{"id":3865,"date":"2011-09-19T11:48:48","date_gmt":"2011-09-19T09:48:48","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=3865"},"modified":"2011-09-19T11:53:22","modified_gmt":"2011-09-19T09:53:22","slug":"contenidos-pensar-en-el-usuario-y-en-uno-mismo","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2011\/09\/19\/contenidos-pensar-en-el-usuario-y-en-uno-mismo\/","title":{"rendered":"[Contenidos] Pensar en el usuario y en uno mismo"},"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>El marketing de contenidos, resumiendo, consiste en ponerse en lugar del cliente o potencial cliente y crear aquel contenido que realmente le interesa. En esta newsletter hemos hablado varias veces de pensar en ellos pero, como excepci\u00f3n que confirma la regla, volvamos al cole siendo un poco ego\u00edstas.<\/p>\n<p>La persona responsable de crear el contenido ha de ser consciente de sus <strong>limitaciones<\/strong> y de sus <strong>puntos fuertes<\/strong> y elegir el tipo de contenido m\u00e1s adecuado, tambi\u00e9n, para si mismo.<\/p>\n<ul>\n<li>Pongamos a <strong>E<\/strong>: es capaz de escribir sobre cualquier cosa pero, en cambio, no le gusta que la graben. Su estrategia de contenidos, por tanto, no puede incluir un canal en YouTube tipo \u00abBricoman\u00eda\u00bb pero s\u00ed un ebook.<\/li>\n<li>Otro caso, el de <strong>V<\/strong>: prefiere llamar que chatear o escribir un email lo cual le permitir\u00eda llenar horas y horas de un podcast y, con suerte, alg\u00fan post de tanto en tanto, aunque alguien tendr\u00eda que revisarlo para evitar faltas.<\/li>\n<li>Y otro m\u00e1s, el de <strong>A<\/strong>: le gusta controlar y repasar todas las clases que prepara de manera que si tuviese que hacer un webinar ser\u00eda conveniente pregrabarlo antes en lugar de hacerlo en directo. Seguramente a V no le importar\u00eda vivir esa emoci\u00f3n.<\/li>\n<\/ul>\n<p>Hay que establecer un equilibrio entre lo que quiere el usuario y lo que podemos ofrecerle. La elecci\u00f3n del tipo de contenido est\u00e1 condicionada por nuestras <strong>capacidades<\/strong> pero tambi\u00e9n por el <strong>tiempo<\/strong> de que disponemos. Recurrir a la <strong>externalizaci\u00f3n<\/strong> cuando alguno de estos dos factores falla es una buena soluci\u00f3n para perseguir la idea de que sin contenido relevante, no hay posibilidad de llamar la atenci\u00f3n y retener a los clientes.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter Marketing de contenidos, n\u00famero 22 (10 de enero de 2011)<\/strong>. \u00bfQuieres leer m\u00e1s? \u00a1<a href=\"http:\/\/www.facebook.com\/evasanagustin?sk=app_4949752878\">Suscr\u00edbete<\/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. El marketing de contenidos, resumiendo, consiste en ponerse en lugar del cliente o potencial cliente y crear aquel contenido que realmente le interesa. En esta newsletter hemos hablado varias veces de pensar en ellos pero, como excepci\u00f3n [&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":[413,412],"tags":[],"class_list":["post-3865","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos","category-redaccion-de-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3865","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=3865"}],"version-history":[{"count":2,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3865\/revisions"}],"predecessor-version":[{"id":3867,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3865\/revisions\/3867"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=3865"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=3865"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=3865"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}