{"id":3914,"date":"2011-10-24T16:08:37","date_gmt":"2011-10-24T14:08:37","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=3914"},"modified":"2015-03-01T12:07:43","modified_gmt":"2015-03-01T11:07:43","slug":"contenidos-cualquier-pagina-es-una-landing-page","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2011\/10\/24\/contenidos-cualquier-pagina-es-una-landing-page\/","title":{"rendered":"[Contenidos] Cualquier p\u00e1gina es una landing page"},"content":{"rendered":"<p>Cada lunes republico un art\u00edculo de la newsletter semanal sobre <a href=\"http:\/\/www.evasanagustin.com\/marketingdecontenidos\">marketing de contenidos<\/a> que tambi\u00e9n env\u00edo cada lunes.<\/p>\n<blockquote><p>En una novela, el primer cap\u00edtulo es el m\u00e1s importante porque animar\u00e1 o no al lector a seguir leyendo. A\u00fan m\u00e1s, el primer p\u00e1rrafo es el que posiblemente le har\u00e1 comprarlo en ese momento de indecisi\u00f3n en la librer\u00eda cuando ya se ha le\u00eddo la contraportada. Esto es as\u00ed porque <strong>el mundo real es lineal<\/strong>: hay que seguir paso a paso, cap\u00edtulo a cap\u00edtulo, la estructura definida por el autor.<\/p>\n<p>Pero no es as\u00ed en la redacci\u00f3n hipertextual, el orden lo define el lector, no el redactor. El visitante elige la p\u00e1gina de entrada y no siempre es la principal. Entonces, si la home no equivale al primer cap\u00edtulo de una novela, \u00bfcu\u00e1l es la parte m\u00e1s importante de una web? <strong>\u00a1Cualquier p\u00e1gina es una landing page!<\/strong><\/p>\n<p>Lo importante al crear el \u00e1rbol de contenidos de un sitio web bajo este enfoque es la <strong>navegaci\u00f3n<\/strong>, es decir, la creaci\u00f3n de <strong>enlaces internos<\/strong> que gu\u00eden al visitante de esa p\u00e1gina a la ruta que se haya definido como \u00f3ptima dentro del proceso de compra.<\/p>\n<p>Por otro lado, <strong>cualquier primer p\u00e1rrafo puede llegar a ser una introducci\u00f3n innecesaria<\/strong> si no consigue realmente arrastrar al siguiente p\u00e1rrafo&#8230; o si destaca menos que un titular o destacado de la p\u00e1gina.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter Marketing de contenidos, n\u00famero 24 (24 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. En una novela, el primer cap\u00edtulo es el m\u00e1s importante porque animar\u00e1 o no al lector a seguir leyendo. A\u00fan m\u00e1s, el primer p\u00e1rrafo es el que posiblemente le har\u00e1 comprarlo en ese momento de indecisi\u00f3n en [&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":[484,500,387],"class_list":["post-3914","post","type-post","status-publish","format-standard","hentry","category-redaccion-de-contenidos","tag-arbol-de-contenidos","tag-landing-pages","tag-usabilidad"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3914","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=3914"}],"version-history":[{"count":7,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3914\/revisions"}],"predecessor-version":[{"id":5680,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3914\/revisions\/5680"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=3914"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=3914"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=3914"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}