{"id":7431,"date":"2016-05-30T08:08:10","date_gmt":"2016-05-30T06:08:10","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=7431"},"modified":"2018-06-02T23:12:46","modified_gmt":"2018-06-02T21:12:46","slug":"contenidos-4-preguntas-que-te-estas-haciendo-sobre-tu-buyer-persona","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2016\/05\/30\/contenidos-4-preguntas-que-te-estas-haciendo-sobre-tu-buyer-persona\/","title":{"rendered":"[Contenidos] 4 preguntas que te est\u00e1s haciendo sobre tu buyer persona"},"content":{"rendered":"<p>Para definir <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2011\/09\/12\/contenidos-que-son-las-buyer-personas\/\">tus personas<\/a> y as\u00ed saber <strong>qu\u00e9 contenidos pueden interesarle<\/strong>, has de tener en cuenta:<\/p>\n<ul>\n<li>\u00bf<strong>A cu\u00e1ntos perfiles diferentes se dirigen tus contenidos<\/strong>? Depende de tu modelo negocio. Por ejemplo, si tienes intermediarios como pueden ser franquiciados o afiliados, si vendes directamente al p\u00fablico final o a otra empresa, si trabajas en instituciones\u2026 En cualquier caso, <a href=\"https:\/\/twitter.com\/SwetaSpeaks\/status\/699646665465008128\">preg\u00fantate<\/a> si podr\u00e1s dedicarles el tiempo suficiente a cada una.<\/li>\n<li>\u00bf<strong>Qu\u00e9 informaci\u00f3n necesitas para crear tus personas<\/strong>? Dicho r\u00e1pido: toda la que puedas. Entrando al detalle: perfil sociodemogr\u00e1fico, personalidad, consumo de medios, rutina diaria en el trabajo y ocio, motivaciones personales, frenos de compra\u2026 Lo dicho, todo lo que sepas te puede ser \u00fatil.<\/li>\n<li>\u00bf<strong>D\u00f3nde conseguir esta informaci\u00f3n<\/strong>? En MarketingProfs recogieron una <a href=\"http:\/\/www.marketingprofs.com\/charts\/2015\/29050\/b2b-buyer-personas-top-challenges-tactics-and-uses\">lista de las t\u00e1cticas m\u00e1s utilizadas<\/a> para recabar datos de la audiencia. Van desde <a href=\"https:\/\/flipboard.com\/@evasanagustin\/perfiles-y-canales-ep7rshiay\">datos externos<\/a> a entrevistas con clientes. Los recursos que dediques a esta investigaci\u00f3n sin duda ser\u00e1n beneficios para tu estrategia de contenidos y en general de empresa.<\/li>\n<li>\u00bf<strong>C\u00f3mo hago esas personas<\/strong>? El siguiente paso es estructurar todos los datos en <a href=\"http:\/\/www.ux-lady.com\/diy-user-personas\/\">una ficha<\/a> que se adjunta o entrega con la estrategia. Hay numerosas <strong>plantillas<\/strong> para crear estos perfiles, incluso <a href=\"https:\/\/xtensio.com\/how-to-create-a-persona\/\">puedes hacerlas gratis<\/a> contestando una serie de preguntas. He recopilado un par de ellas en <a href=\"http:\/\/www.marketingdecontenidos.es\/tutoriales\/marketing-de-contenidos\/\">mi tutorial<\/a> y tienes m\u00e1s enlaces en <a href=\"http:\/\/www.scoop.it\/t\/marketing-de-contenidos\/?tag=personas\">mi Scoop.it<\/a>.<\/li>\n<\/ul>\n<p>Recuerda que cuanto m\u00e1s real sea <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2015\/06\/02\/contenidos-interior-y-exterior-del-cliente-ideal-deciden-que-escribir-y-como\/\">tu buyer persona<\/a> y m\u00e1s la conozcas, mejor.<\/p>\n<blockquote><p>Resumen de la publicaci\u00f3n de <a href=\"http:\/\/www.marketingdecontenidos.es\/newsletter\/\">mi newsletter sobre marketing de contenidos<\/a> (n\u00fam. 289, 22-02-2016).<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Para definir tus personas y as\u00ed saber qu\u00e9 contenidos pueden interesarle, has de tener en cuenta: \u00bfA cu\u00e1ntos perfiles diferentes se dirigen tus contenidos? Depende de tu modelo negocio. Por ejemplo, si tienes intermediarios como pueden ser franquiciados o afiliados, si vendes directamente al p\u00fablico final o a otra empresa, si trabajas en instituciones\u2026 En [&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-7431","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\/7431","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=7431"}],"version-history":[{"count":2,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7431\/revisions"}],"predecessor-version":[{"id":10562,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7431\/revisions\/10562"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=7431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=7431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=7431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}