{"id":4766,"date":"2012-11-26T09:58:56","date_gmt":"2012-11-26T08:58:56","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=4766"},"modified":"2012-11-26T10:05:37","modified_gmt":"2012-11-26T09:05:37","slug":"contenidos-diferentes-perfiles-diferentes-contenidos","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2012\/11\/26\/contenidos-diferentes-perfiles-diferentes-contenidos\/","title":{"rendered":"[Contenidos] Diferentes perfiles, diferentes contenidos"},"content":{"rendered":"<p>Cada lunes republico aqu\u00ed un art\u00edculo antiguo de mi newsletter semanal sobre <a href=\"..\/..\/marketingdecontenidos\">marketing de contenidos<\/a> que tambi\u00e9n env\u00edo los lunes a los suscriptores pero con contenido exclusivo.<\/p>\n<blockquote><p>Que hay que adaptar el contenido al perfil del usuario es algo que no me canso se repetir. Ya hace tiempo que hablamos de las <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2011\/09\/12\/contenidos-que-son-las-buyer-personas\/\" target=\"_blank\">buyer personas<\/a> y seguramente retomaremos el tema m\u00e1s adelante porque es importante conocerlas. Pero dentro de estos retratos robot de nuestros usuarios target podemos encontrar a\u00fan otra clasificaci\u00f3n: su conocimiento de nuestra marca. En Interactmedia clasifican a los visitantes de una web como desconocidos, clientes y fans.<\/p>\n<ul>\n<li>Los <strong>desconocidos<\/strong> seguramente vendr\u00e1n de buscadores a nuestra p\u00e1gina web, no tendr\u00e1n ninguna idea de cu\u00e1les son nuestros valores ni nuestra historia y tendr\u00e1n varias preguntas que querr\u00e1n resolver. El objetivo de este tipo de contenido es convertirlos al siguiente nivel.<\/li>\n<li>Los <strong>clientes<\/strong> ya nos conocen pero quieren conocernos m\u00e1s para ir al siguiente nivel de fidelizaci\u00f3n. Contenidos en medios sociales como puede ser un blog donde se compartan experiencias de clientes est\u00e1n pensados para ellos.<\/li>\n<li>Los <strong>fans<\/strong> no solo nos conocen sino que les interesa todo lo que hacemos. Para ellos, contenidos por RSS, newsletters o material de descarga como ebooks para que que sepan los primeros nuestras novedades y agradecerles la fidelidad.<\/li>\n<\/ul>\n<p>Otra manera de clasificar a los visitantes es seg\u00fan la fase del proceso de compra en el que se encuentran. Seg\u00fan <a href=\"http:\/\/b2bstories.com\/?attachment_id=38\" target=\"_blank\">b2bstories<\/a> hay cinco niveles y tambi\u00e9n contenido asociado a ellos:<\/p>\n<ul>\n<li>Conocimiento (publicidad)<\/li>\n<li>Consideraci\u00f3n (buscadores)<\/li>\n<li>Compra (web)<\/li>\n<li>Servicio<\/li>\n<li>Lealtad (blog, newsletter)<\/li>\n<\/ul>\n<\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 63 (17 de octubre 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 aqu\u00ed un art\u00edculo antiguo de mi newsletter semanal sobre marketing de contenidos que tambi\u00e9n env\u00edo los lunes a los suscriptores pero con contenido exclusivo. Que hay que adaptar el contenido al perfil del usuario es algo que no me canso se repetir. Ya hace tiempo que hablamos de las buyer personas y [&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":[413,412],"tags":[],"class_list":["post-4766","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos","category-redaccion-de-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4766","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=4766"}],"version-history":[{"count":1,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4766\/revisions"}],"predecessor-version":[{"id":4767,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4766\/revisions\/4767"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=4766"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=4766"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=4766"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}