{"id":3943,"date":"2011-11-14T13:28:11","date_gmt":"2011-11-14T12:28:11","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=3943"},"modified":"2015-03-02T12:28:13","modified_gmt":"2015-03-02T11:28:13","slug":"contenidos-content-strategy-for-the-web","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2011\/11\/14\/contenidos-content-strategy-for-the-web\/","title":{"rendered":"[Contenidos] \u00abContent strategy for the web\u00bb"},"content":{"rendered":"<p>Mientras <a href=\"http:\/\/www.facebook.com\/questions\/314229735269387\/?qa_ref=ssp\">me pregunto<\/a> si es mejor hacer un libro o un curso sobre marketing de contenidos, republico como cada lunes un art\u00edculo de la newsletter semanal sobre <a href=\"..\/..\/marketingdecontenidos\">marketing de contenidos<\/a> que tambi\u00e9n env\u00edo cada lunes. Adem\u00e1s, pronto habr\u00e1 segunda edici\u00f3n actualizada de \u00abContent strategy for the web\u00bb, aunque no versi\u00f3n en castellano, as\u00ed que m\u00e1s motivo para reflexionar sobre ello.<\/p>\n<blockquote><p>Kristina Halvorson public\u00f3 el a\u00f1o pasado este <a href=\"http:\/\/www.contentstrategy.com\/\" target=\"_blank\">libro imprescindible<\/a> para los interesados en los contenidos como algo m\u00e1s con lo que rellenar un dise\u00f1o bonito. Son apenas 180 p\u00e1ginas y est\u00e1 dividido en cuatro partes: aprender, planificar, crear y dominar.<\/p>\n<p>De la primera parte destacar\u00eda la necesidad de <strong>poner a alguien al cargo de la estrategia de contenidos<\/strong>. Se definen varios posibles nombres para este puesto destacando, l\u00f3gicamente y siguiendo el t\u00edtulo del libro, el del estratega de contenidos y sus tareas se describen a lo largo de los siguientes cap\u00edtulos.<\/p>\n<p>De la segunda, conviene no saltarse la explicaci\u00f3n de la <strong>auditor\u00eda de contenidos<\/strong>. Desde el punto de vista cuantitativo, hay que responder a preguntas tipo \u00bfqu\u00e9 contenido tenemos?, \u00bfc\u00f3mo est\u00e1 organizado?, \u00bfqui\u00e9n lo crea? o \u00bfc\u00f3mo se va a publicar? Si hacemos una auditor\u00eda cualitativa, las preguntas entonces pueden ser \u00bfqu\u00e9 dice de nosotros?, \u00bfes \u00fatil? o \u00bfest\u00e1 bien escrito?<\/p>\n<p>De la tercera parte me ha llamado la atenci\u00f3n el workflow que plantea para distinguir a los interlocutores y, de nuevo, <strong>perfiles que intervienen en la creaci\u00f3n de contenidos<\/strong>: quien los pide, los documenta, los crea, los revisa, los aprueba y los publica. Que el cap\u00edtulo dedicado a la creaci\u00f3n de contenidos no enga\u00f1e a nadie: no se habla de redacci\u00f3n en ning\u00fan momento.<\/p>\n<p>De la cuarta reconozco que cuesta destacar algo, quiz\u00e1 las continuas referencias a un CMS para facilitar el trabajo de la publicaci\u00f3n y el mantenimiento de contenidos. Es la parte m\u00e1s floja del libro pero necesaria para cerrar el proceso de la estrategia.<\/p>\n<p>En definitiva, un libro f\u00e1cil de leer y escrito con tanto sentido del humor como certeza.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter Marketing de contenidos, n\u00famero 25 (31 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>Mientras me pregunto si es mejor hacer un libro o un curso sobre marketing de contenidos, republico como cada lunes un art\u00edculo de la newsletter semanal sobre marketing de contenidos que tambi\u00e9n env\u00edo cada lunes. Adem\u00e1s, pronto habr\u00e1 segunda edici\u00f3n actualizada de \u00abContent strategy for the web\u00bb, aunque no versi\u00f3n en castellano, as\u00ed que m\u00e1s [&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":[465],"tags":[118],"class_list":["post-3943","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","tag-novedad-editorial"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3943","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=3943"}],"version-history":[{"count":3,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3943\/revisions"}],"predecessor-version":[{"id":3945,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/3943\/revisions\/3945"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=3943"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=3943"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=3943"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}