{"id":4261,"date":"2012-04-10T12:58:06","date_gmt":"2012-04-10T10:58:06","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=4261"},"modified":"2016-02-01T11:21:30","modified_gmt":"2016-02-01T10:21:30","slug":"contenidos-algo-extenso-que-un-post","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2012\/04\/10\/contenidos-algo-extenso-que-un-post\/","title":{"rendered":"[Contenidos] Algo m\u00e1s extenso que un post"},"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 los lunes pero como ayer fue festivo, lo republico y la env\u00edo hoy martes.<\/p>\n<blockquote><p>Partiendo de la base de que cualquier empresa debe generar contenidos interesantes para su p\u00fablico objetivo, uno de los problemas previos (incluso antes de encontrar los recursos para redactarlos y promocionarlos) es c\u00f3mo presentarlos. Utilizando el s\u00edmil de cualquier producto de consumo: \u00bfcu\u00e1l ser\u00e1 su packaging? \u00bfC\u00f3mo lo consultar\u00e1 el usuario?<\/p>\n<p>Veamos hoy los art\u00edculos cuya extensi\u00f3n es demasiado larga para un post y que, para facilitar la lectura, deber\u00eda publicarse en una <strong>serie de posts<\/strong> o en otro tipo de formato. Los m\u00e1s habituales son <strong>los white papers y los ebooks<\/strong>, dos tipos de contenidos similares en cuanto a formato pero distintos en cuanto a p\u00fablico, objetivos y, en consecuencia, contenidos.<\/p>\n<p>La semana que viene hablaremos m\u00e1s en detalle de las diferencias entre ellos, centr\u00e9monos en c\u00f3mo lo ver\u00e1n los usuarios que lo consulten. La opci\u00f3n m\u00e1s f\u00e1cil es ofrecer la <strong>descarga del archivo en PDF<\/strong> en cualquiera de sus variantes (gratis, previo registro, a cambio del email&#8230;) pero tambi\u00e9n se puede permitir la <strong>consulta online<\/strong> con herramientas tipo SlideShare o Scribd.<strong><\/strong><\/p>\n<p><strong>Los cat\u00e1logos de productos y las revistas<\/strong> tambi\u00e9n se han digitalizado para ahorrar costes de imprenta por un lado y para aumentar el alcance por el otro. Se utilizan entonces servicios m\u00e1s atractivos visualmente como pueden ser los ejemplos de Issuu, UniFlip o nxtbook. Como es habitual en medios sociales, estos servicios permiten incrustar nuestros documentos en otras p\u00e1ginas.<\/p>\n<p>No hay que olvidar que <a title=\"[Contenidos] Calendario editorial\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2010\/09\/19\/contenidos-calendario-editorial\/\">son combinables<\/a> con otros pensados para extensiones m\u00e1s limitadas.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 38 (2 de mayo 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 los lunes pero como ayer fue festivo, lo republico y la env\u00edo hoy martes. Partiendo de la base de que cualquier empresa debe generar contenidos interesantes para su p\u00fablico objetivo, uno de los problemas previos (incluso antes de encontrar [&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":[527,511,524],"class_list":["post-4261","post","type-post","status-publish","format-standard","hentry","category-redaccion-de-contenidos","tag-extension-articulos","tag-redaccion-de-documentos","tag-revistas-corporativas"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4261","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=4261"}],"version-history":[{"count":5,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4261\/revisions"}],"predecessor-version":[{"id":6739,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4261\/revisions\/6739"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=4261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=4261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=4261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}