{"id":6924,"date":"2015-06-02T11:18:58","date_gmt":"2015-06-02T09:18:58","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=6924"},"modified":"2018-06-05T11:44:51","modified_gmt":"2018-06-05T09:44:51","slug":"contenidos-interior-y-exterior-del-cliente-ideal-deciden-que-escribir-y-como","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2015\/06\/02\/contenidos-interior-y-exterior-del-cliente-ideal-deciden-que-escribir-y-como\/","title":{"rendered":"[Contenidos] Interior y exterior del cliente ideal deciden qu\u00e9 escribir y c\u00f3mo"},"content":{"rendered":"<p>Hoy quisiera hablarte de tu <strong>audiencia<\/strong>, de esas personas a las que diriges tus contenidos. Cada disciplina le llama a su manera. En internet, son <strong>usuarios<\/strong>; para los redactores, son <strong>lectores<\/strong>; para los negocios, <strong>clientes<\/strong>; para el inbound marketing, son <strong>buyer personas<\/strong>. Pero detr\u00e1s de esos nombres se esconde (s\u00ed, a veces es escurridizo) el mismo <strong>perfil de cliente ideal<\/strong>: \u2018solo\u2019 tienes que llegar a conocerlo. Tres preguntas muy b\u00e1sicas:<\/p>\n<ul>\n<li>\u00bfConoces a alguien que se le parezca (tu primer\/\u00faltimo cliente quiz\u00e1)?<\/li>\n<li>\u00bfTienes alguna informaci\u00f3n <strong>estad\u00edstica<\/strong> sobre \u00e9l (internas\/<a href=\"https:\/\/flipboard.com\/section\/perfiles-y-canales-bF8o0T\">externas<\/a>)?<\/li>\n<li>\u00bfDe qu\u00e9 tratar\u00eda una conversaci\u00f3n informal con \u00e9l <strong>sin hablar de tu trabajo<\/strong>?<\/li>\n<\/ul>\n<p>Hay montones de <a href=\"http:\/\/www.scoop.it\/t\/marketing-de-contenidos\/?tag=personas\">preguntas posibles<\/a> para llegar a descubrir a <strong>la persona que quieres que te visite, lea o compre<\/strong>. Hay <a href=\"http:\/\/evasanagustin.tumblr.com\/post\/104321158823\">dos<\/a> <a href=\"http:\/\/evasanagustin.tumblr.com\/post\/104321065943\">infograf\u00edas<\/a> que pueden ayudarte. Pero lo importante no es que prepares un informe de cientos de p\u00e1ginas contest\u00e1ndolas, lo que has de hacer es dar el siguiente paso y <strong>poner a <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2012\/11\/26\/contenidos-diferentes-perfiles-diferentes-contenidos\/\">estos perfiles<\/a> a trabajar para tus contenidos<\/strong>.<\/p>\n<p><strong>\u00bfQu\u00e9 tengo que decirle? <\/strong>Con <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2015\/05\/18\/contenidos-de-que-me-estas-hablando\/\">la l\u00ednea editorial<\/a> hemos topado (s\u00ed, otra vez). No puedes saber de qu\u00e9 han de tratar tus contenidos sin pensar en <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2015\/04\/20\/contenidos-el-metodo-gost-te-ayuda-a-definir-tus-objetivos\/\">qu\u00e9 quieres t\u00fa<\/a> pero, sobre todo, qu\u00e9 quieren ellos. C\u00e9ntrate en la \u00faltima pregunta que te hac\u00eda para definir a tu cliente ideal: <strong>\u00bften\u00e9is algo en com\u00fan que no sea trabajo?<\/strong><\/p>\n<p>Imag\u00ednate que est\u00e1s en un evento de networking, un congreso o una reuni\u00f3n de trabajo. Ciertos protocolos indican que has de esperar al postre para hablar de negocios, \u00bfverdad? Mientras, \u00bf<strong>de qu\u00e9 pod\u00e9is hablar<\/strong> que no sea el tiempo? Ser\u00eda extra\u00f1o que no tuvieseis nada que deciros, \u00bfno crees?<\/p>\n<h4 style=\"padding-left: 30px; text-align: center;\"><strong>Conociendo a la <\/strong><strong>persona interna<\/strong> sabr\u00e1s qu\u00e9 tienes que contarle.<\/h4>\n<p><strong>\u00bfC\u00f3mo tengo que dec\u00edrselo? <\/strong>La belleza est\u00e1 en el interior\u2026 pero la mayor\u00eda se fija primero en el exterior, \u00bfverdad? S\u00ed, tambi\u00e9n cuando hablamos de clientes ideales. \u00bfSer\u00e1 que as\u00ed es m\u00e1s f\u00e1cil saber qui\u00e9n tiene recursos para invertir? En algunos negocios quiz\u00e1.<\/p>\n<p>Saber si es <strong>hombre o mujer<\/strong> o su <strong>lugar de residencia<\/strong> no siempre es significativo. Pero la <strong>edad<\/strong> o el <strong>perfil laboral<\/strong> s\u00ed que determinan la forma en la que te diriges a esa persona.<\/p>\n<h4 style=\"text-align: center;\">Lenguaje, estilo, tono, voz\u2026 los encontrar\u00e1s fij\u00e1ndote en<strong> la parte externa de tu audiencia.<\/strong><\/h4>\n<p>La parte <strong>externa <\/strong>de una persona se compone de rasgos f\u00edsicos y nos ayuda a definir el <strong>c\u00f3mo <\/strong>mientras que la <strong>interna <\/strong>se configura con los pensamientos y preocupaciones y nos ayuda con el <strong>qu\u00e9 decir.<\/strong><\/p>\n<blockquote><p>Originalmente publicado en <a title=\"Newsletter sobre contenidos\" href=\"http:\/\/www.marketingdecontenidos.es\/newsletter\/\">mi newsletter<\/a> sobre <a href=\"http:\/\/www.marketingdecontenidos.es\/tutoriales\/marketing-de-contenidos\/\">marketing de contenidos<\/a> n\u00famero 227 (15 de diciembre de 2014).<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Hoy quisiera hablarte de tu audiencia, de esas personas a las que diriges tus contenidos. Cada disciplina le llama a su manera. En internet, son usuarios; para los redactores, son lectores; para los negocios, clientes; para el inbound marketing, son buyer personas. Pero detr\u00e1s de esos nombres se esconde (s\u00ed, a veces es escurridizo) el [&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":[517],"class_list":["post-6924","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","category-marketing-de-contenidos","tag-linea-editorial"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/6924","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=6924"}],"version-history":[{"count":5,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/6924\/revisions"}],"predecessor-version":[{"id":10717,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/6924\/revisions\/10717"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=6924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=6924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=6924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}