{"id":4354,"date":"2012-05-07T12:38:35","date_gmt":"2012-05-07T10:38:35","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=4354"},"modified":"2020-05-01T19:43:37","modified_gmt":"2020-05-01T17:43:37","slug":"contenidos-entregables-en-una-estrategia-de-contenidos","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2012\/05\/07\/contenidos-entregables-en-una-estrategia-de-contenidos\/","title":{"rendered":"[Contenidos] Entregables en una estrategia de contenidos"},"content":{"rendered":"<p><strong>\u00ab\u00bfQu\u00e9 voy a conseguir por mi inversi\u00f3n en contenidos?\u00bb<\/strong> Esta debe ser la pregunta que ronda la cabeza de algunos suscriptores&#8230; y de otros tantos empresarios del mundo. La respuesta es f\u00e1cil: <strong>\u00ablo que te hayas propuesto a la hora de definir sus objetivos\u00bb<\/strong>. Pero, sin caer en el chiste f\u00e1cil, si responde un consultor es otra cosa: \u00abun entregable\u00bb.<\/p>\n<p>Shelly Bowen ha publicado una <a href=\"http:\/\/www.shellybowen.com\/2011\/05\/content-strategy-deliverables\/\" target=\"_blank\" rel=\"noopener noreferrer\">lista de los entregables<\/a> relacionados con los contenidos y <a href=\"http:\/\/www.shellybowen.com\/wp-content\/uploads\/2011\/05\/CS_Deliverables_Bowen1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">un PDF para descargar<\/a> y utilizar de check list (seas consultor o no). Destaco los 10 que me parecen m\u00e1s \u00fatiles (sin ning\u00fan orden en particular):<\/p>\n<ul>\n<li><a title=\"[Contenidos] Auditor\u00eda o inventario de contenidos: por qu\u00e9 y c\u00f3mo hacerlo\" href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/auditoria-de-contenidos-en-10-pasos\/\">Auditor\u00eda o inventario de contenidos<\/a><\/li>\n<li>An\u00e1lisis de lo que falta<\/li>\n<li>An\u00e1lisis de la competencia<\/li>\n<li><a title=\"[Contenidos] Error habitual en una estrategia de contenidos: no pensar en el usuario\" href=\"https:\/\/www.marketingdecontenidos.es\/biblioteca\/buyer-persona-en-10-pasos\/\">User personas<\/a><\/li>\n<li>Estrategia editorial<\/li>\n<li><a href=\"https:\/\/www.marketingdecontenidos.es\/plantillas\/calendario-editorial\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calendario editorial<\/a><\/li>\n<li><a href=\"http:\/\/www.marketingdecontenidos.es\/faqs\/para-que-sirve-una-guia-de-estilo\/\">Gu\u00eda de estilo<\/a><\/li>\n<li>Requerimientos para <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2009\/11\/09\/www-mantenimiento-personal-de-webs\/\" target=\"_blank\" rel=\"noopener noreferrer\">el gestor de contenidos<\/a><\/li>\n<li>Flujo de generaci\u00f3n\/mantenimiento de contenidos<\/li>\n<li><a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2010\/11\/09\/contenidos-metricas-sobre-efectividad\/\" target=\"_blank\" rel=\"noopener noreferrer\">M\u00e9tricas para medir contenidos<\/a><\/li>\n<\/ul>\n<p>En su post, Shelly incluye <a href=\"http:\/\/www.shellybowen.com\/2011\/05\/content-strategy-deliverables\/\" target=\"_blank\" rel=\"noopener noreferrer\">una imagen curiosa<\/a> de c\u00f3mo se crean estos entregables. El flujo ser\u00eda el siguiente: Datos &gt; Content strategist &gt; Magia &gt; Entregables &gt; Guardianes de la estrategia.<\/p>\n<p>Eso de &#8216;magia&#8217; es lo que m\u00e1s llama la atenci\u00f3n y es lo m\u00e1s dif\u00edcil de definir: b\u00e1sicamente que cada experto aporta su propia perspectiva e interpretaci\u00f3n de los datos con lo que los entregables no siempre ser\u00e1n iguales.<\/p>\n<blockquote><p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 42 (30 de mayo de 2011)<\/strong>.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab\u00bfQu\u00e9 voy a conseguir por mi inversi\u00f3n en contenidos?\u00bb Esta debe ser la pregunta que ronda la cabeza de algunos suscriptores&#8230; y de otros tantos empresarios del mundo. La respuesta es f\u00e1cil: \u00ablo que te hayas propuesto a la hora de definir sus objetivos\u00bb. Pero, sin caer en el chiste f\u00e1cil, si responde un consultor [&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":[453,515,475,518],"class_list":["post-4354","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","tag-calendario-editorial","tag-entregables-de-contenidos","tag-guia-de-estilo","tag-objetivos-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4354","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=4354"}],"version-history":[{"count":6,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4354\/revisions"}],"predecessor-version":[{"id":16302,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4354\/revisions\/16302"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=4354"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=4354"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=4354"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}