{"id":5937,"date":"2014-04-11T08:58:55","date_gmt":"2014-04-11T06:58:55","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=5937"},"modified":"2015-03-02T11:38:26","modified_gmt":"2015-03-02T10:38:26","slug":"marketing-de-contenidos-para-conectar-con-tu-audiencia-mi-capitulo-de-contenido-eres-tu","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2014\/04\/11\/marketing-de-contenidos-para-conectar-con-tu-audiencia-mi-capitulo-de-contenido-eres-tu\/","title":{"rendered":"\u00abMarketing de contenidos para conectar con tu audiencia\u00bb, mi cap\u00edtulo de \u00abContenido eres t\u00fa\u00bb"},"content":{"rendered":"<p>Dentro del <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/tag\/contenido-eres-tu\/\">ebook \u201cContenido eres t\u00fa\u201d<\/a> habr\u00e1 un cap\u00edtulo dedicado al <strong>marketing de contenidos<\/strong> que he escrito yo misma. Igual que con el resto de colaboraciones, publico aqu\u00ed la introducci\u00f3n.<\/p>\n<blockquote><p>Los <b>contenidos<\/b> existen desde que hay <b>continentes<\/b>, es decir, siempre han existido. El content marketing o marketing de contenidos tambi\u00e9n lleva muchos a\u00f1os en las empresas sin que \u00e9stas lo llamasen as\u00ed y sin que los usuarios supiesen que estaban consumiendo <a href=\"http:\/\/www.marketingdecontenidos.es\/faqs\/por-que-tu-estrategia-necesita-contenidos\/\">contenido con objetivos corporativos<\/a>. Pero se le puso nombre y se catalog\u00f3 <a href=\"http:\/\/www.marketingdecontenidos.es\/faqs\/que-es-el-marketing-de-contenidos\/\">sus caracter\u00edsticas<\/a> para as\u00ed explicar sus bondades. \u00bfResultado? Se ha hecho accesible a todos\u2026 o casi todos.<\/p>\n<p>En realidad, solo lo practican quienes estamos dispuestos a <b>crear contenidos que no hablen de nosotros mismos<\/b> y, adem\u00e1s, <a href=\"http:\/\/www.marketingdecontenidos.es\/recursos\/\">regalarlos<\/a><b> <\/b>para <b>ganarnos la confianza de los lectores<\/b>. Son dos variables que no todas las empresas pueden asumir, por eso el marketing de contenidos no lo practica todo el mundo.<\/p>\n<p>Tampoco sirve cualquier <a href=\"http:\/\/www.marketingdecontenidos.es\/faqs\/que-tipos-de-contenido-pueden-utilizar-las-empresas\/\">pieza de contenido<\/a>. Para definir el contenido apto para hacer marketing de contenidos y separarlo del resto, se suelen incluir palabras como <b>relevante, valor o calidad<\/b>, totalmente subjetivas y diferentes para cada usuario. De ah\u00ed que sea tan importante que <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2011\/09\/12\/contenidos-que-son-las-buyer-personas\/\">conozcas a tu audiencia<\/a>, otra variable que a algunas empresas <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2013\/08\/19\/contenidos-error-habitual-en-una-estrategia-de-contenidos-no-pensar-en-el-usuario\/\">se les olvida<\/a>.<\/p>\n<p>Para que el contenido corporativo sea marketing de contenidos y no cualquier otra cosa, tu contenido tiene que ser relevante para la audiencia y tambi\u00e9n para tu empresa. Tiene que ayudarte a conseguir lo que quieres tanto como debe <b>responder a las necesidades de tu audiencia<\/b>. Tiene que ayudar a tu empresa a <b>crear un v\u00ednculo con tu audiencia<\/b> sin que \u00e9sta se sienta obligada a esa uni\u00f3n. Si no es as\u00ed, <a href=\"http:\/\/www.marketingdecontenidos.es\/faqs\/que-no-es-exactamente-el-marketing-de-contenidos\/\">no es marketing de contenidos<\/a>.<\/p><\/blockquote>\n<p><em><strong>Actualizaci\u00f3n 9 de junio de 2014<\/strong><\/em>: ya puedes descargarte <a title=\"\u201cContenido eres t\u00fa\u201d, ebook colaborativo para entender al Contenido\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2014\/06\/09\/contenido-eres-tu-ebook-colaborativo-para-entender-al-contenido\/\">el ebook \u00abContenido eres t\u00fa\u00bb<\/a> con este cap\u00edtulo y muchos m\u00e1s.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dentro del ebook \u201cContenido eres t\u00fa\u201d habr\u00e1 un cap\u00edtulo dedicado al marketing de contenidos que he escrito yo misma. Igual que con el resto de colaboraciones, publico aqu\u00ed la introducci\u00f3n. Los contenidos existen desde que hay continentes, es decir, siempre han existido. El content marketing o marketing de contenidos tambi\u00e9n lleva muchos a\u00f1os en las [&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":[486],"class_list":["post-5937","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos","tag-contenido-eres-tu"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5937","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=5937"}],"version-history":[{"count":4,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5937\/revisions"}],"predecessor-version":[{"id":6087,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5937\/revisions\/6087"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=5937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=5937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=5937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}