{"id":4273,"date":"2012-04-16T17:08:16","date_gmt":"2012-04-16T15:08:16","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=4273"},"modified":"2017-04-01T13:18:41","modified_gmt":"2017-04-01T11:18:41","slug":"contenidos-diferencias-y-similitudes-entre-ebooks-y-whitepapers","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2012\/04\/16\/contenidos-diferencias-y-similitudes-entre-ebooks-y-whitepapers\/","title":{"rendered":"[Contenidos] Diferencias y similitudes entre ebooks y whitepapers"},"content":{"rendered":"<p>La semana pasada, al comentar <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2012\/04\/10\/contenidos-algo-extenso-que-un-post\/\">formatos m\u00e1s extensos que un post<\/a>, avanzamos algunas diferencias y similitudes entre los ebooks y los whitepapers: tienen objetivos diferentes y, por tanto, tambi\u00e9n contenidos. En otras ocasiones hemos recomendado la descarga de unos y otros pero hoy vamos a tratar de clarificar m\u00e1s te\u00f3ricamente para qu\u00e9 podemos usar cada uno de ellos.<\/p>\n<p>Empecemos por lo que tienen <strong>en com\u00fan<\/strong>: son documentos de extensi\u00f3n variable que suelen ofrecerse para <strong>descargarse en pdf<\/strong> ya sea gratuitamente o a cambio del correo. En este sentido, son buenas herramientas para aumentar nuestra base de datos de leads, de suscriptores o de fans en Facebook.<\/p>\n<p>Pero tienen muchas otras <strong>diferencias<\/strong>:<\/p>\n<ul>\n<li>Los <strong>ebooks<\/strong> se asocian con la versi\u00f3n digital de un libro pero antes de que nos invadiesen los ereaders ya exist\u00edan. Su maquetaci\u00f3n suele ser horizontal, con destacados, espacios en blanco y tipograf\u00eda vistosa de gran tama\u00f1o: lo importante es la parte <strong>visual<\/strong>, por eso se utiliza un programa de dise\u00f1o o PowerPoint en los m\u00e1s sencillos. El texto se orienta a <strong>consumidor final (B2C)<\/strong> con consejos e inspiradoras im\u00e1genes que los acompa\u00f1an. La idea es m\u00e1s entretener que atraer a la venta.<\/li>\n<\/ul>\n<ul>\n<li>Los <strong>whitepapers<\/strong>, en cambio, se pueden maquetar directamente con Word, en una p\u00e1gina vertical como cualquier otro informe. Eso s\u00ed, la portada bien chula y con referencias a la empresa creadora al pie de cada p\u00e1gina. Su contenido habitual es <strong>t\u00e9cnico<\/strong>, sin prestar demasiada atenci\u00f3n a las im\u00e1genes, m\u00e1s all\u00e1 de gr\u00e1ficos. Su p\u00fablico mayoritario son <strong>empresas (B2B)<\/strong> y el enfoque mucho m\u00e1s <strong>comercial<\/strong> que el de los ebooks.<\/li>\n<\/ul>\n<p>La elecci\u00f3n entre uno y otro deber\u00eda ser f\u00e1cil para las empresas pero lo cierto es que aqu\u00ed cuesta encontrarlos (algunos se camuflan en ppts) y se utilizan mucho menos que en Estados Unidos.<\/p>\n<blockquote><p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 39 (9 de mayo de 2011)<\/strong>. <\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>La semana pasada, al comentar formatos m\u00e1s extensos que un post, avanzamos algunas diferencias y similitudes entre los ebooks y los whitepapers: tienen objetivos diferentes y, por tanto, tambi\u00e9n contenidos. En otras ocasiones hemos recomendado la descarga de unos y otros pero hoy vamos a tratar de clarificar m\u00e1s te\u00f3ricamente para qu\u00e9 podemos usar cada [&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":[511],"class_list":["post-4273","post","type-post","status-publish","format-standard","hentry","category-redaccion-de-contenidos","tag-redaccion-de-documentos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4273","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=4273"}],"version-history":[{"count":5,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4273\/revisions"}],"predecessor-version":[{"id":8116,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4273\/revisions\/8116"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=4273"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=4273"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=4273"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}