{"id":5194,"date":"2013-05-21T11:18:47","date_gmt":"2013-05-21T09:18:47","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=5194"},"modified":"2015-03-02T11:56:03","modified_gmt":"2015-03-02T10:56:03","slug":"contenidos-marketing-de-contenidos-y-rrpp","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2013\/05\/21\/contenidos-marketing-de-contenidos-y-rrpp\/","title":{"rendered":"[Contenidos] Marketing de contenidos y RRPP"},"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>Despu\u00e9s de ver en varias ocasiones <a href=\"http:\/\/www.marketingdecontenidos.es\" target=\"_blank\">qu\u00e9 es el marketing de contenidos<\/a>, una forma de complementar su definici\u00f3n es decir lo que no es compar\u00e1ndolo con otra cosa. Es lo que ha hecho <a href=\"http:\/\/heidicohen.com\/content-marketing-versus-pr-who-wins-chart\/\" target=\"_blank\">Heidi Cohen<\/a>: \u00bfen qu\u00e9 se parecen o se diferencian las relaciones p\u00fablicas y el marketing de contenidos? Ha examinado 12 caracter\u00edsticas, destaco las siguientes:<\/p>\n<ul>\n<li>Ambos tienen la misma <b>audiencia final<\/b>, es decir, clientes, empleados, p\u00fablico en general.<\/li>\n<li>El marketing de contenidos explica <b>historias<\/b> humanas mientras que las RRPP las cuenta en forma de noticias.<\/li>\n<li>En las RRPP se asocia la marca al medio por lo que la <b>reputaci\u00f3n<\/b> de \u00e9ste ha de ser coherente pero en el marketing de contenidos da <b>vida<\/b> a la marca directamente.<\/li>\n<li>El marketing de contenidos puede utilizar cualquier <b>plataforma<\/b> pero en las RRPP se depende del medio contactado.<\/li>\n<li>Dentro del <b>ciclo de compra<\/b>, las RRPP dan visibilidad mientras que el marketing de contenidos sirve para cualquier fase.<\/li>\n<li>Las RRPP solo tienen impacto directo en el <b>SEO<\/b> si se incluyen enlaces, al contrario que el marketing de contenidos que siempre es \u00fatil.<\/li>\n<\/ul>\n<p>Hay m\u00e1s diferencias que similitudes pero, precisamente porque tienen en com\u00fan el mismo <a title=\"[Contenidos] Diferentes perfiles, diferentes contenidos\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2012\/11\/26\/contenidos-diferentes-perfiles-diferentes-contenidos\/\" target=\"_blank\">p\u00fablico objetivo<\/a>, ambas t\u00e1cticas se complementan y ambos responsables tienen que estar coordinados dentro de una <a href=\"http:\/\/ow.ly\/hWXBf\" target=\"_blank\">estrategia de marketing<\/a> que sirva a los objetivos de la empresa.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 77 (30 de enero de 2012)<\/strong>. Suscr\u00edbete para recibir <a href=\"http:\/\/www.marketingdecontenidos.es\/recursos\/newsletter\/\">un art\u00edculo exclusivo cada lunes<\/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. Despu\u00e9s de ver en varias ocasiones qu\u00e9 es el marketing de contenidos, una forma de complementar su definici\u00f3n es decir lo que no es compar\u00e1ndolo con otra cosa. [&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":[110],"class_list":["post-5194","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos","tag-relaciones-publicas"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5194","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=5194"}],"version-history":[{"count":3,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5194\/revisions"}],"predecessor-version":[{"id":6722,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5194\/revisions\/6722"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=5194"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=5194"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=5194"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}