{"id":5974,"date":"2014-04-21T08:58:54","date_gmt":"2014-04-21T06:58:54","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=5974"},"modified":"2018-06-05T12:15:16","modified_gmt":"2018-06-05T10:15:16","slug":"contenidos-si-lo-construyes-el-vendra-o-quiza-no","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2014\/04\/21\/contenidos-si-lo-construyes-el-vendra-o-quiza-no\/","title":{"rendered":"[Contenidos] Si lo construyes, \u00e9l vendr\u00e1&#8230; o quiz\u00e1 no"},"content":{"rendered":"<p>Hoy quisiera hablarte de sue\u00f1os, m\u00e1s bien, de un campo de sue\u00f1os. Si al leer esta frase has visto a Kevin Costner construyendo un campo de beisbol en lugar de cultivar su cosecha como el resto de sus vecinos granjeros, seguramente la frase \u201c<strong>si lo construyes, \u00e9l vendr\u00e1<\/strong>\u201d te provoca una sonrisa. A mi s\u00ed y m\u00e1s cuando la interpreto desde el punto de vista de los contenidos.<\/p>\n<p>No te preocupes si no sabes que te hablo de la pel\u00edcula \u201cCampo de sue\u00f1os\u201d. No hace falta haberla visto para ver la relaci\u00f3n de esa frase con <a style=\"color: #7d97bd; font-weight: normal; text-decoration: underline;\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2013\/02\/01\/contenidos-el-abecedario-del-content-marketing\/\">el esp\u00edritu del marketing de contenidos<\/a>. Si en lugar de \u2018construir\u2019 decimos \u2018crear\u2019 y quien queremos que venga no es un fantasma del pasado si no un cliente, \u00bfqueda m\u00e1s clara esta analog\u00eda?<\/p>\n<p><strong>Distribuir contenido gratuito para atraer a <a style=\"color: #7d97bd; font-weight: normal; text-decoration: underline;\" href=\"http:\/\/sco.lt\/7XW5Q1\">nuestro p\u00fablico potencial<\/a><\/strong>, lo que es una definici\u00f3n de marketing de contenidos, tambi\u00e9n puede parecer una locura a los que est\u00e1n acostumbrados a otro tipo de acciones. Quiz\u00e1 lo que les chirr\u00eda es eso de dar algo sin que el usuario tenga que pagar nada.<\/p>\n<p>Pero es lo que hace Costner y los responsables de contenidos: <strong>publicar con la esperanza de que atraiga a quien queremos, sin pensar en coste<\/strong>. Y <a style=\"color: #7d97bd; font-weight: normal; text-decoration: underline;\" href=\"http:\/\/originalcommunitymanager.com\/2012\/12\/02\/cuando-se-rentabiliza-una-estrategia-de-contenidos\/\">el beneficio vendr\u00e1 despu\u00e9s<\/a>. No ser\u00e1 de un d\u00eda para otro, pero s\u00ed a largo plazo (como en muchos largometrajes, hay un final feliz).<\/p>\n<p>En la pel\u00edcula, la decisi\u00f3n de invertir la cosecha en ese sue\u00f1o les lleva a hacer sacrificios. En la realidad, <strong>creer en los contenidos tambi\u00e9n puede resultar dif\u00edcil<\/strong> por el tiempo que hace falta y porque el entorno no siempre es el m\u00e1s propicio. Pero, si crees en ello, funciona y (\u00a1spoiler!) \u00e9l acaba viniendo.<\/p>\n<p>Me he reencontrado con esta frase en <a style=\"color: #7d97bd; font-weight: normal; text-decoration: underline;\" href=\"http:\/\/contentmarketinginstitute.com\/2013\/03\/content-marketing-world-sydney-day-2\/\">una recopilaci\u00f3n de tuits del CMWorld<\/a>, un <a style=\"color: #7d97bd; font-weight: normal; text-decoration: underline;\" href=\"http:\/\/www.scoop.it\/t\/contenidos-ejemplos-de-redaccion-y-estrategia\">ejemplo<\/a> de buena estrategia de contenidos. Hab\u00eda otra que tambi\u00e9n encaja perfectamente con la pel\u00edcula: \u201c<strong>la esperanza no es un plan<\/strong>\u201d. Construir o publicar, da lo mismo, son cosas que requieren una planificaci\u00f3n, <a style=\"color: #7d97bd; font-weight: normal; text-decoration: underline;\" href=\"http:\/\/www.evasanagustin.com\/elflechazo\/\">una estrategia para tener \u00e9xito<\/a>.<\/p>\n<p>Si fallan los cimientos o <a style=\"color: #7d97bd; font-weight: normal; text-decoration: underline;\" href=\"http:\/\/www.evasanagustin.com\/workaholic\/2013\/01\/25\/contenidos-el-azar-no-es-una-estrategia\/\">si se deja al azar<\/a> dif\u00edcilmente se llegar\u00e1 hasta el final, hasta conseguir conectar con quien queremos. De todas formas, <strong>un poco de fe<\/strong> s\u00ed hay que tener de lo contrario no escuchar\u00edamos esa voz que nos invita a construir un campo de sue\u00f1os o a creer que <a style=\"color: #7d97bd; font-weight: normal; text-decoration: underline;\" href=\"http:\/\/www.marketingdecontenidos.es\/por-que-tu-estrategia-necesita-contenidos\/\" target=\"_self\"><strong>los contenidos pueden ayudar a nuestra empresa<\/strong><\/a>.<\/p>\n<blockquote><p>Originalmente publicado en la <strong>newsletter <a href=\"http:\/\/www.marketingdecontenidos.es\">Marketing de contenidos<\/a>, n\u00famero 135 (11 de marzo de 2013)<\/strong>. Suscr\u00edbete gratuitamente para recibir <a href=\"http:\/\/www.marketingdecontenidos.es\/newsletter\/\">un art\u00edculo exclusivo cada lunes<\/a>.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Hoy quisiera hablarte de sue\u00f1os, m\u00e1s bien, de un campo de sue\u00f1os. Si al leer esta frase has visto a Kevin Costner construyendo un campo de beisbol en lugar de cultivar su cosecha como el resto de sus vecinos granjeros, seguramente la frase \u201csi lo construyes, \u00e9l vendr\u00e1\u201d te provoca una sonrisa. A mi s\u00ed [&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":[],"class_list":["post-5974","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5974","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=5974"}],"version-history":[{"count":3,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5974\/revisions"}],"predecessor-version":[{"id":10917,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/5974\/revisions\/10917"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=5974"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=5974"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=5974"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}