{"id":4336,"date":"2012-04-30T16:28:52","date_gmt":"2012-04-30T14:28:52","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=4336"},"modified":"2017-02-26T12:13:57","modified_gmt":"2017-02-26T11:13:57","slug":"contenidos-el-precio-y-el-valor-de-los-contenidos","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2012\/04\/30\/contenidos-el-precio-y-el-valor-de-los-contenidos\/","title":{"rendered":"[Contenidos] El precio y el valor de los contenidos"},"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.<\/p>\n<blockquote><p>Antes de nada, deber\u00edamos crear nuestra propia escala de valor. Por ejemplo, hablando de copy corporativo, podr\u00edamos distinguir entre p\u00e1ginas que parecen sacadas de informes y memorias anuales y aquellas que han sido <strong>creadas espec\u00edficamente para la web<\/strong>. O, hablando de medios sociales, se tendr\u00eda que separar entre los posts m\u00ednimamente editados pero al fin y al cabo copiados de otros blogs y los que est\u00e1n trabajados como <strong>art\u00edculos originales<\/strong>.<\/p>\n<p>En ambos casos, los primeros tienen un precio \u00ednfimo en euros (incluso c\u00e9ntimos) y en resultados; los segundos pueden salir m\u00e1s caros para el bolsillo pero tambi\u00e9n tendr\u00e1n <strong>mayores beneficios<\/strong>. Si no todos los contenidos tienen el mismo valor, no pueden tener el mismo precio.<\/p>\n<p>La creaci\u00f3n de los contenidos que s\u00ed tienen en cuenta los objetivos de marketing de la empresa suponen mayor coste ya que se necesita m\u00e1s tiempo para prepararlos. Son m\u00e1s <strong>artesanales<\/strong> al preocuparse de reflejar su historia y de adaptarla a qui\u00e9n la va a leer mientras que los otros son producci\u00f3n en cadena preocupada \u00fanicamente por las p\u00e1ginas vistas.<\/p>\n<p>El filtraje de contenidos (content curation) lleva menos tiempo porque se elimina parte de redacci\u00f3n pero a\u00fan as\u00ed seleccionar los enlaces que <strong>aportan valor<\/strong> al perfil deseado <a href=\"http:\/\/www.xydo.com\/articles\/20299120-curation_is_not_cheap_content\" target=\"_blank\">no es algo barato<\/a>, m\u00e1s a\u00fan si la <a href=\"http:\/\/www.linkedin.com\/groupAnswers?viewQuestionAndAnswers=&amp;discussionID=52706865&amp;gid=3292341&amp;goback=&amp;trk=NUS_DISC_Q-ttle\" target=\"_blank\">opci\u00f3n elegida<\/a> supone una inversi\u00f3n tecnol\u00f3gica previa.<\/p>\n<p>As\u00ed que a la hora de valorar econ\u00f3micamente una propuesta de contenidos, no solo hay que tener en cuenta el <strong>tiempo que nos vamos a ahorrar<\/strong> y que podremos utilizar en lo que de verdad sabemos hacer en nuestro negocio, tambi\u00e9n los beneficios extra que conseguiremos como pueden ser <strong>posicionamiento en buscadores o de marca<\/strong> si se ejecuta bien la <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2010\/03\/15\/www-8-pasos-para-una-estrategia-de-contenidos\/\" target=\"_blank\">estrategia de contenidos<\/a>.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 41 (23 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. Antes de nada, deber\u00edamos crear nuestra propia escala de valor. Por ejemplo, hablando de copy corporativo, podr\u00edamos distinguir entre p\u00e1ginas que parecen sacadas de informes y memorias anuales y aquellas que han sido creadas espec\u00edficamente para la [&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":[465,462],"tags":[540],"class_list":["post-4336","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","category-mercado-de-contenidos","tag-inversion-en-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4336","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=4336"}],"version-history":[{"count":4,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4336\/revisions"}],"predecessor-version":[{"id":4351,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4336\/revisions\/4351"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=4336"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=4336"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=4336"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}