{"id":4092,"date":"2012-01-23T13:18:35","date_gmt":"2012-01-23T12:18:35","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=4092"},"modified":"2020-04-25T11:53:53","modified_gmt":"2020-04-25T09:53:53","slug":"contenidos-beneficios-y-estructura-de-una-guia-de-estilo","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2012\/01\/23\/contenidos-beneficios-y-estructura-de-una-guia-de-estilo\/","title":{"rendered":"[Contenidos] Beneficios y estructura de una gu\u00eda de estilo"},"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>En una gu\u00eda de estilo se define el posicionamiento de la empresa, el tono o lenguaje y todo lo necesario para que los contenidos describan la marca.<\/p>\n<p>En Get a Word In explican tres beneficios por tener un manual de este tipo:<\/p>\n<ul>\n<li>Crea una voz \u00fanica para la empresa: su \u00faltima frase resume muy bien este concepto: \u00abs\u00e9 t\u00fa mismo porque el resto de personalidades ya est\u00e1n cogidas\u00bb<\/li>\n<li>Ajusta el posicionamiento: escribir sobre ello ayuda a fijarlo tanto interna como externamente<\/li>\n<li>Crea <a title=\"[Contenidos] Qu\u00e9 son las buyer personas\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2011\/09\/12\/contenidos-que-son-las-buyer-personas\/\">buyer personas<\/a>: ya vimos hace unas newsletters que ayudan a determinar el perfil del p\u00fablico objetivo<\/li>\n<\/ul>\n<p>La estructura de una gu\u00eda de estilo puede ser la siguiente:<\/p>\n<ul>\n<li>Uso general: <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/tema\/redaccion-de-contenidos-online\/\">c\u00f3mo se escribe para Internet<\/a><\/li>\n<li>Uso concreto: palabras habituales, mensajes clave a repetir, expresiones a evitar&#8230;<\/li>\n<li>Ejemplos de uso: hablando de texto, igual que en un manual de identidad corporativa, tambi\u00e9n deben incluirse referencias a utilizaciones comunes<\/li>\n<\/ul>\n<p>Como algunos apartados son muy similares a los de una gu\u00eda de medios sociales, pueden mezclarse sus \u00edndices y hacer un documento global de uso general.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 32 (21 de marzo 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 gu\u00eda de estilo se define el posicionamiento de la empresa, el tono o lenguaje y todo lo necesario para que los contenidos describan la marca. En Get a Word In explican tres beneficios por tener [&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":[465,412],"tags":[475,559],"class_list":["post-4092","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","category-redaccion-de-contenidos","tag-guia-de-estilo","tag-voz-y-tono"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4092","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=4092"}],"version-history":[{"count":5,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4092\/revisions"}],"predecessor-version":[{"id":4471,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4092\/revisions\/4471"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=4092"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=4092"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=4092"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}