{"id":3888,"date":"2011-10-03T09:08:27","date_gmt":"2011-10-03T07:08:27","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=3888"},"modified":"2015-03-02T12:29:36","modified_gmt":"2015-03-02T11:29:36","slug":"contenidos-gestion-de-expectativas-1%c2%aa-parte","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2011\/10\/03\/contenidos-gestion-de-expectativas-1%c2%aa-parte\/","title":{"rendered":"[Contenidos] Gesti\u00f3n de expectativas (1\u00aa parte)"},"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. \u00a1Y la historia de hoy viene en dos partes!<\/p>\n<blockquote><p>Todo empez\u00f3 en la p\u00e1gina de resultados de Google. No quise utilizar el bot\u00f3n \u00abVoy a tener suerte\u00bb&#8230; en aquel momento no sab\u00eda que la iba a necesitar. Leyendo en diagonal (escaneando que dir\u00edan otros), <strong>unas negritas en el t\u00edtulo y repartidas por el texto de la descripci\u00f3n<\/strong> hicieron que me fijase en un resultado concreto, haci\u00e9ndome pensar que visitando esa web encontrar\u00eda la respuesta. Pero no fue as\u00ed, primera expectativa frustrada.<\/p>\n<p>Una vez dentro de la p\u00e1gina busqu\u00e9 con la mirada (otros seguir\u00edan llam\u00e1ndolo escanear) el mismo texto que me hab\u00eda hecho clickar. Pero deb\u00eda estar escondido entre otras palabras porque \u00fanicamente ve\u00eda bloques y bloques de cemento, quiero decir, <strong>p\u00e1rrafos y p\u00e1rrafos de frases en las que nada destacaba<\/strong>. Segunda expectativa frustrada.<\/p>\n<p>Pero estaba convencida de que Google no me enga\u00f1aba, as\u00ed que volv\u00ed atr\u00e1s con el navegador y recurr\u00ed a su cach\u00e9 para que, al menos, me destacase las palabras que estaba buscando. Tercera expectativa frustrada porque <strong>el texto ya no coincid\u00eda con el que estaba realmente publicado en la web<\/strong>.<\/p>\n<p>De nuevo en la p\u00e1gina de resultados y sin perder el optimismo, le di al \u00abtener suerte\u00bb. Entr\u00e9 directamente en una p\u00e1gina que trataba un poco mejor el texto. Al menos visualmente porque cuando empec\u00e9 a leer me di cuenta de lo vac\u00edas que estaban sus palabras. <strong>Frases t\u00edpicas y t\u00f3picas<\/strong> que no convencer\u00edan a nadie llenaban el espacio entre fotos. Cuarta expectativa frustrada.<\/p>\n<p>Y aqu\u00ed viene la quinta y \u00faltima. Fue cuando encontr\u00e9 otra web que s\u00ed respond\u00eda a lo que estaba buscado, que despertaba mi inter\u00e9s incit\u00e1ndome a la compra. Lo hice y fue el momento en el que la decepci\u00f3n se apoder\u00f3 de m\u00ed. Me sent\u00ed enga\u00f1ada por el copy porque <strong>el producto no cumpl\u00eda las expectativas que el texto me hab\u00eda generado<\/strong>. A pesar del tiempo perdido, no lo consider\u00e9 un fraude pero no volv\u00ed a comprar esa marca y aprovech\u00e9 cualquier oportunidad para criticarla frente a mis contactos.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter Marketing de contenidos, n\u00famero 23 (17 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<p><em><strong>Actualizaci\u00f3n<\/strong><\/em>: <a title=\"[Contenidos] Gesti\u00f3n de expectativas (y 2\u00aa parte)\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2011\/10\/10\/contenidos-gestion-de-expectativas-y-2%c2%aa-parte\/\">segunda parte del post<\/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. \u00a1Y la historia de hoy viene en dos partes! Todo empez\u00f3 en la p\u00e1gina de resultados de Google. No quise utilizar el bot\u00f3n \u00abVoy a tener suerte\u00bb&#8230; en aquel momento no sab\u00eda que la iba a necesitar. [&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":[],"class_list":["post-3888","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3888","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=3888"}],"version-history":[{"count":4,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3888\/revisions"}],"predecessor-version":[{"id":6745,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3888\/revisions\/6745"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=3888"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=3888"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=3888"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}