{"id":9106,"date":"2017-12-18T08:08:05","date_gmt":"2017-12-18T07:08:05","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=9106"},"modified":"2017-12-17T19:31:21","modified_gmt":"2017-12-17T18:31:21","slug":"contenidos-tu-estrategia-de-contenidos-provoca-algun-cambio-en-tu-audiencia","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2017\/12\/18\/contenidos-tu-estrategia-de-contenidos-provoca-algun-cambio-en-tu-audiencia\/","title":{"rendered":"[Contenidos] \u00bfTu estrategia de contenidos provoca alg\u00fan cambio en tu audiencia?"},"content":{"rendered":"<p>En el ebook \u00ab<a href=\"http:\/\/amzn.to\/2CLyuis\"><span id=\"ebooksProductTitle\" class=\"a-size-extra-large\">The One Hour Content Plan<\/span><\/a>\u00bb (adem\u00e1s de las planificaciones anuales que <a href=\"https:\/\/twitter.com\/evasanagustin\/status\/925995038135521280\">ya coment\u00e9 en Twitter<\/a>) he descubierto el concepto de <strong>Driver of Change (DoC)<\/strong> aplicado a los contenidos de manera que podr\u00eda traducirse por <strong>contenidos impulsores del cambio<\/strong>. De ah\u00ed el t\u00edtulo del post: \u00bftu estrategia de contenidos provoca algo en el lector? No estoy hablando de deseos de compra ni de <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2015\/05\/18\/contenidos-de-que-me-estas-hablando\/\">emociones negativas<\/a>: podr\u00eda ser <a href=\"http:\/\/www.evasanagustin.com\/workaholic\/2016\/09\/19\/contenidos-inspirar-o-crear-momentos-de-inspiracion-es-hacer-marketing-de-contenidos\/\">un momento de inspiraci\u00f3n<\/a> o, como sugiere <a href=\"https:\/\/twitter.com\/MeeraKothand\"><span class=\"a-size-medium\">Meera Kothand<\/span><\/a>, la transformaci\u00f3n en el lector. Di la verdad: \u00bfte has planteado alguna vez si tus contenidos cambian a quien los lee? Hoy va a ser el d\u00eda si sigues leyendo.<\/p>\n<p>El modelo DoC es un progreso entre:<\/p>\n<ul>\n<li><strong>Antes<\/strong>, d\u00f3nde se encuentra actualmente el lector (antes de leer tu contenido), y<\/li>\n<li><strong>Despu\u00e9s<\/strong>, d\u00f3nde estar\u00e1 despu\u00e9s de consumirlo.<\/li>\n<\/ul>\n<p>Para valorar la progresi\u00f3n de uno a otro, hay que contestar a las siguientes preguntas (pongo como ejemplo este mismo post):<\/p>\n<ul>\n<li><strong>\u00bfPor qu\u00e9 est\u00e1n pasando tus lectores?<\/strong> \u00bfO cu\u00e1l es su problema? Por ejemplo: antes no ten\u00edas claro para qu\u00e9 serv\u00eda tu blog y despu\u00e9s de leer este post tendr\u00e1s algunas ideas para dirigir tu estrategia de contenidos.<\/li>\n<li><strong>\u00bfQu\u00e9 sienten?<\/strong> Por ejemplo: antes hab\u00eda confusi\u00f3n y despu\u00e9s tendr\u00e1s una orientaci\u00f3n que te har\u00e1 sentir m\u00e1s control.<\/li>\n<li><strong>\u00bfQu\u00e9 piensan?<\/strong> Por ejemplo: antes cre\u00edas que tu blog te serv\u00eda para poca cosa y despu\u00e9s que puedes encontrarle un objetivo y llegar a cumplirlo.<\/li>\n<\/ul>\n<p>As\u00ed, a la hora de plantearte el valor diferencial de tu blog, preg\u00fantate <strong>c\u00f3mo quieres ayudar a tu audiencia a lograr el cambio<\/strong> que necesitan o est\u00e1n buscando. Se da por hecho que ese cambio es su objetivo y, de manera similar a <a href=\"http:\/\/www.marketingdecontenidos.es\/biblioteca\/vademecum-de-contenidos-mision-vision-valores\/\">la misi\u00f3n de los contenidos<\/a>, Kothand propone la siguiente frase para responder:<\/p>\n<h3 style=\"text-align: center;\">Ayudar\u00e9\/ense\u00f1ar\u00e9 c\u00f3mo [objetivo del usuario] a [<a href=\"http:\/\/www.marketingdecontenidos.es\/biblioteca\/buyer-persona-en-10-pasos\/\">perfil del usuario<\/a>].<\/h3>\n<p>Es una buena idea para plantearse <a href=\"http:\/\/amzn.to\/2k8KEKn\">el plan de contenidos de tu blog<\/a> del a\u00f1o que viene.\u00a0Si lo ves como un catalizador del cambio, es probable que cambies tus pr\u00f3ximos posts y empieces el 2018 con una nueva misi\u00f3n.<\/p>\n<p>Ha llegado el momento de la verdad: \u00bfqu\u00e9 cambio quieres provocar en tu audiencia? Yo quer\u00eda que ajustases tu l\u00ednea editorial para introducir <a href=\"http:\/\/evasanagustin.com\/marketingdecontenidos\/\">el marketing de contenidos<\/a>, es decir, que pensases m\u00e1s en las necesidades de tu audiencia y dejases de pensar solo en publicar contenidos corporativos. \u00bfLo he logrado aunque sea solo un poquito?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En el ebook \u00abThe One Hour Content Plan\u00bb (adem\u00e1s de las planificaciones anuales que ya coment\u00e9 en Twitter) he descubierto el concepto de Driver of Change (DoC) aplicado a los contenidos de manera que podr\u00eda traducirse por contenidos impulsores del cambio. De ah\u00ed el t\u00edtulo del post: \u00bftu estrategia de contenidos provoca algo en 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],"tags":[517,518],"class_list":["post-9106","post","type-post","status-publish","format-standard","hentry","category-estrategia-de-contenidos","tag-linea-editorial","tag-objetivos-contenidos"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/9106","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=9106"}],"version-history":[{"count":3,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/9106\/revisions"}],"predecessor-version":[{"id":9109,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/9106\/revisions\/9109"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=9106"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=9106"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=9106"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}