{"id":5374,"date":"2013-08-19T10:18:52","date_gmt":"2013-08-19T08:18:52","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=5374"},"modified":"2015-03-02T11:28:57","modified_gmt":"2015-03-02T10:28:57","slug":"contenidos-error-habitual-en-una-estrategia-de-contenidos-no-pensar-en-el-usuario","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2013\/08\/19\/contenidos-error-habitual-en-una-estrategia-de-contenidos-no-pensar-en-el-usuario\/","title":{"rendered":"[Contenidos] Error habitual en una estrategia de contenidos: no pensar en el usuario"},"content":{"rendered":"<p>Si eres suscriptor de <a href=\"http:\/\/www.marketingdecontenidos.es\/recursos\/newsletter\/\">mi newsletter<\/a>, cada lunes recibes en tu correo un art\u00edculo sobre <a href=\"..\/..\/marketingdecontenidos\">marketing de contenidos y redacci\u00f3n online<\/a>. Si no, puedes leer aqu\u00ed los n\u00fameros antiguos resumidos que voy republicando.<\/p>\n<blockquote><p>Est\u00e1 demostrado que a algunas personas les cuesta <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/tag\/inspiracion\/\">encontrar algo sobre lo que escribir<\/a>. Si eres una de ellas, sigue leyendo; si sabes qu\u00e9 escribir de manera continuada, es que piensas en las personas que te leen. \u00c9sa es la clave para tener siempre a mano una idea interesante para tus medios corporativos: recordar que <strong>no escribes para ti, sino para tu audiencia<\/strong>.<\/p>\n<p>Si a la hora de <a href=\"http:\/\/www.marketingdecontenidos.es\/descargas\/\">dise\u00f1ar una estrategia de contenidos<\/a> no te pones en la piel de tu audiencia est\u00e1s cometiendo una equivocaci\u00f3n t\u00edpica de antes de decidirte a ser social: la empresa est\u00e1 tan centrada en su mon\u00f3logo corporativo que se olvida de que lo que publica no es un documento interno, sino algo que <strong>ha de aportar valor a quien lo lee<\/strong>.<\/p>\n<p>La informaci\u00f3n ha de ser <strong>relevante<\/strong> tanto para quien la genera como para quien la consume. No tiene sentido perder el tiempo creando un contenido que no va a interesar al usuario igual que tampoco lo tiene si como resultado la empresa no consigue nada: todos los implicados han de ganar algo.<\/p>\n<p>Con esto en mente, para encontrar lo que es interesante para <a title=\"[Contenidos] Diferentes perfiles, diferentes contenidos\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2012\/11\/26\/contenidos-diferentes-perfiles-diferentes-contenidos\/\">tu usuario<\/a>, <strong>acercarte a \u00e9l poniendo un poco de distancia<\/strong> entre tu empresa y t\u00fa. Pregunta si es necesario a alguien de perfil similar o a una tercera persona algo tan gen\u00e9rico como \u2018si te digo <em>pon-aqu\u00ed-tu-sector<\/em>, \u00bfen qu\u00e9 piensas?\u2019. Su respuesta te devolver\u00e1 a lo b\u00e1sico, a la esencia de c\u00f3mo se os ve a ti y a tu sector desde fuera. Y no te exasperes, a veces lo evidente te puede llevar a ideas m\u00e1s desarrolladas de lo que parecen a primera vista si sabes tirar del hilo convenientemente.<\/p><\/blockquote>\n<p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 83 (12 de marzo de 2012)<\/strong>. Suscr\u00edbete gratuitamente para recibir <a href=\"http:\/\/www.marketingdecontenidos.es\/recursos\/newsletter\/\">un nuevo art\u00edculo exclusivo cada lunes<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si eres suscriptor de mi newsletter, cada lunes recibes en tu correo un art\u00edculo sobre marketing de contenidos y redacci\u00f3n online. Si no, puedes leer aqu\u00ed los n\u00fameros antiguos resumidos que voy republicando. Est\u00e1 demostrado que a algunas personas les cuesta encontrar algo sobre lo que escribir. Si eres una de ellas, sigue leyendo; si [&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":[465,413],"tags":[],"class_list":["post-5374","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","category-marketing-de-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5374","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=5374"}],"version-history":[{"count":3,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5374\/revisions"}],"predecessor-version":[{"id":5379,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5374\/revisions\/5379"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=5374"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=5374"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=5374"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}