{"id":7477,"date":"2016-06-09T08:08:43","date_gmt":"2016-06-09T06:08:43","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=7477"},"modified":"2020-05-02T09:55:54","modified_gmt":"2020-05-02T07:55:54","slug":"contenidos-5-arquetipos-para-definir-la-vision-de-los-contenidos-de-una-empresa","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2016\/06\/09\/contenidos-5-arquetipos-para-definir-la-vision-de-los-contenidos-de-una-empresa\/","title":{"rendered":"[Contenidos] 5 arquetipos para definir la visi\u00f3n de los contenidos de una empresa"},"content":{"rendered":"<p>Hay muchas formas de clasificar el contenido: en \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>\u00bb hablo de ello a la hora de inventariar las piezas en el nivel avanzado y \u00ab<a href=\"http:\/\/www.evasanagustin.com\/marketingdecontenidos\">Marketing de contenidos<\/a>\u00bb empieza con 10 formas diferentes de hacerlo. La \u00faltima que he encontrado y que me parece interesante compartir es la que propone Altimeter-Prophet en el ebook \u00ab<a href=\"http:\/\/www2.prophet.com\/buildingacontentstrategy\">Key elements for building a content strategy<\/a>\u00bb (descarga gratuita a cambio del correo).<\/p>\n<p>Poniendo al usuario en el centro para tener siempre presentes sus inquietudes, han clasificado <strong>5 arquetipos de la estrategia de contenidos:<\/strong><\/p>\n<ul>\n<li><strong>Content as presence<\/strong>: soluciona el problema \u00abquiero conocer a la marca y lo que hace\u00bb con formatos como noticias, medios sociales, publicidad&#8230;<\/li>\n<li><strong>Content as a window<\/strong>: responde a \u00abpor qu\u00e9 debo confiar en esta empresa\u00bb con formatos como v\u00eddeos, entrevistas, casos de clientes&#8230;<\/li>\n<li><strong>Content as currency<\/strong>: soluciona el problema \u00abnecesito informaci\u00f3n para tomar mejores decisiones\u00bb con formatos como gu\u00edas, webinars, ebooks&#8230;<\/li>\n<li><strong>Content as community<\/strong>: busca fomentar el apoyo entre usuarios con formatos como trucos, webs, foros&#8230;<\/li>\n<li><strong>Content as support<\/strong>: ayuda a resolver problemas con el producto con formatos como demostraciones, FAQ, especificaciones t\u00e9cnicas&#8230;<\/li>\n<\/ul>\n<div class=\"tumblr-post\" data-href=\"https:\/\/embed.tumblr.com\/embed\/post\/zvea8HDTlA6HgAlhf3RHCA\/145619420138\" data-did=\"04d21e55e41bc4e234cb476cd12f9e7ba6f32c90\"><a href=\"http:\/\/evasanagustin.tumblr.com\/post\/145619420138\/how-your-content-strategy-could-expedite-treatment\">http:\/\/evasanagustin.tumblr.com\/post\/145619420138\/how-your-content-strategy-could-expedite-treatment<\/a><\/div>\n<p><script src=\"https:\/\/secure.assets.tumblr.com\/post.js\" async=\"\"><\/script><\/p>\n<p>En su ebook explican en detalle cada uno de estos arquetipos que definen como <strong>la v\u00eda para encajar el contenido que necesitan tanto los clientes como el propio negocio para cumplir sus respectivos objetivos<\/strong>. Proponen priorizar 1 entre los 5 posibles porque no todos encajan en todos los momentos del usuario (ni en todos los sectores). Ser\u00eda un error, dicen, intentar abarcarlos todos (aunque es lo m\u00e1s com\u00fan).<\/p>\n<p>Adem\u00e1s, tratan otras cuestiones interesantes relacionadas con la estrategia de contenidos, desde sus <a href=\"http:\/\/www.marketingdecontenidos.es\/faqs\/que-diferencias-hay-entre-marketing-de-contenidos-y-estrategia-de-contenidos\/\">diferencias con el marketing de contenidos<\/a> al resto de pasos para hacerla, incluyendo una <strong><a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2016\/05\/27\/contenidos-declaracion-de-objetivos-de-tu-marketing-de-contenidos\/\">content vision sentence<\/a><\/strong> que sugieren formular siguiendo esta plantilla:<\/p>\n<p style=\"text-align: center;\">\u00ab<strong>Ayudar\u00e9 [a mi cliente] a conseguir [la soluci\u00f3n a su problema] publicando [arquetipo de contenido elegido]<\/strong>\u00ab<\/p>\n<p style=\"text-align: left;\">De la propuesta que hacen en Altimeter-Prophet me gustar\u00eda resaltar la idea de que <strong>la estrategia marca el tipo de contenido marca a publicar<\/strong>.<\/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;\">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;\">Guardar<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hay muchas formas de clasificar el contenido: en \u00abEstrategia de contenidos\u00bb hablo de ello a la hora de inventariar las piezas en el nivel avanzado y \u00abMarketing de contenidos\u00bb empieza con 10 formas diferentes de hacerlo. La \u00faltima que he encontrado y que me parece interesante compartir es la que propone Altimeter-Prophet en el ebook [&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],"tags":[483,515,518],"class_list":["post-7477","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","tag-auditoria-de-contenidos","tag-entregables-de-contenidos","tag-objetivos-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7477","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=7477"}],"version-history":[{"count":9,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7477\/revisions"}],"predecessor-version":[{"id":16474,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7477\/revisions\/16474"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=7477"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=7477"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=7477"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}