n\u00famero 14 (15 de noviembre 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. Cualquier texto corporativo que escribamos lo leer\u00e1n dos tipos de personas: por un lado, las de la propia empresa, de cualquier departamento y de cualquier nivel jer\u00e1rquico; por otro, las ajenas a la empresa que incluyen tanto [&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":[263],"class_list":["post-3661","post","type-post","status-publish","format-standard","hentry","category-redaccion-de-contenidos","tag-redaccion-web"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3661","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=3661"}],"version-history":[{"count":2,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3661\/revisions"}],"predecessor-version":[{"id":3663,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3661\/revisions\/3663"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=3661"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=3661"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=3661"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}