{"id":4796,"date":"2012-12-18T20:18:22","date_gmt":"2012-12-18T19:18:22","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=4796"},"modified":"2020-02-16T10:36:35","modified_gmt":"2020-02-16T09:36:35","slug":"contenidos-que-preguntas-hacen-falta-para-crear-una-estrategia-de-contenidos","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2012\/12\/18\/contenidos-que-preguntas-hacen-falta-para-crear-una-estrategia-de-contenidos\/","title":{"rendered":"[Contenidos] Qu\u00e9 preguntas hacen falta para crear una estrategia de contenidos"},"content":{"rendered":"<p>La pregunta del t\u00edtulo de este post se contesta en mi pr\u00f3ximo <a href=\"http:\/\/www.evasanagustin.com\/marketingdecontenidos\/\">libro sobre marketing de contenidos<\/a>, l\u00f3gicamente. Pero mientras (sale en enero&#8217;13) y ahora que tengo m\u00e1s tiempo para leer, he encontrado otra forma de plantear esa respuesta en el libro <a href=\"http:\/\/www.amazon.com\/Content-Strategy-Work-Real-world-Interactive\/dp\/0123919223\">\u00abContent Strategy at Work\u00bb<\/a>.<\/p>\n<p>Solo he le\u00eddo el primer cap\u00edtulo (y a\u00fan no s\u00e9 si leer\u00e9 el resto) pero merece la pena dejar apuntado algo en lo que coincido: <strong>la estrategia de contenidos planifica pensando no s\u00f3lo en el qu\u00e9, tambi\u00e9n en el por qu\u00e9, c\u00f3mo, cu\u00e1ndo y qui\u00e9n<\/strong>. Las preguntas que ha de responder una estrategia de contenidos seg\u00fan <a href=\"https:\/\/twitter.com\/mbloomstein\">Margot Bloomstein<\/a> son (en traducci\u00f3n libre y reordenadas):<\/p>\n<ul>\n<li><strong>Por qu\u00e9<\/strong> hago una estrategia de contenidos: <a href=\"http:\/\/www.marketingdecontenidos.es\/por-que-tu-estrategia-necesita-contenidos\">qu\u00e9 quiero conseguir, cambiar o mejorar<\/a>.<\/li>\n<li><strong>C\u00f3mo medir\u00e9<\/strong> el \u00e9xito de esta iniciativa y su contenido: qu\u00e9 <a href=\"http:\/\/www.scoop.it\/t\/marketing-de-contenidos\/?tag=anal%C3%ADtica\">m\u00e9tricas<\/a> necesito monitorizar.<\/li>\n<li><strong>Qu\u00e9<\/strong> trato de comunicar.<\/li>\n<li>C\u00f3mo traducir\u00e9 mi informaci\u00f3n en <strong>m\u00faltiples tipos de contenidos<\/strong>.<\/li>\n<li>Qu\u00e9 tipo de contenido se acerca m\u00e1s a las necesidades de <a href=\"http:\/\/www.scoop.it\/t\/marketing-de-contenidos\/?tag=personas\">mi audiencia<\/a>.<\/li>\n<li>Qu\u00e9 tipo de contenido <a href=\"http:\/\/www.scoop.it\/t\/marketing-de-contenidos\/?tag=auditoria\">ya tengo<\/a>: a\u00fan es relevante y apropiado.<\/li>\n<li>C\u00f3mo conseguir\u00e9 m\u00e1s contenidos para llenar <strong>el vac\u00edo entre lo que tenemos y lo que necesitamos<\/strong>.<\/li>\n<li>C\u00f3mo hago llegar el contenido a mi audiencia.<\/li>\n<li>Qu\u00e9 <strong>cambios<\/strong> tengo que hacer en la empresa en cuanto a recursos, personal y presupuestos: qui\u00e9n mantendr\u00e1 el contenido.<\/li>\n<\/ul>\n<p>La forma de plantear las cuestiones imprescindibles de <a href=\"https:\/\/amzn.to\/2H2OMXr\">una estrategia de contenidos<\/a> es un poco diferente a los <a title=\"Marketing de contenidos en 10 pasos\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2012\/01\/17\/marketing-de-contenidos-en-10-pasos\/\">10 pasos<\/a> o al <a title=\"[Contenidos] \u00cdndice de una estrategia de marketing de contenidos\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2012\/07\/06\/contenidos-indice-de-una-estrategia-de-marketing-de-contenidos\/\">\u00edndice<\/a> que ya propuse hace un tiempo pero la esencia tambi\u00e9n es la misma que en mi libro: <strong>tratar a los contenidos como algo de gran importancia dentro de la empresa<\/strong> (mucho m\u00e1s que un post o que un canal) y desde diferentes \u00e1reas, incluyendo el interior de la organizaci\u00f3n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La pregunta del t\u00edtulo de este post se contesta en mi pr\u00f3ximo libro sobre marketing de contenidos, l\u00f3gicamente. Pero mientras (sale en enero&#8217;13) y ahora que tengo m\u00e1s tiempo para leer, he encontrado otra forma de plantear esa respuesta en el libro \u00abContent Strategy at Work\u00bb. Solo he le\u00eddo el primer cap\u00edtulo (y a\u00fan no [&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":[118],"class_list":["post-4796","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","tag-novedad-editorial"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4796","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=4796"}],"version-history":[{"count":4,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4796\/revisions"}],"predecessor-version":[{"id":14216,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/4796\/revisions\/14216"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=4796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=4796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=4796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}