{"id":7623,"date":"2016-09-19T08:08:49","date_gmt":"2016-09-19T06:08:49","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=7623"},"modified":"2020-05-02T09:54:56","modified_gmt":"2020-05-02T07:54:56","slug":"contenidos-inspirar-o-crear-momentos-de-inspiracion-es-hacer-marketing-de-contenidos","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2016\/09\/19\/contenidos-inspirar-o-crear-momentos-de-inspiracion-es-hacer-marketing-de-contenidos\/","title":{"rendered":"[Contenidos] Inspirar o crear momentos de inspiraci\u00f3n es hacer marketing de contenidos"},"content":{"rendered":"<p><strong>Inspiraci\u00f3n es una de mis palabras favoritas<\/strong>, seguramente lo he dicho aqu\u00ed alguna vez para contextualizar <a href=\"http:\/\/marketingdecontenidos.es\/biblioteca\/que-es-la-inspiracion-10-definiciones\/\">mi ebook<\/a> y tambi\u00e9n lo digo en <a href=\"https:\/\/www.facebook.com\/evasanagustin\/events\">mis clases<\/a>. Valoro a la inspiraci\u00f3n como <a href=\"http:\/\/www.evasanagustin.com\/escritora\">escritora<\/a> pero tambi\u00e9n como <a href=\"http:\/\/www.evasanagustin.com\/servicios\">practicante de marketing de contenidos<\/a>. Espero que cuando termines el post, t\u00fa tambi\u00e9n la veas igual de importante. \u00a1D\u00e9jate inspirar por unos momento!<\/p>\n<p>En 2010, hace casi 6 a\u00f1os, Joe Pulizzi escrib\u00eda <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2010\/11\/26\/contenidos-mandamientos-del-marketing-de-contenidos\/\">los mandamientos del marketing de contenidos<\/a> y el \u00faltimo lo dedicaba precisamente a la inspiraci\u00f3n: \u00ab<strong>Los clientes quieren ser inspirados. \u00a1S\u00e9 la inspiraci\u00f3n!<\/strong>\u00ab. Suena bien, \u00bfverdad? Inspirar a los clientes, qu\u00e9 idea tan maravillosa para desarrollar todo tipo de contenidos. A veces los clientes se dejan llevar por otras motivaciones m\u00e1s tangibles pero merece la pena intentar convencerles de que \u00e9so es el marketing de contenidos.<\/p>\n<p>En 2012, los de Smart Insights se inspiraron en Eloqua para preparar su ya cl\u00e1sica <a href=\"http:\/\/www.smartinsights.com\/content-management\/content-marketing-strategy\/the-content-marketing-matrix-new-infographic\/\">matriz de contenidos<\/a> y en 2015 la convirtieron <a href=\"http:\/\/www.smartinsights.com\/content-management\/content-marketing-strategy\/the-content-marketing-matrix-new-infographic\/attachment\/content-marketing-planning-template\/\">en plantilla<\/a> para que cualquiera pudiese completar sus cuadrantes. El que m\u00e1s me interesa, obviamente, es el dedicado a la inspiraci\u00f3n. Creo que hay m\u00e1s formatos que los que ellos recomiendan, pero me gusta la idea de situar la inspiraci\u00f3n en el lado de<strong> la emoci\u00f3n y la compra <\/strong>porque as\u00ed queda claro que los contenidos que inspiran pueden llevarnos a conseguir clientes.<\/p>\n<div class=\"tumblr-post\" data-href=\"https:\/\/embed.tumblr.com\/embed\/post\/zvea8HDTlA6HgAlhf3RHCA\/23282784851\" data-did=\"c1c58202b16d30b5d8071375a383c69042fa1428\"><a href=\"http:\/\/evasanagustin.tumblr.com\/post\/23282784851\/the-content-marketing-matrix-new-infographic\">http:\/\/evasanagustin.tumblr.com\/post\/23282784851\/the-content-marketing-matrix-new-infographic<\/a><\/div>\n<p><script async=\"\" src=\"https:\/\/secure.assets.tumblr.com\/post.js\"><\/script><\/p>\n<p><a href=\"http:\/\/www.akadrewdavis.com\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-7626 size-medium\" src=\"http:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2016\/09\/AndrewDavis-MOI-300x177.png\" alt=\"Moments of Inspiration, by Andrew Davis (v\u00eda @evasanagustin)\" width=\"300\" height=\"177\" srcset=\"https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2016\/09\/AndrewDavis-MOI-300x177.png 300w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2016\/09\/AndrewDavis-MOI-150x88.png 150w, https:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2016\/09\/AndrewDavis-MOI.png 504w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>En 2014, durante el Content Marketing World, surgi\u00f3 de nuevo la inspiraci\u00f3n y la compra de la mano de Andrew Davis. <a href=\"http:\/\/www.contentmarketingworld.com\/andrew-davis-inspired-content-how-brilliant-storytellers-create-a-sudden-urge-to-act-cmworld\/\">Cuentan<\/a> que all\u00ed apareci\u00f3 el concepto de <strong>Momento de Inspiraci\u00f3n (MOI)<\/strong>.<\/p>\n<p><a href=\"http:\/\/www.cleveland.com\/business\/index.ssf\/2014\/09\/andrew_davis_shares_4_secrets_of_brilliant_storytelling_at_content_marketing_world_2014.html\">Seg\u00fan Davis<\/a>, cada customer journey empieza con uno lo que es una gran oportunidad para las empresas: hay que aprovechar la emoci\u00f3n para inspirar a las personas a actuar y continuar por el funnel. De ah\u00ed que MOI (moment of inspiration) lleve a ROI (return on investment) y <a href=\"http:\/\/www.contentmarketingworld.com\/andrew-davis-inspired-content-how-brilliant-storytellers-create-a-sudden-urge-to-act-cmworld\/\">proponga<\/a> hacer menos campa\u00f1as y m\u00e1s buscar esos momentos con <strong>grandes historias<\/strong> (storytelling).<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"es\">\n<p dir=\"ltr\" lang=\"en\">Stop thinking in campaigns. Start thinking in commitments. <a href=\"https:\/\/twitter.com\/DrewDavisHere\">@DrewDavisHere<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/bmcvegas?src=hash\">#bmcvegas<\/a><\/p>\n<p>\u2014 Ann Handley (@MarketingProfs) <a href=\"https:\/\/twitter.com\/MarketingProfs\/status\/776555133110890497\">15 de septiembre de 2016<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>En el siguiente v\u00eddeo puedes ver a Davis en acci\u00f3n explicando la idea.<\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe loading=\"lazy\" title=\"#1 Marketing Keynote Speech - Inspired by Andrew Davis (HILARIOUS &amp; Smart)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/IDubyeOWLTk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>Con este &#8216;recorrido hist\u00f3rico&#8217; queda bien claro que la inspiraci\u00f3n es m\u00e1s que una palabra bonita, es una forma de <strong>aplicar el marketing de contenidos al embudo de compra<\/strong> para atraer futuros clientes. Entonces, \u00bfa qu\u00e9 esperas para inspirarles?<\/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: 464px; left: 619px;\">Guardar<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Inspiraci\u00f3n es una de mis palabras favoritas, seguramente lo he dicho aqu\u00ed alguna vez para contextualizar mi ebook y tambi\u00e9n lo digo en mis clases. Valoro a la inspiraci\u00f3n como escritora pero tambi\u00e9n como practicante de marketing de contenidos. Espero que cuando termines el post, t\u00fa tambi\u00e9n la veas igual de importante. \u00a1D\u00e9jate inspirar por [&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":[444],"class_list":["post-7623","post","type-post","status-publish","format-standard","hentry","category-marketing-de-contenidos","tag-inspiracion"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7623","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=7623"}],"version-history":[{"count":9,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7623\/revisions"}],"predecessor-version":[{"id":16457,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/7623\/revisions\/16457"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=7623"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=7623"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=7623"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}