{"id":4794,"date":"2012-12-17T16:18:44","date_gmt":"2012-12-17T15:18:44","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=4794"},"modified":"2015-03-02T12:12:00","modified_gmt":"2015-03-02T11:12:00","slug":"contenidos-el-marketing-de-contenidos-no-es-promocional","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2012\/12\/17\/contenidos-el-marketing-de-contenidos-no-es-promocional\/","title":{"rendered":"[Contenidos] El marketing de contenidos no es promocional"},"content":{"rendered":"<p>Cada lunes republico aqu\u00ed un art\u00edculo antiguo de mi newsletter semanal sobre <a href=\"http:\/\/www.evasanagustin.com\/marketingdecontenidos\">marketing de contenidos<\/a> que tambi\u00e9n env\u00edo los lunes a los suscriptores pero con contenido exclusivo.<\/p>\n<blockquote><p>El segundo debate interesante (o el primero, no recuerdo el orden) lo inici\u00f3 <a href=\"http:\/\/twitter.com\/josep_soldevila\" target=\"_blank\">Josep Soldevila<\/a> y surge por calificar al marketing de contenidos de <a title=\"[Contenidos] Mandamientos del marketing de contenidos\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2010\/11\/26\/contenidos-mandamientos-del-marketing-de-contenidos\/\">no promocional<\/a> y de dar algo que el usuario quiere. Concretamente, la pregunta que hizo fue si las promociones que podamos hacer en nuestra web o nuestro Facebook entrar\u00edan dentro de una estrategia de marketing de contenidos.<\/p>\n<p>Por definici\u00f3n, la respuesta es no, las promociones son m\u00e1s publicitarias que otra cosa. Por ejemplo, si se trata de una campa\u00f1a para recoger emails a cambio de una muestra de producto, no es una acci\u00f3n relacionada con contenidos por mucho que le demos al usuario algo que quiere porque ese &#8216;algo&#8217; no es contenido. Pero tambi\u00e9n hay una zona gris si lo que le ofrecemos es un ebook o un contenido que s\u00ed satisfaga una necesidad del usuario. Entonces, s\u00ed podemos decir que entra dentro de una estrategia de contenidos.<\/p>\n<p>Al igual que <a title=\"[Contenidos] Copy VS Marketing de contenidos\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2012\/12\/10\/contenidos-copy-vs-marketing-de-contenidos\/\">en el caso del copy<\/a>, lo importante no es c\u00f3mo lo llamemos, si no que el resultado final (<a href=\"http:\/\/www.slideshare.net\/poliedric\/tu-web-tu-campamento-base\" target=\"_blank\">web<\/a> o <a href=\"http:\/\/prezi.com\/h_ic5uhfkg11\/roadmap-hacia-social-media-en-angelini-farmaceutica\/\" target=\"_blank\">medios sociales<\/a>) sea el que el usuario final necesita para confiar en nosotros. Y en este orden: primero en nosotros como marca a trav\u00e9s de los contenidos y de ah\u00ed despu\u00e9s en nuestros productos.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 64 (31 de octubre de 2011)<\/strong>. \u00bfQuieres leer m\u00e1s? \u00a1<a href=\"https:\/\/www.facebook.com\/evasanagustin\/app_100265896690345\">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. El segundo debate interesante (o el primero, no recuerdo el orden) lo inici\u00f3 Josep Soldevila y surge por calificar al marketing de contenidos de no promocional y de [&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],"tags":[],"class_list":["post-4794","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4794","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=4794"}],"version-history":[{"count":3,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4794\/revisions"}],"predecessor-version":[{"id":5693,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4794\/revisions\/5693"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=4794"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=4794"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=4794"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}