{"id":5523,"date":"2013-10-28T09:08:43","date_gmt":"2013-10-28T08:08:43","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=5523"},"modified":"2023-05-01T20:30:38","modified_gmt":"2023-05-01T18:30:38","slug":"contenidos-los-valores-de-una-empresa-y-su-valor-percibido","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2013\/10\/28\/contenidos-los-valores-de-una-empresa-y-su-valor-percibido\/","title":{"rendered":"[Contenidos] Los valores de una empresa y su valor percibido"},"content":{"rendered":"\n<p>\u00bfPuedes aportar valor a tus lectores, pero no diferenciarte en nada de lo que ya hablan otras empresas o personas? \u00bfPuedes diferenciarte tanto que no aportes valor porque no le interesa a nadie? Afirmativo en ambos casos pero, de ser as\u00ed, no esperes beneficios cualitativos de tus contenidos, solo cuantitativos.<\/p>\n\n\n\n<p>Debe haber un <strong>equilibrio entre valor y diferenciaci\u00f3n<\/strong> para que la estrategia funcione y los usuarios consigan una imagen clara de qui\u00e9n eres y por qu\u00e9 deber\u00edan contratarte. Ampliando el campo de visi\u00f3n a la empresa en general, los contenidos transmiten el posicionamiento de tu empresa explicando tus valores corporativos y mostrando la diferencia con tu competencia.<\/p>\n\n\n\n<p>Para descubrir <strong>qu\u00e9 valor puedes aportar<\/strong>, has de parar por un momento, alejarte mentalmente de tu d\u00eda a d\u00eda y hacer una introspecci\u00f3n para:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Recordar por qu\u00e9 creaste tu empresa: \u00bfqu\u00e9 te impuls\u00f3 a hacerlo? \u00bfQu\u00e9 esperabas que viesen en ti tus futuros clientes? Comp\u00e1ralo si hace falta con lo que pueden estar viendo ahora.<\/li>\n\n\n\n<li>Pensar en <strong>percepciones<\/strong>, en intangibles. Construye frases m\u00e1s o menos largas que reflejen <strong>qui\u00e9n eres y qu\u00e9 es tu empresa<\/strong>, no palabras sueltas. Hazlo con los pies en el suelo, no recurras a la secci\u00f3n \u2018valores\u2019 de tu web.<\/li>\n\n\n\n<li>Encontrar tu hueco en el sector: \u00bf<strong>qu\u00e9 tienes de diferente<\/strong> respecto a otra empresa de tu sector? \u00bfAlguna de ellas podr\u00eda tener tus mismos valores?<\/li>\n<\/ul>\n\n\n\n<p>Una segunda forma de entender la palabra \u2018valor\u2019: lo que perciben los usuarios. \u00c9ste \u00faltimo tiene un componente importante desde la perspectiva del <a href=\"http:\/\/www.marketingdecontenidos.es\/\">marketing de contenidos<\/a> que no tienen los valores corporativos: ha de ser \u00fatil. En este sentido, puede decirse que <strong>cuando se utilizan palabras realistas para los valores de las empresas, se acercan al usuario<\/strong>.<\/p>\n\n\n\n<p>Repasa la lista que has hecho antes de intangibles y ponlos a la altura del usuario que est\u00e1s buscando para encontrar los valores que deben comunicar tus contenidos.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 94 (29 de mayo de 2012)<\/strong>. Suscr\u00edbete gratuitamente para recibir <a href=\"http:\/\/www.marketingdecontenidos.es\/recursos\/newsletter\/\">un art\u00edculo exclusivo cada lunes<\/a>.<\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Del 9 al 11 de septiembre se celebra en Cleveland el evento Content Marketing World. La apertura corri\u00f3 a cargo de Jay Baer, autor de \u00abYoutility\u00bb y ponente mejor votado en el evento del a\u00f1o pasado. Segu\u00ed su keynote \u00abWhy Smart Marketing is About Help, Not Hype\u00bb via streaming. Este es un resumen.<\/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":[],"class_list":["post-5523","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5523","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=5523"}],"version-history":[{"count":8,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5523\/revisions"}],"predecessor-version":[{"id":35209,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5523\/revisions\/35209"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=5523"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=5523"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=5523"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}