{"id":7462,"date":"2016-05-27T10:18:52","date_gmt":"2016-05-27T08:18:52","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=7462"},"modified":"2023-09-10T11:13:13","modified_gmt":"2023-09-10T09:13:13","slug":"contenidos-declaracion-de-objetivos-de-tu-marketing-de-contenidos","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2016\/05\/27\/contenidos-declaracion-de-objetivos-de-tu-marketing-de-contenidos\/","title":{"rendered":"[Contenidos] Declaraci\u00f3n de objetivos de tu marketing de contenidos"},"content":{"rendered":"<p>Quiz\u00e1 \u00abdeclaraci\u00f3n de objetivos\u00bb te recuerde a la pel\u00edcula <a href=\"https:\/\/www.youtube.com\/watch?v=XyA11F0aiQw\">\u00abJerry Maguire\u00bb y la iluminaci\u00f3n<\/a> que le acaba cambiando la vida. Pero el concepto se puede aplicar al marketing de contenidos de manera que oriente, no el futuro del negocio como ocurre en la peli, si no aquello que debemos publicar. Esto viene a ser la <strong>declaraci\u00f3n de objetivos de tus contenidos<\/strong> (content marketing mission statement) y hablo un poco sobre ello en mi libro \u00ab<a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2016\/04\/19\/estrategia-de-contenidos-tecnicas-para-que-tu-empresa-crezca-mi-libro-autopublicado\/\">Estrategia de contenidos<\/a>\u00ab.<\/p>\n<p>Hace unos d\u00edas <a href=\"https:\/\/view.knowledgevision.com\/presentation\/e6e97269519446f985264e77617baec0\">Joe Pulizzi public\u00f3 un v\u00eddeo<\/a> que explica muy claramente <strong>c\u00f3mo establecer la misi\u00f3n de tus contenidos<\/strong> siguiendo 3 preguntas b\u00e1sicas:<\/p>\n<ol>\n<li>Qui\u00e9n es tu audiencia<\/li>\n<li>Qu\u00e9 mensajes les transmitir\u00e1s<\/li>\n<li>Qu\u00e9 consiguen ellos<\/li>\n<\/ol>\n<p>Los pasos no son muy diferentes de los que se necesitan para <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2012\/01\/17\/marketing-de-contenidos-en-10-pasos\/\">hacer marketing de contenidos<\/a> pero me gusta que quede claro el punto 3: <strong>para definir los objetivos de tus contenidos, piensa en los objetivos de tu audiencia<\/strong>. Y, como siempre, cuanto m\u00e1s concreto y espec\u00edfico, mejor para la estrategia.<\/p>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2016%2F05%2F27%2Fcontenidos-declaracion-de-objetivos-de-tu-marketing-de-contenidos%2F&#038;text=Para%20definir%20los%20objetivos%20de%20tus%20contenidos%2C%20piensa%20en%20los%20objetivos%20de%20tu%20audiencia&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank'rel=\"noopener noreferrer\">Para definir los objetivos de tus contenidos, piensa en los objetivos de tu audiencia <\/a><\/span><a href='https:\/\/x.com\/intent\/tweet?url=https%3A%2F%2Fwww.evasanagustin.com%2Fworkaholic%2F2016%2F05%2F27%2Fcontenidos-declaracion-de-objetivos-de-tu-marketing-de-contenidos%2F&#038;text=Para%20definir%20los%20objetivos%20de%20tus%20contenidos%2C%20piensa%20en%20los%20objetivos%20de%20tu%20audiencia&#038;via=evasanagustin&#038;related=evasanagustin' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Compartir en X<\/a><\/span>\n<p>\u00bfQu\u00e9 hacer con las respuestas? Sencillo: crear la frase o declaraci\u00f3n de objetivos. <a href=\"http:\/\/contentmarketinginstitute.com\/2016\/01\/content-on-strategy-templates\/\">La plantilla que dan en el CMI<\/a> es f\u00e1cil de seguir:<\/p>\n<figure style=\"width: 600px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/contentmarketinginstitute.com\/2016\/01\/content-on-strategy-templates\/\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2016\/01\/core-content-strategy-statement-template_blank-600x315.jpg\" width=\"600\" height=\"315\" \/><\/a><figcaption class=\"wp-caption-text\">Plantilla para hacer la declaraci\u00f3n de objetivos de tus contenidos (fuente: <a href=\"http:\/\/contentmarketinginstitute.com\/2016\/01\/content-on-strategy-templates\/\">CMI<\/a>).<\/figcaption><\/figure>\n<p>De manera resumida, la misi\u00f3n de los contenidos vendr\u00eda a ser una frase tipo \u00ab[Mi audiencia] encuentra en mi web [contenidos sobre&#8230;] para [lo que consigue]\u00bb, tal y como sugieren desde <a href=\"http:\/\/sco.lt\/5bvjkX\">OrbitMedia<\/a>.<\/p>\n<p>Est\u00e1 claro que la parte del centro de <strong>elegir los mensajes a transmitir<\/strong> es la m\u00e1s importante cuando hablamos de marketing de contenidos. Quiz\u00e1 por eso, como suele pasar, <a href=\"http:\/\/contentmarketinginstitute.com\/2015\/10\/statement-content-marketing\/\">no es una cosa que las empresas documenten<\/a> as\u00ed que lo considero <a href=\"http:\/\/www.marketingdecontenidos.es\/herramientas\/madurez\/\">un uso maduro de los contenidos<\/a>.<\/p>\n<p><em><strong>Actualizaci\u00f3n octubre 2016<\/strong><\/em>: ya est\u00e1 disponible el ebook \u00ab<a href=\"http:\/\/marketingdecontenidos.es\/biblioteca\/vademecum-de-contenidos-mision-vision-valores\/\">Vadem\u00e9dum de contenidos: misi\u00f3n, visi\u00f3n y valores<\/a>\u00bb con este post y otros relacionados.<\/p>\n<p><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer; top: 492px; left: 170px;\">Guardar<\/span><\/p>\n<p><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c  no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer; top: 939px; left: 170px;\">Guardar<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quiz\u00e1 \u00abdeclaraci\u00f3n de objetivos\u00bb te recuerde a la pel\u00edcula \u00abJerry Maguire\u00bb y la iluminaci\u00f3n que le acaba cambiando la vida. Pero el concepto se puede aplicar al marketing de contenidos de manera que oriente, no el futuro del negocio como ocurre en la peli, si no aquello que debemos publicar. Esto viene a ser la [&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":[515,518],"class_list":["post-7462","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","category-marketing-de-contenidos","tag-entregables-de-contenidos","tag-objetivos-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7462","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=7462"}],"version-history":[{"count":8,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7462\/revisions"}],"predecessor-version":[{"id":35416,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7462\/revisions\/35416"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=7462"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=7462"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=7462"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}