{"id":5356,"date":"2013-08-12T09:38:04","date_gmt":"2013-08-12T07:38:04","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=5356"},"modified":"2018-07-11T19:58:00","modified_gmt":"2018-07-11T17:58:00","slug":"contenidos-contenido-que-caduca-y-contenido-atemporal","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2013\/08\/12\/contenidos-contenido-que-caduca-y-contenido-atemporal\/","title":{"rendered":"[Contenidos] Contenido que caduca y contenido atemporal"},"content":{"rendered":"<p>Si piensas en contenido para medios sociales, la rapidez de consumo hace que tengas la sensaci\u00f3n de que todo caduca antes. Imagina un tuit o una actualizaci\u00f3n en Facebook, \u00bfcu\u00e1nto crees que tardan en desaparecer de la vista de un seguidor o fan? \u00bfAguantan una semana? Solo si has conseguido alg\u00fan RT o \u2018Me gusta\u2019. Sin eso, <strong>el contenido para redes sociales pr\u00e1cticamente desaparece el mismo d\u00eda que se publica<\/strong>.<\/p>\n<p>Una ventaja del contenido es que su vida se alarga gracias a los buscadores y las recomendaciones. Piensa ahora en un blog, algo un poco m\u00e1s extenso y m\u00e1s f\u00e1cil de encontrar en Google. \u00bfCu\u00e1nto crees que dura? <strong>Un post tiene una esperanza de vida mayor que otro tipo de contenido social<\/strong>, pero no porque le quitemos la fecha (algo, por cierto, que hace desconfiar del autor), sino porque el contenido estar\u00e1 disponible para ser encontrado a\u00f1os despu\u00e9s de que lo publiquemos.<\/p>\n<p><strong>Y cuando el usuario llegue a ese post publicado hace seis meses, \u00bftodav\u00eda le servir\u00e1 o cerrar\u00e1 la p\u00e1gina para encontrar otro resultado m\u00e1s actual?<\/strong> Esa es la pregunta clave que debemos hacernos al elegir un tema sobre el que escribir. Podemos usar ejemplos para ilustrar, pero \u00e9stos quedar\u00e1n obsoletos tarde o temprano: mejor enfocar el post hacia la moraleja, el aprendizaje que puede llevarse a casa el lector y que le servir\u00e1 m\u00e1s adelante.<\/p>\n<p>A\u00fan es m\u00e1s atemporal hablar de ebooks o white papers. Este tipo de contenido est\u00e1 obligado a durar m\u00e1s que ning\u00fan otro. Si lo distribuyes a cambio del email, has de asegurarte de que pasado medio a\u00f1o o un a\u00f1o todav\u00eda tendr\u00e1 sentido que alguien se lo descargue. Eso pensando en el usuario, pero tambi\u00e9n en el coste de producirlo: <strong>cuanto m\u00e1s atemporal es un contenido, m\u00e1s coste de producci\u00f3n tiene<\/strong>.<\/p>\n<p>A la hora de programar tu <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2010\/09\/19\/contenidos-calendario-editorial\/\">calendario editorial<\/a>, la mejor opci\u00f3n es <strong>combinar contenidos atemporales con los de actualidad<\/strong> para d\u00eda a d\u00eda seguir atrayendo a usuarios interesados en la \u00faltima novedad que despu\u00e9s se queden porque les ofreces art\u00edculos de fondo interesantes para ellos.<\/p>\n<blockquote><p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 82 (5 de marzo de 2012)<\/strong>.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Si piensas en contenido para medios sociales, la rapidez de consumo hace que tengas la sensaci\u00f3n de que todo caduca antes. Imagina un tuit o una actualizaci\u00f3n en Facebook, \u00bfcu\u00e1nto crees que tardan en desaparecer de la vista de un seguidor o fan? \u00bfAguantan una semana? Solo si has conseguido alg\u00fan RT o \u2018Me gusta\u2019. [&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":[465,412],"tags":[511],"class_list":["post-5356","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","category-redaccion-de-contenidos","tag-redaccion-de-documentos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5356","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=5356"}],"version-history":[{"count":4,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5356\/revisions"}],"predecessor-version":[{"id":11105,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5356\/revisions\/11105"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=5356"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=5356"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=5356"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}